Why Your Google Business Profile Directly Affects How Customers Find You

When a potential customer searches for a business like yours, Google decides which results to show based on how complete, consistent, and active your online presence is. A well-maintained Google Business Profile signals to Google that your business is legitimate and trustworthy — which pushes you higher in local search results. Thryv® gives you the tools to manage your Google Business Profile and your listings across 70+ sites from one place, so you can spend less time on admin and more time getting found by new customers.

This guide covers four actions you can take right now to improve your Google ranking:

• Fill out every field on your listing profile — A complete, consistent profile earns more trust from Google's algorithm than an incomplete one.

• Update your photos regularly — Active photo updates signal to Google and potential customers that your business is open and engaged.

• Choose the right categories — Your primary category is the most heavily weighted signal in Google's local ranking algorithm.

• Post on Google regularly — Google Posts appear in search results and contribute to your ranking when published consistently.

To manage your Google Business Profile from Thryv, click Listings Management in the left-hand navigation, then click Google Profile.

The screenshot above shows the Thryv left-hand navigation with Listings Management selected and the Google Profile option visible in the submenu. Clicking Google Profile opens the Google Business Profile management page where all the settings described in this guide are located.

The screenshot above shows the Google Profile management page in Thryv. The full list of profile fields is displayed, including business name, address, categories, business hours, business description, and photos. All fields visible on this page can be edited directly from Thryv — changes are pushed to your Google Business Profile automatically after saving.

Fill Out Every Field on Your Listing Profile

The screenshot above shows the profile completeness indicator on the Google Profile page in Thryv. The strength meter displays a rating based on how many profile fields have been completed. A higher completeness rating signals to Google that your listing is trustworthy and well-maintained, which contributes to a stronger local search ranking.

Google's ranking algorithm examines all search sites — not just your Google Business Profile — when determining your local search position. What Google looks for is complete information that is consistent across every site where your business appears. Even small inconsistencies such as spelling out "Street" on one site and abbreviating "St." on another can reduce Google's confidence in your listing and lower your ranking. A complete profile is also weighted more favorably by Google's algorithm than an incomplete one.

To complete your profile, click Listings Management in the left-hand navigation of Thryv, then click Google Profile. Fill out every field on the Google Profile page with as much accurate detail as possible. For a detailed walkthrough of how to make the most of each field in your listing profile, see How to Complete Your Thryv Listing Profile for Maximum Visibility.

Update Your Photos Regularly to Stay Visible

Photos are one of the most effective ways to make your Google listing stand out and attract new customers. A listing with strong, varied photos is more likely to be clicked than one without. Post a variety of photos that give potential customers a complete picture of your business — your logo, the exterior of your location so customers can find you, the interior to make visiting appealing, and samples of your work to build credibility.

Updating your photos regularly also signals to Google that your business is active. Google displays a note on your listing when photos have been recently updated, which builds trust with potential customers browsing search results. Aim to refresh your photos on a consistent schedule rather than uploading once and leaving them unchanged.

To update photos or videos on your Google Business Profile, open the Google Profile page in Thryv by clicking Listings Management in the left-hand navigation and then clicking Google Profile. Scroll down the Google Profile page and click Add Photos & Videos.

The screenshot above shows the Add Photos & Videos section of the Google Profile page in Thryv. An upload area is displayed where photos and videos can be selected from your device and added to your Google Business Profile. The Add Photos & Videos section does not include options for editing or removing existing photos — those actions are managed directly in your Google Business Profile account.

Choose Relevant Categories to Match How Customers Search

The animation above shows the category search field on the Google Profile page in Thryv. A search term is typed into the field and a list of matching category options appears in a dropdown. Clicking a category from the dropdown adds it to the profile. The first category selected becomes the Primary Category. Additional categories can be added by searching and selecting additional options from the same field.

Your business category is one of the most important fields on your Google Business Profile because it determines which search terms your listing appears under. The first category you select becomes your Primary Category, which Google weighs most heavily in its local ranking algorithm. Choose your Primary Category carefully — it should reflect the core service your business is most known for and the term your customers are most likely to search.

You can also add Additional Categories to capture secondary services your customers might search for. Only add additional categories that are genuinely relevant to services your business provides. Adding too many unrelated categories signals to Google that the listing may not be legitimate, which can reduce your ranking. As a best practice, limit your total categories to a maximum of five, and only add each category if it accurately represents a service your business offers.

Post on Google Regularly to Improve Your Visibility

Google Posts are updates that appear directly on your Google Business Profile in search results. Posting regularly on Google is an effective way to improve your local ranking because consistent activity signals to Google that your business is active and engaged. Google Posts remain visible for 7 days before expiring, so publishing new posts on a regular schedule maintains a continuous active presence on your listing.

Use Google Posts to share business updates, promote services, highlight seasonal offers, or establish your expertise in your category. Thryv includes social posting tools that let you create and publish Google Posts directly from your account without logging into Google separately. For step-by-step instructions on posting to Google from Thryv, see How to Create and Publish Google Posts from Thryv.

The screenshot above shows an example of a Google Post as it appears on a Google Business Profile in search results. The post displays a photo, a headline, descriptive text, and a call-to-action button. Google Posts expire after 7 days and are removed from the listing automatically — publishing new posts regularly ensures your listing always has an active post visible to searchers.

Frequently Asked Questions

What does this article cover?

This article covers four actions you can take in Thryv to improve your Google Business Profile ranking: completing your listing profile, updating photos regularly, selecting relevant categories, and publishing Google Posts. This article does not cover how to verify your Google Business Profile — for verification instructions, see How to Verify Your Google Business Profile. This article does not cover managing listings on sites other than Google — for full listings management across all directories, see Manage Your Business Listings Across 70+ Sites.

How many categories should I add to my Google Business Profile?

As a best practice, limit your Google Business Profile to a maximum of five categories total, including your Primary Category. Only add categories that accurately represent services your business actually provides. Adding too many categories — especially ones that are not directly relevant to your business — can signal to Google that the listing is not legitimate and reduce your ranking. Quality and relevance matter more than quantity when selecting categories.

How often should I update my Google Business Profile photos?

There is no fixed requirement for how often to update photos, but regular updates are recommended because Google notes on your listing when photos have been recently added. This activity signal builds trust with potential customers and contributes to your listing's credibility. A consistent schedule — such as adding new photos monthly — is more effective than uploading a large batch once and leaving the listing unchanged for an extended period.

How long do Google Posts stay visible on my listing?

Google Posts remain visible on your Google Business Profile for 7 days. After 7 days, the post expires and is removed from your listing automatically. To maintain a continuous active presence, publish new Google Posts on a regular schedule so your listing always has a current post visible to searchers.