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You might still hear people call it Google My Business, but the platform has a new name: Google Business Profile. (The switch happened all the way back in 2021… who knew?) Regardless of what it’s called, though, you don’t want to miss the opportunity for Google Business Profile optimization.

The name may be different, but the goal is the same: Help local businesses get found online. And if you’re in staffing, this isn’t just a nice-to-have. It’s a mission-critical opportunity.

Why? Because…

• 46% of all Google searches are for local businesses
• And 50% of those searchers click on a Map Pack listing – before they ever visit a website

That means:

If your profile isn’t optimized for SEO, you’re probably losing business. That’s where Google Business Profile optimization comes in.

This guide walks you through how to fully optimize your GBP for maximum visibility, more traffic, and better lead generation.

Let’s dig in.

What is Google Business Profile Optimization?

Simply put, it’s the process of updating and enhancing your business listing so that it shows up prominently in Google Search and Google Maps – especially in the coveted “Map Pack” that sits above organic search results.

It’s about:

• Making your profile complete.
• Matching search intent.
• Sending the right signals to Google’s algorithm.

When done right, it helps you:

• Show up in local searches.
• Get more calls and web traffic.
• Outrank competitors, including ones with bigger budgets.

Why Google Business Profile Optimization Matters for Staffing Firms

Job seekers and employers search online – not in directories, newspapers, or job boards first. And when they search “warehouse jobs near me” or “temp agency in Phoenix,” they’re going to see the Map Pack first.

That’s your chance to win the click. Or lose it.

Even if you have an amazing website, you’re not getting seen if your GBP is weak.

And here’s the kicker:

Your Google Business Profile might be seen before your website ever is.

So if your profile isn’t:

• Fully completed…
• Packed with relevant keywords…
• Actively maintained…

…then your visibility (and leads) are going to suffer.

How to Optimize Your Google Business Profile for SEO

1. Get the Right Categories (and Only the Right Ones)

Your GBP starts with categories. And your primary category is one of the most important ranking signals Google uses.

Here’s the structure:

• 1 primary category
• Up to 9 subcategories

But don’t stuff! Only choose categories that exactly match your business.

Staffing-relevant categories include:

• Employment agency
• Temporary employment agency
• Recruitment agency
• Executive search firm
• Human resource consulting
• Payroll service

Pro tip: Use the GMB Everywhere Chrome extension to view competitors’ categories and see what top-ranked businesses are using.

2. Optimize Your Location Strategy

Here’s a little-known fact: Your address heavily influences your visibility.

Google prioritizes physical proximity. So if someone searches from Rochester and you’re based in Buffalo, you’re not going to rank unless…

• You have a physical address in Rochester.
• That location has staff present during business hours.
• You follow Google’s rules (no P.O. Boxes; co-working spaces must be staffed).

If local ranking in multiple cities is a goal, you’ll need multiple verified locations. It’s not a loophole. It’s just how GBP works.

Bonus Tip: Use the GS Location Changer Chrome plugin to preview search results in other cities or ZIP codes.

3. Fill Out Your Services (Yes, All of Them)

The “Services” section in your profile is often underused – but it’s a powerful SEO tool.

1. Add all your services.
2. Use relevant, real-world keywords.
3. Keep the copy natural, not robotic.

For example, instead of just “Staffing,” add:

• Warehouse staffing
• Clerical temp services
• Travel nurse recruiting
• Light industrial staffing

These keywords help your listing show up in niche searches, even if you’re not in the top three for broad terms like “employment agency.”

4. Max Out Your Description

You get 750 characters. Most businesses waste it.

Here’s how to do it right:

• Start with who you are (your business model).
• Add what you do (your core services).
• Include where you do it (locations served).
• Sprinkle in natural keywords (but no stuffing).

Example of a strong description:

“At Horizon Staffing, we provide light industrial, clerical, and warehouse staffing services in Atlanta and Macon, GA. With over 20 years of experience, our employment agency specializes in matching job seekers with top local employers. Whether you’re hiring or looking for work, our recruitment experts are here to help.”

5. Manage Reviews Like an SEO Pro

Reviews aren’t just for credibility – they’re search signals. And it’s one more place where you can optimize your Google Business Profile.

Here’s what to do:

• Ask for keyword-rich reviews. Encourage clients and job seekers to mention the service and location.
  • “XYZ Staffing helped me find a warehouse job in Buffalo fast!”
• Respond with purpose. Use keywords in your replies to boost indexation.
  • “We’re so glad we could help with your warehouse job search in Buffalo – thanks for choosing XYZ Staffing!”

Avoid generic responses like “Thanks for the review!”

Real Example: One agency ranked for “travel nursing agency” just because those words appeared in client reviews.

6. Post Regularly to Stay Relevant

Google allows you to publish updates directly on your GBP. Most businesses ignore this feature – don’t be one of them.

Post ideas include:

• Hiring events or job fairs.
• Blog posts or news mentions.
• New service announcements.
• Seasonal updates (e.g., “Now hiring for summer jobs in Rochester”).

How often? Aim for once a month, or at least once a quarter.

Google indexes these posts, and activity shows that your business is engaged and active – which can positively affect rankings.

7. Upgrade Your Images

Images might seem minor, but they build trust and appeal.

Your profile should include:

• Exterior photos of your office (bonus points if they’re sunny and clear).
• Team photos or people in action.
• Branded graphics for events or campaigns.

Avoid:

• User-submitted, blurry desk shots
• Unbranded or irrelevant content

Extra Tip: Use alt text on uploaded images (if possible) with keywords like “staffing agency in Atlanta” or “job fair hiring event.”

8. Track, Tune, and Repeat

Once your GBP is optimized, don’t just leave it alone.

Review performance monthly:

• Are you showing up for your target keywords?
• Are you getting Map Pack visibility in priority markets?
• Are reviews increasing?
• Is your description still accurate?

Make adjustments as needed, especially if your services change, you expand to a new location, or competitors start outranking you.

Use tools like:

• BrightLocal or Moz Local
• Google Search Console (linked to GBP)
• GMB Everywhere plugin for competitive research

Blogging. SEO. PPC ads. Reputation Management.


Let us help you drive more results with your digital marketing.

See also  Welcome Julie Bettker, Senior Recruitment Marketing Strategist

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Google Business Profile Optimization Checklist

Before we wrap, let’s summarize everything you need to optimize:

• Choose the correct primary category.
• Add up to 9 relevant subcategories.
• Use a valid, staffed address (no P.O. Boxes!).
• List all services with keyword-rich names.
• Write a 750-character description with location + services.
• Request keyword-rich reviews.
• Respond with keywords in every reply.
• Post updates monthly or quarterly.
• Upload high-quality, branded images.
• Track performance and tweak regularly.

Action Plan: Get Started Today

Feeling overwhelmed? Don’t be.

Optimizing your Google Business Profile is one of the highest-ROI marketing tasks you can do.

Here’s what to do next:

1. Log in to your Google Business Profile.
2. Update your categories and services.
3. Rewrite your description using best practices.
4. Launch a review strategy with templates and follow-ups.
5. Schedule your first GBP post for next week.

Want to see results faster?

You’re in luck. Haley Marketing offers a $500 Google Business Profile Optimization Service that includes:

• Category audit
• Keyword-rich description
• Complete service setup
• Review strategy setup
• One-time content post
• Image review + best practice guide

Sure makes it easy, doesn’t it? Speak with a member of our SEO team to get started!

Local Search Isn’t “Extra” – It’s Essential

Your website is important. But your Google Business Profile is often what prospects see first – and judge you by.

When you prioritize Google Business Profile optimization, you:

• Improve search visibility
• Increase direct leads
• Gain a critical advantage in competitive staffing markets

So don’t leave your profile half-filled and forgotten.

Optimize it. Monitor it. Own your local search space.

And if you’d rather have the experts take care of it – or if you have questions about our Google Business Profile Optimization Service – contact Haley Marketing for more information. Our SEO wizards are standing by to help.

The post The Ultimate Guide to Google Business Profile Optimization (formerly Google My Business) appeared first on Haley Marketing Group.

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