Your Google Business Profile is arguably the most valuable free marketing tool available to local businesses. It is what appears in the map pack when someone searches for your services, and for many potential customers, it is the first - and sometimes only - thing they look at before deciding to call.
Claiming and verifying your profile
If you have not claimed your Google Business Profile yet, start there. Google often auto-generates listings for businesses, so you may already have one that you do not control. Go to business.google.com, search for your business, and follow the verification process.
Verification usually happens via a postcard sent to your business address, though phone and email verification are sometimes available. It takes 5-14 days for the postcard to arrive. Do not skip this step - without verification, you cannot manage your listing or respond to reviews.
Getting your basics right
Once verified, fill out every field completely:
- Business name: Use your real business name. Do not stuff keywords in here - Google penalises this. - Address: Exact match to what appears on your website and directory listings. - Phone number: Your primary business number, matching your website. - Website: Link to your homepage or a relevant landing page. - Hours: Keep these accurate, including public holidays. - Business description: 750 characters maximum. Write for humans, not algorithms. Explain what you do, who you serve, and what makes you different. - Categories: Choose your primary category carefully - it is the most influential field for ranking. Add relevant secondary categories.
Categories matter more than you think
Your primary category is the single biggest ranking factor for Google Business Profile. Get it wrong and you will struggle to appear in relevant searches.
Be as specific as possible. "Electrician" is better than "Electrical contractor" if most of your work is residential. "Family law attorney" is better than "Lawyer" if that is your specialty.
Google allows up to 10 categories. Use all that are relevant, but do not add categories for services you do not actually offer. Google checks, and being caught with irrelevant categories can hurt your ranking.
Photos drive engagement
Businesses with photos on their profile get 42% more requests for directions and 35% more clicks to their website, according to Google. Yet most local businesses have either no photos or a handful of blurry shots from 2019.
Upload at least 10 photos to start: your shopfront or van, your team, completed work, and your workspace. Then add new photos regularly - aim for at least 2-3 per month. Google rewards active, regularly updated profiles.
Google Posts - your free billboard
Google Posts are short updates that appear on your profile. Think of them as free mini-ads. You can post about offers, events, new services, or helpful tips.
Posts expire after 7 days (except event posts), so aim for one post per week. Keep them short (150-300 words), include a photo, and add a call-to-action button (Call, Learn more, Book, etc.).
Most of your competitors are not using Google Posts at all. Doing so consistently gives you a visible advantage in the search results.
The review strategy
Reviews are both a ranking factor and a conversion factor. More reviews (and better ratings) help you rank higher in the map pack, and they give potential customers the confidence to choose you.
The best approach is systematic: after every completed job or appointment, send the customer a direct link to your Google review page. Make it as frictionless as possible - one click, straight to the review form.
Always respond to reviews, both positive and negative. Thank people for positive reviews (and mention what you did for them, using natural language). For negative reviews, acknowledge the issue, explain what happened, and offer to resolve it. Potential customers read your responses as much as the reviews themselves.
Q&A management
The Q&A section on your profile is often overlooked, but anyone can post questions there - and anyone can answer them, including your competitors or random people.
Pre-populate this section yourself. Think of the 5-10 questions customers ask you most often and post them with clear, helpful answers. Then monitor for new questions regularly and answer them promptly.
Ongoing maintenance
A Google Business Profile is not a set-and-forget asset. The businesses that rank well in local search are the ones that maintain their profiles consistently:
- Update hours for public holidays and closures - Add new photos every month - Post at least weekly - Respond to every review within 48 hours - Monitor and answer Q&A - Update services and descriptions when things change
Treat your Google Business Profile like a second homepage. For many customers, it is.