What is a Google Business Profile and why it matters
Google Business Profile (GBP) is the free listing that powers your panel on Google Search and your pin on Google Maps. It shows your name, address, phone number, reviews, photos, services, and opening hours. A strong profile improves visibility, builds trust, and helps customers contact you faster.
Set the foundations first
Claim and verify
Search for your business on Google. If a profile exists, request ownership. If not, create one at Google’s GBP manager. Complete verification by post, phone, or video as prompted.
Use the exact business name
Enter your real-world trading name. Do not stuff keywords into the name field. Keyword stuffing risks suspension.
Choose the right categories
Pick one primary category that best matches what you do, then add a few relevant secondary categories. Categories affect which searches you appear for, so choose with care.
Set accurate service areas or address
Storefronts should show a full address and accurate map pin. Service-area businesses should hide the address and list towns or postcodes they serve.
Complete every field you can
- Opening hours: add regular hours and holiday hours to avoid confusion.
- Phone and website: use a local number where possible and link to a relevant landing page.
- Services and products: list key services with short descriptions and prices if fixed.
- Business description: write a clear 700–750 character summary with your location, audience, and main services. Avoid hype.
- Attributes: add options such as wheelchair access, women-owned, appointment required, or online estimates.
- Bookings and messaging: enable if you can respond quickly. Slow replies can hurt user trust.
Add strong visuals
Photos help people choose you over similar listings.
- Logo and cover: upload high-quality images that match your brand.
- Exterior and interior: show the entrance and the space so visitors can recognise you on arrival.
- Team and work: add pictures of staff, finished projects, menus, or treatment rooms.
- Short videos: 10–30 seconds showing your service, results, or a quick tour.
Keep the profile active
Post weekly
Use Updates, Offers, and Events. Share one clear message per post with a call to action. Link with UTM tags so you can track results in analytics.
Answer Q&A
Populate common questions and give clear, honest answers. Monitor for new public questions and reply fast.
Maintain accuracy
Update hours for bank holidays, add new services, and replace outdated images. Consistency builds trust and reduces user edits.
Reviews: how to get more and use them well
- Ask after each job: send a short message with your direct review link.
- Make it simple: include instructions for where to click and what to expect.
- Reply to every review: thank positive reviewers and address issues calmly. Avoid copy and paste replies.
- Use keywords naturally: replies can mention the service and town in plain English, without stuffing.
Improve your Google Maps ranking
Local rankings are influenced by relevance, distance, and prominence. You cannot move your address closer to the searcher, but you can improve relevance and prominence.
- Match categories and services: ensure your profile reflects what people search for in your area.
- Build consistent citations: keep your business name, address, and phone number identical across major directories. Avoid duplicates.
- Strengthen on-site local SEO: create clear location or service pages, add your NAP in the footer, and embed a Google Map on your contact page.
- Earn reviews steadily: a regular flow matters more than a sudden spike.
- Use photos and posts: active profiles tend to attract more clicks and calls.
- Track and refine: review Insights data and adjust posts, photos, and services based on what drives calls and website visits.
Measure performance and prove value
- GBP Insights: monitor calls, messages, direction requests, and profile views.
- UTM tracking: tag your website link and post links so traffic shows clearly in analytics.
- Call tracking: use a dynamic number on your website while keeping your primary NAP number consistent on your profile and directories.
Advanced tips
- Service menus: add detailed services with short, plain descriptions.
- Products carousel: showcase packages or popular items with images and prices.
- Profile categories test: review competitors in top positions and consider secondary categories that match your real services.
- Fight spam: use the “Suggest an edit” feature to report keyword-stuffed names or fake listings near you.
- Multiple locations: keep separate profiles with unique photos, numbers, and pages on your site for each branch.
Common mistakes to avoid
- Using a virtual office or PO box as your address.
- Adding keywords to your business name.
- Letting hours, services, or contact details go out of date.
- Ignoring reviews or using the same reply for all.
- Posting blurry photos or stock images that do not reflect your business.
Quick optimisation checklist
- Verified profile with correct name and categories.
- Accurate address or service areas and opening hours.
- Clear description, services, products, and attributes.
- High-quality logo, cover, workplace, and team photos.
- Weekly posts with tracked links.
- System for asking and replying to reviews.
- Consistent citations and solid local pages on your site.
Summary and next step
Your Google Business Profile is a high-impact channel that costs nothing to set up and little to maintain. Complete every field, keep it active, and back it up with strong local SEO on your website. Do that and you give yourself the best chance to improve your Google Maps ranking.
Next step: Block 60 minutes this week to update categories, add five fresh photos, write one post, and request three reviews from recent customers.
