SEO for Creative Small Businesses: How to Optimize Your Google Business Profile
If you’ve ever chatted with me about SEO, or you’re part of my newsletter community, you already know how much I love a well-optimized Google Business Profile (GBP). When I ran my own wedding and event florist business, it was a total game-changer. Couples and brands found me and trusted me —all because I showed up at the top of local search results with the right info.
Now? I help other creatives get the same results.
Whether you’re a stylist, photographer, event planner, calligrapher, interior designer - or yes, a florist - your Google Business Profile can be one of the most powerful (and free!) tools in your SEO toolkit.
If you’re DIY-ing your SEO or just starting to think about it, here’s what to know to get your business found and clicked on:
Why Google Business Profile Matters for Creative Businesses
People are searching all the time for things like:
event stylist near me
family photographer los feliz
interior designer manchester
seasonal bridal bouquet florist in austin
calligraphy for weddings in new york
And local Google listings (including GBP) show up before your Instagram or even your website. If your profile isn’t filled out properly, or doesn’t show up at all, you’re missing out on potential dream clients.
This is your digital shopfront. Let’s make it shine.
How to Optimize Your Google Business Profile
1. Fill Out Every Section (Yes, Every One)
Google wants to see consistency and completion. Add:
Your exact business name (match it to your site/socials)
Physical address or service area (you can hide this if you don’t have a physical store front)
Phone number + email (phone number can be hidden)
Website URL
Business category (e.g. Event Planner, Interior Designer, Photographer, Wedding Florist)
Business hours
A clear, keyword-rich description (GBP can offer suggestions too)
Use keywords your clients would actually search. Think like they do:
elopement photographer los angeles
eco-friendly wedding stylist
bespoke event planner london
bold floral designer austin
And yes - write for people, not robots. Google picks up on both.
2. Upload Photos Regularly
This is especially key if your work is visual (which it probably is).
Post:
Final installs or styled shoots
Before/afters (for designers or stylists)
Flatlays and BTS
Portfolio shots
Client work in action
Tip: When you post to Instagram, repurpose that same image on GBP, either in the photo gallery or in the Updates section with a quick caption and a link back to your contact form. This is a simple way to keep your profile active without creating new content from scratch.
3. Use the “Updates” Section Like a Mini Blog
Posting weekly in the Updates section is an underrated trick that tells Google your business is alive and active.
You can share:
Behind-the-scenes of a project
A new blog post
Photos from a recent event or shoot
Your availability for bookings
Answers to FAQs
Each post builds trust with Google and potential clients.
4. Collect (and Reply to!) Reviews
Reviews are one of the most powerful local ranking signals. But you need to reply to them, too.
Replying shows you’re engaged and builds trust. Google notices, and so do clients.
Pro tip: Encourage clients to mention specific services, locations, and outcomes in their review.
“We hired [Your Name] to style our engagement party in Venice Beach, and everything from the table linens to the floral installs was perfection. Guests are still talking about it!”
When you reply, add a personal touch and naturally weave in a keyword or detail:
“Thank you so much, Ash! Designing that Malibu sunset-inspired tablescape was such a highlight. So thrilled it brought your vision to life!”
5. Use Smart Keywords Throughout Your Profile
Sprinkle keywords into your business description, photo captions, and update posts. A few examples:
wedding florist near me
los angeles family photographer
colorful wedding planner california
seasonal floral design austin
calligraphy wedding signage uk
interior designer manchester
Be consistent and use variations that make sense for your location and services.
6. Use a Free Tool Like GMB Everywhere
GMB Everywhere is a free Chrome extension that lets you see how businesses within your niche are using their Google Business Profiles. It gives you keyword insights, category data, and visibility tools.
It’s one of my favorite free tools for figuring out where your business fits in the local search landscape (and where you can stand out).
Repurpose Your Instagram Content
Already writing captions for Instagram? Perfect. Reuse them on your GBP.
Upload that same image into the photo section, or write a quick Update using the same copy. Just tweak your CTA to drive people to your contact form, a new blog post, or your availability page.
A post that performs well on Instagram might also help boost your local visibility on Google, without needing to write something brand new.
Go Further: Don’t Forget Your Meta Descriptions
Once your GBP is looking good, make sure your website is just as clear. One of the most overlooked pieces? Your meta descriptions, the little snippets of text that show up under your site name in Google search results.
👉 Read: How to Write Meta Descriptions That Attract the Right Clients
Need Help Getting Started?
If you’re not sure whether your GBP is doing its job, or you want a second set of eyes on your setup, I’d love to help.
✔️ I offer SEO audits with actionable steps
✔️ I help creatives optimize their sites, blogs, and Google profiles
✔️ I speak small business (and florist, stylist, and designer!)
✔️ I make it simple, strategic, and not overwhelming
Get in touch here to kick-start your SEO and get your business in front of the people searching for exactly what you offer.
P.S. If you found this helpful and want more tips like this delivered straight to your inbox - join my newsletter. I send out friendly, easy-to-follow insights about SEO, website design and digital visibility, all written with creatives like you in mind.
