Google Business Profile Guide: Setup & Optimization

Whether you’re a Northern Indiana or Michiana business, Google Business Profile (formerly Google My Business) is the most important free tool to dominate local search. Done correctly, it drives visibility, engagement, and foot traffic. Done incorrectly, it can harm your local presence.

This guide covers everything you need: setup, optimization, appeals, verification, and ethical best practices.

1. What is Google Business Profile?

Google Business Profile (GBP) is a free tool from Google that allows businesses to:

• Appear in Google Maps

• Show up in local search results

• Share business info like hours, website, photos, and services

• Collect and respond to reviews

• Post updates, offers, and events

For Northern Indiana & Michiana businesses, this is often the first impression customers have, and it’s critical to rank #1 locally.

2. Setting Up Your Google Business Profile

Step 1: Sign Up

• Visit business.google.com

• Log in with your Google account

• Enter your business name exactly as it appears in the real world

Step 2: Select Your Business Category

• Choose a primary category that matches your main service

• Select secondary categories only if they accurately describe other services

Pro Tip: The primary category impacts search ranking more than anything else.

Step 3: Enter Your Address and Service Areas

• If you serve customers at your location, list your physical address

• If you serve customers at their location, hide your address and define service areas by city, county, or zip code

• Avoid using broad areas like an entire state unless you truly serve it

Step 4: Add Contact Info

• Website URL

• Phone number

• Appointment links if applicable

Step 5: Verification

• Google typically sends a postcard with a code to verify your business

• Other methods may include phone, email, or video verification

3. Optimizing Your Google Business Profile

A. Business Info

• Name: Use your official business name only. Don’t keyword-stuff.

• Categories: Primary + relevant secondary categories

• Attributes: Highlight accessibility, women-owned, veteran-owned, etc.

• Description: Include services naturally, local context (cities served), and clear benefits

B. Photos & Videos

• Upload high-quality photos of:

  • Location

  • Team

  • Products/services

  • Customer experience

  
  

  Post videos showing your business in action — Google favors video content for engagement

C. Posts & Updates

• Share offers, events, new products, or educational content

• Local relevance improves visibility

D. Reviews

• Encourage reviews from real customers

• Respond to reviews promptly and professionally

• Avoid fake reviews — Google penalizes this

E. Services & Products

• List all relevant services/products with accurate names, descriptions, and pricing if possible

• Include local context for each service

4. Handling Suspensions and Appeals

Google can suspend a profile for guideline violations. Common reasons include:

• Keyword-stuffing in the business name

• Misrepresenting service areas

• Fake reviews

• Duplicate listings

Appealing a Suspension:

1. Identify the reason from the email or dashboard

2. Fix the violation (correct business name, remove prohibited content)

3. Submit a reinstatement request via Google Business Support

4. Provide documentation (license, utility bill, etc.) if required

5. Video Verification Instructions

Sometimes Google requires video verification to prove your business exists at the location and operates as described:

1. Log in to your GBP account

2. Select Verify Now if prompted for video

3. Prepare:

   • Exterior of building/business signage

   • Interior showing operations, staff, or equipment

   • Proof of service (appointments, products, or services)

4. Record video via mobile or webcam per Google’s instructions

5. Submit and wait for Google’s confirmation

6. Ranking #1 in Your Local Area

A. Local SEO Fundamentals

• Consistent NAP (Name, Address, Phone) across all directories

• Include primary keywords naturally in your description and services

• Gather high-quality reviews regularly

• Add photos/videos frequently

B. Engagement Signals

• Respond to reviews

• Answer questions

• Post updates consistently

C. Citations & Links

• Ensure your business is listed on reputable local directories (Chamber of Commerce, Yelp, etc.)

• Link your GBP to your website

D. Service Areas

• Select only areas you actively serve

• Overstating service areas can lead to penalties or reduced rankings

E. Analytics & Insights

• Monitor GBP insights for views, clicks, calls, and direction requests

• Adjust strategy based on which areas generate the most engagement

7. Google Business Profile Ethics

• Do NOT keyword-stuff the business name

• Only list accurate categories and services

• Avoid fake reviews or incentives for reviews

• Ensure all photos, videos, and posts reflect real business operations

Ethical practices help maintain ranking and avoid suspension.

8. Summary Checklist for Local Ranking

✅ Correct business name
✅ Accurate categories & services
✅ High-quality photos & videos
✅ Regular posts & updates
✅ Local reviews & responses
✅ Consistent NAP
✅ Verified service areas
✅ Ethical practices only