Build It Right: What Actually Goes Into a Google Business Profile
f you want your business to show up when people search “near me,” your Google Business Profile (formerly Google My Business) isn’t just a box to check, it’s your digital front door. And if it’s empty, outdated, or misaligned? You're not just missing clicks. You're handing customers to your competitors.
If you’ve never heard of a UTM tag before, don’t worry. This guide breaks it down and explains how we use it to show what’s working and what needs improvement.
What’s a UTM Tag
A UTM tag is a small piece of text added to the end of a website URL that helps you track exactly where a visitor came from.
Here’s an example of a URL without a UTM tag:www.localhowl.com
Now here’s the same URL with a UTM tag attached:www.localhowl.com/?utm_source=yelp&utm_medium=directory&utm_campaign=local_citations
It looks more complicated, but it does something powerful, it tells Google Analytics exactly where that click came from and why.
What Google Really Wants to See in Your Business Profile
Most businesses set it and forget it. That might get you listed. But it won’t get you picked. A real profile is built with strategy, optimized for search, and maintained monthly. Here’s what matters most:
Categories: The Starting Point for Relevance
Google uses your primary category to decide what kind of business you are — and what searches you should show up for.
Primary category = your main offer (e.g., “Plumber” or “Wedding Photographer”)
Secondary categories = all the related services you provide
If you're a “Dentist” but not showing up for “Teeth Whitening” or “Emergency Dental,” you're probably missing the right secondary categories.
We help you align categories with real-world search behavior, not internal lingo. Because if Google can’t tell what you do, no one else will either.
Services and Products: Don’t Skip This Section
Your services section isn’t just filler, it tells Google exactly what you offer, down to the zip code.
List every service you provide, and use real keywords your customers actually type, like:
“Emergency AC repair”
“Pet-friendly deep cleaning”
“Backyard fence installation”
Bonus: You can add pricing, descriptions, and even booking links directly inside these listings to increase action.
Business Info That Builds Trust
Your NAP (Name, Address, Phone) must be consistent across the internet, not just here. Mismatched info kills your rankings and confuses both Google and customers.
You should also complete:
Business hours (with holiday updates)
Website URL
Booking or ordering links (especially for restaurants, salons, and service providers)
Business description (we optimize this with keywords and location terms)
Photos, Videos & Geo-Tagged Content
Google rewards activity. That means uploading new, geo-tagged photos of your team, location, work, or products regularly.
We recommend at least 4–8 photos per month
Bonus points for videos and customer-submitted photos
Metadata matters: We embed geo-location and keyword context in every image
This content signals you're locally active and trusted, helping you outrank static or neglected listings.
Q&A Section: Seed It Before Someone Else Does
Google lets anyone ask questions on your Business Profile, and anyone can answer. That includes competitors, customers, or random internet strangers who may (or may not) know what they’re talking about.
Seeding means you take control of the Q&A section before someone else fills it with off-topic, inaccurate, or unhelpful info.
Here’s how:
Pre-load common questions customers are likely to ask, like:
“Do you offer weekend appointments?”
“Can I book online?”
“Is parking available?”
Answer them yourself, using helpful, clear, keyword-rich responses.
This helps in two big ways:
You control the narrative with accurate info.
Google now sees more keyword matches in your profile, which can help you rank higher for local searches.
Review Optimization: Every Word Counts
Reviews aren’t just reputation signals, they’re search signals.
Google scans reviews for keywords and locations. So:
“Great service” = nice
“They repaired my AC in Tampa in under 2 hours” = ranking gold
We help you generate and respond to reviews that actually boost visibility — and trust.
Booking, Ordering, and CTA Links
Make it easy for people to act.
Add:
Online booking links (for service businesses)
Food ordering links (for restaurants)
Messaging options (if you’re quick to respond)
Call buttons and directions
These aren’t just nice to have, Google tracks engagement. The more people click or book, the higher you rise in rankings.
What’s the ROI of a Website Click?
Knowing how many clicks you’re getting is one thing. But what’s the value of those clicks?
We’ll help you figure that out using simple math:
How many site visits turn into real customers?
How much is each customer worth to you?
How many actions does it take to land one sale?
Example:
You get 10 phone calls per 100 visitors
1 out of 10 books your service
That customer is worth $1,000
Each click is worth ~$100 in potential revenue
We can also show how this compares to paid channels like Google Ads or Facebook. (Example: Average cost per click on Google is $3–$5. If your local SEO traffic is converting at a higher value? That’s real ROI.)
See What Your Website Visitors Are Really Doing
With UTM tracking, you’re not just getting traffic, you’re getting answers.
Where did they come from?
Did they book a service?
How many clicked the “Call Now” button?
Are your new listings performing better than your old ones?
And when you combine that data with Twilio call tracking (for phone calls) and Google Analytics (for site behavior), you get the full picture.
Here’s what actually goes into building a high-performing profile — and why it’s the first (and most important) step in dominating local search.
What Is a Google Business Profile?
Your GBP is the listing that shows up in Google Maps, Local Search, and that coveted top 3 spot in the Map Pack. It’s where customers see your name, reviews, photos, phone number, and more — and where they decide if they’re calling you or the business below you.
Think of it as your local storefront on Google. And like any good storefront, it needs to be clean, complete, and convincing.
What Google Really Wants to See in Your Business Profile
Most businesses set it and forget it. That might get you listed. But it won’t get you picked. A real profile is built with strategy, optimized for search, and maintained monthly. Here’s what matters most:
Categories: The Starting Point for Relevance
Google uses your primary category to decide what kind of business you are — and what searches you should show up for.
Primary category = your main offer (e.g., “Plumber” or “Wedding Photographer”)
Secondary categories = all the related services you provide
If you're a “Dentist” but not showing up for “Teeth Whitening” or “Emergency Dental,” you're probably missing the right secondary categories.
We help you align categories with real-world search behavior, not internal lingo. Because if Google can’t tell what you do, no one else will either.
Services and Products: Don’t Skip This Section
Your services section isn’t just filler, it tells Google exactly what you offer, down to the zip code.
List every service you provide, and use real keywords your customers actually type, like:
“Emergency AC repair”
“Pet-friendly deep cleaning”
“Backyard fence installation”
Bonus: You can add pricing, descriptions, and even booking links directly inside these listings to increase action.
Business Info That Builds Trust
Your NAP (Name, Address, Phone) must be consistent across the internet, not just here. Mismatched info kills your rankings and confuses both Google and customers.
You should also complete:
Business hours (with holiday updates)
Website URL
Booking or ordering links (especially for restaurants, salons, and service providers)
Business description (we optimize this with keywords and location terms)
Photos, Videos & Geo-Tagged Content
Google rewards activity. That means uploading new, geo-tagged photos of your team, location, work, or products regularly.
We recommend at least 4–8 photos per month
Bonus points for videos and customer-submitted photos
Metadata matters: We embed geo-location and keyword context in every image
This content signals you're locally active and trusted, helping you outrank static or neglected listings.
Q&A Section: Seed It Before Someone Else Does
Google lets anyone ask questions on your Business Profile, and anyone can answer. That includes competitors, customers, or random internet strangers who may (or may not) know what they’re talking about.
Seeding means you take control of the Q&A section before someone else fills it with off-topic, inaccurate, or unhelpful info.
Here’s how:
Pre-load common questions customers are likely to ask, like:
“Do you offer weekend appointments?”
“Can I book online?”
“Is parking available?”
Answer them yourself, using helpful, clear, keyword-rich responses.
This helps in two big ways:
You control the narrative with accurate info.
Google now sees more keyword matches in your profile, which can help you rank higher for local searches.
Review Optimization: Every Word Counts
Reviews aren’t just reputation signals, they’re search signals.
Google scans reviews for keywords and locations. So:
“Great service” = nice
“They repaired my AC in Tampa in under 2 hours” = ranking gold
We help you generate and respond to reviews that actually boost visibility — and trust.
Booking, Ordering, and CTA Links
Make it easy for people to act.
Add:
Online booking links (for service businesses)
Food ordering links (for restaurants)
Messaging options (if you’re quick to respond)
Call buttons and directions
These aren’t just nice to have, Google tracks engagement. The more people click or book, the higher you rise in rankings.
How This Helps You Rank Locally
Google’s local algorithm is built on 3 pillars:
Relevance – Do you match what the person searched for?
Distance – Are you close enough to show up?
Prominence – Are you trusted, reviewed, and active?
A properly built Google Business Profile touches all three — and helps you get found before your competitors even show up.
See What Your Website Visitors Are Really Doing
With UTM tracking, you’re not just getting traffic, you’re getting answers.
Where did they come from?
Did they book a service?
How many clicked the “Call Now” button?
Are your new listings performing better than your old ones?
And when you combine that data with Twilio call tracking (for phone calls) and Google Analytics (for site behavior), you get the full picture.
