Is the Google Business Profile (GMB) free?

Yes. The Google Business Profile (formerly Google My Business) is a free Google service. Professional optimisation, regular updates and pushing local rankings up, however, requires expertise and time, which is why many businesses choose a specialised agency.

How long does it take to reach the Google Maps top three?

With consistent work — 3–6 months for competitive niches (medical, construction, restaurants in major cities). For less competitive niches — 6–10 weeks. First ranking improvements are usually visible within four weeks.

Is GMB optimisation enough on its own, or do I also need website SEO?

GMB optimisation alone is a strong starting point for local businesses (around 70% of the benefit). For long-term, stable growth website SEO is also recommended — Google links GMB performance to website authority, reviews and structured data.

How many keywords can be ranked?

On the Mini plan (€750/month) — up to 10 core keywords within a 65 km² radius. On the Maxi plan (€1250/month) — up to 20 keywords across a 250 km² area, plus website SEO and backlink building.

Google Business Profile optimisation 2026: a complete guide

Author: Liudvikas Bielskus, SEO Masters · 21 April 2026 · 10 min read

Why GMB is the most important tool for a local business

Around 46% of all Google searches have local intent ("...near me", "in Vilnius", "in Kaunas"). For those queries Google shows the Maps Pack — three local businesses pinned to the top of the map. The top three captures more than 70% of all clicks to local businesses, and the Google Business Profile is the only way in.

Seven steps to optimise the Google Business Profile

1. Claim your profile

Head to business.google.com, find your business and verify ownership by postcard, phone or email.

2. Fill in EVERY field

Use the exact business name (no keyword stuffing), pick the right primary category, address, phone number, opening hours (including holidays), services description and attributes (e.g. "wheelchair accessible", "card payments accepted").

3. Add high-quality photos

At least 10 photos: building exterior (so customers can recognise the place on arrival), interior, team, products and services. Refresh the photo set every month — Google treats this as an activity signal.

4. Collect reviews

Actively ask customers to leave a Google review. A 4.5+ average and a steady flow of fresh reviews (at least 2–4 per month) strongly influence local rankings.

5. Reply to EVERY review

Both positive and negative, within 24–48 hours. Response speed and tone are a ranking factor and have a strong impact on prospective customer trust.

6. Publish GMB posts regularly

At least 1–2 posts per week: offers, news, events, announcements. Posts appear in both search and Maps results.

7. Align with website SEO

Keep NAP (Name-Address-Phone) consistent across the entire web, add schema.org LocalBusiness structured data, build local backlinks and create location pages on the website (if you serve multiple locations).

Common mistakes to avoid

Stuffing keywords into the business name — Google suspends profiles for this.
Inconsistent addresses or phone numbers across the web (NAP mismatches).
Not responding to negative reviews — it makes the business look indifferent.
Leaving the profile without new posts or photos for more than three months.
Changing the address without good reason — Google forces a re-verification.

When it pays to hire an agency

If your time is worth more than the fee, if competition is strong (medical, construction, restaurants in major cities), if you serve multiple locations, or if you have already tried and results are barely moving — a specialised agency typically returns the investment within 2–4 months.

Want us to push your GMB up?

The SEO Masters Mini plan (€750/month) helps push up to 10 keywords within a 65 km² radius. The Maxi plan (€1250/month) covers up to 20 keywords across a 250 km² area + website SEO + backlink building.

Start with a free audit