To optimise your Google Business Profile, claim and verify it, choose the right categories, complete every section accurately, add real photos, collect and reply to reviews, and keep it active with regular posts and updates. Do those things well and consistently, and you give yourself the best chance of appearing in the map pack when local customers search for what you do.
A quick note on the name: Google My Business was renamed Google Business Profile some time ago. It is the same free listing that shows your business on Google Search and Google Maps, now managed directly from Search, Maps or the Business Profile Manager.
For most local businesses, this profile brings in more calls and visits than any other part of their online presence. Here is how to get the most from it.
Claim and verify your profile
Search for your business on Google Maps. If a listing already exists, claim it. If not, create one. Google will then ask you to verify that you own the business, usually by video, phone, text or email depending on your business type.
- Use a business Google account you control long term, not a personal one belonging to a former employee or web designer.
- Add colleagues as managers rather than sharing a login.
- Check for duplicate listings, for example from an old address, and ask Google to remove or merge them.
Get your core details exactly right
Business name
Use your real-world business name, exactly as it appears on your signage and paperwork. Adding extra keywords or town names to the name breaks Google’s guidelines and can lead to your profile being suspended.
Address or service area
If customers visit you, show your address. If you travel to customers, such as a plumber or mobile hairdresser, hide your address and set the towns or areas you serve instead.
Phone number and website
Use a local phone number that is answered during your opening hours, and link to the most relevant page of your website. Make sure your name, address and phone number match your website and directory listings word for word, as inconsistent details across the web can weaken Google’s confidence in your business.
Choose the right categories
Your primary category is one of the strongest signals Google uses to decide which searches you appear for. Pick the one that best describes your main service, not every service you offer. Then add a small number of secondary categories that genuinely apply.
- Look at the categories used by the top local competitors for your main search terms.
- Be specific: “Emergency locksmith service” tells Google more than a broad category.
- Review your categories every few months, as Google adds new ones.
Complete every section
A complete profile looks more trustworthy to customers and gives Google more to match against searches.
- Description: explain what you do, who you help and where, in plain language. Mention your main services naturally.
- Opening hours: keep them accurate, and add special hours for bank holidays and Christmas.
- Services and products: list each one with a short description. These can be matched to searches.
- Attributes: add relevant ones such as wheelchair access, free Wi-Fi or women-led.
- Booking or appointment links: add them if customers can book online.
Add real photos and videos
Profiles with good photos tend to get more attention. Upload genuine images of your premises inside and out, your team, your vehicles and your work. Avoid stock photos. Keep adding new ones regularly, as fresh photos show the business is active, and check photos added by customers in case anything misleading has appeared.
Collect and reply to reviews
Reviews affect both where you rank and whether people choose you. Ask every happy customer for a review using the share link from your profile, and reply to every review, good or bad, in a calm and helpful tone. Never buy reviews or offer rewards for them. Our article on online reviews and local SEO has a simple process you can follow.
Post updates regularly
Google Business Profile posts let you share news, offers, events and recent projects. They appear on your profile and show that the business is active. Aim for a steady rhythm rather than bursts, and include a clear button such as “Call now” or “Learn more” linking to the relevant page on your site.
Answer customers’ common questions
Google increasingly answers questions about a business directly in search and Maps, using information from your profile, your reviews and your website. Make sure the things customers most often ask, such as parking, pricing, areas covered, accessibility and how to book, are clearly answered in your description, services, attributes and on your website, so the answers Google gives are accurate.
Make sure your website supports your profile
Google looks at your website alongside your profile. The page you link to should clearly mention your services and location, load quickly on mobile, and show the same contact details. Adding local business schema markup helps Google connect the two.
Track your results
The performance section of your profile shows how many people found you, which searches they used, and how many called, asked for directions or clicked through to your website. Combine this with GA4 and Google Search Console to see which enquiries came from your listing, and adjust your categories, services and posts based on what is working.
FAQs
Is Google My Business the same as Google Business Profile?
Yes. Google renamed Google My Business to Google Business Profile. Your existing listing carried over and works the same way.
Can I add keywords to my business name?
No. Your name should match your real business name. Adding keywords breaks Google’s guidelines and can get your profile suspended.
Why has my profile been suspended?
Common causes include keyword-stuffed names, using a virtual office or PO box address, or inconsistent details. Fix the issue and request reinstatement through the Business Profile help centre.
How often should I update my profile?
Check it at least monthly. Add photos and posts regularly, update hours for holidays, and reply to reviews as they come in.
Need help with your profile?
Your Google Business Profile is the foundation of local SEO, but it works best as part of a wider plan. Pure Marketing is a Google Partner agency in Birmingham’s Jewellery Quarter, and our local SEO service covers profile optimisation, reviews, citations and your website. Get in touch through our enquiry form and we will take a look at where you stand.
