Top 11 Tips for Google Business Profile (Google My Business) Optimisation

If your business isn’t showing up on Google, does it even exist? These days, a strong online presence isn’t just nice to have — it is essentially a must. More people than ever are using Google Search to find local services, and if your Google Business Profile isn’t optimised, you’re leaving money on the table.

The solution lies in Google’s free tool, called Google Business Profile (formerly Google My Business). It lets you manage how your business appears on Search and Maps, providing key details like your contact information, opening hours, services, and customer reviews.

In this guide, we’ll walk you through 10 essential tips for Google Business Profile (Google My Business) optimisation to help your business stand out and attract more local customers.



How a Google Business Profile Helps in Local Search Rankings

Google Business Profile (Google My Business) optimisation is a powerful way to boost your visibility in local search results. By keeping your profile updated and engaging with customers, you can improve your rankings and attract more potential customers. Here’s how GBP helps:



Shows Up Where It Matters

People searching for businesses on Google often have high intent—they're looking for a place to eat, a plumber to call, or a store nearby. Having a GBP profile puts you right in front of potential customers at the exact moment they need your service.



Builds Trust With Customer Reviews

Online reviews can make or break a business. With Google Business Profile, customers can leave feedback, helping others decide whether to choose you. Responding to reviews—both good and bad—also shows that you care about your customers.



Highlights Your Business With Photos & Updates

You can add photos, videos, and updates to showcase what makes your business special. Regularly posting helps keep your profile fresh and engaging.



Provides Valuable Insights

Google Business Profile gives you data on how people are finding you, what they’re searching for, and how they interact with your listing. This information helps you understand your audience better and tweak your marketing strategies.



Makes It Easy for Customers to Contact You

Your GBP listing includes a "Call" button, directions, and links to your website, making it super easy for customers to reach you. The simpler it is for them, the more likely they are to choose your business.



Optimising Your Google Business Profile

Want to rank higher in Google Search and attract more local customers? Here’s how to get the most out of your GBP:



1. Claim and Verify Your Google Business Profile Listing

The first and most critical step to Google My Business optimisation is to claim and verify your business listing. Without verification, you cannot fully control your business profile, limiting your ability to update crucial information and engage with your audience effectively. To get started, you'll need to sign in with either a business account or a personal Google account, depending on how you manage your listings. 



Find your Business

Before verifying, check if your business is already listed on Google Search or Google Maps. If it appears, you can claim it. If not, you’ll need to create a new listing using your business account.

If your business is already listed on Google Search or Google Maps, you’ll need to claim and verify it before making updates. Here’s how:

1. Search for your business name on Google Search or Google Maps.
2. Select your business from the search results.
3. Click Claim this business.
4. Choose I own or manage this business.
5. Pick a verification method—options may include postcard, phone, or email.
6. Follow the on-screen instructions to complete the process.

If your business isn’t listed, you can create a profile from scratch:

1. Sign in to your Google Account.
2. Go to create a Google Business Profile.
3. Enter your business details, including name, address, phone number, and website.
4. Select a verification method and complete the steps provided.

If your business is already verified by someone else, you can request ownership:

1. Go to business.google.com/add.
2. Enter your business name and address.
3. Click Request Access.
4. Fill out the form and click Submit.

Google will notify the current owner, and if they don’t respond within a set timeframe, you may be granted access.



Choose a Verification Method

Google offers different ways to verify your business. The options you see will depend on factors like your business type, location, and available public information. Some businesses may need to complete more than one verification method. Common options include:

• Video recording: Submit a short video showing your business location, signage, and equipment.
• Live video call: Connect with a Google representative for real-time verification.
• Phone or text: Receive a code via call or SMS.
• Email: Get a verification link in your inbox.
• Mail: Google sends a postcard with a verification code to your business address.

Since Google’s system automatically selects the available methods for your business, you won’t be able to change them.



What Happens After Verification?

Once you’ve completed the verification steps, Google will review your details. This process typically takes up to five business days to confirm your profile. Some businesses get verified instantly, especially if they have already verified their website with Google Search Console or if they use bulk verification for multiple locations.

Once approved, you’ll receive a confirmation email, and you’ll have full control over your Google Business Profile. If a website design agency helps you manage your profile, you can now add them as a manager or transfer ownership if needed.

If Google flags any problems during verification, you may see a Get Verified button again or a Review Issues notification. In this case, you may need to provide additional details and go through the process again.



2. Ensure Your Business Information is Accurate

A complete and accurate business profile helps customers find you easily and improves your search ranking. Make sure your business name, address, phone number, and website details are correct across all platforms.



Key Information to Include

• Business Name: Use your official business name without adding keywords or extra descriptors, as this could violate Google's guidelines.
• Address: Ensure your address is accurate and matches the information on your website and other online directories. If someone struggles to find your store, they might give up and head to a competitor instead. Double-check that your pin on Google Maps is accurate and if your entrance is tricky to find, add extra details in your listing
• Phone Number: Use a local phone number, not a toll-free or call centre number, to improve local relevance.
• Website URL: Link directly to your homepage or a relevant landing page to increase website traffic.
• Business Hours: Keep your business hours updated, including special hours for holidays. Accurate hours help manage customer expectations and improve your profile’s reliability. If you have breaks during the day, add those too. No one likes showing up at a store only to find the doors locked when Google says it's open.
• Attributes: Add specific attributes, such as "Wheelchair accessible", "LGBTQ+ friendly", or "Women-led", to give potential customers more information about your business.

The Impact of Consistency Across Platforms

When your business details are inconsistent or incorrect, it can lead to negative reviews, lost trust, and missed sales opportunities. Over time, this damages your reputation, making it harder to attract and retain customers.

Keeping your information consistent across all online platforms—including your website, social media, and local directories—helps Google recognise your business as legitimate. This consistency strengthens your local SEO and improves your chances of appearing in local search results.



3. Select the Right Business Categories

The categories you select help Google understand what your business offers, making it easier for potential customers to find you. But with so many options, how do you choose the best ones?

Here’s what to keep in mind when selecting your GBP categories:



How to Choose Effective Categories

4. Write a Clear and Engaging Business Description

Your Google Business Profile allows you to describe your business in a way that attracts customers. Keep it concise, highlight your unique selling points, and use natural keywords without overstuffing them.



How to Craft a Strong GBP Description

• Keep It Short and Sweet: The GBP description allows 750 characters, but only the first 250 characters are visible without expanding. Make the start impactful.
• Highlight Your Unique Selling Points: Explain what sets your business apart. Do you offer eco-friendly products, 24/7 services, or family-owned charm?
• Use Keywords Naturally: While you should include relevant keywords (e.g., "Melbourne digital marketing"), avoid keyword stuffing, as this can harm your ranking.

5. Add High-Quality Photos and Videos to Your Google My Business Profile

Visual content significantly enhances your Google My Business (GMB) profile, making it more appealing and engaging for potential customers. Businesses with high-quality photos receive more interactions, including increased click-throughs to websites and requests for directions. Photos and videos not only showcase your offerings but also help build trust by providing a transparent view of your business.



Types of Visual Content to Include:

• Logo and Cover Photo: Establish a consistent brand identity.
• Exterior and Interior Photos: Help customers recognise your business location.
• Product and Service Photos: Highlight what you offer.
• Team Photos: Introduce the people behind your business.
• Short Videos: Demonstrate your products or showcase your services in action.

Best Practices for Visual Content:

• Use high-resolution images that are clear and well-lit.
• Regularly update photos to keep your profile fresh.
• Avoid overly edited or misleading images.
• Follow Google image guidelines, including recommended dimensions and file formats.

By investing in quality visual content, you enhance your business’s first impression and improve engagement on your GMB profile.



6. Showcase Your Products and Services on Google Business Profile

Your Google Business Profile isn’t just a listing—it’s a powerful tool to highlight what you offer. Adding products and services directly to your profile makes it easier for potential customers to see what you do at a glance. This simple step can improve engagement, boost conversions, and give your business an edge in local search results.

Why Adding Products and Services Matters

When people search for businesses like yours, they’re looking for quick answers. A well-optimised profile with clear product and service listings helps them decide faster. Plus, Google prioritises complete and detailed profiles, which means Google My Business optimisation isn’t just about ranking—it’s about making it easier for customers to choose you.

How to Add Products to Your Google Business Profile

The Products feature allows you to showcase your offerings with images, prices, and descriptions. Here’s how to add them:

1. Log in to your Google Business Profile Manager.
2. Select your business and click Edit Profile.
3. Navigate to the Products tab and click Add Product.
4. Upload a high-quality image of your product.
5. Enter the product name, category, and a compelling description.
6. Set a price or select Varies if applicable.
7. Add a call-to-action, such as "Buy Now" or "Learn More."
8. Click Save, and your product will appear on your profile.



How to Add Services to Your Google Business Profile

If your business provides services rather than physical products, you can list them under the Services tab.



1. Open Google Business Profile Manager and select your business.
2. Click Edit Services under the Services tab.
3. Choose a category that best fits your service.
4. Enter the service name and a clear, keyword-friendly description.
5. Click Save to update your profile.

Best Practices for Products and Services Listings

• Use high-quality images that showcase your offerings professionally.
• Keep descriptions concise but informative—highlight key benefits and features.
• Update listings regularly to reflect new products, seasonal offers, or service changes.
• Include pricing where possible to help customers make quick decisions.
• Use relevant keywords naturally to improve visibility in Google Search.

7. Post Regular Updates and Promotions to Engage Customers

One effective way to keep your Google My Business profile dynamic is by posting regular updates, promotions, and events. Google Posts function similarly to social media updates and allow you to share timely information directly with your audience. These posts show up in local search results, providing an additional touchpoint to engage potential customers.



Types of Posts You Can Create:

• What's New: Announce changes in your business, new products, or updates.
• Events: Promote upcoming events with dates, descriptions, and a call to action.
• Offers: Highlight promotions, discounts, or limited-time deals.
• Products: Showcase specific items or services with detailed descriptions.

Tips for Effective Google Posts:

• Keep posts concise and to the point (typically under 300 words).
• Include strong calls to action such as "Buy Now", "Learn More", or "Sign Up".
• Use high-quality images or videos to increase engagement.
• Regularly update posts to keep your profile relevant and active.



Maintaining a schedule for posting, such as weekly or bi-weekly updates, can help you consistently engage with your audience and enhance your local SEO.

8. Encourage and Manage Customer Reviews to Build Trust

Customer reviews are a crucial aspect of your Google My Business profile. Positive reviews not only influence potential customers but also improve your search ranking. Google prioritises businesses with a healthy volume of recent and positive reviews, considering them more credible and trustworthy.



Strategies to Increase Customer Reviews:

• Ask Directly: Encourage satisfied customers to leave a review after a purchase or service.
• Provide a Direct Link: Share your GBP review link in follow-up emails or on your website.
• Incorporate Reviews into Your Marketing: Highlight positive reviews on social media or your website to inspire more customers to share their experiences.

How to Respond to Reviews:

• Positive Reviews: Thank the customer and reinforce your brand’s strengths.
• Negative Reviews: Address issues professionally, apologise when necessary, and offer a resolution offline if appropriate.
• Neutral Reviews: Acknowledge the feedback and encourage the customer to return for a better experience.

Benefits of Active Review Management:

• Improves your business's reputation.
• Demonstrates customer service excellence.
• Positively influences search engine rankings.

By fostering a proactive approach to managing reviews, you can build a solid reputation and boost your business’s credibility online.



9. Utilise Google My Business Messaging to Connect with Customers

The messaging feature on Google My Business offers a direct communication channel between you and potential customers. When enabled, it allows users to send messages to your business directly through your GBP profile, making it easier for them to ask questions and receive quick responses.



How to Set Up GBP Messaging:

• Log in to your Google Business Profile Manager.
• Navigate to the Messaging section.
• Enable messaging and set up an automatic welcome message.

Best Practices for Messaging:

• Respond Quickly: Aim for a response time of 24 hours or less to maintain customer interest.
• Set Boundaries: Establish business hours for messaging to manage customer expectations.
• Use Automated Responses: Provide instant replies with basic information or a promise to follow up soon.
• Monitor Messages Regularly: Keep track of enquiries and ensure no messages go unanswered.

Benefits of Using GBP Messaging:

• Increase Conversions: Direct responses can help convert enquiries into sales or bookings.
• Enhance Customer Experience: Provide quick answers and resolve concerns promptly.
• Boost Local SEO: Active engagement on your GBP profile can positively impact your search rankings.

By leveraging the GBP messaging tool, you can improve customer interactions and build stronger relationships with your audience.



10. Leverage Google My Business Insights to Make Data-Driven Decisions

For businesses looking to improve their online presence, Google Business Profile (GBP) Insights offers valuable data on how customers discover and engage with their listing. Understanding these metrics can help businesses refine their local SEO strategy, attract more customers, and enhance their digital visibility.



How Customers Find Your Business

GBP Insights categorises how people come across your business into three main types:

1. Direct Searches – These occur when users search for your business name or address specifically, indicating strong brand recognition.
2. Discovery Searches – When users find your business by searching for a product, service, or category, it suggests they are exploring options rather than looking for a specific company.
3. Branded Searches – These involve users searching for a brand related to your business, even if they didn’t enter your business name directly.

Monitoring these search types helps businesses assess how well they rank for different queries and whether their brand awareness is increasing.



Customer Interactions and Engagement

Businesses can track how customers engage with their profile through various actions, including:



• Website Clicks – Indicates interest and intent, showing how many users visit your site from GBP.
• Phone Calls – Helps measure direct customer engagement and demand.
• Direction Requests – Reflects interest from potential visitors looking to visit in person.
• Messages – Shows customer interest in contacting your business directly via Google’s messaging feature.

Maximising Google Business Profile Insights

To make the most of GBP Insights, businesses should:



• Regularly update their profile with accurate information.
• Encourage customer reviews, as they enhance credibility and improve rankings.
• Upload engaging images to capture attention.
• Monitor trends in customer interactions and adjust their strategy accordingly.

By leveraging these insights, businesses can strengthen their local SEO efforts, improve customer engagement, and drive more traffic both online and in-store.

11. Maintain Consistency Across All Online Listings

Consistency is a critical factor in building trust with both Google’s algorithm and your potential customers. When your business information is consistent across all platforms, it signals to Google that your business is legitimate, improving your chances of ranking higher in local search results.

Businesses that are active on Google Maps tend to attract more engagement. Customers often rely on Google Maps to locate businesses, read reviews, and get directions. Keeping your Google My Business profile optimised for Google Maps will help ensure you’re visible to those searching locally.



Why Consistency Matters

• Local SEO Boost: Search engines prefer businesses with consistent information across the web, including business name, address, and phone number (NAP).
• Brand Trustworthiness: Inconsistent information can confuse customers and reduce your business’s credibility.
• Improved User Experience: When customers find the same information on your website, social media profiles, and local directories, they are more likely to trust and engage with your business.

How to Ensure Consistency

• Standardise Your Business Name: Use the exact same business name on all platforms. Avoid using variations or adding keywords unless they are part of your official business name.
• Align Contact Information: Double-check that your address, phone number, and website URL match across all listings, including social media pages, directories, and review sites.
• Regularly Audit Your Listings: Conduct periodic checks to ensure no outdated or incorrect information exists on third-party sites.

By implementing these strategies, businesses can enhance visibility and stand out in Google Search results. 



Want to Master Google Business Profile? Start Here!

Optimising your Google Business Profile (GBP) is one of the best ways to improve local visibility, attract more customers, and boost your online presence. But knowing where to start—or how to fix issues when they arise—can be tricky.

We’ve put together a collection of must-read guides to help you set up, optimise, and troubleshoot your GBP like a pro:

• How to Create a Google Business Profile & Why It’s Important
• How to Choose & Update Your Google Business Profile Category
• How to Get Reinstated After a Google Business Profile Suspension
• The Ultimate Guide to Adding Products to Your Google Business Profile
• How to Add an Agency to Your Google Business Profile
• How to Get More Google Business Profile Reviews

Whether you’re just starting out or looking to fine-tune your listing, these guides will help you get the most out of your Google Business Profile.