How Can You Optimize A GMB Listing After You Have Claimed And Verify It?

In episode 251 of our weekly Hump Day Hangouts, one participant asked how to optimize a GMB listing after you have claimed and verified it.
The exact question was:
By the way, this may be a dumb question but I'll go ahead and ask it anyway (smile) . . . What, if any, things can you do to optimize a GMB listing after you have claimed and verified it that you can't do before you claim and verify it? . . . Thanks again
