Google Business Profile: The Free Tool Every Local Business Must Use
If you run a business with a location or a service area and you only do one marketing thing this month, make it this: optimise your Google Business Profile. It's completely free, it's the gateway to Google Maps and local search, and most of your competitors set it up once and never touch it again. That gap is your opportunity.
What it is and why it matters
Google Business Profile (formerly Google My Business) is the listing that shows your business in Google Maps and in the 'local pack' — those top three results with the map. For local searches, it's often more important than your website, because it's what customers see first, complete with your hours, photos, services, and reviews.
Step 1: Claim and complete every field
Completeness directly affects how often Google shows you. Don't leave anything blank:
- Exact business name, address, and local phone number
- Correct primary category — plus relevant secondary categories
- A keyword-aware business description
- Every service and product, with descriptions and prices where possible
- Accurate hours, including special holiday hours
- Your website and a booking/WhatsApp link
Step 2: Add photos — lots of them
Listings with photos get significantly more clicks and direction requests. Add high-quality images of your premises, team, products, and work — and keep adding new ones. Fresh photos signal an active, real business.
Step 3: Use Google Posts
Most businesses ignore this feature, which is exactly why you should use it. Post offers, updates, events, and news regularly. It keeps your profile active (Google likes that) and puts promotions right in front of searchers.
Step 4: Make reviews your superpower
Reviews are arguably the strongest local ranking factor — and the biggest trust builder. Build a simple habit of asking every happy customer for a review (a WhatsApp link makes it one tap), and always reply, professionally, to every review good or bad. A steady flow of recent reviews beats a stack of old ones.
Step 5: Use the Q&A and messaging features
Seed the Questions & Answers section with common customer questions and clear answers. Turn on messaging so prospects can reach you directly. Every interaction is a chance to convert and a signal of an engaged business.
Step 6: Keep it consistent and active
Make sure your Name, Address, and Phone match exactly across your website and other directories — inconsistency confuses Google. Then treat your profile as a living asset: update it, post to it, and respond on it regularly.
It's free, it's powerful, and most businesses neglect it. That makes it the easiest local win available.
We optimise and actively manage Google Business Profiles so businesses consistently show up — and stand out — in local search. Ask for a free profile audit to see what's missing.