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How To Optimise Your Google Business Profile
How To Optimise Your Google Business Profile
When people search for services “near me” or businesses in their town, Google often decides which companies appear in the local map results based on their Google Business Profile (GBP). For many small businesses, this is the gateway to being found by local customers.
But here’s the challenge: a poorly optimised profile can push your business to the bottom of the list - or leave you out entirely. Optimising your profile is one of the simplest and most effective steps to boost your local SEO, attract more customers, and stand out from competitors.
Key Takeaways
Optimising your Google Business Profile is vital for local SEO - it helps you rank higher in local searches and appear in Google Maps.
Accuracy and consistency build trust - verify your profile and keep your business information (Name, address, phone number, hours, categories) up to date.
Engagement drives visibility - add photos, post updates, and respond to reviews and questions to stay relevant.
Insights guide improvement - use GBP’s analytics to refine your strategy and attract more local customers.
What is a Google Business Profile?
A Google Business Profile (GBP) is a free tool from Google that lets you control how your business appears across Google Search and Maps. It displays key details like your address, opening hours, contact information, photos, and reviews in one place.
Think of it as your business’s online storefront. When people search for services “near me,” your GBP determines whether you show up in the results, how trustworthy you appear, and how easy it is for potential customers to contact you.
#1
Claim and Verify Your Profile
Before you can start optimising, you need to claim and verify your profile. Without verification, your business may not appear in Google Maps or local search results at all.
Verification usually happens through a postcard, phone call, or email. While it might feel like a small step, it’s the foundation of your profile - and a verified business is far more likely to earn Google’s trust and visibility in local search.
#2
Complete Your Business Information
Google rewards businesses it can trust, and trust starts with accuracy and consistency. Your Name, Address, and Phone number (NAP) should be correct and match across your website, social media, and online directories. Even small inconsistencies can confuse search engines and hurt your local SEO
Make sure you also add your opening hours, website link, and business categories. The more complete and reliable your profile looks, the more confidence Google has in recommending you to local searchers.
#3
Add High-Quality Photos and Videos
High-quality photos and videos make your business stand out. They give potential customers a sense of what to expect and build trust before they even visit.
Google has found that businesses with photos receive more direction requests, calls, and website clicks. This engagement helps attract customers and signals to Google that your business is active and relevant in the local area, improving your local SEO performance.
#4
Write a Compelling Business Description
Your description is a chance to show both Google and your customers who you are and what you offer. Keep it concise, professional, and customer-focused.
For local SEO, it’s essential to include local keywords naturally. For example, instead of writing “We provide plumbing services,” you could write: “Trusted plumbing services in Manchester and the surrounding areas.” This makes it clear where you operate and what you do, helping you match with more local searches.
#5
Use Posts to Engage Customers
Think of your profile as a living, breathing part of your business. Posting regular updates, like seasonal offers, new products, or community events, shows Google that you’re active, while giving customers fresh reasons to engage with you.
From a local SEO perspective, fresh posts make your profile more relevant, helping you rank higher in searches from people nearby.
#6
Collect and Respond to Reviews
Reviews are one of the strongest ranking factors in local SEO. Positive reviews boost your visibility and credibility, while responding professionally to negative reviews demonstrates trustworthiness.
Encourage satisfied customers to leave reviews by making the process easy - send them a direct link or ask in person after a positive experience. The more active your review profile, the more Google sees you as a trusted local business.
#7
Manage and Answer Customer Questions
Your Google Business Profile includes a Q&A section where potential customers can ask questions directly on your listing. Keeping an eye on this and providing clear, prompt answers is a simple way to build trust and show your business is active.
Proactively adding common questions (and your answers) can also help guide customer decisions and reduce barriers to contacting or visiting you. From a local SEO perspective, an active Q&A section demonstrates engagement and relevance, helping strengthen your visibility.
#8
Track Insights and Performance
Your GBP provides valuable insights into how customers find and interact with your business. You can see whether people discovered you via Maps or Search, what actions they took, and which posts or photos drove the most engagement.
By analysing this data, you can refine your optimisation strategy - doubling down on what works and adjusting what doesn’t. Over time, this will make your profile even stronger in local search.
Common Mistakes to Avoid
Inconsistent business information across platforms.
Outdated details like wrong opening hours.
Ignoring reviews or leaving questions unanswered.
Skipping local keywords in your description or posts.
Leaving your profile incomplete with no photos or missing categories.
From Optimisation to Growth: Strengthen Your Local SEO Strategy
Your Google Business Profile is much more than a digital listing - it’s the cornerstone of your local SEO strategy. When optimised, it makes your business more visible, more trustworthy, and more appealing to customers searching in your area.
The best part? It doesn’t have to be complicated. Start small: claim your profile, update your details, and add a few photos. From there, build out reviews, posts, and insights. Each improvement strengthens your presence, helping you attract more local traffic, more calls, and more customers.
If you’d like expert support in taking your profile and wider local SEO strategy to the next level, our team at Sayu can help. Explore our Local SEO services to see how we can boost your visibility and bring more local customers to your door.