If you run a local business and want more visibility in your area, one of the most powerful and free tools at your disposal is Google Business Profile (GBP). This online listing provided by Google allows local listing management for businesses to control the way they appear in Google’s search results and Maps.
Even large, multi-location enterprise businesses leverage GBP to manage consistent information across all their locations, ensuring brand accuracy and improving local search performance.
GBP includes all the information you would expect from a profile — your business name, address, phone number (NAP), website link, business description, hours of operation and, most importantly, customer reviews.
Maintaining a consistent and accurate profile greatly contributes to your Google local ranking factors and directly influences your position in the search results. With the right GBP and local search engine optimization (SEO) strategy in motion, you can attract high-intent customers who are actively searching for your services nearby.
However, setting up a GBP is only the first step; you also have to utilize the data inside to set your business apart – and we are here to help you with that. Consider this article your local SEO guide, where we’ll show you exactly how to leverage GBP and use the available data to strengthen your local SEO strategy.
In this blog:
• Why Google Business Profile Optimization Matters
• How GBP Optimization Helps You Build a Data-Driven SEO Strategy
• How Local SEO Ranking Factors Vary by Industry, Market and Platform
• Final Thoughts
Why Google Business Profile Optimization Matters
When someone searches for a service you offer, Google’s local algorithm factors in relevance, proximity and prominence. Your GBP serves as a primary source for this information — offering key signals that affect where and how you appear in local results. This makes it imperative for every local business listing to reflect real-time updates to stay competitive in local SEO.
By tapping into the data that GBP offers, you can:
• Understand how users interact with your profile
• Track engagement trends over time
• Make changes that directly impact your visibility
Let’s walk through the steps to use GBP data effectively in this local SEO guide.
How GBP Optimization Helps You Build a Data-Driven SEO Strategy
To build a truly data-driven SEO strategy, you need more than just guesswork and gut feeling — you need real-time insights that reveal how people interact with your business online. GBP fits this requirement. By refining the content, visuals and information on your Google local business listing and tracking how users engage with it, you can unlock valuable data that informs smarter decisions. This approach allows local businesses to bridge the gap between visibility and performance, turning everyday profile metrics into local SEO strategies.
1. Track Key Engagement Metrics on GBP
Your GBP dashboard provides actionable insights that can inform your optimization strategy. Here are the metrics you should pay attention to:
• Profile views: Understand how often your business appears in search results.
• Clicks to website: Track how many users visit your site from your listing.
• Call clicks: See how many users are initiating contact.
• Direction requests: Measure local demand and accessibility.
“The right metric gives you the right direction. If direction requests drop, your map pin or address could be wrong — or worse, irrelevant,” said Ronnel Viloria, Lead SEO Strategist at Thrive Internet Marketing Agency.
Use this data to spot what’s working and what’s not. For example, if profile views are high but website clicks are low, it may indicate that your profile lacks compelling content or clear calls to action (CTAs).
2. Use Insights To Refine Business Descriptions and Services
Every element of your GBP — from your business description to listed services — contributes to your local SEO strategies.
Use keyword research tools like Google Keyword Planner to identify high-volume local search terms, then incorporate those into your GBP. But don’t just stuff keywords — make them part of a clear, value-driven narrative.
“Your business description isn’t just for customers — it’s for Google too. Well-written copy optimized with real keywords helps establish relevance,” Viloria said.
Services and product categories should be updated regularly to reflect what people are searching for in your area. GBP insights help validate what your local audience values most.
3. Monitor and Respond to Customer Reviews
Customer reviews do more than influence buying decisions — they directly impact your local SEO performance. GBP tracks:
• Review count and average rating
• Review recency
• Review sentiment and keywords
Look for recurring themes in positive reviews and highlight those features in your content. Monitor negative reviews for opportunities to improve.
“Reviews tell you what customers remember most — and that’s often what search engines notice too. Don’t ignore this goldmine of SEO insights,” Viloria said.
Responding to reviews shows engagement and builds trust, which can improve your standing in local listing management.
4. Track Photos and Visual Content Performance
GBP also shows how your photos perform compared to businesses like yours. Regularly updating visuals such as your storefront images, product photos, team shots significantly improves credibility and appeal.
Monitor:
• Photo views
• Photo uploads by customers
“A photo can tell your brand story instantly. And Google rewards active profiles that stay fresh and visually engaging,” Viloria said.
High-performing visuals attract more views and increase interaction rates.
5. Align GBP Data With Google Analytics
While GBP provides visibility data, Google Analytics shows what happens after users click through to your site. Look for patterns between the two:
• Are users bouncing quickly? You might need stronger content.
• Are they staying longer on a specific service page? Double down on that offer.
“Seeing the entire funnel — from search to site behavior — helps close gaps in your local listing management strategy. It’s not just about clicks, it’s about conversions,” Viloria said.
Connecting GBP insights with on-site behavior helps you measure ROI more effectively.
6. Benchmark Against Competitors
Your GBP doesn’t exist in a vacuum. Compare your listing with top-performing competitors in your area:
• What categories are they using?
• How many reviews do they have?
• What kind of content and images are featured?
Use this data to identify gaps and opportunities and add to your local SEO ranking factors. If your competitors have more complete profiles or more frequent updates, you know what to improve.
“Being data-driven means you’re not guessing what the market wants — you’re adapting based on what others are doing successfully,” Viloria said.
7. Build Scalable Strategies for Multi-Location Businesses
If you manage multiple locations, GBP optimization at scale becomes crucial. Each location needs a tailored profile that reflects local offerings, hours and photos.
Here’s how multi-location businesses can succeed:
• Customize data-driven SEO strategies per location
• Manage reviews centrally and effectively
• Maintain brand consistency across listings
“With the right tools and workflow, you can turn GBP from a one-off listing into a scalable growth driver for every location you operate,” Viloria said.
How Local SEO Ranking Factors Vary by Industry, Market and Platform
While Google local ranking factors are known to influence your visibility, it’s important to understand that these factors vary by industry, location, platform and device.
For many years, Moz ran an industry-respected Local Search Ranking Factors (LSRF) survey, gathering insights from local SEO strategies to identify which elements seemed to impact rankings the most. However, even this comprehensive analysis came with a caveat: Google’s algorithms behave differently across markets and verticals. What works for a tax accountant in Chicago may not matter much for a drive-through restaurant in Austin.
Additionally, Google Maps, the Local Pack and organic search results are all governed by separate algorithms. A factor that boosts visibility in the Local Finder might have little to no effect on your website’s organic ranking.
Ultimately, research into local search ranking factors remains observational. Since Google keeps its algorithms confidential, most local SEO insights are based on extensive experience — not insider knowledge.
So while this article will walk you through proven tactics and metrics, always remember: There is no one-size-fits-all answer in local SEO. Use the data and tools to observe your profile’s performance in your specific market and adjust your strategy accordingly.
Winning in GBP Optimization Starts Here
GBP optimization is not a one-time task — it’s an ongoing strategy that delivers local visibility and real-world results when done right. Local search ranking factors, particularly those related to Google Business Profile, are crucial for businesses aiming to improve their visibility in local search results. From the digital marketing perspective, understanding Google local ranking factors helps you build a stronger SEO foundation. By tracking the right data, making smart optimizations and learning from your users, you give your business the edge it needs in a competitive local market.
Ready to turn your Google Business Profile into a lead-generation engine? Contact Thrive today and get expert help to improve your local SEO performance.
Frequently Asked Questions (FAQs) About Google Business Profile for Local SEO
WHAT IS A GOOGLE BUSINESS PROFILE AND WHY IS IT IMPORTANT FOR LOCAL SEO?
A Google Business Profile is your free online listing on Google Search and Maps that shows your business name, address, phone number, website, hours and reviews. It’s one of the strongest local SEO signals — helping Google understand your relevance, proximity and prominence so you show up when nearby customers search for your services.
HOW CAN I USE GBP DATA TO IMPROVE MY RANKINGS?
Use the insights in your GBP dashboard to track profile views, clicks, calls and direction requests. These metrics tell you what’s working and where you’re losing potential customers. If your profile is getting a lot of views but few clicks, update your description, add photos or refresh your call-to-action to make it more compelling.
WHAT GBP METRICS SHOULD I TRACK REGULARLY?
Focus on the metrics tied to customer action:
• Profile views (visibility)
• Website clicks (engagement)
• Call clicks (direct contact)
• Direction requests (local demand).
These numbers help you spot trends early, catch errors (like incorrect hours or map pins) and prioritize fixes that actually drive leads.
HOW DO REVIEWS IMPACT MY LOCAL SEO PERFORMANCE?
Reviews are a major local ranking factor. Google considers review count, star rating, recency and even the keywords customers use. Respond to all reviews — positive or negative — to show engagement and build trust. Look for review patterns to highlight strengths (and fix weaknesses) in your profile and website.
SHOULD I OPTIMIZE MY BUSINESS DESCRIPTION AND SERVICES ON GBP?
Absolutely. Use keyword research to find what local customers search for then naturally weave those terms into your description and services list. A well-written description helps customers understand your value and signals relevance to Google — boosting your visibility.
HOW DO I KNOW IF MY PHOTOS ARE HELPING MY PROFILE?
Your GBP dashboard compares your photo views to similar businesses. If your views are low, refresh your images regularly with clear high-quality shots of your storefront, products, team and events. Active, visually appealing profiles get more clicks and interaction.
CAN I CONNECT GBP DATA WITH GOOGLE ANALYTICS?
Yes — and you should. GBP shows you who’s finding you, but Analytics tells you what they do once they click through to your site.
HOW CAN I USE GBP FOR MULTI-LOCATION BUSINESSES?
Each location needs its own optimized profile with accurate hours, services and photos. Managing reviews centrally and keeping profiles consistent builds trust and ensures every location performs well in local search.
