Google Business Profile Optimization
Google Business Profile optimization, every week.
Google Business Profile optimization by a senior team in Amsterdam and New York, to earn your spot in the Map Pack at the top of Google.
- The right main and extra categories for your business
- New posts every week, new photos every month
- More reviews that mention what you sell
1M+
Monthly visitors
30%+
Traffic
20%+
Conversions
Trusted by ambitious brands worldwide
SEMrush agency
Ranked #1 SEO agency in The Netherlands on Semrush
SEO for Google and AI
Found in Google, ChatGPT, Perplexity and AI Overviews
Google Business Profile optimization from a senior team in Amsterdam and New York
Most profile optimization stops once the fields are filled in. The profile then sits untouched for eleven months. We run your profile as a channel, every week, to earn your place in the Map Pack.
Most profile optimization stops once the fields are filled in. The profile then sits untouched for eleven months. We run your profile as a channel, every week, to earn your place in the Map Pack.
LASEO is a 100% SEO agency in Amsterdam and New York, and Google Business Profile optimization is where local SEO starts. Your profile (formerly Google My Business) is won by picking the right main category, filling the extra category slots Google allows, managing questions and answers like a help centre, posting every week, earning the review snippets Google shows in the Map Pack and replying to every review. None of that comes from a one-off audit. Our Google Business Profile optimization services do it every week and track your ranking on a 7x7 grid of points around your location, in a monthly scorecard instead of the misleading views number in Google's own dashboard.
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Google Business Profile optimization that moved the Map Pack, not just the audit
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runs your Google Business Profile as a weekly channel: categories, posts, photos, questions and reviews, measured point by point on a map of the area around you.
Google Business Profile optimization works when someone looks after the profile every week. We take owner access, set up your categories, services and questions, post every Monday, upload photos, reply to reviews and show your Map Pack position on a grid scan every month, as part of your local SEO.
Part of Local SEO.
How a Google Business Profile engagement runs
How a LASEO Google Business Profile optimization engagement runs
Five phases. The first three rebuild your profile in weeks 1-4. The last two are the weekly routine that actually moves your Map Pack position, month after month.
- 01
Profile audit and category choice (week 1-2)
A full audit of your current profile (or we claim and verify it if needed). We choose your main category again, based on what the top 3 Map Pack competitors use for each search, which we look up with a tool called GMB Everywhere. We add up to 9 extra categories. Services and features are filled in with the words your customers use in calls and reviews. You get a category recommendation and a rebuilt profile.
- 02
Services, features and questions (week 2-3)
We write a description for every service, aimed at what people search for, and fill in every relevant feature (wheelchair access, payment methods, languages spoken, identity features, service options). We fill the questions and answers section up front with 10-15 of the questions your sales team hears every week. After that we manage it weekly: we upvote the best answers, keep yours at the top and answer new customer questions within 48h.
- 03
Setting up review requests (week 3-4)
We set up the review request customers get after a purchase or visit: a branded email and text message, a short link straight to your review form, and sending rules linked to your till, Shopify, booking system or customer system. Tracking is set up in a review management tool. Every review gets a professional reply within 48 hours, naturally mentioning the services you want to be found for.
- 04
Weekly posts and photos (ongoing)
Every Monday we publish a Google post (an update, an offer or an event) written for your service area. Every month we upload 4-8 new photos, tagged with their location and captioned with the service and place. Products or services are updated when your offer changes. Your profile never goes more than 7 days without something new.
- 05
Ranking map and monthly scorecard
Every month we scan a 7x7 grid of points around your location for your 10 most important sales searches. You see your average Map Pack position, your share of local visibility compared with competitors and how each point on the map moved, next to the calls, requests for directions and messages reported by Google. All on a one-page scorecard, delivered on the second working day of the month.
Think of us asyour own Google Business Profile team.
We take owner access to your Google Business Profile and run it as a live channel. Categories reorganised first. Services and features filled in with the words searchers actually use. Questions and answers filled in up front with what your sales team hears every week. Posts published every Monday. Photos uploaded weekly. Every review answered. A monthly grid scan shows your Map Pack ranking point by point around your location, not just one ranking screenshot.
What our GBP clients say
Map Pack movement in their own words
LASEO rebuilt our Google Business Profile from scratch, categories, services and posts included. We now sit at the top of the Map Pack on our head term.
For our physical shop LASEO optimised GBP with a review flow that brings in positive reviews continuously. Local visibility climbed significantly.
The Map Pack was not moving for us. LASEO reset the primary category, restarted posts and lifted review velocity. Results came fast.
LASEO rebuilt our Google Business Profile from scratch, categories, services and posts included. We now sit at the top of the Map Pack on our head term.
For our physical shop LASEO optimised GBP with a review flow that brings in positive reviews continuously. Local visibility climbed significantly.
The Map Pack was not moving for us. LASEO reset the primary category, restarted posts and lifted review velocity. Results came fast.
Google and AI search
Found in Google, and in the answers AI gives
More and more buyers ask ChatGPT, Perplexity or Google's AI Overviews before they click on anything. We make sure your brand shows up there too: as a source AI quotes and a brand it recommends.
More about AI SEOWhere your buyers search
- ChatGPT
- Google AI Overviews
- Perplexity
- Gemini
- Copilot
Your free audit shows whether ChatGPT and AI Overviews mention you.
- 01
Answers AI wants to quote
Clear answers, facts and sources on your pages, so AI tools pick your site as the source.
- 02
A site AI can read
A clean technical base that tells AI tools exactly what you sell and who it is for.
- 03
Mentioned in the right places
Reviews, press and trusted sites: the signals AI uses to decide which brands to recommend.
- 04
Measured, not guessed
We test the questions your buyers ask and track how often AI tools mention you, next to your Google rankings.
Honest answers about Google Business Profile optimization
What business owners actually ask before starting a Google Business Profile engagement.
About LASEO
Question not listed?
A senior specialist is happy to answer it. Request your free audit, or call us directly.
Google Business Profile optimization is one of the three pillars of local SEO, but not all of it. Local SEO also includes having the same name, address and phone number on 40+ listing sites (Apple Maps, Bing Places, Yelp, TripAdvisor, industry directories), landing pages for each location on your website, structured data that gives Google your business details, and links from local websites. Your profile is the most important single pillar, because the Map Pack itself is built from Google Business Profile data. But a profile alone will not rank without consistent listings and a strong website behind it. We treat the profile as the centrepiece and run it inside a wider local SEO programme.
Three usual reasons. First, the main category: they picked the category Google actually links to the search, you picked something close to it. A tool like GMB Everywhere shows you their categories. Second, reviews: they get new reviews every week that mention the service, you have older reviews with general praise. Third, distance to the searcher: Map Pack rankings change from one spot on the map to the next. They may rank in one neighbourhood and you in another. Check with a 7x7 grid scan before assuming you are losing everywhere.
Quality and regularity matter more than the total. We upload 4-8 new photos per profile per month, tagged with their location where possible, with descriptive file names that include the service and place. Mix inside and outside shots, the team, your product or service in action, and customers enjoying it. Avoid stock photos. In our ranking tracking, profiles that go more than 60 days without new photos tend to slide. Short videos (15-30 seconds) of the location or team, uploaded every quarter, also count well in Maps.
Yes, every single one, within 48 hours, professionally. Google reads your replies, and how actively you engage as an owner feeds into local rankings. More importantly, future customers read your reply far more closely than the negative review itself: a calm, specific reply that offers a solution turns a one-star review into a reason to trust you. Never argue, never explain it away, never get defensive. Acknowledge the problem, offer to solve it offline and thank them for the feedback. We write or check every reply in your voice as the owner.
With 10+ locations, updating profiles by hand quickly breaks down. We work in two layers. Google's own bulk tools handle categories, features, opening hours and post planning across all locations. Automation that connects straight to Google handles what the bulk tools cannot: collecting all reviews in one place, pulling performance per location, uploading photos at scale and updating features straight from your stock system or website. Every location still gets its own questions and answers and its own local post calendar, because that copy has to be specific to the location to rank for local searches.
Free Google Business Profile audit
Get your free Google Business Profile auditfrom a senior specialist.
Free and without obligation. A senior specialist looks at your profile and gives you an expert report on what holds it back in Google, in the Map Pack and in AI search, and what to fix first. No sales pitch. And if we are not the right partner for the work, we will tell you.