GBP Photos, Services, and Posts: How to Improve Conversion Without Busywork

Most business owners verify their Google Business Profile, upload a logo, and never touch it again.

This is leaving money on the table.

Customers treat your GBP like a social media feed. They scroll. They look for proof of life. They look for competence.

Optimizing your Assets (Photos, Services, Posts) is the difference between a "Viewer" and a "Caller."

1. Photos: The Trust Builder

Google's AI (Vision AI) scans your photos. It knows if a photo contains a "Water Heater" or a "Roof."

• Quantity: Aim for 100+ photos.
• Recency: Upload new photos weekly. This signals to Google that the business is alive.
• Type:
  • The Team: Smiling faces in uniform. (Humanizes the business).
  • The Fleet: Your branded trucks. (Signals scale/reliability).
  • The Work: Ugly "Before" and beautiful "After." (Proves competence).
• Avoid: Stock photos. Users ignore them.

2. Services Editor: The Ranking Helper

In the "Edit Profile" -> "Services" section, you can list specific items.

• Why it matters: It helps verify Relevance.
• Strategy: Don't just put "Plumbing." Add:
  • Leaky Faucet Repair
  • Garbage Disposal Installation
  • Sump Pump Maintenance
• Tip: Sometimes Google "auto-adds" services based on what it finds on your website. Audit this list monthly to remove weird incorrect ones.

3. Google Updates (Formerly Posts)

These appear at the bottom of your profile on mobile.

• Do they help SEO? Not directly (anymore).
• Do they help Sales? Yes.
• The Best Post Type: "Offer" Post.
  • Headline: "$93 Drain Cleaning Special"
  • Date range: Set it for 6 months.
  • Why: It puts a "Special Offer" badge on your listening often visible in the search results.
• The Worst Post Type: "Happy 4th of July!" (Nobody cares).

4. Q&A: The Hidden FAQ

Users can ask questions on your profile.

• The Risk: If you don't answer, a random "Local Guide" might answer for you—incorrectly.
• The Hack: You can ask your own questions.
  • Q: "Do you offer 24/7 emergency service?"
  • A (Owner): "Yes! We have technicians on standby 24 hours a day."
  • Why: It puts key info right upfront.

Verification Checklist

• Cover Photo: Is it high-res? (This is the main image people see).
• Photo Dump: Have you uploaded all the photos sitting on your phone?
• Services Audit: Did you remove any inaccurate auto-suggested services?
• Post Active: Do you have at least one active "Offer" post live now?

Common Mistakes

[!CAUTION] Video Verification Trap If you edit your profile too aggressively (e.g., changing main category and phone number and hours on the same day) while uploading photos, you might trigger a re-verification. Make changes slowly.

• Logo as Profile Photo: Your "Profile Photo" should be your Logo. Your "Cover Photo" should be your Team or Truck. Don't swap them.
• Ignoring User Photos: Sometimes customers upload bad photos (e.g., the bathroom floor before you cleaned it). You can't delete them, but you can "bury" them by uploading 10 new good photos.

FAQ

Q: Can I use video? A: Yes! You can upload 30-second videos. A quick "Hi, I'm Bob the owner" video is gold for trust.

Q: Do hashtags work in Posts? A: No. Google implies they do, but data shows zero impact. Save the space for persuasive copy.

Sources and References

1. Google Business Profile Help: Manage photos or videos - Official Guide
2. Sterling Sky: Impact of Photos on Click-Through Rate - Case studies.

Changelog

• 2024-04-20: Initial publication.

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Read Next in This Hub:

• Local Pack Visibility - How this feeds the algorithm.
• Review Strategy - The other half of the Assets equation.

Related System:

• Local Visibility Systems - We manage the assets.