If you’re a local business owner, you’ve probably heard of Google Business Profile (GBP) – but are you using it to its full potential?
For most small businesses, this free tool is one of the most powerful ways to attract new customers, build trust and boost local visibility.
And yet, it’s often ignored or set up poorly.
In this guide, we’ll show you why your Google Business Profile is so important, how to optimise it properly, and what you can do to make it work harder for your business.
What is a Google Business Profile?
Your Google Business Profile is the listing that appears in local search results and Google Maps when someone searches for your business or a service you offer.
It shows key details like:
- Your business name
- Address or service area
- Phone number and website
- Opening hours
- Photos and reviews
- Services you offer
It also includes directions, messaging (if enabled) and updates or posts you can share.
Why is your GBP so important?
Think of it like your online shopfront. It’s often the first thing people see when they search for what you do. If it’s blank, outdated or incorrect, you’re losing trust – and probably losing leads.
Here’s why it matters:
- It helps you show up in Google Maps and “near me” searches
- It builds credibility with reviews and real photos
- It sends traffic straight to your website or contact form
- It’s free and easy to manage
How to claim and verify your profile
If you haven’t claimed your profile yet, go to google.com/business. Search for your business, then click “Own this business?” to begin the process.
Follow the steps to:
- Choose the right business category
- Add your address or service area
- Enter your phone number and website
- Verify your business (by post, email or phone)
Once verified, you can start editing and optimising your profile.
How to optimise your profile for local success
Here’s a checklist to make sure your GBP is working hard for you:
1. Use your real business name
No extra keywords or sales phrases – just your actual trading name. Google may penalise keyword stuffing.
2. Choose the right category
This helps Google understand what you do. Be specific. For example, “Emergency Electrician” is better than just “Electrician”.
3. Add your location or service area
If you have a physical address, show it. If you travel to customers (like plumbers or cleaners), set a service area instead.
4. Write a compelling business description
Use this space to explain what you do, who you help and why you’re different. Include your main keywords and service area naturally.
5. Add high-quality photos
Real photos build trust. Include:
- A clear logo
- Your team or yourself at work
- Inside and outside your premises (if applicable)
- Before and after shots of your work
Photos are often one of the most clicked parts of your profile.
6. Keep your hours updated
Make sure your opening hours are accurate, especially around holidays. Nothing frustrates customers more than showing up to a closed shop.
7. List your services and products
Add a list of what you offer, with short descriptions. This helps with visibility and gives potential customers more detail.
8. Use Google Posts
These are mini updates you can publish directly to your profile. Promote special offers, share updates, or answer common questions.
Post once a week if possible – it shows you’re active and gives people a reason to click.
9. Turn on messaging (if you’re available)
This lets customers send you direct messages from your profile. It’s optional, but great for quick questions or bookings.
10. Link to your booking page or website
Make it easy for people to take the next step. Whether that’s calling, booking online or sending a message – don’t make them search.
How reviews help your GBP stand out
Positive reviews are one of the biggest trust factors for local businesses. They help you rank higher and convert more clicks into enquiries.
To get more reviews:
- Ask happy customers after a job is done
- Send a follow-up email or message with your Google review link
- Make it part of your handover process
Reply to every review, even short ones. It shows you care and keeps your profile active.
If you get a negative review, respond politely and professionally. Show you’re listening and willing to make things right.
How your profile affects local SEO
Your Google Business Profile plays a big role in local SEO. It helps you appear in:
- The local map pack (top 3 listings under the map)
- Google Maps search results
- “Near me” searches
Google uses your profile info – like categories, services, reviews and photos – to decide who to show for local searches.
By optimising your profile, you give yourself a better chance of showing up when it counts.
Common mistakes to avoid
- Not verifying your profile – unverified listings won’t show up properly
- Wrong business name or category – confuses both customers and Google
- No photos or poor images – makes your profile look neglected
- Ignoring reviews – sends the message that you don’t care
- Inconsistent info – make sure your website, social media and directories all match
Final thoughts
Your Google Business Profile is one of the easiest ways to improve your local visibility. It’s free, it’s powerful and it only takes a bit of effort to keep updated.
Set it up right, keep it active and make it part of your regular marketing. It’s one of the few tools that works for you 24/7 – even when your shop’s closed.
At Strategy8, we build websites that are fully optimised for local search – and we can help set up or improve your Google Business Profile too. If you’d like a free review or want to get your business showing up in more local searches, get in touch today.
