TOPICS DISCUSSED

Local SEO
GBP Management

Local SEO is changing rapidly—and the businesses paying attention to their Google Business Profile (GBP) are the ones coming out ahead. In 2024, with search engine results pages (SERPs) in flux and Google increasingly favoring its own assets, your GBP has become one of the most important tools in your marketing arsenal. Unlike organic listings that are being pushed further down by AI overviews and Google-owned content, local listings in Google Maps and the local pack still hold strong visibility—and your GBP is the key to showing up.

At Three Vistas, we help businesses across Atlanta and the Southeast take control of their digital presence. Optimizing your GBP is no longer optional. It’s a direct line to local visibility, calls, clicks, and conversions.

Google’s Self-Preferencing and the Local Advantage

Google has made headlines for self-preferencing—promoting its own content while making it harder for third-party websites to earn visibility. But in the world of local SEO, this self-preferencing actually creates opportunity. Google is heavily invested in its local graph, making GBPs a prominent part of search features like the local pack, maps, and AI-generated local answers.

Unlike traditional organic traffic, which is increasingly lost to AI snippets and zero-click searches, local search drives action. Whether a customer finds you through a map result, a local pack, or your business profile, the goal is the same: get them to call, visit, or make a purchase.

The GBP Fields That Influence Rankings

There are over a dozen components within your Google Business Profile that play a direct or suspected role in search rankings. Here are some of the most important ones you need to get right:

Business Name

Google still uses your business name as a ranking signal. While stuffing it with keywords might offer a temporary boost, it also increases the risk of spam flags and profile edits. Instead, focus on choosing a name that reflects both your brand and a relevant service or product. If you’re launching a new business, a name like “Athens Tree & Stump Removal” can provide both branding and keyword value from day one.

Address

Your location affects where and how often you show up in searches. If your business is far from your target audience, you may struggle to appear in results—even if your services are relevant. Service Area Businesses (SABs) are particularly affected by Google’s guidelines, which hide addresses unless the business has a physical location. This can drastically impact rankings.

Categories

Your primary category should reflect your core service. You can add up to nine additional categories to help Google better understand what your business offers. Selecting the right ones is a powerful way to increase relevance and visibility.

Website Link

Your GBP should link to a fast, well-optimized, high-authority website. Google evaluates your site for relevance, trust, and quality, all of which can enhance your local rankings.

Business Hours

Recent studies confirm that businesses ranked better when they were open. If you’re in a competitive market, consider whether extended hours—or being open on days competitors are closed—can give you an edge.

Reviews

Reviews influence both trust and visibility. Google considers review quantity, velocity, and content. Reviews that include keywords and location references can even surface as justifications in search results. Encourage steady, high-quality reviews and respond to each one.

Attributes

Attributes like “Black-owned,” “LGBTQ+ friendly,” or “Wheelchair accessible” help customers understand more about your business—and they may also affect how your listing appears in search results.

Services and Products

Filling out your services and products provides additional relevance signals to Google and gives customers more ways to find you. Custom services help you stand out, especially in niche categories.

Popular Times and Menu Items

Emerging evidence suggests listings perform better during their busiest times and that properly labeled menu items can significantly impact search visibility. The bottom line: the more useful, clean, and comprehensive your GBP is, the better.

Why This Matters Now

Organic rankings are unpredictable. AI content is replacing traditional links, and Google’s algorithms are rewarding their own platforms. In this shifting environment, your Google Business Profile has become one of the most dependable and high-converting assets in your digital strategy. It drives phone calls, foot traffic, and conversions—even if your website isn’t ranking on page one.

Let Three Vistas Help You Take Control

If your GBP is incomplete, inaccurate, or poorly optimized, you’re leaving real revenue on the table. At Three Vistas, we help businesses in Atlanta and beyond audit, optimize, and manage their Google Business Profiles for maximum visibility and performance. From keyword strategy to service listings, review generation to local citations, we cover every element needed to dominate local search.

Ready to turn your GBP into a powerful lead engine? Contact Three Vistas today for a local SEO consultation and let’s grow your presence—starting right where it matters most.

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