What the Most Successful Small Businesses Do Differently with Their Google Business Profile
By KATIE THOMPSON
Senior Impact Specialist, Larison Media
If you run a small business – whether you’re a landscaper, salon owner, coffee shop, or contractor -- you already know how important it is to be visible on Google.
But here’s the truth: just having a Google Business Profile isn’t enough anymore.
For most customers, your Google Business Profile (formerly called Google My Business) is the first place they learn about you. Before they visit your website, before they see your Facebook page, and definitely before they call, they’re looking at that Google listing.
The businesses that win -- the ones getting consistent calls, foot traffic, and inquiries -- are the ones treating their Google Business Profile as more than a directory listing. They’re managing it like it’s part of their marketing strategy.
Let’s break down what the most successful local businesses are doing differently and how you can apply the same strategies to your own.
1. They Keep Their Information Accurate and Up-to-Date
It seems simple, but it’s one of the biggest reasons businesses lose customers.
Maybe your hours changed and you forgot to update them. Maybe your phone number is wrong on one site. Or maybe your business moved locations but Google still shows your old address.
Here’s the thing: if people can’t find or contact you easily, they’ll move on fast.
What successful businesses do:
Check their Google Business Profile every month for accuracy.
Update hours for holidays, events, or seasonal changes.
Make sure their info matches across their website, Facebook page, Yelp, and anywhere else their business appears.
This consistency doesn’t just build trust with customers, it builds trust with Google. And that means better visibility when people search for your services.
2. They Use Real Photos and Videos, Not Stock Images
When someone finds your business online, they’re asking themselves one question: “Can I trust these people?” Nothing answers that faster than real photos and videos.
Top-performing businesses regularly upload:
Behind-the-scenes shots of their workspace or staff
Before-and-after photos of their work
Short videos introducing their team or showing how they serve customers
Event or community photos
It doesn’t need to be fancy. In fact, authenticity beats perfection. A real photo taken with your phone of your team smiling in front of your storefront builds more trust than any polished stock image ever will.
3. They Make Reviews Part of Their Process
It’s no secret that reviews are everything. When someone searches for a local business, they almost always read reviews before deciding who to call.
But here’s where many small business owners miss the mark: they wait for customers to leave reviews on their own. The best businesses ask, and they ask consistently.
How they do it:
Send a short text or email with a direct Google review link after every service or purchase.
Thank customers personally when they leave a review.
Respond to every review (positive or negative) with professionalism and gratitude.
This shows potential customers that you value feedback and stand behind your work. And remember: it’s not about having perfect reviews. It’s about showing that you care and respond.
4. They Post Regularly (Yes, on Google!)
Did you know you can post updates directly to your Google Business Profile just like social media? Google Posts let you share short updates, photos, or offers that appear right in your business listing.
Most small businesses never use this feature, which is a missed opportunity. The ones that do see better engagement and even higher search rankings.
What to post:
Announce new products, services, or promotions
Share customer stories or testimonials
Offer helpful tips related to your industry
Highlight your team or community involvement
Think of it like keeping your storefront clean and inviting. Regular updates show customers (and Google) that your business is active and trustworthy.
5. They Use the Right Categories and Attributes
When you set up your profile, Google asks you to choose a main category, but that’s not the only one you can use. Successful local businesses add additional categories and attributes that help them show up in more relevant searches.
For example:
A hair salon might add “hair coloring,” “barber shop,” and “bridal hair stylist.”
A contractor might add “kitchen remodeler,” “bathroom remodeler,” and “deck builder.”
Adding these extra details helps you appear when customers search for more specific terms — which often means higher-quality leads.
6. They Pay Attention to Insights
Your Google Business Profile provides insights like how customers find you, what they search for, and what actions they take (calls, clicks, directions, etc.). Most businesses never check this. The best ones check it every month.
If you notice people are finding you through “roof repair near me” or “emergency plumbing,” that’s your cue to post about those topics or create related offers.
Data takes the guesswork out of marketing. The businesses that pay attention to it are the ones that grow faster.
Bonus: Expert Tips for Maximizing Your Google Business Profile
Want to take your listing from good to great? Here are a few insider tips we’ve seen work time and again for small local businesses:
1. Upload Fresh Photos Every Month
Google rewards activity. Even uploading a few new pictures every 30 days can improve your ranking. Try showing your workspace, products, or your team in action.
2. Use Posts to Tell Customer Stories
Instead of just promoting deals, share quick customer success stories.
For example:
“We helped a local family transform their backyard patio. Here’s what it looked like before and after.”
Stories are memorable. Promotions aren’t.
3. Encourage Reviews the Right Way
Ask for reviews right after you deliver a great experience, when your customer is happiest. Don’t wait a week later when the excitement has faded.
4. Respond to Every Review and Question
Google displays your responses publicly, which means every reply is a reflection of your brand. Fast, thoughtful replies show that you’re professional and dependable.
5. Keep It Consistent
The best profiles are managed continuously, not once a year. Set a monthly reminder to review your profile, add something new, and track your results.
Final Thoughts
Your Google Business Profile isn’t just another marketing tool, it’s often the first impression your customers have of you. When you keep it accurate, add real photos, respond to reviews, and stay active, you’re not just improving your SEO, you’re building trust. And in local business, trust is everything.
You don’t need a big budget or fancy ads. Just a commitment to showing up consistently where your customers are already looking. That’s what the most successful local businesses do differently, and it’s something you can start doing today!
