How Can I Make My Business Stand Out on Google?

For small business owners, appearing on Google isn't enough anymore—you need to stand out. With 46% of all Google searches having local intent and 88% of consumers who search for local businesses on mobile visiting or calling a store within 24 hours, your Google presence can make or break your business growth.

But here's the reality: your competitors are fighting for the same visibility. The difference between blending in and standing out often comes down to how strategically you optimize your Google Business Profile (GBP).

In this guide, we'll walk through seven proven tactics that will help your business shine brighter than competitors on Google Search and Maps—without requiring a massive marketing budget or technical expertise.

1. Complete Your Profile (and Then Go Beyond Complete)

The foundation of Google visibility starts with a 100% complete profile—but the businesses that truly stand out take it several steps further.

The basics (that too many businesses still get wrong):

• Accurate business name, address, and phone number (NAP)
• Correct business hours (including special holiday hours)
• Primary and secondary categories that precisely match your services
• Website URL and appointment links

Going beyond the basics:

• Business description: Don't just describe what you do—explain what makes you different. Use your full 750-character allowance strategically, incorporating relevant keywords naturally.
• Attributes: These special features help you stand out in searches. For restaurants, this might be "outdoor seating" or "delivery available." For service businesses, it could be "women-owned" or "veterans discount."
• Services list: Break down your core offerings into detailed categories and subcategories.

Pro tip: Review your profile at least quarterly to ensure everything remains accurate. Google rewards profiles that stay fresh and updated.

2. Become a Visual Standout

Businesses with photos receive 42% more requests for directions and 35% more website clicks. Yet many small business owners still neglect this crucial aspect.

Photo essentials:

• Exterior shots (from multiple angles and times of day)
• Interior images showing your space and atmosphere
• Team photos that showcase the human side of your business
• Product or service images
• Behind-the-scenes content that tells your story

Advanced visual tactics:

• Add new photos at least monthly
• Use the same high-quality, brand-consistent imagery across all platforms
• Include captions that incorporate relevant keywords
• Ensure proper lighting and professional quality (but authentic, not overly staged)
• Consider adding 360° virtual tours for significant competitive advantage

Video advantage: Businesses using videos in their GBP get 4x the engagement compared to those without. Even a simple 30-second welcome tour or product demonstration can dramatically improve your profile's performance.

3. Publish Google Posts Consistently

Google Posts are like micro-blogs that appear directly in your Business Profile. Yet surprisingly, only about 17% of businesses use this feature regularly.

Effective post types:

• What's New: Share company updates, blog highlights, or industry news
• Event: Promote upcoming workshops, sales, or community involvement
• Offer: Feature special promotions with clear call-to-action buttons
• Product: Showcase new inventory or seasonal favorites

Best practices:

• Post at least weekly to maintain freshness
• Include eye-catching images (1200 x 900 pixels works best)
• Keep text concise but include a clear call-to-action
• Track post performance in your GBP insights

Content calendar tip: Plan your Google Posts alongside your social media calendar, repurposing content when appropriate but customizing it for the Google audience.

4. Build a Review Strategy (Not Just Collection)

Reviews aren't just testimonials—they're powerful ranking signals and conversion tools. Businesses appearing in the local pack have an average of 85 reviews, while the typical local business has just 39.

The review acceleration plan:

1. Collection: Create a simple system for requesting reviews (text templates, follow-up emails, QR codes)
2. Response: Reply to every review within 24 hours, especially negative ones
3. Integration: Feature select reviews on your website and social channels
4. Analysis: Track review sentiment to identify operational improvements

Response formula for negative reviews:

• Acknowledge the issue
• Apologize for their experience
• Take the conversation offline (provide contact info)
• Explain your commitment to improvement
• Offer resolution when appropriate

Keyword bonus: Google's algorithm scans review content for relevant keywords. When customers mention specific services or products in positive reviews, it strengthens your ranking for those terms.

5. Leverage Q&A to Control Your Narrative

The Q&A section of your Google Business Profile can either be a powerful asset or a missed opportunity. Many businesses don't realize that anyone can ask and answer questions about your business.

Proactive Q&A strategy:

• Seed questions: Create and answer 5-10 common questions yourself
• Monitor vigilantly: Set up alerts for new questions (Google doesn't always notify you)
• Answer promptly: Aim to be the first responder to any customer question
• Upvote helpful answers: Promote the most accurate responses

Common questions to seed:

• "What makes [your business] different from others in [your city]?"
• "Do you offer [specific service/product]?"
• "Is parking available nearby?"
• "What are your busiest/quietest times?"
• "Do you accommodate [specific need]?"

By controlling the Q&A section, you prevent misinformation and use it as another opportunity to highlight your unique selling points and incorporate keywords naturally.

6. Create Service-Specific Landing Pages

One of the most powerful tactics to stand out on Google involves your website strategy. Many businesses make the mistake of having a single generic services page, which dilutes their ranking potential.

The landing page strategy:

1. Create individual, detailed pages for each core service/product
2. Optimize each page for specific, targeted keywords
3. Include location-specific information on each page
4. Link these pages directly from your Google Business Profile

Example structure:

• For a plumber: separate pages for "Emergency Leak Repair," "Water Heater Installation," "Bathroom Remodeling," etc.
• For a salon: dedicated pages for "Women's Haircuts," "Color Services," "Bridal Styling," etc.

Performance tracking: Add UTM parameters to your website link in your GBP to track exactly how much traffic and which conversions come directly from your Google listing:

https://yourbusiness.com/?utm_source=google&utm_medium=organic&utm_campaign=gbp

7. Mine Performance Data for Competitive Insights

The businesses that truly dominate Google visibility are those that analyze their performance data and adapt accordingly.

Monthly optimization checklist:

1. Review search queries that trigger your listing
2. Identify keywords you're appearing for but not ranking well
3. Analyze competitor profiles for feature differences
4. Test new photos, posts, or service descriptions based on findings
5. Track changes in calls, direction requests, and website clicks

Advanced tactic: Export your insights data quarterly and look for seasonal patterns you can leverage in your strategy. For example, if you notice increased searches for specific services in certain months, you can prepare enhanced content in advance.

Consistency: Your Ultimate Competitive Advantage

While the tactics above are powerful individually, the businesses that truly dominate local search are those that implement them consistently. Google's algorithm rewards profiles that show regular activity and updates.

Implementation calendar:

• Daily: Respond to reviews and questions
• Weekly: Publish a new Google Post
• Monthly: Add new photos and check performance metrics
• Quarterly: Conduct a comprehensive profile audit and update

Standing out on Google isn't about quick fixes or magical SEO tricks—it's about methodically building a robust, active profile that signals to both Google and potential customers that your business is engaged, responsive, and worthy of attention.

By implementing these seven tactics consistently, you'll not only improve your visibility but create a compelling digital storefront that converts searchers into customers.

Ready to take your Google presence to the next level? Start by auditing your current Google Business Profile against this checklist, identify your biggest opportunities for improvement, and commit to at least one new optimization tactic each week. The results might surprise you!