For a local or specialty retail storefront, Google Business Profile often drives more qualified traffic than the website itself. Most brands set it up once and never touch it again, which is exactly the gap worth closing.
Categories matter more than most people think
The primary category should be the most specific accurate option available, not the broadest. Secondary categories should reflect everything genuinely sold or offered, since each one is a discovery path.
Photos and posts are a ranking signal, not decoration
Profiles updated regularly with new photos and posts tend to outperform static ones in local search, independent of review count. Weekly activity is a realistic cadence for a small team.
Reviews: respond to all of them
Responding to reviews, positive and negative, signals an active business to both customers and Google's ranking systems. A short, specific reply beats a generic thank-you template.