A Step-by-Step Google Business Profile Optimization Checklist For AI Visibility

Why is GBP optimization so important right now?

Today, more people are using the new AI-powered Google and similar tools like ChatGPT, Siri, or Alexa to find local businesses than ever before.;

And they don’t always visit your website. Instead, they ask a question, and these AI tools give them quick answers, which is also why businesses are now doing AI search optimization.

But here’s the thing: These tools only trust businesses with up-to-date, complete, and verified Google Business Profiles.

So if your profile isn’t fully set up and kept fresh, Google might just skip over your business and show your competitor instead.

Here’s how different AI tools are already using information from your Google profile:

Who should use this checklist?

If you run a small business and want more people in your area to find you, this checklist is for you.

Here’s who it can really help:

• Local business owners who want to show up on Google without paying for ads
• Service-based businesses (like plumbers, roofers, or electricians) who work in specific towns or areas
• Anyone who wants more calls, more foot traffic, or more bookings without doing fancy online marketing

Basically, if you want your business to be found more easily on Google and smart tools like Siri or ChatGPT, this checklist will help you do so.;

Step 1: Claim and verify your Google Business Profile

Before anything else, you need to make sure you own your Google Business Profile by claiming and verifying it.

Without this step, Google and AI tools like Siri or ChatGPT won’t trust your listing. In fact, they might not show you at all.

Here’s why this step matters:

• Unverified listings are often ignored by Google and voice assistants.
• Verified businesses are seen as real and trustworthy, so they get more visibility.
• AI tools use verified listings when giving answers for queries like, “Hey Google, who’s the best roofer near me?”

Now, to verify your profile, you can:

1. Go to Google Business Profile and search for your business.
2. Claim it if it’s already listed. If not listed, create a new one.
3. Choose one of these verification methods:
• Phone or text (quick and easy)
• Email (works if your email matches your website domain)
• Google Search Console (for websites already verified with Google)
• Video verification (used in some cases, like high-risk industries)

Pro tip: Use a Google account that’s linked to your business website or domain as it makes the process smoother and faster.

Step 2: Pick the right business categories

Your business category is what tells Google and AI tools what kind of business you are. And it helps your profile show up when people search for services like yours.

So, if you choose the wrong category, or don’t pick one at all, you might miss out on customers who are already searching for what you offer.

Here’s why this step matters:

• Google and AI tools like Siri or ChatGPT use your category to match you with the right searches.
• If your category is off, you may not show up even if someone nearby is looking for your service.

Here’s what you should do:;

1. Pick the most accurate and specific main category. For instance: “Family Law Attorney” is better than just “Lawyer” “Tire Shop” is better than just “Auto Repair”
2. Add any relevant secondary categories that fit your services.
3. Check what your top competitors are using:
• You can use tools like:
• PlePer’s Category Tool
• BrightLocal or Surfer Local
• Or just search on Google. You can:
• Type your service (like “plumber near me”)
• Click on top listings
• See what categories these businesses have listed

Pro tip: Your main category also affects which extra features your profile can use, like appointment booking, menus, or service lists. So choose wisely.;

Step 3: Fill out every part of your profile

If your business profile is only half-filled, it’s like handing someone a menu with missing pages. Both Google and customers won’t like it, and AI tools may skip over you completely.

You see, Google and tools like Siri, Alexa, and ChatGPT want complete and accurate information before they can trust your business. Meaning the more details you give, the better your chances of showing up in search results.

Here’s what you need to fill in:;

• Business name, address, and phone number (NAP)

Make sure these match everywhere online including on your website, Facebook, Yelp, etc.

• Website link

Add your website URL. If you want to track clicks from Google, your marketer can add special tracking links (called UTM tags), but that’s optional.

• Business description

Write a short paragraph (under 750 characters).

Talk about what you do, who you help, and include a few important keywords (like your service and city). For instance, you can say “We’re a family-run plumbing company serving the Smithville area with fast, affordable service.”

• Service areas;

If you go to your customers (like landscapers, plumbers, or mobile groomers), list the towns or areas you cover.

• Business hours

Don’t forget holidays or special hours. Keeping this updated helps avoid missed customers.

• Attributes

Add extras that apply to your business like:

• Wheelchair Accessible
• Women-owned
• Veteran-owned
• LGBTQ+ Friendly

Step 4: Use the right keywords in the right places

You don’t have to be an SEO expert here. Just use the right keywords in your Google Business Profile using my simple keyword research tips and it will help customers find you faster.

For instance, “emergency electrician in Springfield” or “affordable dog groomer near me,” are the kind of keywords people type or say when looking for a business like yours

Why does this matter?

Google and tools like Siri, Alexa, and ChatGPT scan your profile for clues. So, if your profile includes the right keywords, you’re more likely to show up when someone searches for what you offer.

Here are some places you can add keywords naturally:

• Business description

Mention what you do and where you’re located. For instance,“ We offer 24/7 emergency plumbing services in Jefferson County.”

• Services or products section

Add short descriptions with useful words. For instance, “Water heater repair. Fast and reliable service for homes in North Ridge.”

• Business name (if it makes sense and Google allows it)

You can include a keyword if it’s part of your branding. For instance, “Sunrise Bakery – Downtown Cleveland”

• Q&A section

Add real questions people ask you and include helpful answers with keywords. For instance, “Do you offer emergency towing in the Clarksville area?”

• Google posts

When you’re sharing updates, events, or promotions, include useful words. For instance, “Now offering fall HVAC tune-ups in the Pine Hill area!”

Pro tip: Keep it natural and simple. You’re not writing an ad, you’re helping people (and search engines) understand what you do. If it sounds too salesy, tone it down.

Step 5: Actively manage reviews and Q&A

Reviews aren’t just for future customers. Google and AI tools read them too.;

So, if your reviews are helpful and you’re replying to them, it shows you’re running an active business that people trust.

Here’s why this step matters:

Good reviews help build trust. And when you reply to them or answer common questions, it tells Google and AI tools like ChatGPT that your business is reliable and worth showing in search results.

Here’s what you should do:;

• Ask for reviews after each job or sale. You can send a quick text, email, or even hand out a small card with a link.;
• Ask customers to mention what you did and where. For instance, they can say something like “Thanks for the fast AC repair in Lubbock!”
• Reply to every review, even if it’s a bad one. Stay calm, be kind, and thank them for the feedback.
• Add common questions and answers to your profile. Like: “Do you offer emergency service on weekends?” → “Yes, we’re available 24/7 in the Branson area.”

Pro Tip: Reviews that include specific services and your location are super helpful. They make it easier for people and AI tools to match you to local searches.

Step 6: Add photos and videos to show you’re the real deal

Want your business to stand out and look trustworthy?;

Start with real photos and videos.;

These not only help customers feel more confident but they also help Google and AI tools see that you’re a real local business.

Why does this matter?;

Businesses with photos get more clicks and calls. In fact, Google says listings with pictures get 42% more requests for directions and 35% more website visits.

Plus, photos help AI tools connect your location, team, and services to what people are searching for.

Here’s what you should upload:;

• Your logo and cover photo

These are the basics. Make sure they’re clear and current.;

• Outside and inside your business

These help people know what to expect when they visit.

• You and your team in action

It could be fixing pipes, cutting hair, delivering food, whatever you do.

• Short video testimonials from happy customers

Here, even a 20-second clip builds trust fast.;

• Before and after photos

Perfect for service professionals, contractors, stylists, or anyone who transforms something.;

Pro tip: If you can, use photos taken at your location and with your phone’s location settings on. That’s because AI tools can use that information to double-check your business location.

Step 7: Make it easy for people to call, book, or contact you

Turn on features like bookings, messaging, and call buttons on your Google Business Profile. This will help people reach out to you right away.

Plus, when AI tools show your business, they will also display your contact details and bring in prospective customers directly.

Here’s why this step matters:

A lot of people don’t even visit websites. They just call, message, or book straight from Google.

The same goes for AI tools like ChatGPT and assistants like Siri. They prefer businesses that let users take quick action.

Here’s what you should turn on:

• Booking links

Connect tools like Calendly, Square, or Reserve with Google.

• Messaging

Turn this on in your GBP dashboard, it’s like texting with your customer.

• Call tracking

Enable Call History to see how many calls are coming from your listing.

• Action buttons

Add buttons like “Book Now,” “Request a Quote,” or “Get Directions” to make things easy.

Pro tip: Download the Google Business Profile app on your phone as it helps you reply fast. Quick replies help you rank better too.

Step 8: Post weekly updates to show you’re open and active

Think of your Google Business Profile like your shop window.

When it looks fresh and updated, people (and search engines) know you’re open for business and worth checking out.

Why does this matter?

Google, and even AI tools like ChatGPT, like to feature businesses that stay active. So, if your listing looks outdated, they might skip over you.

Here’s what you should post weekly (or more frequently if you can):

• Updates on services or hours (like “Now offering weekend appointments!”)
• Seasonal deals or promos (like “Fall special: 10% off all HVAC tune-ups”)
• Helpful tips or FAQs (like “Here’s how to know if your roof needs a repair”)
• Links to your blog or website (Especially if the content is timely and helpful)

Pro tip: Use simple language, include a photo, and add a call-to-action like “Call Now” or “Book Today.”

Step 9: Stay consistent and track your performance

Your Google Business Profile is like a storefront sign and it needs to stay accurate and fresh. If any information is wrong or outdated, customers (and Google) lose trust.

Also, if you don’t track what’s working and what’s not, you won’t know what to improve.

This matters a lot because:

• Inconsistent info = lost trust

• Tracking = better decisions

• Staying active = more visibility in AI tools

Here’s everything you should do:

• Make sure your name, address, and phone number or NAP match everywhere online
• Update your business hours, especially for holidays or special events
• Track what people do on your listing. You can check:
• How many calls you’re getting
• How many people are clicking “Directions” or “Website” (You can see this in your Google Business Profile dashboard)

Quick recap: Google Business Profile areas you should keep updated

Is it really that important to optimize my Google Business Profile for AI?

Yes, absolutely.

Your Google Business Profile (GBP) is one of the main sources AI tools use to find and recommend businesses.

If your profile is not verified, incomplete, or inactive, there’s a good chance your business won’t show up when people ask AI tools like Google or ChatGPT, for local recommendations.

How often should I update my profile?

Once a week is a good rule of thumb.

Post an update, add a new photo, reply to a review. Even small updates help.

This shows Google (and AI tools) that your business is active, trustworthy, and worth showing in search results.

Can tools like ChatGPT or Google AI really mention my business?

Yes, they can!

AI tools often use Google Business data to answer questions like:

“Who’s the best plumber near me?” or “ What restaurant is open now in [city]?”

They may not directly link to your listing, but they pull your info like hours, reviews, and services if your profile is well-optimized.

What’s the big deal with reviews?

Reviews matter a lot for both people and AI.

AI systems read your customer reviews to understand how good you are, what you offer, and if people trust you.

So, the more helpful, detailed, and positive reviews you have, the more likely you are to show up in search results.

Do I need to add tracking links (UTMs) to my website URL?

Yes, if you want to know what’s working.

By adding UTM tracking codes to your website link in GBP, you can see how many people are clicking, calling, or booking from your profile.

Can I tell if AI tools are mentioning my business?

Not directly yet.

But you can do a few things to check:

• Ask AI tools like ChatGPT or Perplexity: “Who’s the top [service] in [your town]?”
• Use Google Alerts or BrandMentions to watch for your business name online
• Track clicks and traffic using Google Analytics or Search Console
• Check if you’re showing up in Google’s AI-generated overview boxes