Claim it and complete it
An unclaimed or half-finished profile costs visibility in the map results, which is where a large share of local searches end. Complete every field: categories, service areas, hours, attributes, services and a real description.
Categories matter more than most owners expect. The primary category has a direct effect on which searches you appear in, so choose it deliberately rather than picking the first plausible option.
Keep it alive
Profiles that are updated outperform profiles that are not. Add photos regularly, publish updates for offers and seasonal changes, and keep hours accurate around holidays.
Reviews are part of the same system. Ask for them consistently and reply to all of them, including the negative ones. A measured public reply is read by far more people than the reviewer.
Match it to your site
Your name, address and phone number should be identical across the profile, your website and any directory listings. Inconsistencies weaken local ranking and confuse customers.
Link the profile to a page that actually answers the search intent — a service page, not just the homepage — and make sure that page loads quickly on a phone.
