⚠️ FOUNDATION REQUIREMENT: This SOP must be completed before any other GMB work. Your Google My Business listing is your digital storefront - it must be perfect to maximize local visibility, drive calls, and generate revenue.
What This Achieves: A fully optimized GMB listing that dominates local search results, drives qualified traffic, and converts visitors into customers through strategic optimization techniques.
Sign in with Google account (create dedicated if needed)
2
Business Name Strategy
BEST: Include keyword if legitimate
Example: "Miami Plumbing Pros" vs just "Mike's Company"
If can't include keyword:
• Focus on description optimization
• Use services/categories strategically
Business Category Selection (CRITICAL)
Primary Category
Most important - choose EXACT match to main service
Research Tip: Right-click competitors' GMB → "View Page Source" → Search for "category"
Secondary Categories
Add up to 9 additional categories
Strategy: Cover all service variations
High-Value Categories
Plumber (not "Plumbing contractor")
Roofing contractor
HVAC contractor
Electrician
Attorney (specify type)
Dentist (specify type)
Service Area & Contact Setup
For Service Area Businesses
Address Configuration
List address (can hide if home-based)
Ensure 100% accuracy
Match EXACTLY with other citations
Service Area Strategy
Cities (recommended)
Zip codes (good alternative)
Mile radius (least effective)
Maximum 20 areas - prioritize by revenue potential
Contact Information Setup
Phone Number Requirements:
• REQUIRED: Call tracking number
• Format: (XXX) XXX-XXXX
• Type: Local number (not 800)
• Forward to: Main business line
Website URL with UTM: https://yoursite.com?utm_source=GMB&utm_medium=organic&utm_campaign=[location] NEVER use naked URL - always include UTM tags
Hours of Operation Calculator
Optimize Your Hours for Maximum Visibility
Strategy: More hours = more visibility in Maps
💡 Michael Merlino's Hours Strategy:
"If you close at 6 PM, you're invisible after 6 PM in Maps. Stay open till 10 PM minimum with answering service."
Phase 2: Complete Optimization MAXIMIZE IMPACT
Business Description Builder (750 Characters)
Interactive Description Builder
Characters: 0/750
750 Character Template:
[Business Name] is [location]'s premier [service] provider,
specializing in [main services]. Serving [service areas]
since [year], we offer [unique value propositions].
Our services include:
• [Service 1 with keyword]
• [Service 2 with keyword]
• [Service 3 with keyword]
• [Service 4 with keyword]
Why choose us:
✓ [Benefit 1 - licensing/certification]
✓ [Benefit 2 - experience/awards]
✓ [Benefit 3 - guarantee/warranty]
✓ [Benefit 4 - availability/financing]
Call [phone] or visit [website] for [call to action].
[Additional keywords naturally included].
Services Section Optimization
✅ Good Service Names
"Emergency Plumbing Repair 24/7"
"Asphalt Shingle Roof Replacement"
"AC Installation & Repair"
"Personal Injury Attorney"
❌ Bad Service Names
"Plumbing" (too generic)
"Roofing" (no keywords)
"Legal Services" (vague)
"Repairs" (not specific)
Service Addition Checklist
Click "Add Services" in GMB dashboard
Service name includes keywords
Price listed (even if "Call for pricing")
Description has 2-3 sentences with keywords
Each service targets specific search intent
All major services covered
Attributes & Advanced Features
Must-Select Attributes
Conversion Boosters
✅ Offers financing (HUGE for conversions)
✅ Service guarantees
✅ Emergency services
✅ Free estimates
Accessibility & Amenities
✅ Wheelchair accessible
✅ Parking available
✅ Payment methods accepted
✅ Languages spoken
💰 Financing Attribute: Michael Merlino: "I've seen $5M additional revenue just from promoting financing in GMB."
Photos Optimization Strategy
Required Photos (Minimum)
Essential Photos
Cover Photo: 1920x1080, branded with NAP
Logo: 1200x1200, clear on white background
Exterior: 3-5 photos of building/vehicles
Interior: 3-5 photos of office/showroom
Content Photos
Team: 3-5 photos of staff working
Products/Services: 5-10 before/after photos
Additional: Videos, 360 tours if available
Photo Requirements Checklist
Add NAP overlay to ALL photos (See SOP-GMB-003)
Name files with keywords: "miami-plumber-emergency-repair.jpg"
Upload 1-2 new photos weekly
Photos are high resolution (minimum 720p)
Photos are recent (within last 12 months)
Before/after photos showcase quality work
Q&A Section Seeding
Strategic Question Seeding
Questions to Seed:
• "Do you offer [main service] in [city]?"
• "What are your hours for emergency service?"
• "Do you offer financing?"
• "Are you licensed and insured?"
• "Do you provide free estimates?"
• "What areas do you serve?"
• "How quickly can you respond to emergencies?"
Q&A Implementation Steps
Have team members ask relevant questions from different accounts
Answer within 24 hours with keyword-rich responses
Include calls-to-action in answers
Monitor for new questions and respond promptly
Initial Reviews Strategy
First 10 Reviews Protocol
1
Week 1-2: Foundation (3-4 reviews)
Ask your best customers first. Send review link via text (highest success rate).
2
Week 3-4: Building Momentum (3-4 reviews)
Continue with satisfied customers. Vary review text length and timing.
3
Week 5-6: Establishing Pattern (3-4 reviews)
Include keywords naturally. Upload photos with reviews when possible.
Review Link Structure: https://g.page/r/[YourPlaceID]/review
Best Practices:
• Maximum 2-3 reviews per week
• Vary review length (short, medium, long)
• Include service-specific keywords naturally
• Encourage photo uploads with reviews
Verification Process
Verification Options (Ranked by Speed)
1
Video Verification
Time: Instant (if available)
Follow Google's video requirements exactly
2
Phone Verification
Time: Instant (if available)
Automated call with verification code
3
Email Verification
Time: Instant (if available)
Verification link sent to business email
4
Postcard Verification
Time: 14-21 days (most common)
Physical postcard with verification code
Postcard Verification Tips
Don't request re-send before 14 days
Check daily after day 10
Have backup verification method ready
Keep envelope as proof of delivery
Ensure address is exactly as listed
Weekly & Monthly Maintenance
Weekly Tasks (30 minutes)
Monday: GMB Post
Create offer/update/event post
Include image with NAP
Add UTM-tagged link
150-300 words with keywords
Wednesday: Photo Upload
Add 1-2 new photos
Ensure NAP overlay present
Name files with keywords
Focus on recent work/updates
Friday: Engagement Check
Respond to new reviews
Answer any questions
Check for needed updates
Monitor competitor activity
Monthly Tasks (1 hour)
Update hours for upcoming holidays
Review and update services
Check all information accuracy
Analyze insights data
Competitive analysis review
Photo audit and cleanup
Review response templates update
Tracking & Metrics
Key Metrics Dashboard
👀
Discovery Searches
How people found you
🎯
Direct Searches
Branded search volume
📞
Phone Calls
Track day/time patterns
🌐
Website Clicks
UTM-tracked traffic
🗺️
Direction Requests
Geographic insights
📸
Photo Views
Engagement indicator
Monthly Report Template
Month: [Month Year]
Total Views: X (↑↓ X% from previous)
Total Actions: X (↑↓ X% from previous)
Calls: X
Website Clicks: X (track in GSC with UTMs)
Direction Requests: X
New Reviews: X (Total: X, Average: X)
Posts Published: X
Photos Added: X
Integration with Other SOPs
SOP-GMB-001
UTM Implementation (REQUIRED)
SOP-GMB-003
Image Optimization
SOP-REVIEW-001
Review Management
SOP-GMB-004
Posting Strategy
Michael Merlino's Pro Tips
🕐 Hours Strategy: "If you close at 6 PM, you're invisible after 6 PM in Maps. Stay open till 10 PM minimum with answering service."
🎯 Keyword Strategy: "No keyword in the name? You better dominate with content, posts, and reviews."
💰 Financing Impact: "Financing mention = money. I've seen $5M additional revenue just from promoting financing in GMB."
📊 Tracking Priority: "Track everything with UTMs or you know nothing."
🎯 Daily Mindset: "Your GMB is not a set-and-forget. It's a daily sales tool."
Certification Requirements
You're GMB Setup Certified When:
Profile 100% complete with all fields filled
All optimizations implemented per this SOP
UTM tracking active and tested
Weekly posting schedule maintained
Review generation system active
Monthly reporting established
10+ high-quality photos uploaded with NAP overlays
All services listed with keyword-optimized descriptions