Local SEO: How to Improve Your Google Business Profile

Updated: Aug 11, 2026

Google Business Profile (GBP) offers numerous features that can give you a competitive edge, but they are only effective if you use them! A strong SEO strategy can significantly enhance your brand's performance in search engine results pages (SERPs).

For businesses that serve a local audience, an accurate and comprehensive Google Business Profile is an important part of building visibility across Google Search and Maps. Keeping your information current also gives potential customers the details they need to understand, trust, and connect with your business.

If you haven’t established a Google Business Profile by now, it’s high time you take action!

Want to catch up on our Local SEO series? In Part 1, learn the power of the Map Pack, and in Part 2, explore the 7 strategies to conquer it.

Part 3: Local SEO: How to Get Your Google Business Profile (GBP) to Stand Out

1. Add & Manage Your Social Media Links

Google Business Profile allows eligible businesses to add links to their official social media profiles, giving customers another way to explore and connect with the brand beyond Search and Maps.

Currently supported platforms include Instagram, Facebook, LinkedIn, Pinterest, TikTok, X, and YouTube, with one link available per platform. Availability can vary by region and profile.

Here’s How:

1. Click Edit Profile

Sign in to the Google account associated with the Google Business Profile you want to update. Click the Edit Profile icon.

2. Scroll Down to the Social Profiles Section

Scroll down to your business’ contact information section until you reach the Social Profiles section, right below the website field.

3. Click the Add Social Profile button

Add new social profiles by clicking the + Add social profile link.

4. Choose the Social Platform and Add Your Link

Use the dropdown menu to select a social platform you would like to add to your Google Business Profile. Paste or type in the full URL of the social account you want to add to the profile.

Tip Time: It’s important to add the correct URL of the profile including https:// and without any additional redirects.

The Google Business Profile (GBP) currently supports the following social media accounts:

• Instagram

• Facebook

• LinkedIn

• Pinterest

• TikTok

• X

• YouTube

2. Use Relevant Business Attributes

Google has newly introduced the option to showcase identity-based attributes for “disabled-owned" and "indigenous-owned" businesses. These distinctions can appear in Search, Maps, and other Google services, offering valuable insights and significantly enhancing visibility and engagement with your business.

For example, let's say your business sells loose-leaf teas on The Six Nations of the Grand River. While other tea companies in Southwestern Ontario might offer similar blends, your key differentiator may be that your business is Indigenous-owned. By utilizing this attribute in your GBP, you can set yourself apart from the competition, and customers may use this attribute to decide where to purchase their next brew.

Image Courtesy of Google

Building a sense of belonging by leveraging additional attributes can give you a competitive edge in your local SEO strategy.

Depending on your business, category, and location, Google may make different attributes available within your profile.

These can help customers understand characteristics, amenities, services, accessibility features, or other details that may influence their decision.

Review the attributes available within your own Business Profile and select only those that accurately represent your business.

If you identify with any or a combination of these attributes, be sure to add them to your GBP.

3. Make It Easy for Customers to Connect

Your Google Business Profile should make the next step as easy as possible.

Start by making sure your phone number and website are accurate and current. Depending on your business category, you may also be able to add action links for appointments, reservations, orders, or other customer actions.

Google has also introduced text message and WhatsApp contact options for verified Business Profiles in select regions, giving eligible businesses another way for customers to connect directly from Search and Maps.

The easier it is for someone to move from discovery to action, the harder your profile can work for your business.

---

BONUS: Pay Attention to Your Performance

Your Google Business Profile also gives you valuable insight into how people are finding and interacting with your business.

Profile Performance can show search terms, views, website clicks, calls, direction requests, messages, bookings, and other interactions where applicable. Reviewing these insights over time can help you understand what's attracting attention and where opportunities may exist to strengthen your local search presence.

Google Business Profile can also now be connected directly to Google Analytics, bringing profile interactions such as website clicks, calls, directions, and other applicable actions into your broader performance reporting.

---

Your Google Business Profile is only one ingredient in local visibility. The Brand Brew®'s SEO & GEO Strategy brings your website, keywords, content, local search presence, and AI visibility together to build a stronger foundation for discovery.

Looking at the bigger picture? Our Digital Presence connects your website, SEO & GEO, content, photography, social media, and other digital touchpoints as one cohesive online ecosystem.

Book a call and let's help the right customers find you.