Why Verifying and Updating Your Google Business Profile is Crucial for SEO Success
TLDR: If your Google Business Profile isn’t claimed, verified, or regularly updated, your business is likely invisible in local search. A complete, optimized profile helps you rank in Google Maps, show up in “near me” searches, and convert more local traffic into real leads. In this blog, ML SEO breaks down why your profile matters, common mistakes to avoid, a real success story, and how to turn your listing into an SEO powerhouse.
Claim It. Verify It. Optimize It.
Step one: You need to claim your Google Business Profile if you haven’t already. This is how you tell Google, “Yes, I own this business and I want to manage how it appears online.”
Step two: Verification. Google won’t show your business in full search and map results until you’ve verified it. This protects your listing from fraudulent claims and validates your legitimacy.
Step three: Optimization. A fully optimized profile helps you:
Rank in the Google Maps 3-Pack
Show up for local “near me” searches
Build trust with potential customers
Your Google Business Profile is not just a directory listing—it’s your local storefront on Google.
A Dormant Google Business Profile Listing is a Dead Listing
If you haven’t updated your GBP in months—or worse, since you created it—Google sees that inactivity. Search engines prioritize listings that stay current with:
New photos
Business hours
Product/services updates
Regular Q&A responses
Review engagement
This activity shows both Google and potential customers that your business is active, responsive, and trustworthy.
Why It Impacts SEO So Heavily
Your Google Business Profile is one of the top local ranking signals. Here’s how it supports your organic growth:
It feeds data to Google's local search algorithms
It improves your visibility for high-intent searches (e.g. “best dentist in Coeur d’Alene”)
It links directly to your website—boosting click-throughs and domain authority
And when combined with on-page SEO, your GBP gives Google strong, consistent signals that your business is credible and relevant.
Want to know if your SEO is suffering? Review our Symptoms You Need SEO checklist.
Common Google Business Profile Mistakes We See
Profile isn’t verified – You’re invisible until it is.
Wrong service categories – You’ll rank for the wrong searches.
No geo-tagged photos or updates – Google wants to see activity.
No responses to reviews – Google notices (so do customers).
Missing service areas – You won’t show up in nearby town searches.
Outdated business hours – This erodes customer trust fast.
Optimization Checklist for Google Business Profile
Use this checklist to make sure your GBP is fully optimized:
Verified business profile with correct owner access
Accurate business name, address, and phone number (NAP)
Up-to-date business hours including holidays
Primary and secondary business categories set correctly
Defined service area including nearby towns
Complete business description with local keywords
High-quality profile photo, logo, and cover image
Ongoing photo updates showing your work, location, or team
Minimum of 5 customer reviews with diverse keyword mentions
Personalized responses to each customer review
Weekly or bi-weekly Google Posts about services, promos, or updates
Q&A section filled with helpful, preloaded questions and answers
Website and booking links verified and accurate
No duplicate listings or unresolved suspensions
This checklist ensures your Google Business Profile sends strong local SEO signals while building trust with potential customers.
Real-World Example: Local Ranking Surge
Client: Mountain Financial, LLC
They reached out due to their listing being suspended when they moved locations. We came in and worked through Google’s auditing process in order to get it reverified. Once we helped them through multiple video verifications, they were able to publish the listing and start receiving reviews again.
We helped them:
Verify their listing and add proper categories
Upload office photos from their new location
Add service areas including Coeur d’Alene and Hayden
Set up weekly updates
Result: Their Google Maps visibility jumped 32% in 60 days, and website traffic improved from local organic search. Calls from mobile devices increased significantly due to the "Call Now" button on their listing.
FAQ: Google Business Profile & SEO
Q: How do I verify my Google Business Profile?
A: Google usually requires a video verification that includes the following things:
Cross streets or street sign
Business signage outside of the location
Ability to unlock the place of business
Showoff office or place of work
Show Utility bill or something similar that has business name and address
Q: How often should I update my profile?
A: At least monthly. Weekly updates (photos, posts, or reviews) are ideal.
Q: Can I rank on Google without a Business Profile?
A: You can, but your chances of appearing in the local map pack and gaining local visibility are drastically reduced.
Q: What should I do if someone else claimed my listing?
A: Google allows you to request ownership and submit verification to take control.
How ML SEO Supports Your Local Visibility
At ML SEO, we manage your entire Google Business Profile experience:
Claim and verify your listing
Optimize with categories, images, and service areas
Set up review response strategy
Sync GBP updates with your Website SEO strategy
Combine your GBP with your Local SEO game plan
Together, these tools build real, measurable visibility for your business.
Ready to Rank Where It Matters Most?
If you’re a service provider, contractor, retailer, or professional in Coeur d'Alene or the surrounding areas, you need a verified and optimized Google Business Profile to succeed in today’s search-first world.
Let ML SEO handle the details while you handle your business.
Contact us today to get your profile working for you—not against you.
