Most people treat Google Business Profile rankings like a mystery, but the truth is Google gives us the blueprint if we know where to look. It’s not just about filling out the profile—it’s about proving that the business is real, consistent, and trusted across the web. In this guide, we’ll break down the key factors you’re probably missing, the signals that actually move rankings, and the step-by-step plan we use to get reliable local visibility for clients, lead gen sites, and small businesses.
Table of Contents
Why GBP ranking is different now
Google does not stop at the profile itself. When we verify a GBP, that is only the start. Google looks across the web for proof that the profile is real and that the business is legit. That proof comes from many places: the website, pages on the web that mention the business, social profiles, citations, and structured data on the business site. Our job is to make those proof points easy for Google to find and read.
So the main thing we must do is two-fold: make the GBP perfect, and then build lots of validating data signals that tie back to the GBP. If we do both well, the profile will rank better and more reliably.
Primary ranking factors right now
Based on what we discussed, these are the top factors we should focus on:
- Completed GBP profile — all fields filled, correct categories, accurate hours, and attributes.
- Validating web signals — pages and assets on the web that confirm the business name, address, phone, and website (NAPW).
- Structured data (local business schema) — schema on the location landing page with sameAs links to supporting assets.
- Google Business Posts — use GB Posts to link to those supporting pages and show activity.
- Reviews and review velocity — real reviews, collected quickly, matter a lot when the profile is already optimized.
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Make the GBP profile perfect first
We must ensure the profile is complete. This sounds basic but it is critical:
- Pick the right primary and secondary categories. Do not guess.
- Fill out the business description. Use relevant keywords naturally.
- Add accurate hours and service areas if relevant.
- Turn on applicable attributes (women-led, wheelchair accessible, etc.)
- Upload high-quality photos and logo.
Think of the GBP like the cover of a book. If it is missing pages or looks wrong, Google will hesitate to rank it well. We make the cover clean and complete first, then build proof.
Build validating data signals
Once the GBP is complete, we start building validating web signals. Google crawls the web for confirming information. If Google sees the same data in many trusted places, it raises trust in the GBP. Here is how we do that.
NAPW consistency and citations
We make sure the name, address, phone, and website are listed in the same format across key places. These include business directories, social profiles, and niche sites for the industry. We collect those URLs and keep a list.
- Local citations on high-quality directories.
- Social profile pages that show the same contact info.
- Industry and local pages that mention the business.
Location landing page and structured data
Every GBP should link to a location landing page on the business website. That page must have local business schema (structured data). We add sameAs attributes in the schema that point to the other validating assets we built. This creates a tight network of links and signals:
- Location landing page is the URL linked from the GBP.
- Local business schema includes name, address, phone, opening hours.
- SameAs in the schema lists the social pages, directories, and other pages that confirm the business.
We also collect all those URLs into a single sheet or ID page so we can manage them. This file is handy when we do GB Posts or when we need to show Google the web presence for the business.
Google Business Posts as a direct feed
GB Posts are a direct connection from the GBP to other pages on the web. When we post links from the GBP to our supporting pages, we are feeding Google extra evidence. GB Posts should link to:
- Relevant service pages on the site.
- Blog posts that mention the business service area or offerings.
- High-quality directory or PR pages that mention the business.
Use GB Posts frequently. They show activity and provide direct links from the GBP to our validating pages.
Reviews: volume, velocity, and rating
Reviews remain a major factor. But it is not just the number of reviews. We care about three things:
- Quality — real reviews from real customers with good star ratings.
- Velocity — how quickly reviews come in over time.
- Rating — the average star rating across reviews.
We have seen profiles with many reviews outranked by profiles with fewer but higher-rated reviews. That makes sense. Google wants to show businesses that have better reputations. So a steady stream of good reviews often beats a massive pile of old or low-star reviews.
How to collect reviews the right way
We always push for real reviews from real customers. If you have a client or a business with a customer list, set up a review campaign. Ask customers politely after service. Make the workflow easy with a direct review link.
We do not recommend fake reviews. For lead gen businesses that do not have real customers, faking reviews is risky and can lead to penalties. We avoid that entirely.
Star rating vs review count — what to prioritize
Both metrics matter. But if the profile is optimized properly, a higher star rating can beat sheer volume of reviews. Here is how we prioritize:
- Make sure the GBP is fully optimized.
- Build validating data signals so Google trusts the profile.
- Run a review campaign with real customers to increase star rating and velocity.
When the profile is solid, focus on getting more high-quality reviews quickly. That helps short-term ranking. Over time, continue adding validating signals so performance is stable.
Practical checklist to implement today
We keep this short and hands-on. Use this checklist on a new or existing GBP:
- Complete every GBP field and pick correct categories.
- Create or update a location landing page on the website.
- Add local business schema to the location landing page. Include sameAs links to all supporting web assets.
- Gather NAPW citations and list their URLs in a sheet.
- Publish supporting content on the site and on trusted external sites that mention the business NAPW.
- Use GB Posts to link directly to the supporting pages and PR assets.
- Set up a real review campaign if the business has real customers. Aim for consistent review velocity.
- Monitor the profile and add more validating signals over time.
Common mistakes we see
- Leaving GBP fields blank or choosing the wrong category.
- Linking the GBP to a generic homepage instead of a location landing page.
- Not using structured data or failing to include sameAs attributes.
- Relying on reviews alone without building external validating signals.
- Trying to fake reviews for lead gen. This risks suspension.
How we measure success
We look at several signals to know if our work is paying off:
- Ranking improvements in the local pack and map results.
- Increased GBP views, calls, and direction requests.
- Higher average star rating and steady review velocity.
- More backlinks and mentions from trusted sites that reference the business NAPW.
FAQ
Q: What is the best single thing to do first?
A: Make the GBP profile complete and correct. Choose accurate categories and add the right business info. If the profile is broken, none of the other work helps much.
Q: How important is the location landing page?
A: Very important. The GBP links to that page. It should have local business schema and sameAs links to supporting assets. This page acts as the hub for all local signals.
Q: Can reviews alone make a listing rank higher?
A: Reviews help a lot, but they are most effective when the GBP is already optimized and when there are validating web signals. Reviews without the other proof points make it harder to get stable rankings.
Q: Is it okay to buy or fake reviews for lead gen?
A: No. We do not recommend faking or buying reviews. It can get you in trouble with Google and can lead to suspension or loss of trust. For lead gen, stick to honest strategies.
Q: How do we use sameAs in schema?
A: In the local business schema on the location landing page, add a sameAs array with all the URLs that confirm the business: social profiles, directories, PR pages, and other assets. This links the web proof directly to the local page Google trusts.
Q: How often should we post with GB Posts?
A: Regularly. GB Posts show activity. Post links to new content, promotions, or pages that support the business information. Use them as a tool to feed Google fresh proof.
Final thoughts and next steps
We keep things simple: perfect the profile, build validating web signals, add structured data, use GB Posts, and collect real reviews. When you connect all these pieces, Google has a clear trail of proof and will reward the listing with better ranking and more visibility.
Start with the checklist today. Make a location landing page, add local business schema with sameAs links, collect citation URLs into a sheet, and run a real review campaign if you have customers. Small steps done right will move the needle faster than short cuts.
“When you verify a Google business profile, that is the start. Google then looks out on the web to find validating data signals to corroborate how that GBP was optimized.” — Bradley Benner