10 Ways To Optimise Your Google Business Profile

In today’s digital-first world, having a strong online presence is crucial for businesses of all sizes. One of the most powerful tools at your disposal is your Google Business Profile (GBP) (formerly Google My Business). A well-optimised GBP helps improve local SEO, increases visibility in Google Search and Maps, and drives more customers to your business.

Here are 10 effective ways to optimise your Google Business Profile and get the most out of it:

1. Claim & Verify Your Business

If you haven’t already, the first step is to claim and verify your business on Google. An unverified profile lacks credibility and may not rank well. Google typically verifies businesses via:

Postcard verification (mailed to your business address)
Phone or email verification (for some businesses)
Instant verification (if you’re already Google Search Console verified)

Once verified, you gain full control over your listing.

2. Ensure Accurate & Complete Business Information

Google prioritises listings with complete and accurate details. Make sure your profile includes:

Business name (exact, no keyword stuffing)
Address (consistent with other directories)
Phone number (local, not a call tracking number unless necessary)
Website URL (direct link to your site)
Business hours (including special hours for holidays)
Attributes (e.g., "Wheelchair accessible," "Free Wi-Fi," "Women-led")

3. Choose the Right Business Category

Your primary category has a big impact on local rankings. Select the most relevant option (e.g., "Italian Restaurant" instead of just "Restaurant"). You can also add secondary categories to improve visibility for related searches.

4. Add High-Quality Photos & Videos

Listings with images get more clicks and engagement. Upload:

Logo & cover photo (professional branding)
Interior & exterior shots (helps customers recognise your location)
Product/service images (showcase what you offer)
Videos (short clips of your business in action)

Google recommends regular updates—aim for at least 3-5 new photos per month.

5. Encourage & Respond to Customer Reviews

Reviews build trust and improve rankings. Here’s how to manage them:

Ask happy customers to leave reviews (via email, SMS, or in-person)
Respond to all reviews (thank positive reviewers, address negative feedback professionally)
Use keywords naturally in responses (e.g., "Thanks for visiting our service!")

Aim for at least 10-15 recent reviews with a 4.5+ star average.

6. Use Google Posts for Updates & Promotions

Google Posts let you share:

Offers & discounts
Events & announcements
New products/services
Blog posts or news

Posts appear in your GBP and can drive engagement. Post weekly to stay active.

7. Enable Messaging for Instant Customer Interaction

Google allows customers to message you directly from your profile. Enable this feature to:

Answer queries quickly
Improve customer service
Increase conversion rates

8. Add Products & Services (If Applicable)

For service-based businesses, list your offerings with descriptions and prices. E-commerce businesses can showcase product catalogs. This helps Google understand your business better and improves visibility.

9. Leverage Q&A to Address Common Queries

The Q&A section lets customers ask questions publicly. Proactively:

Add FAQs (e.g., "Do you offer vegan options?")
Monitor and answer new questions quickly

10. Track Performance with Google Business Profile Insights

Google provides free analytics on how customers find and interact with your profile. Monitor:

Search queries (what terms people use to find you)
Views on Maps & Search
Calls, website clicks, and direction requests
Photo & post engagement

Use this data to refine your strategy.

Final Thoughts

Optimising your Google Business Profile is an ongoing process, but the rewards—better visibility, more customers, and higher conversions—are worth it. Follow these 10 steps to ensure your GBP is fully optimised and working hard for your business.

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