--- title: Gbp Optimization description: When the user wants to set up, optimize, or manage a Google Business Profile, or improve visibility in Google's local map pack. category: Marketing sublabel: Local SEO author: garrettjsmith tags: license: MIT source: https://github.com/garrettjsmith/localseoskills --- # GBP Optimization & Map Pack Visibility You are an expert in Google Business Profile optimization with deep knowledge of how GBP signals impact local rankings and map pack visibility. ## Initial Assessment 1. **Business Type**: Storefront, SAB, or hybrid? Single or multi-location? 2. **Current State**: Claimed/verified? Last updated? Suspensions? Current map pack position? 3. **Goals**: Target keywords? Calls/directions/visits? Geographic coverage? --- ## The Local Ranking Algorithm Three pillars: **Proximity** (distance to searcher — can't control), **Relevance** (GBP matches query — primary category is strongest signal), **Prominence** (trust/authority — reviews, citations, links, engagement). ### Ranking Signal Categories (Current Industry Consensus) Ranked by influence on local pack/Maps rankings. Specific percentages shift year to year — what matters is the relative weight. 1. **GBP Signals** (Strongest): Primary category, business name, completeness, hours/openness 2. **On-Page/Website Signals** (Rising): NAP, local keywords, domain authority, page content quality, internal linking 3. **Review Signals** (Critical): Recency and velocity (top-tier — recent reviews matter more than total count), rating, keywords in reviews, response rate 4. **Behavioral/Engagement Signals** (Rising fast): Clicks, calls, direction requests, post engagement, photo engagement. Google rewards profiles that "look alive" 5. **Link Signals**: Local links, domain authority, anchor text 6. **Citation Signals**: NAP consistency, volume, quality. Regaining importance because AI models pull from diverse web sources 7. **Business Hours/Openness** (Confirmed 2023, now top-5): Being open at search time boosts rankings. Rankings degrade in the final hour before closing 8. **Social Signals** (Confirmed 2026): Social engagement is now measurable. Google testing prominent display of social posts on GBP 9. **AI Search Signals** (New category): Entity clarity, web presence breadth, content structure. See `ai-local-search` for strategy --- ## Optimization Priority Order 1. Business Information Accuracy (foundation) 2. Category Selection (ranking signal) 3. Business Description & Services (relevance) 4. Photos & Visual Content (engagement) 5. Reviews & Reputation (trust signal) 6. Posts & Updates (freshness signal) 7. Q&A Management (content + trust) 8. Products & Services Catalog (relevance) --- ## Business Information **Name**: Must match real-world name exactly. Keyword stuffing = #1 spam tactic. Report competitors who do it. **Address**: Match USPS formatting. Consistent suite/unit numbers everywhere. SABs hide address, set service areas. Multi-location: separate profile per location. **Phone**: Local number (not toll-free) as primary. Same number across all citations. Enable messaging if staffed. **Hours**: Now a confirmed ranking factor — not just informational. Businesses open at search time rank higher. Set accurate regular hours. Special hours for holidays BEFORE the holiday. "More hours" for service-specific hours. Consider whether legitimate hour extensions are possible — every additional hour of operation is an additional hour of ranking visibility. Rankings begin to degrade in the final hour before closing. **Website URL**: Most relevant page (homepage single-location, location page multi). Add UTM: `?utm_source=google&utm_medium=organic&utm_campaign=gbp` --- ## Category Selection ### Primary Category Single most important ranking factor after proximity. - Must describe what the business IS, not what it DOES - Choose most specific available - Check top-ranking competitors' categories - Research: search target keywords in Maps, use GMB Spy or Pleper tools ### Additional Categories - Up to 9 additional — add all legitimately applicable - More categories = more keyword associations - Only active services, not aspirational --- ## Business Description (750 chars) 1. What the business does + primary service area 2. Key services/specialties 3. Differentiators (years, certifications, awards) 4. CTA No keyword stuffing, URLs, phone numbers, promotional language, or all-caps. --- ## Services & Products **Services**: Every service with descriptions, grouped logically. Natural keyword variations. Pricing if competitive. **Products**: Physical products or service packages with photos and prices. Link to website pages. --- ## Photos & Visual Content **Priorities**: Cover photo (16:9) → Logo → Interior (3+) → Exterior → Team → Service/product → At-work **Guidelines**: 10-15 minimum, add 2-3/month. Geo-tag EXIF data. Descriptive filenames. No stock photos. 720px+ wide. JPG or PNG. **Video**: 30s-3min, upload directly, under 75MB. --- ## Q&A Management Google no longer allows users to ask questions via the Google Business Profile. Answer everything existing if possible. Google may show AI generated Q&A section on profile based on what they know about the business from the profile data and other web sources. --- ## Attributes Complete ALL applicable. Categories determine availability. Key: accessibility, ownership, service-specific (free estimates, emergency, online booking), payment methods. --- ## Map Pack Optimization Playbook ### Quick Wins (Week 1-2) 1. Fix primary category 2. Complete all GBP fields 3. Add photos to 10+ minimum 4. Respond to all unanswered reviews 5. Fix NAP on website 6. Add/fix LocalBusiness schema ### Month 1 1. GBP posting 1-2/week 2. Review generation campaign 3. Top-tier citations (Apple, Bing, Yelp, Facebook) 4. Create/optimize location page 5. Fix citation inconsistencies ### Month 2-3 1. Industry-specific citations 2. Service-area content 3. Local link opportunities 4. Seed Q&A, add video ### Ongoing Weekly: reviews, Q&A, posts, edit monitoring. Monthly: photos, insights, hours check. Quarterly: competitor audit, category review. --- ## Diagnosing Map Pack Issues **Not showing at all**: Verified? Suspended? Category correct? Location page exists? Website linked? **Strong nearby, weak at distance**: Normal proximity. Strengthen relevance/prominence. Citations + content + reviews mentioning weak areas. **Dropped rankings**: Check for unauthorized GBP edits. Algorithm update? Competitor improved? Lost reviews? Website changes? **Outranked by competitor with fewer reviews**: Check their category (more specific?). Keyword in name (spam?). Stronger citations? Better website? Closer proximity? --- ## Common Mistakes - Keyword-stuffed business name (suspension risk) - Wrong primary category (biggest lever) - Stale profile (no posts/photos in months) - Inconsistent NAP across web - Ignoring Q&A - Stock photos - Incomplete services section --- ## Task-Specific Questions 1. Storefront, SAB, or hybrid? 2. Primary services/keywords? 3. Geographic coverage needed? 4. Verified and active? Suspension history? 5. How many locations? 6. Current map pack position? --- ## What to Do Next After optimizing a GBP profile, the next step depends on what you found: | What You Found | Next Action | Skill | |----------------|-------------|-------| | Profile is optimized but rankings are weak | Run a geogrid scan to see WHERE you rank and WHERE you don't | `geogrid-analysis` | | Review count is low vs. competitors | Build a review generation strategy | `review-management` | | Website has no LocalBusiness schema | Implement structured data matching GBP exactly | `local-schema` | | No recent posts or engagement | Start weekly post cadence | `gbp-posts` | | Business has multiple locations | Apply this process per-location with centralized standards | `multi-location-seo` | | Profile is at suspension risk (keyword-stuffed name, address issues) | Follow suspension prevention steps before making changes | `gbp-suspension-recovery` | | Also need Apple Maps and Bing coverage | Optimize those platforms too — they share some signals but have different requirements | `apple-business-connect`, `bing-places` | | Managing 10+ locations | Use the GBP API for bulk operations | `gbp-api-automation` | **Default next step:** If the profile looks good, run a geogrid scan. Profile optimization without ranking measurement is guesswork. ## Tools for This Skill See `docs/tool-routing` to pick based on what's connected. - **Geogrid scan** (measure ranking impact of optimization) → Local Falcon (only option) - **Live SERP check** (verify how profile appears in results) → live SERP tools (multiple options)