The most underused free tool in local marketing
Your Google Business Profile (GBP) appears in local search results, Google Maps, and the Knowledge Panel when someone searches your business name. It's often the first thing a potential customer sees before they ever reach your website.
Yet most local businesses set up their GBP once — and never touch it again.
Here's the complete 2026 playbook for getting the most out of this free tool.
1. Complete every section of your profile
Google rewards completeness. Profiles with all sections filled out rank higher in local search results. Check all of the following:
- Business name — exactly as it appears on your signage/website (no keyword stuffing)
- Category — primary + up to 9 additional categories
- Description — 750 characters. Include your main service, city, and a USP
- Opening hours — including special hours for holidays
- Phone number — local number preferred over national
- Website — your actual homepage or a location-specific landing page
- Photos — minimum 10 photos (exterior, interior, team, work samples)
- Services — list every service you offer with descriptions
2. Post weekly (this is the biggest lever most businesses ignore)
Google actively promotes profiles that post regularly. Posts appear in local search results and can drive direct calls and website visits.
What to post each week:
- A recent job or project (with photo)
- A seasonal or time-limited offer
- A customer win or testimonial
- An answer to a common customer question
Posts expire after 7 days, so consistency matters. One post per week is the minimum.
3. Get your review strategy right
Reviews are the single biggest trust signal for local businesses. The target is 50+ reviews with an average of 4.5 or higher.
How to get more reviews:
- Ask every satisfied customer within 24 hours of job completion
- Send a direct link to your GBP review page (find it in your profile dashboard)
- Make it a process: every job → follow-up message → review request
- Use ELEVO to automate review request messages
How to respond to reviews:
- Reply to every review within 48 hours
- For positives: thank them by name, mention the specific service
- For negatives: acknowledge publicly, resolve privately
4. Use Questions & Answers proactively
You can add your own questions and answers to the Q&A section — and you should. Common questions answered before the customer asks them reduce friction and increase conversions.
Add answers to questions like:
- "Do you offer emergency call-outs?"
- "How quickly can you respond?"
- "What areas do you cover?"
5. Track your profile's performance
Inside your GBP dashboard, you can see:
- How many times your profile appeared in search
- How many people clicked for directions, called, or visited your website
- Which searches triggered your profile
Review these numbers monthly. A drop in visibility usually means a competitor has become more active — and it's time to catch up.