How REALTORS® Can Build a Winning Google Business Profile

Your Google Business Profile (sometimes referred to as a GBP) is your free digital storefront; and it's often the first place people discover your business on Google Search and Maps. It’s how clients can have quick access to your hours, location, website, and contact info—all in one place.

The impact of a well-groomed Google Business Profile is huge. 76% of people who search for a local business on their phone visit it within a day, and 28% make a purchase. REALTORS® who have an optimized profile means potentially more visibility, more leads, and more closed deals.

Google Business Profile SEO ranking formula

Google Business Listing SEO = Relevance (keywords) + Distance (proximity) + Prominence (reviews, activity, backlinks)

OK, so what does that mean?

Simplified, your job is to maximize prominence and relevance to win more searches. Here’s how to make your profile stand out.

1. Consistency is key

Your business info (name, address, phone number) should be the same everywhere. That includes your website, socials, directories, and listings.

Keeping information consistent tells Google, “Yes, this is the same business,” which helps your ranking.

2. Choose your primary category carefully

Your primary category should describe your core service (e.g., Real Estate Professional).

Your secondary categories can cover other services you offer (e.g., Broker, Property Management, Real Estate Consultant).

This helps Google understand your business better so it knows which searches to match you with. When choosing, think about what you want to be known for most.

3. Optimize for search engine optimization (SEO)

Google scans your Google Business Profile content for keywords to match your profile with local searches. Use keywords, but try to incorporate them naturally like you’re talking to a client. For example, “Trusted real estate professional in Vancouver. I help families find homes and condos they love in Vancouver, British Columbia.”

Sprinkle keywords in your:

• description;

• services;

• posts; and

• photo alternative text.

Avoid sounding robotic or overstuffing your content with keywords for the sake of it. Google’s algorithms rewards content that feels human, helpful, and conversational.

Pro tip: Add an FAQ section to your business listing and website. Google and artificial intelligence (AI) tools often pull FAQ content into featured snippets, giving you free visibility on AI search engine results.