How Google Business Profile Optimization Drives More Calls
Your Google Business Profile (GBP) is one of the most powerful marketing tools for any service based business. And the best part about it is it’s FREE! This profile is often the first thing clients will find about your company online so it’s so important it’s optimized and built out for the best user experience and brand recognition. It also influences your company’s visibility on Google Maps and local search results and can dramatically increase your call volume when properly optimized.
Many business owners create a GBP but do not optimize it. As a result, they lose out on easy leads. At Migos Marketing, we put a heavy focus on your GBP to ensure the most important signals you send to Google are dialed in.
What an Optimized Google Business Profile Includes
| Optimization Element | Why It Matters |
|---|---|
| Correct business category | Tells Google what you do and who to show you to |
| Service and product listings | Gives customers clarity on what you offer |
| Accurate business hours | Ensures you appear when customers expect you to be open |
| High quality photos | Builds customer trust and engagement |
| Posts and updates | Signals activity and boosts visibility |
| Messaging enabled | Offers customers a fast contact option |
Photos and Videos Boost Trust
Image rich profiles outperform sparse ones. Google tracks engagement on photos, and businesses with active photo uploads often receive more calls and direction requests.
Types of photos that work well:
- Team photos
- Job before and afters
- Vehicles and equipment
- Branded uniforms
- Office or headquarters images
- Photos with clients
- More!
These small improvements help customers feel confident choosing your company.
Reviews Support Your Rankings and Conversions
Google uses reviews as one of the strongest indicators of service quality. The more high quality, recent, and keyword rich your reviews are, the more confidence Google has in your business. Reviews help Google understand three key things:
- How well you serve customers
- How active your business is online
- Whether people trust your company enough to recommend it
Reviews do not just affect how customers see you. They are a core ranking signal for Google Business Profiles and can directly influence your position in the Map Pack.
What Google Looks for in Reviews
| Review Factor | Why It Matters |
|---|---|
| Review Quantity | More total reviews improves credibility |
| Review Velocity | Steady reviews over time signal ongoing quality |
| Review Recency | Fresh reviews improve both rankings and conversions |
| Review Diversity | A mix of detailed reviews, short reviews, photos |
| Keyword Rich Reviews | Mentions of your service type help Google categorize you |
| Owner Responses | Shows engagement and improves trust |
A business with 15 recent, detailed reviews often ranks higher and converts better than a business with 50 outdated reviews.
The Do’s and Don’ts of Review Gathering
Google encourages businesses to collect reviews but also monitors suspicious activity. Following best practices keeps your reviews safe, builds trust, and strengthens your online presence.
The Do’s
Do ask for reviews consistently
A slow and steady flow of reviews looks natural and builds momentum.
Do send text or email reminders
Automated review requests create predictable growth. Customers are more likely to leave reviews when the process is simple and direct.
Do include a direct review link
Make the experience fast and easy. The less friction, the more reviews you get.
Do respond to every review
Responses show customers and Google that you are active and engaged. Thank people for positive feedback and handle negative reviews professionally.
Do encourage detail in reviews
More descriptive reviews often include keywords related to your services such as
“AC repair”, “landscaping project”, “drain cleaning”, “tree removal”.
Google uses this language to understand what you do.
The Don’ts
Don’t ask customers to leave reviews while physically at your business location
If multiple reviews come from the same IP or location, Google can flag or filter them. This is one of the most common reasons reviews disappear.
Don’t pay for reviews or offer incentives
Google strictly forbids review incentives. Violations can result in review removal or account penalties.
Don’t generate reviews too quickly
An unnatural spike in reviews can trigger Google’s spam filters.
Don’t write reviews for customers or on their behalf
Google can track unusual writing patterns, IP addresses, or duplicate devices.
Don’t ignore negative reviews
Unanswered negative feedback looks bad to Google and future customers. Professional responses can actually improve trust.
How Reviews Improve Your GBP Performance
Your review profile affects more than just your star rating. It impacts how often your business appears in discovery searches and how many customers choose you over competitors.
Here are additional ways reviews help your Google Business Profile perform better:
Improved Engagement Signals
More reviews and owner responses increase clicks, calls, and interactions. Google rewards listings with high engagement.
Better Conversion Rates
Customers rely heavily on reviews when choosing service providers. A strong review profile can significantly increase call and message volume.
Higher Map Pack Ranking Potential
Reviews are one of the top ranking signals for the Map Pack. Businesses with consistent, high quality reviews often outrank competitors with fewer or older reviews.
Improved Profile Trustworthiness
Google wants to display trustworthy businesses. A robust review profile tells Google your business is active, reliable, and real.
Additional Ways to Boost Your Google Business Profile Performance
Beyond reviews, there are more steps you can take to improve your GBP performance and overall visibility:
- Add high quality photos regularly
- Post weekly updates, offers, or project highlights
- Make sure all services are listed and described clearly
- Enable messaging so customers can contact you instantly
- Keep hours and holiday schedules accurate
- Use UTM tracking links to measure GBP traffic
- Add service areas that accurately reflect where you operate
These actions signal to Google that your business is active, relevant, and providing valuable information to customers.
Want More Calls From Your Google Business Profile?
Our team at Migos Marketing can fully optimize your GBP for maximum results. Use our contact form to get started.