Great question, Dave. Google rewards profiles that stay active and fresh, so it's really about giving consistent signals. The things that move the needle most: Post weekly — use Google Posts for updates, offers, or quick tips. An active profile beats a dormant one. Get reviews steadily and reply to all of them — the flow of new reviews over time (and your responses) matters as much as the star rating. Add fresh photos often — recent, local photos drive more views and clicks. Fill out every field — categories, services, service areas, hours, attributes. Google only ranks you for what it knows. Use the Q&A section — seed and answer common questions; it's indexed and builds trust before anyone calls. Turn on messaging and reply fast — response time is a signal and captures leads who won't call. Do those consistently and you'll see both activity and ranking climb. Happy to help if you ever want to go deeper.