Key Takeaways
- Most users stay on page one of Google, making local visibility essential for generating leads.
- Google Business Profiles influence both Maps rankings and click-through rates.
- Accurate categories, consistent information, and steady reviews remain top-ranking factors.
- Websites connected to Google Business Profiles must match business details exactly.
- Over-optimization or spammy tactics can get you suspended.
As a business in Metro Detroit, you may not realize just how much your Google Business Profile (GBP) influences customer behavior. The truth is, first page rankings matter – a lot. Studies show that 97 percent of users never go past the first page of search results, specifically in the first 10. In fact, the top three Google search results get 54 percent of all clicks, with the top listings in Google Maps capturing the overwhelming majority.
For local companies, optimizing your Google Business Profile is even more important. No longer an option, maintaining accurate local listings should form the foundation of your digital presence. At Detroit Internet Marketing, we help businesses strengthen their visibility through strategic, safe, and data-driven GBP optimization.
Check out these five proven techniques designed to help you climb local search rankings more effectively.
First, Research the Competition
The first step is to analyze what’s already working in your area. Chrome extensions like GMB Everywhere allow you to see competitors’ categories, services, review strategies, and website connections.
Search your target term — for example, physical therapists near me or HVAC companies near me — and review the top profiles. If you can identify patterns right off, you can form a roadmap that navigates how Google is rewarding businesses in your market.
1. Choose the Right Categories
Your primary business category plays a major role in how Google understands and ranks your listing. For a clearer context, be sure to offer Google as precise a category as you can, such as roofing contractor instead of contractor.
Expand your visibility even further with secondary categories. If you are a seasonal business, adjust your primary category during different times of the year, i.e., shifting from landscaping to snow removal in winter.
2. Add Services and Connect Them to Your Website
The Services section allows businesses to list offerings in customer-friendly language, which Google then cross-references with your website. Check that each service listed in your profile also appears on a matching page or section of your site.
Because Google values consistency, incorporate a unified naming structure for higher relevance.
3. Respond to Every Review
Reviews continue to be one of Google’s strongest local ranking signals. Research shows that 98 percent of consumers read online reviews for local businesses before they invest in a product or service.
You can help this along by:
- Sending review links via text or email immediately after a positive interaction with a customer
- Aiming for steady review activity rather than large bursts
- Responding to all reviews — positive or negative — to show engagement
Regular activity shows Google that your business is active, trustworthy, and customer-focused.
4. Optimize the Website Link on Your Profile
The link found on your Google Business Profile should point to your homepage or your strongest service page. Make sure that link:
- Loads quickly
- Displays your name, address, and phone number exactly as they appear in GBP
- Uses your city and service naturally in the page title and intro
Remember: Google rewards clarity and accuracy!
5. Complete Every Field
Google wants to see fully completed profiles, including hours, accessibility options, product lists, and up-to-date quality photos. Attributes matter, as many users search for businesses with specific features such as wheelchair access, outdoor seating, or Wi-Fi. Increase your visibility with accurate attributes and be sure to post new photos every few weeks to signal activity to Google’s algorithm.
What NOT to Do
- Don’t add extra keywords to your business name unless they match your legal business name or DBA. It’s no surprise that keyword-stuffed names violate guidelines and could get you suspended.
- Don’t create too many major profile edits at once. Instead, gradually roll out changes to maintain stability and avoid triggering a review.
Track Performance and Adjust as Needed
Regularly monitor search views, clicks, direction requests, and website traffic using the Performance tab in your Google Business Profile and Google Analytics. If you see improvements in results, continue what you’re doing to build on that success. If not, revisit competitor listings and adjust as needed.
Local ranking improvements don’t happen overnight. Instead, make consistent, strategic updates to deliver meaningful results over time.
Strengthen Your Local Search Visibility With Detroit Internet Marketing
Detroit Internet Marketing helps businesses optimize their Google presence, attract more local customers, and build long-term digital visibility. If you want expert support improving your Google Business Profile, SEO, or website performance, contact us today at (248) 234-4830.
