Google Business Profile Optimisation

Complete setup guide for categories, attributes, photos, Q and A, posts, and ongoing updates.

Why GBP Is Your Most Important Local Asset

Google Business Profile is the listing that appears in Google Maps and the local pack (the map plus three listings shown for local searches). It is not optional—if you have a physical location or service area, you need a GBP listing. And it should be your optimisation priority. GBP drives more local search visibility than website optimisation alone.

Why This Matters

For local businesses, GBP is where customers find you. Neglecting it means giving local search visibility to competitors with optimised listings.

Optimisation Essentials

Choose your primary category carefully. Google allows multiple categories, but the primary category drives most signals. Choose the most specific category that matches your business (e.g., "Family dentist" rather than "Dentist," or "Plumbing service" rather than "Plumber").

Fill every attribute. Hours, phone number, address, website, services, products. Leave nothing blank. Completeness signals active, credible business.

Add services with descriptions. If you list "crown installation," add a brief description. Services are ranking signals—more services listed correlates with better local visibility.

Add photos regularly. Google rewards active profiles. Adding photos monthly signals an active, maintained business. Include interior, exterior, team photos, and in-progress work photos for service businesses.

Write a genuine business description. Describe what you do and who you serve. Include relevant keywords naturally, but prioritise clarity over keyword density.

Use posts feature. Create posts about specials, events, or new services. Posts appear to local searchers and signal an active, engaged business.

Enable messaging. Allow customers to message you directly. Engagement signals matter. Respond quickly.

Respond to all reviews. Positive reviews boost rankings. Responding to negative reviews shows you care and mitigates damage. Response quality matters.

How This Connects

GBP is step one. But the local pack shows three listings, and how you rank among them depends on other signals: relevance, distance, and prominence. The next page explains how the local pack works and how to influence it.