Introduction: Your Most Valuable Local SEO Asset
Your Google Business Profile (GBP) is the single most important factor in local search visibility. It determines whether you appear in the Local Pack (the map results that appear for local searches), influences your visibility in Google Maps, and often serves as the first impression potential customers have of your business.
A fully optimised Google Business Profile can increase your visibility by 70% and drive significantly more calls, direction requests, and website visits. Yet most businesses leave their profiles incomplete or poorly optimised, missing out on valuable local traffic.
"Businesses with complete GBP listings are 2.7x more likely to be considered reputable by consumers." — Google
This comprehensive guide will show you exactly how to optimise every element of your Google Business Profile for maximum local search visibility.
Understanding Google Business Profile's Impact
How GBP Affects Local Rankings
Google uses three main factors for local rankings, and GBP influences all of them:
| Ranking Factor | Weight | How GBP Influences It |
|---|---|---|
| Relevance | High | Categories, services, attributes, keywords |
| Distance | High | Address, service area settings |
| Prominence | High | Reviews, photos, posts, completeness |
GBP Visibility Opportunities
Your profile appears in multiple places:
| Location | Visibility | User Intent |
|---|---|---|
| Local Pack | Top of search results | High intent, ready to act |
| Google Maps | Map searches | Navigation, discovery |
| Knowledge Panel | Brand searches | Research, verification |
| Google Assistant | Voice searches | Immediate needs |
Complete GBP Optimisation Checklist
1. Business Information
Get the fundamentals right:
| Element | Best Practice | Common Mistakes |
|---|---|---|
| Business name | Exact legal name, no keywords | Keyword stuffing, variations |
| Address | Complete, accurate address | PO boxes, virtual offices |
| Phone number | Local number, trackable | Multiple numbers, 0800 numbers |
| Website | Primary website URL | Landing pages, tracking URLs |
| Hours | Accurate, including special hours | Outdated, missing holidays |
2. Category Selection
Categories are critical for relevance:
#### Primary Category Selection
| Industry | Recommended Primary Category | Why |
|---|---|---|
| Aesthetic Clinic | Medical Spa or Skin Care Clinic | Most relevant to services |
| Dental Practice | Dentist | Standard industry category |
| Restaurant | [Cuisine type] Restaurant | Specific matching |
| Hotel | Hotel | Direct match |
Add all relevant secondary categories:
- Maximum of 10 categories total
- Only add categories that accurately describe your business
- More specific categories often perform better
- Review competitor categories for ideas
3. Services and Products
Detail your offerings:
| Element | Optimisation Tips |
|---|---|
| Service names | Use terms customers search for |
| Descriptions | Include keywords naturally, explain benefits |
| Prices | Include when possible (increases trust) |
| Categories | Group services logically |
4. Attributes
Attributes help you appear in filtered searches:
| Attribute Type | Examples | Impact |
|---|---|---|
| Accessibility | Wheelchair accessible, accessible parking | Inclusion in filtered results |
| Amenities | Free Wi-Fi, outdoor seating | Feature searches |
| Offerings | Online appointments, delivery | Service discovery |
| Payments | Credit cards, contactless | Convenience searches |
| Health & Safety | Mask required, sanitisation | Current relevance |
5. Photos and Videos
Visual content significantly impacts engagement:
| Photo Type | Quantity | Best Practices |
|---|---|---|
| Logo | 1 | Square format, clear on small screens |
| Cover photo | 1 | Represents your business, 1024x576px |
| Interior | 5-10 | Show the customer experience |
| Exterior | 3-5 | Help customers find you |
| Team | 3-5 | Build trust and connection |
| Products/Services | 10+ | Show what you offer |
| Videos | 1-3 | 30 seconds, show experience |
- Quality: High resolution, well-lit, professional
- Frequency: Add new photos weekly
- Geotagging: Include location data in image metadata
- File names: Descriptive, keyword-rich names
- Alt text: Add descriptions when uploading
6. Google Posts
Posts keep your profile fresh and engaging:
| Post Type | Best Use | Frequency |
|---|---|---|
| What's New | General updates, news | Weekly |
| Events | Upcoming events, promotions | As needed |
| Offers | Special deals, discounts | Monthly |
| Products | Highlight specific offerings | Weekly |
- Include a compelling image (1200x900px)
- Write 150-300 words
- Include a clear call-to-action
- Add relevant links
- Use keywords naturally
- Post consistently (minimum weekly)
7. Q&A Section
Proactively manage questions:
| Strategy | Implementation |
|---|---|
| Seed questions | Ask and answer common questions yourself |
| Monitor | Check for new questions daily |
| Respond quickly | Answer within 24 hours |
| Be helpful | Provide complete, accurate answers |
| Report spam | Flag inappropriate questions |
- What are your hours?
- Do you offer [specific service]?
- How much does [service] cost?
- Do you accept [payment method]?
- Is parking available?
- Do I need an appointment?
8. Review Management
Reviews are the most influential factor in local SEO:
| Metric | Target | Impact |
|---|---|---|
| Rating | 4.5+ stars | Trust and click-through |
| Quantity | More than competitors | Prominence signal |
| Recency | New reviews monthly | Freshness signal |
| Response rate | 100% | Engagement signal |
| Review Type | Response Approach | Timing |
|---|---|---|
| 5-star | Thank, personalise, invite return | Within 24 hours |
| 4-star | Thank, address any concerns | Within 24 hours |
| 3-star | Acknowledge, offer resolution | Within 24 hours |
| 1-2 star | Apologise, take offline, resolve | Within 12 hours |
- Send follow-up emails after service
- Include review links in receipts/invoices
- Train staff to ask satisfied customers
- Use QR codes in-location
- Never incentivise reviews (against guidelines)
Advanced GBP Optimisation
Local Justifications
Google shows "justifications" explaining why your business appears:
| Justification Type | How to Earn |
|---|---|
| "Mentioned in reviews" | Encourage detailed reviews |
| "Provides [service]" | Complete services section |
| "Located in [area]" | Accurate address |
| "[Attribute]" | Complete attributes |
Insights and Analytics
Monitor GBP performance:
| Metric | What It Tells You |
|---|---|
| Search queries | How people find you |
| Views | Profile visibility |
| Actions | Calls, directions, website clicks |
| Photo views | Visual engagement |
| Direction requests | Local interest |
Multi-Location Management
For businesses with multiple locations:
| Strategy | Implementation |
|---|---|
| Consistent branding | Same logo, cover photo style |
| Location-specific content | Unique descriptions, photos |
| Centralised management | Use GBP Manager or API |
| Local reviews | Encourage location-specific reviews |
Common GBP Mistakes to Avoid
| Mistake | Consequence | Solution |
|---|---|---|
| Keyword stuffing in name | Suspension risk | Use exact business name |
| Fake reviews | Removal, penalties | Earn genuine reviews |
| Inconsistent NAP | Ranking issues | Audit all citations |
| Ignoring reviews | Lost trust | Respond to all reviews |
| Outdated information | Poor user experience | Regular audits |
| Missing categories | Reduced visibility | Add all relevant categories |
Measuring GBP Success
Key Performance Indicators
| KPI | Target | Measurement |
|---|---|---|
| Local Pack rankings | Position 1-3 | Rank tracking tools |
| Profile views | Growing monthly | GBP Insights |
| Customer actions | Increasing | GBP Insights |
| Review rating | 4.5+ | GBP dashboard |
| Review velocity | 5+ per month | GBP dashboard |
Conclusion: Your Local Search Foundation
Your Google Business Profile is the foundation of local search visibility. A fully optimised profile doesn't just improve rankings—it builds trust, drives engagement, and converts searchers into customers.
The businesses that dominate local search are those that treat their GBP as a living asset, continuously updating content, responding to reviews, and engaging with their local community.
Ready to dominate local search? Our local SEO team can audit and optimise your Google Business Profile for maximum visibility. Contact us for a free GBP audit.
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