Local Visibility

How to optimise your Google Business Profile

By Bhavesh Narsai · Published 30 June 2026 · Updated 19 July 2026

For most local businesses, your Google Business Profile is the single biggest source of new enquiries, bigger than your website, and bigger than social media. It is the listing that shows up with your map pin, reviews and opening hours when someone searches for what you do nearby. Most businesses set it up once and never touch it again. Here is how to get it working properly.

A quick note on names: Google Business Profile is the current name for what used to be called Google My Business, or GMB. Same thing, and the steps below are the same whatever you call it.

1. Claim and verify your profile

Nothing else matters until this is done. Search for your business on Google, and if a profile already exists, claim it. If not, create one. Then complete Google's verification (usually a postcard, phone call or video). An unverified profile is invisible where it counts.

2. Fill in every single field

Google rewards completeness. A half-finished profile gets shown less. Fill in your name, address, phone, website, hours, opening date, and every relevant attribute (wheelchair access, free parking, payment methods, and so on). The more complete the profile, the more searches you turn up in.

3. Get your categories right

Your primary category is one of the strongest signals Google uses to decide which searches to show you in, so choose the most accurate one, not the broadest. Then add secondary categories for the other things you do. A plumber who also does bathrooms should say so.

4. Write a description that mentions what you do and where

Use the business description to say, in plain English, what you do and the areas you serve. Naturally include the services people search for and your town or city. Do not stuff it with keywords, just make sure the obvious terms a customer would type are actually in there.

5. Add photos, and keep adding them

Profiles with regular, real photos get more clicks and calls. Add your premises, your team, your work (before and after shots are gold for trades), and your logo. A fresh photo every couple of weeks signals that the business is active, which Google likes.

6. Turn your services into products, with photos

Most profiles list their services as a plain line of text and stop there. Google Business Profile also has a Products section, where each item gets its own photo, a description and a price or price range. It is structured data, so it helps Google understand exactly what you offer, and it gives AI tools like ChatGPT something concrete to work from when someone asks for a business like yours nearby. On mobile, a well-filled products section takes up a large chunk of the screen, which is space a competitor is not getting.

7. Collect reviews, and reply to all of them

Reviews are the biggest trust signal a customer sees, and review activity helps your ranking too. Ask every happy customer for a review, make it easy with a direct link or a QR code, and reply to every review, good or bad. A calm, professional reply to a poor review often impresses the next reader more than the complaint itself.

8. Post regularly

Google lets you post updates, offers and news straight to your profile. Few local businesses bother, which is exactly why it is worth doing. A short post every week or two keeps the profile looking alive and gives people another reason to get in touch.

9. Keep your details consistent everywhere

Your business name, address and phone number should match exactly across your website, social profiles and any directories. Inconsistent details confuse Google and can quietly hold your ranking back. Pick one format and use it everywhere. Once your Google profile is sorted, the next step is the free listings most businesses skip: see getting found beyond Google, on Bing, Apple Maps and Nextdoor.

10. Make booking and getting a quote one tap

Every tap someone has to make between finding your profile and getting in touch is a chance to lose them to the next business in the list. If you take bookings online, add the booking link so people can book straight from the profile. If you quote jobs instead, link the website field to a quote form rather than your homepage, so there is nothing to hunt for. Every tap you remove between someone finding you and getting in touch is money.

11. Use questions, answers and messaging

Seed your own profile with the questions customers actually ask, and answer them. Turn on messaging if you can reply quickly. The faster and more helpful you look, the more likely someone is to choose you over the next business in the list.

12. Keep it up to date

Update your hours for bank holidays and changes, keep services current, and check in monthly. An out-of-date profile, especially wrong opening hours, costs you real customers and chips away at trust. Optimising your profile is not a one-off job; the businesses that win treat it as a small, ongoing habit.

Want it done for you?

Optimising a Google Business Profile properly takes a bit of time and know-how, and most owners would rather be running their business. If you would like it set up and optimised for you, with the reviews, posts and details all working together, let's have a quick chat.

← Back to Free Tools

Your website should say the same things your profile does, in a way Google can read directly. The free LocalBusiness schema generator turns your name, address, phone and opening hours into the code that does that, and the AI readiness checker confirms it worked once it is live.

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