Optimizing Your Google Business Profile for Maximum Impact: A Guide for Agencies

Whether you run a home care agency supporting seniors in their homes or a nanny agency helping families find trusted childcare, your online visibility matters more than ever. When local clients/families search for care providers, one of the first things they’ll see is your Google Business Profile (GBP).

What is a Google Business Profile?

A Google Business Profile – previously known as Google My Business (GMB) – is that little box on the right of search results, complete with your name, reviews, photos, and contact info. This is a free tool that enables you to manage how your agency appears across Google’s various platforms, including Google Search and Maps. It allows you to display important business details such as your address, phone number, website, operating hours, and the services you offer. 

For local care agencies, this profile acts as your digital front door, helping potential clients/families and caregivers quickly learn who you are, where you are, and what you provide.

However, for many agencies, this profile is a missed opportunity. It’s often incomplete, outdated, or unverified, meaning it’s not working as hard as it could to bring in new business.

This guide is designed to change that.

We’ll walk you through exactly how to optimize your Google Business Profile so it ranks higher in local searches and builds trust with prospective clients, families, and caregivers. Whether you’re just setting up your listing or want to take it to the next level, these practical tips will help you show up, stand out, and stay competitive – no marketing degree required!

1. Claim and verify your profile

Before you can optimize your Google Business Profile, you need to make sure you own it. Claiming and verifying your profile is the first – and most crucial – step. Until your agency’s listing is verified, Google won’t show it prominently in search results, and you won’t be able to make important updates or respond to reviews.

To claim your listing, go to google.com/business and sign in with a Google account. You can request ownership if your agency is already listed (which it might be, especially if clients, families, or caregivers have searched for you before). If not, you can create a new listing from scratch.

Google will guide you through the most appropriate method based on your agency’s setup. Common options include:

• Postcard by mail – Google sends a physical card with a verification code to your business address (the most common method).
• Phone verification – Some businesses may receive an automated call or text with a code.
• Email verification – If your domain email is connected, you might be eligible for a direct email. 
• Video verification – A short live video call or recorded walkthrough to prove your agency’s legitimacy.

Not all options are available to every business – Google chooses what’s eligible based on various factors like industry, location, and account history.

Make sure the address you use reflects your office (if applicable), even if most placements happen in a home. A physical location still matters for Google’s local search algorithm, especially for those that serve clients across a broad region.

Tip: If you’ve moved offices, changed your name, or inherited a listing from someone else, double-check that you’re managing the correct version. Multiple listings can confuse Google – and your potential clients/families.

2. Use your exact business name

Adding a few keywords to your business name on your Google Business Profile might be tempting, for example, ‘Bright Futures Nanny Agency – Childcare Experts in Austin’ or ‘Caring Hands Home Care – Senior Support Services.’ But it’s important to avoid doing this!

Google’s guidelines are clear: your profile should use only your real-world, registered business name – without any extra keywords, locations, or taglines. Adding additional details here can actually work against you. It may cause your profile to be flagged, suspended, or simply not shown as often in search results.

Here’s how to get it right:

• Use the name exactly as it appears on your website, signage, and official documents.
• Avoid adding service descriptions, cities, or marketing phrases to the name field.
• Keep your branding consistent across all online platforms (website, directories, social media, etc.).

Getting this detail right may seem small, but it sets the foundation for your entire profile. A consistent, accurate business name helps Google connect the dots between your website, reviews, and listings across the web – boosting your credibility and visibility in local search results.

3. Choose the right category

When you set up or edit your Google Business Profile, Google asks you to choose a category that best describes what your business does. This step significantly affects how – and where – you appear in local search results.

Choosing the right category helps Google understand what kind of services you offer so it can show your profile to the right people. Think of it like selecting the correct label for a file folder. If the label doesn’t match what’s inside, the right clients and families may never find you.

However, Google doesn’t always offer you an exact match. If you’ve ever set up a Facebook Business Page, this will feel familiar – sometimes you have to pick the ‘best fit’ category rather than a perfect match.

You’ll need to select one primary category that best defines your main services. You also have the option to add secondary categories that highlight other areas of your business offerings. 

Tip: Avoid overloading your profile with too many categories. More isn’t always better! Just choose the ones that clearly reflect what you actually offer. Google may get confused if your profile feels too broad or unfocused.

4. Add up-to-date contact details

It might sound obvious, but having accurate contact information is one of the most essential parts of your Google Business Profile. Google uses this information to decide when and where to show your agency in search results, and it’s also how potential clients/families reach out to you.

Double-check that your:

• Business name (as mentioned earlier) is consistent across all platforms.
• Address is correct, especially if clients, families, or caregivers visit your location.
• Phone number is current and directs people to someone who will answer promptly and be able to help.
• Website URL links to your homepage or a relevant landing page – not a broken link.

Consistency is key. Google compares your details with other listings across the web – like your website and social media pages. If it sees mismatched information (for example, different phone numbers or old addresses), it may reduce your visibility in search results.

If your agency ever moves or changes phone numbers, update your profile immediately to avoid confusion for Google – and potential clients/families or caregivers.

5. Write a strong business description

Your business description is your chance to tell Google and potential clients, families, and caregivers what your agency is all about. It appears near the top of your Google Business Profile, so it’s one of the first things people see when they find you online.

Keep it clear, natural, and focused. Think of it as a quick introduction to your agency – what would you say if you had just a few seconds to describe what you do, who you help, and why someone should choose you?

Here’s what to include:

• Who you are: Mention your agency’s name and how long you’ve been in business (if relevant).
• What you offer: Briefly explain the core services you provide.
• Where you operate: List your service areas – cities, regions, or neighborhoods.
• What makes you different: Share a few words about what sets your agency apart. For example, do you offer personalized caregiver matching, 24/7 support, or have a long-standing, positive reputation in the community?

Avoid stuffing in lots of keywords. Google wants this section to be helpful information, not a list of search terms. But it’s still smart to include a few natural phrases your clients/families might use when searching for services like yours (e.g., ‘reliable in-home care,’ ‘experienced nanny placements’).

Tip: Take a moment to read your final version aloud – if it sounds like something you’d say in conversation, you’re definitely on the right track.

6. Upload high-quality photos

Photos play a big role in making your agency feel approachable and trustworthy. A well-chosen image can quickly show potential clients that your business is real, professional, and active.

Google also favors profiles with recent, high-quality photos, which means better visibility in search results. And let’s face it: people are far more likely to click on a listing that looks warm and welcoming than one that feels empty or outdated.

Here’s what to include:

• Team photos: Friendly, professional images of your staff help put a human face to your agency.
• Your workspace (if applicable): Whether it’s a home office or shared space, showing where you work helps to add transparency.
• Behind-the-scenes: Images of team meetings, training sessions, or anything that highlights your agency’s culture and values.
• Branded visuals: If you have a logo, flyers, or social media graphics, upload a few to help reinforce your brand.

Tip: You don’t need professional photography to make an impact, but a little effort in quality goes a long way. Make sure your images are clear, well-lit, and up-to-date, avoiding blurry or overly casual photos. Remember, this is likely the first impression clients/families and caregivers will have of your agency online.

7. Collect and respond to reviews

Online reviews are one of the most powerful tools you have to build trust and boost your visibility on Google. A steady stream of positive, authentic feedback helps new clients/families feel confident in choosing your agency – and Google loves them too!

Start by asking people who already know and value your services, like current or past clients, families, and even staff. Keep it simple and send a direct link to your review page to make it easy for them.

Tip: Make review requests part of your routine. For example, after a successful placement or service period, ask while the experience is still fresh in their minds.

It’s also important to respond to every review. A quick ‘Thank you for your kind words’ is often enough for positive comments. For negative ones, calmly acknowledge the feedback and offer to continue the conversation offline to show that you’re professional and proactive.

You don’t need a perfect record. What matters most is showing that you’re engaged and responsive – two key signals that will help strengthen your presence in local search results and build trust with future clients and families.

8. Post updates regularly

Your Google Business Profile shouldn’t be a static listing – it’s a space you can actively use to keep your audience informed and engaged. The ‘Posts’ feature allows you to share short updates directly on your profile, similar to a social media feed.

Why bother? Because regular posts show Google that your business is active, which can help improve visibility in local searches. More importantly, it shows potential clients/families that you’re involved, available, and up to date.

You don’t need to post every day. Even once or twice a month can make a difference. Try sharing:

• Seasonal availability (e.g., ‘Now accepting fall nanny placements’ or ‘Summer respite home care slots available’)
• Helpful tips for clients/families or caregivers
• Community news or events you’re supporting
• Changes to hours, services, or contact details

Tip: Keep posts short, friendly, and valuable. Add an image when you can, as it helps your content stand out.

Regular updates show your agency is alive and well – not just online, but in your community too. It’s a small step with a big impact on your online visibility.

A well-optimized Google Business Profile is a powerful way to boost your agency’s visibility, build trust, and attract more local clients/families. By following these simple steps, you can set your agency apart in local search results – helping to drive long-term growth and position your agency for continued success.

To take your marketing efforts even further, consider how Aaniie’s all-in-one platform can support your growth. With built-in sales and marketing tools tailored to babysitting/nanny agencies and home care agencies, you can easily attract and manage leads, clients, and caregivers – so you can focus on what really matters: delivering outstanding care.

Ready to see how it works? Contact the Aaniie team to learn more or schedule a free demo today.