How Google Business Profile (GBP) Supercharges Your SEO (and Why You Can’t Ignore It)

When people talk about SEO, they usually think of keywords, backlinks, blogs, and website updates. But there’s one tool that quietly drives massive results for local businesses — and many still aren’t using it to its full potential:

Google Business Profile (GBP).

A well-optimized GBP doesn’t just help you “show up on Google.” It directly impacts your local SEO, increases customer actions, and drives measurable leads. In many cases, it outperforms your website.

Let’s break down exactly how GBP boosts SEO, why it matters, and what you can do to maximize it.

Why Google Business Profile Matters for SEO

1. GBP Is the #1 Ranking Factor for Local Search

According to BrightLocal’s 2024 Local Search Ranking Factors Report, GBP signals are the top ranking factor for the Map Pack, making up 36% of how Google decides who shows up locally.

If you want to appear when someone searches:

• “coffee shop near me”

• “roofers in Elkhart”

• “best dentist Goshen”

…your GBP matters more than ANY other local SEO factor.

2. It Helps You Show Up in Two Critical Places

Your GBP gives you visibility in:

• Local Pack (Map Pack) — the 3 listings that show under the map

• Local Finder — the full list when someone clicks “More Places”

These placements get significantly more clicks than organic links. Research shows:

• The Local Pack captures 44% of all local clicks

• Businesses in the Map Pack receive 5x more calls and direction requests than those only in organic results

Without GBP, your business can’t appear in either place.

3. GBP Increases Trust Signals (Which Google Loves)

Google wants to send users to trustworthy, active, legitimate businesses. Your GBP provides real-world signals that prove:

• You’re open

• You're active

• You're responsive

• Customers like you

• People interact with your business

These engagement signals — clicks, calls, reviews, photos, Q&A — all help your rankings improve over time.

How GBP Directly Boosts Your SEO

1. Reviews Improve Rankings AND Conversions

Reviews aren’t just for social proof — they’re an SEO signal.

Google has confirmed that:

• Review quantity

• Review quality

• Review keywords

• Owner responses

…all impact local search rankings.

Example: A salon in Warsaw that consistently receives 4–5 new reviews per week and responds within 48 hours will outperform a similar salon with few or unanswered reviews.

Pro Tip: Ask customers to include what service they received in their review(“They fixed my AC fast” is better for SEO than “Great service!”).

2. Keywords in Your Business Description & Posts Strengthen Relevance

Google scans your:

• Business description

• Services

• Products

• Posts

• Reviews

…for context and relevance.

If your GBP includes phrases like:

• “poly furniture in Elkhart”

• “dentist offering Invisalign in Goshen”

• “24/7 emergency plumbing Mishawaka”

Google better understands what you do — and ranks you more accurately.

Pro Tip: Add every service you offer as an individual “Service” inside your GBP. These often surface in “Justifications” next to your listing (huge visibility factor).

3. Photos Increase Visibility & Actions

Google has stated that businesses with photos get:

• 42% more requests for directions

• 35% more website clicks

• 2x more calls

Photos send freshness signals to Google, and they keep your profile competitive.

Example: A restaurant posting weekly photos of dishes and events will outrank one whose last photo was uploaded in 2019.

4. Posts Act Like Mini-SEO Boosters

Google Posts keep your profile active — Google sees this as a sign your business is alive and well.

Posts can boost local relevance when you include:

• Keywords

• Seasonal services

• Promotions

• Events

Example: A landscaping company posting weekly updates like “Fall Clean-Up Services Now Available in Granger” will appear more frequently in seasonal searches.

5. Accurate NAP Signals Improve Local Rankings

NAP = Name, Address, Phone number

If your GBP info doesn't match your:

• Website

• Facebook

• Directory listings

• Citations

…Google loses confidence in your business and ranks you lower.

Pro Tip: Use the EXACT same format everywhere — even down to “St.” vs “Street.”

How to Optimize Your GBP for Maximum SEO Impact

1. Choose the Right Primary Category

This is the single biggest ranking lever.

Examples:

• Roofing Contractor

• Bakery

• Pest Control Service

• Marketing Agency

Tip: Look at competitors who rank well and match their category.

2. Add All Relevant Secondary Categories

You can add 9–10 secondary categories that help you show up for expanded searches.

Example for a spa:

• Day Spa (primary)

• Facial Spa

• Massage Spa

• Skin Care Clinic

• Wellness Center

3. Fill Out Every Section Completely

Google rewards completeness.

Make sure you have:

✔ Business description

✔ Hours (including holiday hours)

✔ Services

✔ Products

✔ Appointment links

✔ Opening date

✔ Accessibility features

4. Post Weekly

Google Posts expire after 7 days (except events).Posting weekly keeps your listing algorithmically “fresh.”

5. Collect Reviews Consistently

Aim for 3–5 new reviews each week.

Pro Tip: Send your review link automatically after a purchase or service.

6. Add New Photos Every Week

Google rewards active profiles.

Ideas:

• Staff photos

• Behind-the-scenes

• New products

• Customer projects

• Events

Final Thoughts: GBP Isn’t Optional — It’s SEO Fuel

Google Business Profile is one of the most powerful, cost-effective SEO tools you have. It helps Google understand:

• Who you are

• What you do

• Where you are

• Why customers trust you

And when you optimize it consistently, it becomes a lead-generating machine.

If you want higher rankings, more calls, and more customers…start with GBP.

Ready to turn your Google Business Profile into a lead-generating machine?

StoryArk helps local businesses dominate the map, boost rankings, and get more calls, clicks, and customers. Contact us today and let’s grow your leads together.