Making Google Work for Your Local Business: A No-Nonsense Guide

Back in the day, customers flipped through the Yellow Pages to find businesses. Nowadays, that phone book has been replaced by Google My Business—but many business owners aren’t leveraging it to its full potential. After assisting over 200 local businesses with their Google My Business listings, we’ve uncovered what truly makes a difference. Here’s everything you need to know, explained in simple terms.

Getting Started: Claim What’s Already Yours

Claiming your Google My Business listing is the first step toward improving your local SEO and getting found online. Think of this process as staking your claim in Google’s ecosystem. If you don’t claim your listing, someone else might—whether it’s a customer or Google itself—and the information they provide may be incomplete or inaccurate. By claiming your profile, you gain control over how your business appears in search results, maps, and beyond.

If you take the time to claim your listing, you’ll see immediate benefits. Your business will appear more prominently in local searches, and you’ll have access to valuable tools like GMB insights, which show how customers interact with your profile. This small step can lead to increased visibility, more calls, and even foot traffic to your store.

Where to click: google.com/business → “Manage now”

About 60% of small businesses we’ve worked with discover that Google already has some information about them—often incomplete or inaccurate. Perhaps a customer added it, or Google pulled details from other platforms. The first step is claiming ownership, much like putting your name on a lease agreement.

When entering your business name, Google will display matching listings. If you see yours (even if the information is incorrect), claim it. If nothing appears, you’ll need to create a new listing. Either way, you’ll have to verify that you’re the actual owner.

What to expect: Google will send a postcard to your business address containing a verification code. This process typically takes 5-14 days. While waiting, you can still work on parts of your profile, though some features remain locked until verification is complete.

Watch out for:

– Avoid creating duplicate listings if one already exists

– If relocating later, update your existing listing instead of creating a new one

– Service-based businesses can hide their physical address while showing service areas

Telling Google Exactly What You Do (So Customers Can Find You)

Your business category is one of the most critical elements of your Google My Business listing. It tells Google—and ultimately potential customers—exactly what you do. Choosing the right category ensures that your business shows up in relevant searches. For example, selecting “Plumber” instead of “Handyman” could mean the difference between appearing in searches for plumbing emergencies versus general home repairs.

When you select the correct category, you’ll notice an improvement in the quality of leads coming your way. Customers searching for specific services are more likely to find you, and your Google rankings will improve because your listing aligns with user intent. This step is particularly important for local SEO, as it helps Google understand where and how to rank your business.

Where to click: Dashboard → Info → Business category

Selecting your business category is akin to telling the librarian where to shelve your book. Get it wrong, and people searching for your services might never find you. For example, a hair salon owner once asked us why she wasn’t attracting braiding clients. It turned out she’d selected “Hair Salon” instead of “African Hair Braiding.” After adjusting this single setting, her braiding appointments doubled within two months.

How to choose:

– Be as specific as your primary service allows

– Think like your customers when they search

– You can add secondary categories later (up to 10 total)

Good examples:

✓ “Veterinarian for Dogs” instead of just “Veterinarian”

✓ “Thai Restaurant” rather than “Asian Restaurant”

✓ “24 Hour Emergency Plumber” vs. “Plumbing Service”

Are Customers Coming to You or You Going to Them?

Defining whether your business operates as a storefront or a service-area business is crucial for accurate representation on Google. This setting determines how your location is displayed to potential customers. For instance, if you run a restaurant, customers need to know your exact address. On the other hand, if you’re a plumber, they only care about the areas you serve.

By setting this correctly, you’ll ensure that customers understand how to connect with you. Storefront businesses will benefit from the “Get directions” button, while service-area businesses can attract clients without revealing their physical address. This clarity improves user experience and boosts trust in your business profile.

Where to click: Dashboard → Info → Business type

This simple setting determines how Google displays your location. Getting it right ensures customers understand exactly how to connect with you.

For storefronts (customers visit you):

– Displays your exact address

– Enables the “Get directions” button

– Best for: Restaurants, retail shops, clinics

For service-area businesses (you visit customers):

– Allows you to hide your actual address

– Set specific cities or zip codes you serve

– Best for: Plumbers, cleaners, mobile pet groomers

Hybrid situations: If you operate both a storefront and offer on-location services (like an auto shop that also provides mobile repairs), choose “Storefront” and add service areas separately.

Your Hours: More Important Than You Realize

Your business hours are more than just a schedule—they’re a key factor in building trust with potential customers. When your hours are accurate and up-to-date, customers feel confident visiting or contacting you. Conversely, outdated or incorrect hours can lead to frustration and lost sales. Plus, Google uses this information to determine when your business is “open,” which impacts your local SEO.

Updating your hours regularly ensures that customers always have the correct information. You’ll also see improvements in your Google rankings, as consistent and accurate data signals reliability to Google’s algorithm. Over time, this can lead to higher visibility and more inquiries during your business hours.

Where to click: Dashboard → Info → Hours

Few things frustrate customers more than arriving at a closed business. Providing complete hours isn’t just courteous—it also helps improve your Google rankings.

Do it right:

– Click each day to set opening/closing times

– For breaks (like lunch hours), click “Add hours”

– Mark days you’re closed rather than leaving them blank

– Double-check AM/PM settings (a common mistake)

A bakery client experienced a 20% drop in Saturday morning sales because they’d accidentally set their hours as 5PM-12PM instead of 5AM-12PM. One small typo cost them thousands in lost revenue.

Holiday Hours: The Often-Forgotten Essential

Special hours are essential for keeping your Google My Business listing accurate during holidays or unique events. These exceptions ensure that customers aren’t misled when your business operates outside its regular schedule. Whether it’s a national holiday, a local festival, or planned closures for staff training, special hours keep everyone informed.

When you add special hours, you’ll see fewer frustrated customers trying to reach you during unexpected closures. Additionally, Google rewards businesses that maintain accurate information with better visibility in search results. This small effort can prevent negative reviews and missed opportunities.

Where to click: Dashboard → Info → Hours → Special hours

While regular hours inform Google of your standard schedule, special hours cover exceptions—and these are equally important.

When to use them:

– National holidays (Google suggests many automatically)

– Local observances (festivals, parade days)

– Annual closures (inventory, staff training)

– Weather closures (add when unexpected)

Pro move: At the start of the year, dedicate 15 minutes to enter all known special hours for the coming year. Future-you will thank present-you when holidays approach.

Contact Details: Consistency Is King

Your contact details are the backbone of your Google My Business listing. They ensure that customers can easily reach you, whether they’re calling, visiting your website, or stopping by your location. Consistency across platforms—known as NAP consistency (Name, Address, Phone)—is critical for both customer trust and Google’s algorithm.

When your contact details are consistent, you’ll notice fewer missed connections and better engagement. Google will also reward you with improved local SEO and higher Google rankings. Inconsistent information, on the other hand, can confuse customers and hurt your credibility.

Where to click: Dashboard → Info

Your business name, address, and phone number (NAP consistency) must match exactly across all platforms. Inconsistencies confuse both customers and Google’s algorithm.

Checklist:

– Business name: Use your legal name (no extra keywords)

– Address: Same format as on your website and other listings

– Phone: Prefer a local number (not 800 numbers)

– Website: Link to your homepage or most relevant page

Real-world example: “Joe’s Pizza” ranking issues disappeared when we changed from “Joe’s Best Pizza – New York Style (Since 1985)” to just “Joe’s Pizza”—his legal business name.

Photos: Your Digital First Impression

Photos are often the first thing customers notice about your Google My Business listing. They provide a visual introduction to your business, showcasing your products, services, and environment. High-quality photos can make a significant impact, influencing whether a potential customer chooses you over competitors.

Adding photos regularly not only keeps your listing fresh but also boosts engagement. Listings with photos receive 42% more direction requests and tend to rank higher in local searches. Over time, this visual storytelling builds trust and encourages more interactions with your profile.

Where to click: Dashboard → Photos

Listings with photos receive 42% more direction requests. However, not just any photos—ones that tell your business’s story.

Must-have shots:

– Exterior: Clear view of your storefront

– Interior: Well-lit space shots

– Team: Friendly staff photos

– Products: Your best-selling items

– Logo: 400×400 pixels

– Cover: 1080×608 pixels (showcase your specialty)

Photo tips:

– Natural light works best

– Show people enjoying your space/products

– Update seasonally (holiday decorations, summer specials)

– Add new photos monthly to keep your listing fresh

Keeping Your Listing Working for You

Maintaining your Google My Business listing is like tending to a garden—it requires regular care to thrive. Without consistent updates, your profile can become outdated, leading to missed opportunities and lower engagement. Regular maintenance ensures that your business stays relevant and visible to potential customers.

By following a simple schedule, you’ll see steady improvements in your local SEO and customer interactions. Responding to reviews, posting updates, and adding new photos keeps your listing dynamic and engaging. Over time, this effort translates into more calls, visits, and sales.

Weekly (5 minutes):

– Respond to any new customer reviews

– Post an update (special, event, or news)

– Check for customer questions

Monthly (10 minutes):

– Add new photos

– Verify all info is current

– Check GMB insights for trends

Quarterly (15 minutes):

– Review categories—are they still the best fit?

– Update service descriptions

– Check special hours for upcoming holidays

Remember, your Google My Business listing isn’t a “set it and forget it” tool. Businesses that treat it as an ongoing part of their marketing strategy see tangible results—more calls, more visits, and ultimately, more sales.

Your Google My Business listing is more than just a digital placeholder—it’s a dynamic tool that can significantly impact your business’s success. When managed effectively, it becomes one of the most powerful assets in your local SEO strategy. From helping customers find you to showcasing what makes your business unique, every detail you optimize brings you closer to standing out in a crowded marketplace.

Think of your GMB profile as a living entity. It grows stronger with regular care and attention. The steps we’ve outlined—claiming your listing, choosing the right categories, setting accurate hours, maintaining consistent contact details, and adding engaging photos—are all interconnected pieces of a larger puzzle. Each element works together to build trust, improve visibility, and drive action from potential customers. For example, when someone searches for “best Thai restaurant near me,” having precise categories, updated hours, and mouthwatering photos could mean the difference between them choosing you or scrolling past.

But here’s the thing: optimization isn’t a one-time task. Like any worthwhile investment, it requires ongoing effort. Regularly updating your profile ensures that it remains relevant and competitive. Responding promptly to customer reviews, posting timely updates, and refreshing your visuals keep your audience engaged and reinforce your brand’s credibility. Over time, these small actions compound into meaningful results—higher Google rankings, increased foot traffic, and ultimately, more revenue.

Businesses that embrace this mindset see remarkable outcomes. Take, for instance, a local plumbing company we worked with. By consistently optimizing their GMB insights, responding to reviews within 24 hours, and uploading seasonal service photos, they tripled their lead generation in under six months. Or consider the bakery owner who corrected their operating hours and saw an immediate 20% boost in weekend sales. These aren’t isolated successes—they’re proof that intentional effort pays off.

As you move forward, remember that your Google My Business listing is a reflection of your business’s personality and professionalism. Treat it with the same care you’d give to your physical storefront or website. Keep experimenting, analyzing, and refining based on what works best for your audience. And don’t hesitate to revisit earlier sections of this guide whenever you need a refresher or encounter new challenges.

In today’s digital-first world, being visible on Google isn’t optional—it’s essential. By mastering the art of GMB optimization, you’re not just improving your online presence; you’re creating opportunities for real-world growth. So take the first step today. Claim your listing, make it shine, and watch as your efforts transform into tangible results. After all, the businesses that thrive are the ones that adapt—and win—the game of modern marketing.