Most businesses know the basics of a Google Business Profile (GBP): name, address, phone number, hours, and reviews. But in 2025, if that’s all you’re filling out, you’re leaving ranking power on the table.
Google continues to evolve its local algorithm, prioritizing businesses that fully leverage their GBP, not just fill out the minimum. Several underused features are now playing a larger role in local search rankings, Map Pack visibility, and even AI-generated summaries.
Here’s a breakdown of the hidden (or overlooked) GBP features that can give your Florida business an edge.
Why Your GBP Optimization Needs to Go Deeper
Google is constantly testing new features and signals. In local search, especially for high-competition categories like HVAC, roofing, dental, and legal services, small differences in profile completeness and activity can make or break your visibility.
These underutilized features signal relevance, trustworthiness, and engagement, exactly what Google wants to see before ranking you at the top.
1. Service and Product Menus
You’re not just listing what you do, you’re training Google to associate your business with more specific search terms.
✅ Add detailed service items under the “Services” tab
✅ Include short, keyword-rich descriptions (but avoid keyword stuffing)
✅ List products if you sell or deliver physical items, even if locally
Example: A pest control company in Clearwater can list:
- Termite Treatments (with description)
- Quarterly Pest Prevention
- Mosquito Barrier Services
Each one adds semantic depth to your profile, and helps match long-tail queries.
2. Business Highlights and Attributes
These quick tags (like “Black-owned,” “Veteran-led,” “LGBTQ+ friendly,” “Wheelchair accessible,” or “Online appointments”) aren’t just checkboxes, they appear in search results and influence clicks and visibility.
- They can increase relevance for voice search and filtered mobile queries
- Attributes show up visually in the SERP and Maps UI
- They add human trust signals to your brand in local search
3. Service Area Customization
For service-area businesses (not brick-and-mortar), too many companies just enter a radius or leave it blank.
Take the time to:
- Specify zip codes, cities, or counties you actually serve
- Avoid listing areas too far outside your true reach (it may hurt visibility)
- Keep this section updated if your service areas expand or change
Pro tip: Local service businesses in Florida that include cities like Palm Harbor, Seminole, and Largo separately often perform better than those using “Tampa Bay Area” generically.
4. Q&A Section (Pre-Populate It!)
Most businesses ignore the “Questions & Answers” section. That’s a missed opportunity.
Instead:
- Ask your own questions (using a business account)
- Answer them thoroughly, using relevant keywords
- Highlight service details, hours, pricing, policies, and differentiators
Google crawls this content, and it often appears directly in search results.
5. Photo Categories and Frequency
Uploading images isn’t just a cosmetic task, it’s a ranking signal.
- Use all available image categories: logo, cover, exterior, interior, team, services, and at-work photos
- Upload consistently (e.g., 2–4 new images per month)
- Include alt-text in filenames before uploading (Google reads them!)
- Use real, unfiltered images over stock photos—authenticity matters in local ranking
Businesses with high photo activity typically outperform competitors.
6. Booking Integration and Appointment URLs
If you allow bookings, through your website, Calendly, or another tool—add the appointment URL to your profile.
Even if users don’t click it, the presence of the feature improves the completeness score and can increase conversion rates.
In highly competitive industries like medspa, dental, or home services, this small addition can help tilt visibility in your favor.
7. GBP Posts (and Strategic Use of Keywords)
Most local businesses post sporadically, if at all. But regular, keyword-aligned GBP Posts can do the following:
- Refresh your profile’s activity signals
- Reinforce relevance for search terms and services
- Show authority and engagement (especially for time-sensitive offers)
Use GBP Posts weekly to highlight blog content, promos, or seasonal services. Make them visual, short, and call-to-action driven.
8. Review Responses That Reinforce Keywords
When replying to reviews, most businesses just say “Thanks!”
But Google reads the full conversation.
Use your responses to:
- Mention the service provided
- Reference the location or neighborhood
- Include future-facing phrases (e.g., “Happy to help with HVAC in Seminole anytime!”)
This subtly trains Google to connect your brand with service + location combinations.
Local search isn’t just about claiming your Google Business Profile, it’s about using every tool Google gives you to stand out. These lesser-used features are your competitive advantage in 2025.
The more signals you send, the clearer your authority becomes to Google’s AI, and the more likely you’ll dominate the shrinking Map Pack and local organic results.
Want Help Uncovering Every Local Ranking Opportunity?
At SEO Consulting Experts, we optimize every corner of your Google Business Profile—from hidden features to strategic content—so you stand out in Florida’s crowded search results.
Let’s audit and upgrade your GBP to unlock more leads, clicks, and conversions.
