How to Claim and Optimize Your Google Business Profile

Step 1: Claim (or Confirm Ownership of) Your Profile

Before optimizing anything, make sure you control the listing.

1. Visit Google and search your business name.
2. Look for "Own this business?" or "Claim this business."
3. Sign in with the Google account you plan to associate with this business.
4. Complete verification (postcard, phone, email, or video).

Tip: Use an email tied to the business -- not one you may abandon later.

Step 1B: What If You Don't See a Knowledge Panel Yet?

If you search for your business and don't see a Knowledge Panel -- or don't see an option to claim your listing -- don't panic. This is common for newer businesses, home-based businesses, and service-area businesses.

Solution: Create your Google Business Profile manually:

1. Go to google.com/business
2. Click "Manage now."
3. Enter your business name.
4. Choose your primary business category.
5. Add your service area or address.
6. Complete verification when prompted.

Once your profile exists and begins collecting signals (photos, services, reviews, website links), Google will often generate a Knowledge Panel automatically. Think of it like opening a storefront: you need to unlock the door and turn on the lights before customers (and Google) can recognize you.

Step 2: Complete the Core Information (The Foundation)

This is the basic framework Google uses to understand your business.

Business Name

Use your exact, legal business name only. No keywords, no taglines, no locations.

• ✅ "Joe Web Services"
• ❌ "Joe Web Services - Best SEO in Asheville"

Primary Category (Most Important Choice You'll Make)

Your primary category is the strongest ranking signal in your profile. Ask: "If Google could only know one thing about my business, what should it be?"

Examples: Website Designer, Pet Supply Store, Bed & Breakfast, Marketing Consultant

Secondary categories expand your relevance but never override the primary.

Address or Service Area (Choose Carefully)

Brick-and-mortar businesses: show your address. Service-area (meaning you travel to customers): hide your address and specify up to 20 service-areas (cities, zip codes, or other areas). Consistency matters. Your GBP address should match your website and online directory listings exactly.

Phone Number, Website, Hours, Opening Date

• Use a local phone number.
• Link to your main website home page.
• Set hours for every day.
• Add holiday or special hours when applicable.
• Enter your real opening or founding date.

Step 3: Write a Strong Business Description (750 Characters)

Your description is for clarity and establishing trust, not keyword stuffing. Include:

• What you do
• Who you serve
• Where you operate
• What makes you different

Example: "We're a family-owned website design and SEO agency serving small businesses in Asheville and Western North Carolina. Since 1995, we've helped companies improve visibility, generate leads, and manage their websites easily."

Step 4: Services, Products, and Attributes (Quiet SEO Power)

Services

Select 1 primary category and 8-11 relevant secondary categories. While Google does not specify a maximum number of individual, avoid overwhelming potential customers and diluting your core offerings

Products

If you sell products, include names, descriptions, prices, and images to be shown in product-specific searches.

Attributes

Examples: Family-owned, Veteran-led, Wheelchair accessible, Wi-Fi available. These match the searcher's intent and boost conversions, especially on mobile.

Step 5: Photos & Visuals (Your Digital Window Display)

Google rewards active, visual profiles. Upload:

• Logo
• Cover image ('sticky' or persistent photo)
• Exterior and interior shots
• Team photos
• Products or completed work

Aim for 10+ high-quality images to start. Bonus: When Geotagged, photos tied to your location will reinforce local relevance.

Step 6: Reviews (Boost Visibility, Trust, and Engagement)

Google reviews influence rankings, click-through rates, and customer trust. And while many customers are happy to submit reviews, it often takes a little nudge or reminder. The keys are to:

• Ask happy customers consistently.
• Make it easy for them by providing the direct link (or QR code) to your Google review page.
• Respond to every review (both positive and negative) with appreciation and a sincere commitment to customer satisfaction.

Step 7: Ongoing Optimization (Where Many Businesses Stop Too Soon)

Google Posts (aka 'Updates')

Use short posts to share updates, offers, events, and seasonal services. Even 1–2 posts per month can reinforce relevance and show activity.

Repurpose blog content or updates into Google Posts -- no extra writing required.

Questions & Answers (Updated for 2026)

Previously, businesses were able to manually "feed" GPB with the questions and answers they wanted to display. Now, this section is generated by Google AI and pulls that information from the following 4 primary sources:

1. Your 750-character GBP Business Description.
2. Detailed Services List: Go to your GBP dashboard under Edit Services. Select the primary and 8-10 secondary services. Then, scroll to the bottom and click 'custom services' to add any not listed above. Finally, write keyword-rich descriptions for each. AI reads every word of these.
3. Website FAQ Page: Ensure your website has a dedicated FAQ page. Use Schema Markup to tell Google specifically that these are Questions and Answers.
4. Create a GBP Post: Announcing (and summarizing) your newly created FAQs page

Performance Tracking

Here's where to see how your GBP efforts are working:

• Overview: Total profile views.
• Calls: Number of people who clicked the call button.
• Messages: Any direct chats started.
• Bookings: If you have an online scheduler connected.
• Directions: (Again, less relevant for you, but huge for local shops).
• Website Clicks: How many people visited your site from the profile.

Keywords in GBP

Use keywords naturally in categories, services, products, descriptions, posts, and review responses. Never stuff keywords or add them to your business name.

Why This Displays Your Knowledge Panel and Pins You on the Map

When your profile is complete, consistent, actively managed, and clearly categorized, Google gains confidence in your business entity -- triggering:

• Knowledge Panels
• Stronger local visibility
• Higher trust at first glance

Just like a beautifully staged store window, your GBP tells Google, "This business is legitimate, active, and worth showing."