If you’re a local business in Sherman, Denison, or anywhere in Texoma, your Google Business Profile is like your storefront on the world’s most-used search engine. When someone in your area searches for what you do, Google shows your profile right at the top of results—but only if you’ve optimized it properly. The good news? It doesn’t take much to stand out, and the impact on your local visibility can be huge.
A properly optimized Google Business Profile is one of the quickest wins you can get in local SEO. It costs nothing, takes just a few hours to set up right, and can start driving phone calls and foot traffic within weeks. In this guide, I’ll walk you through exactly what you need to do to make sure your profile is doing all the heavy lifting for your business.
Complete Every Single Field (Even the Ones You Think Don’t Matter)
Most business owners fill in the basics—name, address, phone number—and call it done. That’s a mistake. Google’s algorithm rewards completeness, and incomplete profiles are literally penalized in search rankings.
Here’s your checklist:
Business name – Use your actual business name, not a keyword-stuffed version. Sherman customers will recognize your real name.
Service area – If you serve Sherman and Denison, specify both. Don’t say “North Texas” unless you genuinely do business across the whole region.
Hours – Keep these current. Nothing hurts credibility like someone showing up at a closed business because your profile said you were open.
Phone number – Use the number where customers can actually reach you. Make sure it’s the same across your website and other listings.
Website – Link to your homepage, and ideally to a specific service page if you have multiple offerings.
About section – Use 750 characters to tell your story. Why did you start your business? What makes you different? This is your chance to connect with locals.
Attributes – Check every attribute that applies. If you offer free consultations, wheelchair access, or online ordering, Google needs to know.
Pro tip: Review these fields quarterly. Businesses change, hours shift seasonally, and outdated information will cost you customers.
Choose the Right Business Categories (Primary and Secondary)
Your primary category is crucial. It tells Google what your business actually does, and it determines when and where you appear in search results.
Don’t get creative here. If you’re a plumber, select “Plumber,” not “Home Repair Specialist” (unless you do both). Google’s algorithm is smart enough to rank you for variations, so being specific with your primary category actually helps.
Add 10 secondary categories if they’re relevant. Again, be honest. Secondary categories broaden your visibility without confusing Google about what your core service is. A landscaping company might include “Lawn care service,” “Garden designer,” and “Tree service” as secondaries if they offer all three.
Add Photos and Videos Regularly (This Is Non-Negotiable)
Profiles with photos get 42% more requests for directions and 35% more clicks to your website. Those aren’t small numbers.
Post at least one high-quality photo per week. Show your team, your work, your office, your products—whatever tells the story of your business. If you run a service business, before-and-after photos are gold. Customers want to see real examples of what you do.
And if you have video? Even better. A short walk-through of your workspace, a customer testimonial, or a quick how-to video will boost engagement significantly. If you’re not comfortable creating video yourself, our Professional Videography service can help you create content that actually converts.
Consistency matters more than perfection. A new photo every week, even if it’s shot on your phone, beats a perfectly polished professional shoot that only happens once a year.
Post Weekly Updates to Stay Visible
Google gives a visibility boost to profiles that post regularly. Think of it like a news feed for your business.
Once a week, post an update. This could be:
- A seasonal promotion (“Spring HVAC tune-up special—10% off this week”)
- An announcement about a new service or product
- A team member spotlight
- A quick tip related to what you do
- An upcoming event you’re participating in
These posts only take 30 seconds to write, they don’t cost anything, and they signal to Google that your business is active and engaged. Customers see them too—they’re part of your profile and can drive real conversions.
Actively Manage Your Reviews (Response Matters)
Reviews are a ranking factor, but they’re also the most visible part of your profile to potential customers. A business with 4.8 stars and 50 reviews will outrank a competitor with 4.9 stars and 8 reviews, largely because Google sees the first business as more established and reviewed.
Every review—good or bad—deserves a response. Thank customers for positive reviews within 24–48 hours. Respond professionally to negative reviews, addressing the concern and offering to make it right offline. Prospects read your responses just as much as they read the reviews themselves.
A few tips:
- Encourage satisfied customers to leave reviews (just don’t incentivize them monetarily—Google doesn’t allow it).
- Make it easy by sending a direct link to your review page.
- Respond to all reviews within a week.
- Never argue or get defensive in your responses, even if a review is unfair.
Use the Q&A Section to Preempt Common Questions
The Questions & Answers section is often overlooked, but it’s incredibly useful for both SEO and conversions.
When you’re logged into your Google Business Profile, check the Q&A section regularly. Customers will ask questions—“Do you offer free quotes?” “What are your hours on Sundays?” “Do you have parking?”—and you should answer them. If a question hasn’t been asked yet, you can ask it yourself and answer it preemptively.
This does three things: it improves your profile’s completeness, it gives customers another reason to choose you, and it gives Google more text to understand what your business does (which helps with rankings).
Track Your Insights to Know What’s Working
Your Google Business Profile gives you free analytics. Most business owners never look at them, which is a waste.
Go to your profile, click “Insights,” and check:
Calls to your business – Customers calling directly from your profile
Website clicks – Traffic driven to your website from the profile
Direction requests – People asking Google for directions to your location
Photos viewed – Which images get the most engagement
This data tells you what’s resonating with your customers. If direction requests are high but website clicks are low, your website might need work. If your photos are getting lots of views, you should post more frequently. Let the data guide your strategy.
Bring It All Together
An optimized Google Business Profile is one of the best investments you can make in your local visibility. It’s free, it works immediately, and it positions your business right where Texoma customers are looking for you.
The businesses winning in local search right now are the ones treating their Google Business Profile like an active marketing channel, not a one-time setup task. Commit to posting weekly, responding to reviews, and updating your information regularly, and you’ll see real results.
Need help getting your profile optimized or managing it long-term? We offer Google Business Profile Management specifically designed for businesses like yours. Our team handles everything—from the initial optimization to weekly updates and review management—so you can focus on running your business.
Ready to attract more local customers? Let’s talk. Call us at (469) 790-0543 or contact us online for a free consultation. We serve businesses throughout Sherman, Denison, and Texoma.
