Your Google Business Profile (GBP) is the single most important asset for local search visibility. It powers your Google Maps listing, appears in local search results, and often forms a patient's first impression of your practice. A fully optimized profile can mean the difference between appearing in the top 3 results or being invisible to potential patients.
Why Google Business Profile Matters
Your GBP directly impacts your Google Maps ranking. Consider what happens when someone searches “dentist near me”:
- Google shows a map with 3 dental practices (the “Local Pack”)
- Each listing shows your name, rating, review count, address, and hours
- Clicking your listing reveals your full profile with photos, services, and reviews
- Patients make decisions based on this information before ever visiting your website
In many cases, your GBP is more important than your website for attracting new patients.
Complete Optimization Checklist
1. Business Information
Business Name
Use your actual business name as it appears on your signage and legal documents. Do NOT add keywords.
Wrong: “Smith Dental - Best Dentist in Chicago - Emergency Dental Care”
Right: “Smith Dental”
Address
- Use your exact street address
- Include suite number if applicable
- Ensure it matches your website and all other listings exactly
- Set your service area if you serve patients beyond your immediate location
Phone Number
- Use a local phone number (not a toll-free number)
- Ensure it's answered during business hours
- Consider call tracking, but be aware it may affect NAP consistency
Website
- Link to your homepage or a location-specific landing page
- Ensure the website is mobile-friendly and loads quickly
- Make sure your NAP on the website matches your GBP exactly
2. Categories
Categories tell Google what searches to show your practice for.
Primary Category
Choose the category that best describes your main service:
- Dentist - General dental practice
- Cosmetic Dentist - Focus on aesthetic dentistry
- Pediatric Dentist - Children's dental care
- Orthodontist - Braces and alignment
- Oral Surgeon - Surgical procedures
- Emergency Dental Service - 24/7 or urgent care focus
Secondary Categories
Add all relevant secondary categories for services you offer:
- Dental Implants Provider
- Teeth Whitening Service
- Denture Care Center
- Dental Clinic
3. Business Description
You have 750 characters to describe your practice. Use them wisely:
- Start with your main services and specialties
- Mention your experience and qualifications
- Include what makes you different
- Add relevant keywords naturally (don't stuff)
- End with a call to action
Example Description
“Welcome to Smith Dental, providing comprehensive dental care in downtown Chicago since 1995. Our team specializes in family dentistry, cosmetic procedures including veneers and Invisalign, and same-day emergency care. Dr. Smith and our hygienists create a comfortable, judgment-free environment using the latest technology. We offer flexible scheduling including Saturday appointments. Call today for a new patient consultation.”
4. Services
Add every service you offer with descriptions and (optionally) prices:
- General cleanings and exams
- Teeth whitening
- Dental implants
- Crowns and bridges
- Root canals
- Emergency dental care
- Invisalign/orthodontics
- Pediatric dentistry
Each service can have its own description. Use this to include relevant keywords naturally.
5. Business Hours
- Set accurate regular hours
- Update special hours for holidays
- Consider adding “More hours” for specific services (emergency, consultations)
- Keep these current—wrong hours frustrate patients
6. Attributes
Attributes help patients find practices that meet their specific needs:
- Wheelchair accessible
- Languages spoken
- Accepts new patients
- Online appointments available
- LGBTQ+ friendly
- Payment methods accepted
7. Photos
Profiles with photos receive 42% more direction requests and 35% more website clicks. Upload at least 10-15 photos:
- Exterior: Help patients find your building
- Interior: Reception, waiting room, treatment rooms
- Team: Doctors and staff (with permission)
- Equipment: Modern technology you use
- Results: Before/after photos (with patient consent)
Photo tips: Use high-quality images, good lighting, and update seasonally.
8. Posts
Google Posts appear on your profile and keep it fresh:
- Share offers and promotions
- Announce new services or technology
- Post dental health tips
- Highlight team achievements or community involvement
Aim for at least one post per week. Posts expire after 7 days, so consistency matters.
Maintaining Your Profile
Optimization isn't a one-time task. Regular maintenance keeps your profile competitive:
- Weekly: Respond to reviews, create a new post
- Monthly: Add new photos, check for suggested edits
- Quarterly: Review services and description, update seasonal hours
- Annually: Complete profile audit, refresh photos
Is your profile working for you — or against you?
See how your Google Business Profile stacks up against the practices currently outranking you.
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