Google Business Profile Optimization: What's Working Now, February 2026 Edition
If you manage a local business, here are three GBP optimization tips that are moving the needle in Q1 2026.
Background:
Between audits and clients, we’re always keeping an eye out for that secret weapon that boosts your business above the competition in local search. It’s not always about the key ranking factors, but the subtle nuances. With Google Business Profile Optimization, the little things that can all add up. So let’s take a look at what we’re noticing as of mid-February.
Big Winner: Reviews
It’s probably the most important thing a local business owner can do. It also feels like it’s the last thing on earth they actually want to do.
I did a dozen local marketing audits in January, and I can’t think of one instance where I said “you have enough reviews.”
In one instance I ran a local search grid report for a Home Staging business before and after a “review catch-up campaign” that netted a handful of reviews (well worth the effort by the way). Less than 24 hours after the reviews began rolling in, we noticed a significant bump (see before/after).
Google has made it very clear that review velocity is an increasingly important factor. And customer research validates this: customers want fresh reviews.
Scrappy Because: It’s always been both a ranking factor and a conversion factor. There’s no better ROI than increasing visibility and conversions in one fell swoop!
Not Sure Yet: Service Descriptions
Last month we added some location-specific keywords into service descriptions of a client’s Google Business Profile. I thought it might help with local relevance, and certainly doesn’t seem like it would hurt. Think “we have equipment to help deal with the especially compacted soil in X suburb” as content. So not keyword stuffed, but local-specific.
Unfortunately, we’re not sure. A site redesign really flipped the traffic on its head and the site is still lounging in the sandbox. As much as we try to isolate variables, this is a dynamic and ever-changing world we live in. I’ll be keeping an eye on it though!
Scrappy Because: Even if it doesn’t significantly impact rankings, it’s a good way to connect your services with customer needs.
Interesting Times: Google Admits Defeat on GBP Posts?
There was a lot of talk about some Google Business Profiles taking content from a linked Facebook/Insta/LinkedIn account, specifically when it was time-sensitive, and putting that above GBP-native updates.
This could signal a rather seismic coming shift in local marketing best practices. We’re constantly telling clients to post updates/, offers, or events to their GBP 2-3 times per week. Not because it significantly impacts ranking, but honestly, because Google wants them to. It seems to have some sort of activity or relevance impact, because Google wants it to. But if they’re bridgning the gap between GBP, which no one really wants to use, and actual social profiles, then they might just pull the plug on the “updates” section. It makes sense.
If (when) that happens, it’s going to be really important to have your social profiles linked from GBP. It’s a “nice to have” currently that will turn into a local marketing must-have practically overnight. That also means businesses will need to make use of their social profiles correctly, and that agencies might be tapped to create that content more often so it can be optimized, relevant, etc.
I, for one, welcome our already-crowned social media overlords on on the GBP. It makes more sense than pushing something nobody wants (that’s Microsoft’s kink anyways).
Scrappy Recommendation: Link ’em up. Time’s a-wasting and you’d rather be out in front on this one. We’ll be making sure our clients are already set up and publishing regularly.
What we’re testing next: Review Automation
As mentioned earlier, we recently ran a review “true-up campaign” and saw some interesting results over 24 hours.
We also used a tool (GatherUp) to automate the lifecycle elements of the campaign: Reminders, hey-you-forgot-to-submit, stuff like that. Response rate has been good so far.
We’re also looking to get into review automation: Offering a relatively low-cost solution that bridges the gap between “hey client you need to ask for reviews” and “I don’t like asking for reviews (or my employees won’t do it).”
It’s a no-brainer in my mind, but I’ve been wrong before.