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Google Business Profile (GBP) Optimization

Whether you have one location or several, Mover Search Marketing can help. We take care of GBP / GMB optimization for moving companies with years of experience helping movers improve their local rankings. Call us today to learn more about Google Business Profile optimization and other ways we help you improve your online presence and get more moving leads.

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Managing Your Google Presence with Your Google Business Profile

Google Business Profile (GBP), formerly called Google My Business (GMB), is a free tool that allows you to create and manage a presence on Google Maps and Google search results.

Verifying and optimizing your Google Business Profile helps your business appear on the local pack and map pack. About 85% of local Google search engine result pages (SERPs) include the local pack and map. 

Here are just a few samples of the success we have with our clients.  These are extremely valuable and competitive keywords to rank for in the coveted map pack.

An example of the local pack on search results for "Tampa movers"

Google Business Profile optimization is a critical aspect of local SEO for movers. It involves adding as much accurate, relevant information as possible to your profile and following SEO best practices to help your profile rank higher on local searches. GMB SEO attracts more leads and helps you convert leads into paying customers.

Another example of local mover search results for "Nashville movers." Our client is the first result.

Your GBP includes many components:

Your Google Business Profile is almost as important as your website for local rankings. Google Business SEO for movers should be a top priority to make sure your company shows up for potential customers in your area.

Google My Business SEO: How to Optimize Google My Business

It isn’t enough to simply have a Google business listing: SEO ensures your listing actually appears on search results and as high on the list as possible.

Google considers three main factors to decide how businesses appear in the local pack and map on local searches:

The goal of GMB SEO is making sure that when potential customers are searching for local moving services, your company shows up at the top of the list.

Mover Search Marketing Streamlines GMB Optimization

We make sure Google has as much relevant information about your moving business as possible so you’re primed for a boost in leads and traffic.

Here’s what goes into SEO for a Google Business Profile.

Google Business Profile Ranking Factors

Google Business Profile optimization can feel a bit overwhelming with dozens of items you can add or edit. Some items likely have no impact on SEO. Google My Business items like your address and reviews, on the other hand, have a huge and direct impact.

Here’s how to optimize Google Business Profile by focusing on what Google (and your customers) consider most important.


Make sure you select the right categories for your business. This is a critical ranking factor for relevance.

The primary category is the most important. The nine secondary categories can also affect local rankings, but don’t select categories that aren’t very relevant just to use up all ten choices. If your company offers storage services, a secondary category of “storage facility” is great, but not “self-storage facility.”

Try searching for target keywords or services and review the categories of businesses that appear in the local pack. This can help you find categories you may have overlooked and ensure your listing is competitive.

For moving companies, the “mover” or “moving and storage service” category should typically be the primary category.


Your verified GMB address is used to determine distance, one of the three primary factors Google considers for local pack and map results.

The business address has a major impact on local rankings for businesses that operate a storefront, have a service area, or both. Your local rankings will be best for users close to the address used to verify your listing and worsen the farther away the user gets. It will be harder to rank for keywords that include a specific city if your business address is not part of that city.

When multiple similar businesses in the same categories have the same or very close addresses, all but one will be filtered out of local search results.

Make sure your business address is accurate and consistent with the address on your website and other profiles or directories. This helps Google verify the legitimacy of your business and may improve your prominence

Landing Page

Google Business Profile SEO goes beyond your GBP page. The landing page you link to also affects your local search rankings. Google will consider the content on your page, link authority, and even images. For most moving companies, your homepage is the best landing page for your GBP page. However, with multiple locations, choosing a location-specific landing page may be better.

Service Area

Moving companies can add their service area to their Google Business Profile. Like your business address, this becomes a distance-based ranking factor for local results.


The GBP services you have listed can affect your rankings, even though they aren’t as visible as other items on your profile. You can add predefined services and custom services to inform users about what your company does. Review any services Google adds automatically to make sure they’re accurate.

Phone Number

NAP (Name, Address, Phone Number) consistency is important. Make sure your NAP is consistent across your website, GBP, and other listings because discrepancies can harm your rankings.


The number of reviews your business has, and the overall rating, are vital prominence ranking factors. While Google will consider information about your company across the web, including reviews on directories and social media, your Google Business Profile reviews are given weight.

Of course, great reviews also improve your click-through rate.

Adopt a strategy to boost the number of reviews your business receives from customers. You can also respond to reviews, both positive and negative. While your responses likely don’t matter for ranking, it can improve your click-through rate and reputation.

Business Description

This description shows up in the “From the Business” section of your Google Business Profile. Your business description doesn’t seem to be a ranking factor, but the more GBP items you can complete, the better. The description you add should give an overview of your business, services, and stand-out achievements.

Operating Hours

Your listed hours of operation helps users know if you will be there if they visit your office or call. Make sure your operating hours are accurate!

Your operating hours are a moderately important relevance-based ranking factor too. Google will rank businesses that are currently open higher on local searches than businesses that are currently closed.


Pictures help establish that you’re a legitimate business and build trust with Google and potential customers. Add high-quality photos of the outside of your facility, your logo, your team, your fleet, and whatever else you feel is a good reflection on your business.

Avoid using stock photos and be sure to optimize photos with alt text, titles, and captions.

Identity Attributes

Google allows you to add identity attributes to your GMB profile including:

  • Veteran-owned
  • Black-owned
  • Asian-owned
  • Women-owned
  • Latino-owned
  • LGBTQ+ owned

While these attributes won’t help you rank higher on general local searches, they can boost your ranking when users are searching for LGBTQ+ friendly or black-owned moving companies, for example. They can also improve user engagement.

Business Name

The business name on your Google Business Profile affects your overall SEO strategy and it’s a critical factor in local rankings. It should match the name you use to do business with consistency across other business listings and your website.

While it’s tempting to add keywords to your business name to enhance your search presence, Google’s guidelines prohibit keyword stuffing. This can backfire and may result in suspension or penalties.

Mover Search Marketing: Effective Google Business Profile SEO Services

GBP / GMB is a critical element of local SEO for moving companies that you can’t afford to overlook. Our Google My Business SEO service helps you make the most of this valuable tool. 

With Google Analytics and GBP Insights, you’ll see how your SEO efforts pay off with insight into GBP views, clicks, conversion rates, and more. We can even set up call tracking so you can see where your leads are coming from.

Ready to dominate local results and get more calls? Mover Search Marketing makes sure your Google Business Profile is verified and fully optimized to dramatically increase your Google presence and local rankings.

Google Business Profile optimization is one facet of a larger SEO strategy that we can implement to help you grow your moving business. Give us a call today to discuss your business goals and how we can help.