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.
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.
Visit business.google.com
Log in with your Google account
Enter your business name exactly as it appears in the real world
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.
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
Website URL
Phone number
Appointment links if applicable
Google typically sends a postcard with a code to verify your business
Other methods may include phone, email, or video verification
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
Upload high-quality photos of:
Location
Team
Products/services
Customer experience
Post videos showing your business in action — Google favors video content for engagement
Share offers, events, new products, or educational content
Local relevance improves visibility
Encourage reviews from real customers
Respond to reviews promptly and professionally
Avoid fake reviews — Google penalizes this
List all relevant services/products with accurate names, descriptions, and pricing if possible
Include local context for each service
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:
Identify the reason from the email or dashboard
Fix the violation (correct business name, remove prohibited content)
Submit a reinstatement request via Google Business Support
Provide documentation (license, utility bill, etc.) if required
Sometimes Google requires video verification to prove your business exists at the location and operates as described:
Log in to your GBP account
Select Verify Now if prompted for video
Prepare:
Exterior of building/business signage
Interior showing operations, staff, or equipment
Proof of service (appointments, products, or services)
Record video via mobile or webcam per Google’s instructions
Submit and wait for Google’s confirmation
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
Respond to reviews
Answer questions
Post updates consistently
Ensure your business is listed on reputable local directories (Chamber of Commerce, Yelp, etc.)
Link your GBP to your website
Select only areas you actively serve
Overstating service areas can lead to penalties or reduced rankings
Monitor GBP insights for views, clicks, calls, and direction requests
Adjust strategy based on which areas generate the most engagement
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.
✅ Correct business name
✅ Accurate categories & services
✅ High-quality photos & videos
✅ Regular posts & updates
✅ Local reviews & responses
✅ Consistent NAP
✅ Verified service areas
✅ Ethical practices only