For a moving company owner, a Google Business Profile is the most powerful free marketing tool you can use. When optimized correctly, it can help you appear in front of users who are actively searching for moving services, both in search results and Google Maps. This means more phone calls, more quote requests, and more booked jobs, even without paying for ads. Here are some of the essentials you should keep in mind when optimizing your Google Business profile.
Update Your Google Business Profile
Business Name
Your business name on Google must match your official name, without adding extra keywords. A lot of moving companies use location keywords in their business name, for example: “Coraza Movers – Best Toronto Movers” instead of simply “Coraza Movers”. It might sound like a good idea, but we do not recommend it, as it can get your profile suspended. This field is reserved only for your official company’s name.
Business Category
Your primary category should always be “movers”. This category can sometimes be named differently, for example “Moving Company” or “Relocation”, but they are all referring to moving services. This helps Google classify your business appropriately and connects you to relevant searches. Beyond the primary category, add secondary categories that represent your specialties, such as moving & storage, piano movers and moving supplies.
Description
Business description is your chance to make a strong first impression. Explain what sets you apart (professional equipment, customer care, no hidden fees, etc.). Use natural language, but include keywords people use to find moving services, such as “local”, “long-distance”, “residential”, “commercial”, “apartment”, “house”, “last minute”, “loading and unloading”, “piano”, “safe”, “furniture”, “appliance”.
Another important keywords you should include in your description are the service areas that you cover. Don’t focus your service area on the large cities. It may have a lot of potential customers, but it also comes with high competition. Instead, focus on the smaller places in your local area, preferably in the range of 3-5 miles, where you can rank high in local searches.
Opening Date
Adding your opening date shows how long you have been in business, which helps build trust with your customers.
Contact Information
Phone Number
Always use a local phone number instead of a toll-free number (800, 888, etc.). Local area code is a signal to Google that you are part of the local community, which helps you rank higher in nearby searches. It also makes locals more likely to call you.
Website
Website is your 24/7 salesperson, so make sure to link it to your Google Business Profile. This helps Google verify that both belong to the same business and can reward your profile with higher rankings.
Location And Service Area
Location
Add your exact physical address: street number, zip code, city and state. Use the same format everywhere you use it, on your website, social media profiles, directories, etc. This signals to Google that all your online profiles refer to the same, legitimate business, improving your local SEO authority.
Bonus tip: if your business does not have a physical storefront, never use your home address, because you won’t be able to verify your business. If you are using physical address, in the verification video you have to show your store with logo and neighborhood to prove your location, as Google has become very strict when with verification process.
Service Area
Make a list of all the areas where your moving services are available (neighborhoods, cities or counties). This helps potential customers know if you operate in their region, and tells Google where to show your profile, when locals are searching for moving services. Focus on local service area (3-5 miles), even if you live close to a city with a large population. Smaller places have less competition, which means you are going to rank higher when someone searches for moving services in your local area.
Update Your Working Hours
Operating Hours
Precisely list your business hours, as well as your operating hours (times when you can take calls even if you aren’t physically moving items). We recommend setting operating hours from 7 a.m. to 11 p.m., even if your business hours end at 6 p.m. By doing this you are ensuring Google shows your business in local searches even after your business hours, giving your potential customers chance to contact you or request a free quote.
Holiday Schedule
Plan ahead and update your holiday hours at least a year in advance. For example, mark Christmas, Thanksgiving or local holidays when your hours change. It will show to Google that you are keeping your profile updated, but also helps customers plan their move.
Logo & Cover Photo
Logo
Your logo represents your brand identity, so use the same one across all profiles: Google Business Profile, website and social media. Consistent branding makes your company recognizable anywhere people see your logo.
Cover Photo
Your cover photo should represent your business visually, so show your truck, your team or happy customers. Avoid using stock images of movers, be authentic and showcase your company in the best light possible. People should immediately see that you are a real, active moving company.
Add Products
Products
Google makes it easy to showcase all your services in the “Products” section, with their descriptions, average prices, authentic pictures and links to appropriate pages on your website. For example, you can add different types of moving services, such as long-distance, local, apartment, household, commercial, furniture, piano, etc.
Categories
You can organize services into separate categories, for example, categorizing piano, safe, heavy items and hot tubs moves under “Specialty Moves”, or create separate categories for “Residential Moves” or “Commercial Moves”. It helps customers find what they need faster.
Be Active On Google Business Profile
Q&A Section
Monitor your Q&A section frequently and answer every question within 24 hours of posting, because you don’t want your customers to go somewhere else looking for an answer. A fast, professional response can easily turn a question into a booked job.
Bonus tip: you should create and answer 10 questions yourself. Two of the most important questions you should cover is what type of services you offer, and another important one is which service areas do you cover. Add other common question your customers may ask, such as: “How much do you charge for a move?”, “Do you accept last-minute moves?”, “How should I prepare for move?” etc.
You should create and answer 10 questions yourself. Two of the most important questions you should cover is what type of services you offer, and another important one is which service areas do you cover. Add other common question your customers may ask, such as: “How much do you charge for a move?”, “Do you accept last-minute moves?”, “How should I prepare for move?” etc.
Post Updates
Google allows you to post updates: it can be a new truck, review from happy customer, new team member, or a job you just finished. Posting once per week keeps your profile active and helps you appear in more search results.
Add Photos And Videos
Have some fresh visuals showcasing your latest move? Be sure to add them to your Google Business Profile regularly, at least 2-3 times per week. Actively posting authentic visuals indicates that the business is up and running. Always add descriptions, using location and service keywords. Bonus tip: Geotaging your photos and videos helps you rank better in local searches.
Reply To Every Review
Whether it’s positive or negative, be sure to reply to every new review within 24 hours. Adding a personal touch, such as the name of the client or moving area shows that you care about your clients. Everybody hates negative reviews, but be sure to answer them professionally and try to understand the problem from client’s perspective. Clarify any inconveniences that happened and offer to resolve the issue offline.
Get More Customer Reviews
Ask For Reviews
Don’t just wait for reviews to come naturally, ask for them! When you see the customer is satisfied with your service, ask if they would be willing to leave a review while the experience is still fresh, immediately after the job. You can always offer something in return, for example discount for their move.
Make it easy for them to leave a review, best by providing a QR code which they can scan. You can make it visible by putting it on your trucks, flyers, or you can send a direct link via text message. If you finished a move for a couple, ask both of them if they would be willing to leave a review. The more reviews you have, the more customers will trust you.
Just Starting Out?
What to do if you are just starting and don’t have any reviews? Ask your friends and family to help you by leaving you positive reviews, but watch out not to overdo it, as it can be a signal for Google that you are getting fake reviews. One review per week in the beginning is acceptable.
Using Keywords In Reviews
Encourage your customers to naturally include the services and location you want to rank for in their reviews. For example, “Best movers in Dallas!”. Subtle suggestions like “If you were happy with our last-minute moving service in Dallas, we’d love it if you mentioned that in your review” can help.
Use Reviews As Leverage
Google’s main objective is user satisfaction, so when people are searching for local moving services, it shows the moving companies that are professional and truly care about their clients. By regularly getting positive reviews, you are signaling that you provide excellent service, and Google will continue to show you in future local searches.
Built Trust And Authority
Online citations
Make sure your business is listed across online directories and business listings. Citations from reputable sources help Google verify your business and improve your local rankings. Consistent business name, address and phone number is crucial, as any mismatch can hurt your rankings.
Backlinks To Your Website
Obtain backlinks from trustworthy websites in your industry or local community. Try to get backlinks from local news websites, blogs, industry-specific websites or partner businesses. The more relevant and authoritative the backlink, the more it helps your site rank higher in local searches.
Mentions In Local Communities
Even small mentions, like participating in a charity event is a signal that your business is active, trusted and part of the local scene. This not only helps you with rankings, but also encourages potential customers to trust you with their move.
Website And Google Business Profile connection
Your website should include everything listed on your Google Business Profile. Include all your services, locations you serve, accurate contact information and your full business address. Embedding Google Maps directly on your website helps customers find you easily and once again confirms your location.
Show authentic photos of your team, trucks and completed moves. By making sure your website is a true reflection of your GBP, you strengthen credibility, and improve your chances of ranking higher in local search results.
Final Thoughts
Your Google Business Profile isn’t something you set up once and forget, it’s a tool that evolves as your company grows and increases your online visibility when managed properly. By consistently updating your information, posting photos, gathering reviews and responding to customers, you will build a strong authority, climb the Map Pack and attract more quality moving leads, all organically!
Treat your Google Business Profile like a digital storefront, keep it as professional and trustworthy as your moving services, and Google will reward you with more visibility when locals are searching for your services.