If your business serves customers in a specific city or region, ranking on the first page of Google isn't enough on its own — you also need to show up in the "local pack," the map and three-listing block that appears above regular search results for searches like "web design company near me" or "software developer in [city]." That block is driven almost entirely by your Google Business Profile (GBP), formerly known as Google My Business.
Here's what actually moves the needle on GBP performance, and what most businesses get wrong.
1. Claim and fully verify your profile
An unverified or partially filled-out profile is invisible for most local searches, regardless of how good your website is. Verification (usually by postcard, phone or email, depending on your business category) is the first gate you have to clear.
2. Get your business category and NAP exactly right
Your primary category should match how customers actually search, not just how you'd describe yourself internally. Just as important: your Name, Address and Phone number (NAP) need to match exactly across your website, GBP and any directories you're listed on. Inconsistent NAP data is one of the most common — and most overlooked — reasons a profile underperforms.
3. Treat your profile like a mini landing page
A complete profile includes:
- A clear, keyword-relevant business description
- Accurate business hours, including holiday hours
- Service areas and specific services listed individually
- High-quality photos of your team, workspace and completed work
- Regular posts and updates, not a profile that's been untouched for a year
4. Reviews are a ranking factor, not just social proof
Review count, review recency and your response rate all factor into local ranking. A steady stream of new reviews — and thoughtful responses to each one, including negative ones — signals to Google that your business is active and trusted.
5. Build consistent local citations
Beyond GBP itself, your business should be listed consistently across relevant directories (industry-specific and general). Each consistent citation reinforces the same NAP data Google uses to trust your listing.
6. Track what's actually working
GBP Insights shows you how customers find your listing (direct search vs. discovery search) and what they do next — calls, website visits, direction requests. That data should shape your ongoing SEO and content strategy, not sit unread.
The bottom line
Google Business Profile optimization is one of the highest-leverage, lowest-cost things a local business can do for its search visibility — but it needs ongoing attention, not a one-time setup. If your profile hasn't been touched since you created it, that's usually the first thing worth fixing before you spend on ads or broader SEO.
Kordix Labs manages Google Business Profile optimization and local SEO as part of our Google Business Profile Optimization service — get in touch if you'd like us to audit your current listing.