Google Business Profile Optimisation is one of the quickest ways for a small business to get noticed locally. When someone searches on Google for a service you offer, your profile often appears before your website. It shows your business name, location, reviews, and other details people need to decide if they should choose you.
Getting this right makes a big difference. Google says that businesses with a complete profile are 50% more likely to attract customers. Put simply, a well-optimised profile makes you more likely to be chosen over a competitor nearby.
In this article, we’ll walk through the steps to optimise your profile, explain why each one matters, and show how they can help you bring in more local customers.
What is Google Business Profile and how does it work?
Google Business Profile is a free tool that puts your business in local search results and on Google Maps. When someone searches for what you do, your profile can show key details such as your name, address, phone number, opening hours, reviews, and photos.
Think of it as your shop window on Google. Even if you don’t have a physical shop, your profile helps people find and contact you. For example, a plumber working from home can still show their service area, opening hours, and reviews from happy customers.
Here’s how it works. You add your business details, Google verifies them, and then your profile can appear in search. The more complete and active it is, the more often people will see it when they look for the type of services you offer.
Essential Steps in Google Business Profile Optimisation
Claim and Verify Your Google Business Profile
The first step is to claim and verify your profile. Until you do, you won’t have control over what people see, and your business may not appear in search results at all.
Verification is straightforward. The most common way is by post: Google sends you a postcard with a code you enter online. Some businesses can also verify by phone, text, or email.
Once verified, you unlock all the features that make a profile valuable, such as adding photos and responding to reviews. More importantly, verification shows Google that your business is genuine, which helps your chances of appearing in local results.
Complete and Consistent Business Information
Once your profile is verified, the next step is to make sure every detail is accurate. Start with the basics: your business name, address, phone number, website, and opening hours. Customers rely on this information to know when you’re open and how to get in touch. Even a small mistake, like a wrong digit in your phone number, can mean a lost customer.
It’s also worth adding extra details such as your holiday opening times or service areas if you travel to customers. These updates give people confidence and make it easier for Google to match your business with the right searches.
If you have more than one location, create a profile for each one. That way, customers always see the right information for the branch nearest to them. Keeping these details up to date is one of the simplest ways to show both Google and your customers that your business is trustworthy.
Optimise Your Business Name and Categories
Your business name on Google should match the name you use in real life. Avoid adding keywords like “Best Plumber in Manchester” or “Cheap Haircuts London.” Google sees that as spam and could even suspend your profile. Stick with the name your customers already know you by.
Categories tell Google what your business does, and choosing the right one makes a big difference. Be as specific as possible. For example, “Pizza restaurant” is clearer than just “Restaurant.”
You can also add secondary categories to highlight other services. A bakery might choose “Bakery” as the primary category but add “Coffee shop” or “Wedding bakery” as extras. This helps your profile appear for a wider range of relevant searches without confusing Google about your main focus.
What you should avoid is picking categories that don’t really fit your business. It won’t trick Google into showing your profile more often. It will just make your listing less accurate.
Crafting Your Business Description
Your business description appears under the “From the business” section of your profile. It’s your chance to explain who you are, what you do, and why people should choose you.
You get up to 750 characters, but only the first couple of lines usually show before people need to click “More.” That’s why the most important details should come first. Lead with your main services, your strengths, and the area you serve. For example:
“We provide 24/7 emergency plumbing across South London, including Clapham, Brixton, and Balham. We specialise in boiler repairs, leak detection, and fast callouts.”
By naming specific neighbourhoods or services, you increase the chances of local customers finding you.
Keep your language simple and genuine. Instead of vague claims like “We’re the best in town,” focus on what you actually do and why it helps your customers. A clear, honest description builds trust and makes your profile far more useful.
Photos, Videos and Rich Media
Once your description is clear, the next step is to bring it to life with photos and videos.
Photos and videos make your profile feel real and welcoming. They also give customers a reason to choose you. Google reports that profiles with photos get 42% more requests for directions than those without. And businesses with over 100 photos often see noticeable jumps in calls, directions, and website clicks.
Start with the essentials: your logo, a cover photo, and a clear picture of your shop front or branded vehicle so people can recognise you. If you have a shop, add a few interior shots to show what it’s like inside. If you sell products, include good-quality photos of them. Service businesses can share before-and-after pictures of jobs to highlight their work.
Short videos or 360° views can make your profile even more engaging, but they’re not essential. What matters most is that your images are genuine, recent, and reflect your business as it really is. Stock photos might look polished, but they don’t build trust. A few authentic shots of your team or workspace will go much further.
Google Posts
Google Posts are small updates that appear directly on your profile. They’re a simple way to show you’re active and give people more reasons to contact you.
You can use posts in different ways. A café might share today’s lunch special, while a fitness trainer could promote a new class. Shops can post about seasonal sales, and service providers can share helpful tips or link to their latest blog article. Google Business Profile listings with promotions or time-sensitive deals get around 33% more clicks than standard updates, as people respond more when they see a clear reason to act.
Posts don’t last forever. Updates stay live for six months, while offers and events remain until their end date. Even so, adding new posts regularly keeps your profile looking fresh and gives customers up-to-date information right where they’re searching.
Messaging and Q&A
Your Google Business Profile lets customers reach you directly through messaging and the Q&A section. Both can make the difference between someone choosing you or a competitor.
If you switch on messaging, people can send you a quick question straight from your profile. The key is to reply quickly, ideally within a few hours. A fast, helpful response shows you’re approachable and often turns enquiries into bookings.
The Q&A section works in a similar way. Customers might ask practical questions like “Do you offer weekend appointments?” or “Is there parking nearby?” You don’t have to wait for these questions to appear. You can add your own most common ones with clear answers.
It’s worth checking this area regularly because anyone can suggest answers. By keeping an eye on it, you make sure the information people see is always accurate.
Reviews and Reputation Management
Reviews on your Google Business Profile carry a lot of weight. They not only help your profile show up more often but also shape the first impression people have of your business. Research shows that 84% of people read online reviews for local businesses, and most say they trust them as much as personal recommendations.
The easiest way to get reviews is to ask. When a customer is happy, send them a quick link to your profile and invite them to share their experience. Most people are willing to help if the process is simple.
Replying is just as important as collecting reviews. A short thank-you shows you value feedback. If someone leaves a negative review, a calm and constructive response can turn it into something positive. These small actions make your business look approachable and help build trust with both Google and your customers.
Insights and Tracking
Once you’ve built up a steady flow of reviews, it’s also worth paying attention to how people are finding and using your profile.
Your Google Business Profile includes free insights that show how people find and use your listing. You can see if customers discovered you through Google Search or Maps, and whether they clicked to call, asked for directions, or visited your website.
For example, a florist might notice most people click to call directly from their profile, while a gym might see more requests for directions. These insights show what customers value most about your business.
You don’t need to spend hours looking at the data. Even a quick check once in a while can help you understand what’s working and where you could improve. If calls are going up, your profile is clearly attracting attention. If website clicks are low, updating your photos or description might help.
Advanced Features – Products, Attributes and Updates
Beyond the basics, Google gives you extra options to make your profile stand out.
The Products and Services section lets you list what you offer in more detail. Here, you can add descriptions, prices, and item-specific photos. Unlike the general photos you upload elsewhere on your profile, these images are linked directly to a product or service, so customers can see exactly what they’ll get before contacting you.
Attributes are another useful feature. These are small labels like “women-owned,” “wheelchair accessible,” or “offers online appointments.” They highlight what makes your business different and can help you appear in more searches.
You can also use the Updates feature to share news, such as new services, seasonal offers, or something like sustainability efforts. Updates show that your business is active and evolving, which reassures customers as much as it helps Google see your profile as current.
The key with all these extras is to keep them relevant and accurate. Customers lose trust quickly if what they see online doesn’t match the real experience.
Google Business Profile Optimisation in the AI Era
Search is changing quickly, and Google’s new AI Overviews are starting to appear in local results. These summaries often pull details directly from Google Business Profiles. That means having a complete, accurate, and regularly updated profile increases your chances of being featured in these AI-driven answers.
Small actions like keeping your hours up to date, posting regularly, and encouraging reviews all send strong trust signals that both customers and Google look for.
As AI shapes the future of search, your Google Business Profile is becoming even more important as the single source of truth about your business.
Final Thoughts
Your Google Business Profile is often the first thing people see when they look for a business like yours. A complete and active profile makes you easier to find and easier to trust.
Small, regular updates show that your business is open and ready to help. Over time, these actions build a strong local presence that keeps bringing customers to your door.
If you’d like support with setting up your profile and improving your local SEO, Social Matrix is here to support you. Get in touch today to start a conversation.
Google Business Profile Optimisation FAQs
Is Google Business Profile free?
Yes. Creating and managing a Google Business Profile is completely free. You only pay if you choose to run Google Ads alongside your profile.
How do I create a Google Business Profile?
Go to business.google.com, sign in with a Google account, and click “Add your business.” Enter your name, category, address or service area, and contact details. Google will then ask you to verify your business before the profile goes live.
How do I access my Google Business Profile?
You can access your Google Business Profile by signing in with your Google account. Search your business name on Google and click “Edit profile” in the results. You can also manage it directly at business.google.com.
Who qualifies for a Google Business Profile?
Any business that interacts with customers in person or within a service area can have a Google Business Profile. This includes shops, restaurants, tradespeople, and service providers. Online-only businesses do not qualify.
What businesses are not eligible for Google Business Profile?
Online-only businesses, lead-generation companies, rental or for-sale properties without staff on-site, and unstaffed virtual offices are not eligible for a Google Business Profile.
Does Google call you to verify your business?
Sometimes. Verification is usually done by postcard, but Google may also confirm details by phone, text, email, or even video call. If you receive a call, it’s usually automated and will only ask about details such as your opening hours.
How to know if a business profile is verified?
In your dashboard, verified profiles are marked as “Verified.” If you still see “Pending” or “Verification required,” it means the process isn’t complete. Verified profiles appear normally in Google Search and Maps without a warning message.
Can one Google account have multiple business profiles?
Yes. You can manage several profiles under one Google account. For businesses with many locations, Google also provides location groups and bulk management tools.
Who has access to my Google business profile?
The primary owner of the profile controls access. They can also invite managers or site managers to help update details, add photos, or reply to reviews. Access levels are managed in the profile’s settings.
Can anyone edit my Google Business Profile?
People can suggest edits to your profile, and Google may apply them automatically. That’s why it’s important to check your profile regularly and correct any inaccurate information.
How do I delete a Google business profile?
To delete your profile, sign in at business.google.com, open your profile settings, and choose “Remove business.” You can also mark it as “Permanently closed.” Some basic information may still appear in search results for a short time.
What does processing mean in a Google Business Profile?
“Processing” means Google is reviewing your edits or your verification request. This can take from a few minutes up to several days. Your changes will appear once Google has approved them.
Is it worth having a Google Business Profile?
Yes. A complete, active Google Business Profile improves your visibility in local search results, helps customers find key details like opening hours, and builds trust through reviews and photos.
Does having a Google Business Profile help with SEO?
Yes. An accurate and active Google Business Profile improves your chances of ranking in local search results and in Google Maps. Profiles with complete details, photos, regular updates, and positive reviews are more likely to appear when people search for the type of services you offer.
How to rank GMB fast?
There is no instant way to rank a Google Business Profile at the top. The best results come from completing every detail, choosing the right categories, adding photos, posting regular updates, and collecting genuine reviews. Consistency is key. The more accurate and active your profile is, the more likely it will appear in local searches.