When you’re managing a Google Business Profile (GBP), one thing is clear—it’s never "done." Think of GBP like Netflix; just when you think you’ve finished optimizing, there’s always something new. Google constantly tweaks, adds, retires, and monetizes features. If you want to stay ahead in the local SEO game, you need a system for monitoring your GBP regularly.
In this guide, we’ll walk through why you can’t just "set and forget" your Google Business Profile and the ten key areas you need to monitor to keep your GBP at the top of its game.
Why “Set and Forget” Doesn’t Work
Google Business Profiles are like living, breathing entities. And just like a well-watered plant, your GBP needs consistent attention and monitoring. There are several reasons why:
Changes in Local Search Results: The way Google displays local search results changes often, from 3-packs to 5-packs to huge maps dominating search results.
Changes in Buyer Behavior: People change how they search. Whether it’s because of new tech (hello, voice search) or world events (remember how COVID shifted everything?), how people find local businesses evolves.
New Features from Google: Google keeps dropping new features like they’re hot. You need to stay on top of what’s available so you don’t miss out on new ways to engage customers.
User-Generated Content (UGC): Reviews, Q&As, and photos from customers are all part of your GBP. It’s vital to monitor what’s being posted about your business.
So let’s get into the ten key things you need to keep an eye on when managing your GBP.
1. Keep Tabs on SERPs
First things first—how does your GBP look in search results? Whether you’re showing up in the 3-Pack, Local Finder, or Google Maps, you need to regularly check how your profile looks compared to your competitors. Test across:
Desktop vs. mobile
Branded vs. non-branded searches
Various locations and operating systems
Manual checking is one way, but tools like BrightLocal’s Local Rank Tracker make it easier to monitor your rankings and keep a record of how your business appears in local search.
2. Watch the Search Landscape
The search landscape changes daily. New consumer trends, product updates, and search behavior shifts are happening all the time. Check out resources like Think with Google or the Bright Ideas Hub to stay in the loop on what’s happening in local SEO.
Google also loves to test new features, so make sure you’re signed up for notifications or follow local SEO experts like Brodie Clark for the latest updates.
3. Enable All Notifications
Google won’t automatically tell you everything happening with your GBP unless you tell it to. Set up email notifications in GBP Manager and enable push notifications in Chrome for desktop to get alerts about things like new reviews, Q&As, or updates to your profile. If you’re managing multiple locations, consider using a third-party tool to streamline notifications across all your accounts.
4. Use UTM Tracking
Without UTM tags, you won’t know which part of your GBP is driving the most traffic. By tagging your links, you can see if visitors are coming from the "primary website" link, "menu" link, or "appointment" link. This helps you understand which parts of your GBP are working and what’s driving conversions. Need help? Check out GMB Fox’s UTM tracking guide to get started.
5. Optimize for Local Search Justifications
Justifications make your business stand out in local search results by highlighting why Google thinks your listing is relevant. These could be review justifications, website justifications, or even product justifications. To capitalize on justifications, monitor your GBP Insights and Google Search Console data to find the keywords people are using to find you.
6. Keep Your Photos Fresh
Pictures are powerful, especially when it comes to making a good first impression. Google often pulls the most relevant image to show in search results, so make sure your photos reflect your brand accurately. Regularly update your images, and don’t forget to monitor user-generated photos—if one doesn’t fit your image, you can request its removal.
7. Leverage Google Products
Google Products is a great way to display inventory directly on your GBP. If you’re not using it, you’re missing out on some serious visibility. But remember, managing your products isn’t a one-time thing. Keep them updated to avoid showing out-of-stock or discontinued items.
8. Stay on Top of Services
Services are often ignored because they only show up on mobile. But services are starting to appear as justifications, so they could directly impact your visibility. Make sure the services listed on your GBP are accurate and compelling. Keep a master record of your services so you can monitor and update them when needed.
9. Don’t Ignore Q&A
The Q&A section of your GBP is often overlooked. Customers can ask and answer questions about your business, and if you’re not paying attention, misinformation can spread quickly. Set up alerts for new questions, and be proactive in providing accurate answers. Also, have a set of FAQs ready so you can respond quickly and consistently.
10. Build a Monitoring Schedule
Consistency is key. Set up a monitoring schedule to review your GBP regularly. This includes everything from checking new reviews, monitoring photos, updating services, and more. If you need help staying organized, use a tool or create a checklist to keep track of what needs attention and when.
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
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