When we talk about local SEO and photos, what we're usually referring to is Google Business Profile photos.
An optimized GBP listing, complete with accurate and up-to-date business information, categories, and recent reviews, is great for local SEO, but high-quality photos can take it to the next level.
There's also evidence to show that Google is placing more emphasis on images in its local search results and rankings. In fact, Google wanting users to upload more visual content was one of the experts' top predictions for the future of local SEO in 2025.
How Important are Business Photos for Local SEO?
When a user searches Google for any type of local business, they usually see a list of three Google Business Profile results, known as the local pack or Google 3-Pack, above organic (blue-link) search results. These local pack results feature key business information for the businesses displayed, a Google Map showing their locations, and, you guessed it, business photos.
If a user searches for a specific business by name, or Google otherwise determines there's only one relevant result to show a user in a Knowledge Panel, the brand's Knowledge Panel result features their Google Business Profile images even more prominently.
Because of their prominence, it's important not to overlook photos in local SEO. Not only do Google Business Profile images give potential customers a first impression when they come across local packs or Knowledge Panels, they're also increasingly prominent in other types of search results, such as AI-organized search results for restaurants.
Do GBP Photos Affect Local Rankings?
Google being Google, the company has never directly stated that photos help local SEO, but third-party testing has uncovered evidence that correlates high-quality GBP images with better local search rankings.
For example, a case study by Sterling Sky found that Google sometimes ranks businesses higher if their images correlate to user search intent.
Not only that, but the more images a business has on Google, the more likely users are to engage with their Google Business Profile. This can improve engagement signals and indirectly impact local search rankings.
That being said, results of photo optimization for local SEO can vary by industry, but regularly adding high-quality, highly relevant images to your Google Business Profile is a best practice that every business should follow.
Benefits of Photos for Local SEO:
- Can potentially improve rankings in local pack results
- Provide added visibility across Google's local search ecosystem
- Form users' first impressions of a business
- Help potential customers choose a business to call, visit, or book an appointment with
- Boost GBP engagement and performance
- Build trust with both users and search engine algorithms
Tips for Using Google Business Profile Photos for Local SEO
1. Upload High-Quality, Well-Lit Images
Grainy, dark, or low-resolution photos can turn potential customers away. Invest in professional-quality photos or use a modern smartphone camera in good lighting to ensure your visuals are clear, inviting, and accurately represent your business.
2. Include a Variety of Photo Types
Google recommends uploading several types of images to showcase different aspects of your business. At a minimum, include:
- Exterior shots so customers can recognize your location
- Interior shots to give a sense of your atmosphere or layout
- Product or service images that demonstrate what you offer
- Team photos to humanize your business
- Photos of customers (with permission) to show social proof
3. Follow Google's Photo Guidelines
Make sure all images align with Google's official recommendations and requirements, including image format, size, and content restrictions. Avoid logos, excessive text overlays, or images that are promotional in nature.
4. Post New Photos Regularly
Keeping your image library fresh shows that your business is active and up to date. Aim to upload new photos at least once a month. Seasonal updates (e.g., holiday decor, new product lines, events) are also a great way to stay current and relevant.
5. Encourage Customer Photo Uploads
Photos added by customers also appear on your GBP listing. Encourage happy customers to share their own pictures when they leave reviews. This adds authenticity and shows your business in real-life contexts.
6. Monitor and Manage Your Photo Gallery
Since anyone can add photos to your Google Business Profile, make sure to regularly review your images and report any that are outdated, inaccurate, or violate Google's policies to get them removed and maintain brand integrity.
7. Track Your Rankings
To get an idea of which types of images are impacting your local search performance positively or negatively, regularly track your Google Business Profile rankings.
By checking your local rankings before and after uploading new images, you can potentially correlate ranking fluctuations to specific photos (keeping in mind other potential factors, such as updates to categories or business info).
Final Thoughts: Don't Underestimate Visuals in Local SEO
In a world where attention spans are short and visual content reigns supreme, business photos are a strategic asset that no local business should overlook.
Whether you're trying to stand out in a crowded local pack or make a strong first impression on a Knowledge Panel, optimized Google Business Profile images can help you get more clicks, calls, and conversions.
As Google continues to move toward a more visual, AI-enhanced search experience, staying ahead with your Google Business Profile photos is a smart and scalable way to help future-proof your local SEO strategy.
