Google Business Profile Optimization Checklist

Your business description is not just filler text.

It’s one of the clearest signals Google uses to understand:

• What you do
• Who you serve
• Where you operate
• What makes you different

What to Include:

• Primary services
• Location or service area
• Unique strengths
• Natural keywords

Instead of:
“We provide quality HVAC services.”

Try:
“We provide residential and commercial HVAC repair and installation in Murfreesboro and surrounding Rutherford County communities, specializing in fast emergency service and energy-efficient system upgrades.”

Clear. Specific. Local.

That’s AI-friendly.

Most business owners add a few services and call it done. That’s a mistake.

This matters because Google AI scans your listed services and attributes to answer questions like:

“Do they offer same-day service?”

“Are they women-owned?”

“Do they provide financing?”

Action Steps:

• Add every service you offer
• Write detailed service descriptions
• Select all relevant attributes
• Update regularly when services change

Think of this section as structured Q&A that Google reads automatically.

Google favors active profiles.

Photos and posts signal:

• You’re open
• You’re engaged
• You’re legitimate

Photos to Add:

• Exterior and interior shots
• Team photos
• Before-and-after images
• Product or service photos

Posting Strategy:

• Weekly updates
• Seasonal promotions
• FAQs answered in post format
• Project highlights

Bonus: AI can analyze photos and captions to understand your services better.

Here’s something many business owners miss. AI doesn’t just count reviews. It reads them. If customers consistently mention:

“Fast service”
“Great with kids”
“Affordable pricing”
“Emergency repair”

AI may summarize your business using that language.

Smart Review Strategy:

• Ask customers to mention the service they received
• Encourage location mentions naturally
• Respond to every review (yes, every one)
• Use keywords naturally in responses

Example response:
“Thank you for trusting us with your plumbing repair in Smyrna. We’re glad we could get your water heater fixed quickly.”

See what happened there?
Service + location + reinforcement.

Please do not stuff your profile with:

“Best HVAC Murfreesboro HVAC repair Murfreesboro HVAC installation Murfreesboro.”

Google sees that.

Instead:

• Use keywords conversationally
• Include service + location combinations
• Reinforce core offerings

Think human first. Algorithm second.

When someone asks, “Is this company good for emergency service?”

Google AI may scan:

• Your description
• Services
• Reviews
• Website
• Posts

It then generates a summarized answer. That means consistency matters. If your profile says one thing and your website says another, AI gets confused. Clear, repeated messaging wins.