Google Business Profile. 

Learn how to maximize your Google Business Profile to improve local SEO, generate more leads, and protect your online presence.

For local small businesses, visibility online can make or break your customer acquisition efforts. In this episode, Henry Lopez is joined by Marco Silva with Oostas to break down why your Google Business Profile (GBP) may be your single most important marketing asset, and how to use it to your full advantage.

Google Business Profile is a free tool that helps your business appear on Google Search and Maps. Marco explains the three key factors that influence visibility – relevance, distance, and prominence – and outlines how to optimize your profile for each. From accurate hours to high-quality photos, and from managing user edits to strategically collecting reviews, every element of your profile impacts whether or not potential customers find you.

“Think of your Google Business Profile like your storefront window—it needs to be clean, fresh, and inviting if you want people to walk in.” – Marco Silva

Marco shares real-world examples, including a cautionary tale of an HVAC company that lost its listing to fraud due to a failure to verify ownership.

He walks listeners through the modern verification process, which now often includes submitting a video or documentation, instead of the old postcard method. Henry emphasizes that failing to claim and maintain your GBP can leave your business vulnerable and invisible.

They also dive into review strategies, how to ask for them tactfully, why the quality and quantity of reviews matters, and what role keywords play in visibility. Marco explains how reviews written by customers (not replies) help with local ranking and how to handle both positive and negative feedback publicly.

To tie it all together, Marco introduces a $99 GBP Pulse Check from Oostas, a trusted partner of The How of Business. The GBP Pulse Check is an in-depth audit with personalized video feedback and actionable tips for improvement. As a bonus, Henry encourages listeners to download a free resource: “5 Ways to Supercharge Your Google Business Profile” from the show notes page.

Marco Silva is a local SEO expert and digital marketing strategist at Oostas who helps small businesses get found online.

Google Business Profile – FAQ Summary:

Question: Why is Google Business Profile so important for local businesses?
Answer: It’s often the first impression customers see in search results and maps, and can directly impact leads and conversions.

Question: What factors influence where my business shows up in Google search?
Answer: Google uses relevance, distance, and prominence to determine visibility in the local pack and maps.

Question: How do I protect my Google Business Profile from fraud?
Answer: Claim and verify your profile promptly, using the new verification methods like video and document uploads.

Question: Do reviews help with local SEO?
Answer: Yes, especially customer-written reviews that include keywords and reflect positive experiences.

Question: How often should I update my Google Business Profile?
Answer: Ideally monthly: add photos, update hours, respond to reviews, and monitor user-suggested edits.