Google Business Profile Optimisation: A Step-by-Step Guide
For most local businesses, the Google Business Profile is the most valuable free marketing tool available. It’s what appears in Google Maps and in the local results when someone searches for a business like yours nearby, often before they ever see your website.
Yet many profiles are only half finished. Good Google Business Profile optimisation is mostly about completeness, accuracy and keeping things active. Here’s our step-by-step approach.
Step 1: Claim and Verify Your Profile
Search for your business on Google. If a profile already exists, claim it; if not, create one at Google Business Profile. Verification confirms you own the business. Until it’s complete, many features are limited. Use a business email address that more than one person in your team can access, so you’re not locked out if someone leaves.
Step 2: Choose the Right Categories
Your primary category is one of the strongest signals for which searches you appear in. Be as specific as possible: “Kitchen remodeler” rather than “Contractor”, or “Italian restaurant” rather than “Restaurant”. Then add secondary categories for other genuine parts of your business. Check what successful competitors use for ideas.
Step 3: Get Your Core Details Exactly Right
- Business name: use your real-world name only. Adding keywords or locations breaks Google’s guidelines and can lead to suspension.
- Address or service area: show your address if customers visit you; set a service area if you travel to them.
- Phone number and website: make sure they match what’s on your website and other listings.
- Opening hours: keep them accurate, including special hours for bank holidays.
Step 4: Write a Helpful Description
Use the description to explain what you do, who you help and what makes you different, in plain language. Mention your main services and the area you cover naturally, but don’t stuff it with keywords or include links and promotions.
Step 5: Add Your Services or Products
List each service or product with a short description and, where it makes sense, a price. This gives Google more detail about what you offer and helps customers understand you at a glance.
Step 6: Upload Real Photos, and Keep Adding Them
Add your logo, a cover photo and real images of your premises, team, products and work. Customers want to see what they’re getting. Avoid stock photos, and upload new images regularly to keep your profile looking active.
Step 7: Use Google Posts
Posts let you share updates, offers, events and news directly on your profile. They’re quick to create and show customers that your business is active. Aim for one every week or two, with a photo and a clear call to action.
Step 8: Build and Respond to Reviews
Reviews affect both your visibility and whether people choose you. Ask happy customers for reviews, make it easy with a direct link or QR code, and reply to every review, positive or negative, politely and promptly. Never offer incentives for reviews, as this breaks Google’s policies.
Step 9: Fill In the Extras
Depending on your category, you may be able to add attributes (such as wheelchair access), booking links, menus, products and more. Each one is another chance to match what customers are searching for.
Your Ongoing Checklist
| Task | How Often |
|---|---|
| Reply to reviews | Within a day or two |
| Publish a Google Post | Weekly or fortnightly |
| Add new photos | Monthly |
| Check hours and details | Before holidays and whenever anything changes |
| Review performance insights | Monthly |
Running a restaurant? See our dedicated guide to local SEO for restaurants.
At OxD PR, we optimise and manage Google Business Profiles for businesses across London as part of our local SEO work. Find out more about our SEO services or book a free audit of your profile.