Between March and August, one local service business generated 3,155 calls from its Google Business Profile.
That result came from consistently improving the profile and strengthening the signals around it. Here are the main areas we focused on.
1. Choose the Right Google Business Profile Categories
Categories help Google understand what a business does and which searches it may be relevant for.
We researched competitors in the same market to see which primary and secondary categories they were using, then reviewed the business’s categories to make sure they accurately represented its services.
The primary category is especially important, so it should describe the main service the business provides rather than simply being a broad category.
2. Build a Consistent Review Process
Reviews are an important part of a local business’s online presence.
Instead of waiting for customers to leave reviews on their own, we put a follow-up process in place. After completing a job, customers were given an easy opportunity to share their experience.
The goal was to consistently earn genuine reviews from real customers rather than trying to collect a large number of reviews all at once.
3. Keep Adding Real Photos and Videos
A Google Business Profile shouldn’t look abandoned after it has been set up.
We regularly added photos from completed projects and short videos showing the business’s work.
For a local service business, this type of content can give potential customers a much better idea of the quality of the work before they ever make a call.
4. Use Google Posts to Keep the Profile Updated
We also used Google Posts to share relevant updates, projects, offers and other useful information.
These posts aren’t a replacement for the fundamentals of local SEO, but they provide another way to keep the profile useful and give potential customers more information when they find the business.
5. Connect the Google Business Profile With the Website
The Google Business Profile and website should support each other.
We worked on the website alongside the GBP, making sure the business’s services, locations and other important information were clearly represented.
This creates a stronger connection between the business, its website and its Google presence.
6. Strengthen Local Citations
We also looked at relevant local and industry citations.
Consistent business information across reputable directories and other relevant websites can help reinforce the business’s identity and location.
Quality and relevance matter more than simply creating as many citations as possible.
7. Keep Improving the Profile
Local SEO isn’t something you need to work on once and forget.
We monitored the profile, reviewed performance and continued making improvements based on what we were seeing.
The Result
Over the six-month period from March through August, the Google Business Profile generated 3,155 calls.
There was no single change responsible for the result. The improvement came from consistently working across the Google Business Profile, reviews, website, content and local presence.
If you’re a local service business and want more calls from Google, your Google Business Profile is a good place to start.
Look at your categories, reviews, photos, website connection, local citations and overall profile activity. There may be opportunities to improve that you’re currently overlooking.