If you are not using it regularly, Google Business Profile (GBP) may be the easiest and most effective tool to add to your toolbox. When used well, it can make all of your other marketing materials more effective.
Google is actively paying attention to words and photos on profiles. The more consistently you update your profile, the more visible you become in local search and AI-driven recommendations.
The Right Kind of Activity
Many businesses treat Google like another social platform—posting random updates or copying their Facebook content. Google isn’t looking for personality; it’s using keyword-focused readers that are looking for clarity.
GBP posts should help search and AI engines understand:
What you do (specific services)
Who you help (promote ideal client types or industries, not low-paid busywork)
Where you work (cities, regions, or types of sites)
Proof that you deliver (photos, project details, outcomes, reviews)
The goal isn’t entertainment. It’s discovery. When your posts are specific—“We just completed slope stabilization for a lakeside HOA in Edwardsville”—Google learns that “you’re the one” for slope stabilization in that region.
They know to connect people searching for that service to you. AI tools like ChatGPT, Perplexity, and Gemini then start drawing from that same verified data when users search conversationally.
The Payoff
Right now, GBP is showing incredible ROI for small firms that post consistently. Several clients have seen phone inquiries saying “I found you using Google” increase. One client who posted specific details on a very unique type of service had a call for a $50,000 job within just a couple of weeks. They had just started updating their profile regularly.
How to Keep It Manageable
Create a posting rhythm. At least one post per week. Ask customers to post pictures and reviews on a daily basis if possible.
Rotate through 3 themes:
Recent work or success story
Seasonal tip or service reminder
Proof point (review, before/after photo, or milestone)
Write for clarity, not cleverness. One photo, 3 sentences, 1 call to action.
If you’re already doing that and ready to take it up a notch, use an optimization tool like Semrush Local or Localo AI to monitor how your posts and reviews influence search visibility. The data can be surprisingly motivating.
Action Step:
Assign someone to post every week for the next month. Track the calls or form fills that come through “Google Business” or at least ask new customers how they found you.
Google doesn’t just reward activity—it rewards relevance.
When you keep your profile fresh, clear, and focused on the services you most want, you’ll find that higher-value clients start finding you.
You’ve got this!
Carolyn
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