Businesses must compromise on having a strong local web presence. A well-optimised Google Business Profile (GBP) can be the difference between customers finding you or your competitors. Understanding your GBP is essential for local visibility, whether of whether you operate a boutique in Brisbane, a plumbing firm in Sydney, or a café in Melbourne.
This guide cuts through the fluff and delivers actionable, no-nonsense strategies to optimise your profile. We’ll cover everything from setup to advanced tactics, backed by data and real-world examples.
Why Google Business Profile Matters for Local SEO
Google dominates search with over 91.72% of the Australian search market (StatCounter, July 2024–July 2025). When people search for local services, Google prioritises businesses with complete, accurate, and active profiles.
A well-optimised GBP offers several key benefits. First, it improves local rankings—Google favours optimised profiles in the local pack, which displays the top three business listings for relevant searches. Second, it drives more customer actions, such as calls, website visits, and direction requests. Third, a complete profile with photos and reviews builds trust and credibility. Finally, unlike paid ads, GBP is a cost-effective way to attract local customers, essentially providing free marketing. If your GBP isn’t fully optimised, you’re missing out on potential business.
Step 1: Claim and Verify Your Google Business Profile
Before optimisation, ensure you own your listing. Many businesses don’t realise their profile exists but isn’t claimed. To claim your GBP, start by searching for your business on Google. If it appears, click “Claim this business” or “Own this business?” and follow Google’s verification process, which usually involves receiving a postcard, phone call, or email.
For businesses with multiple locations, using Google Business Profile Manager is the most efficient way to handle them. Unclaimed profiles are vulnerable to incorrect edits by third parties, so taking ownership should be your first priority.
Step 2: Fill Out Every Section Completely
A half-empty profile won’t cut it. Google rewards detailed, accurate information, so every field matters. Start with your business name, ensuring it matches your registered name exactly—avoid keyword stuffing, as Google may penalise it. Your address must reflect your real-world location, which is especially critical for service-area businesses.
Include a local phone number (avoid call-tracking numbers initially, as Google prefers direct contact details). Link to your website, ideally a dedicated landing page rather than just the homepage. Make sure your business hours are up-to-date, including holiday-specific hours.
Selecting the most relevant primary category is crucial—this heavily influences rankings. Additionally, use attributes to highlight features like “Wheelchair accessible”, “Free Wi-Fi”, or “Women-led”, as these can sway customer decisions. Businesses with comprehensive profiles get seven times as many clicks, so leaving portions blank is a lost opportunity, according to BrightLocal.
Step 3: Optimise for Local Keywords
Google uses your profile to match local searches, so strategically include keywords without stuffing. Your business description (limited to 750 characters) should naturally incorporate relevant terms. The services/products section is another place to list what you offer using localised phrasing.
For example, instead of writing “Best plumber in Sydney” (which looks spammy), opt for “Licensed emergency plumber servicing Sydney, specialising in blocked drains and hot water repairs.” Tools like Google Keyword Planner or AnswerThePublic can help identify local search terms customers are using.
Step 4: Get High-Quality Photos & Videos
Listings with photos get 42% more requests for directions (Google, 2022), so visuals are non-negotiable. Upload exterior shots to help customers recognise your location, interior photos to showcase your workspace, and team photos to build trust.
Include product/service images to give customers a clear idea of what you offer, and consider adding short videos—such as a store tour or service demo. Use high-resolution images (minimum 720px tall) and avoid stock photos, as Google favours authenticity. Seasonal updates, like holiday promotions, keep your profile fresh and engaging.
Step 5: Manage and Respond to Reviews
88% of consumers trust online reviews as much as personal recommendations (BrightLocal, 2023), making them a critical part of your GBP strategy. Encourage satisfied customers to leave reviews—but avoid offering incentives, as this violates Google’s policies.
Respond to all reviews, including negative ones. “Hello [Name], we’re sorry to hear about your experience,” is an example of a professional response to criticism. “We’d love to make it right—please DM us so we can resolve this,” shows you value feedback. Flag fake or spam reviews, as Google can remove them. Tools like Podium or Birdeye can streamline review generation and management.
Step 6: Use Google Posts for Engagement
GBP allows you to publish posts—similar to social media updates—that appear directly in your listing. These can highlight offers and promotions (e.g., “20% off this weekend”), events (e.g., “Live music every Friday”), or business updates (e.g., “New stock just arrived!”).
Since posts expire after seven days, consistency is key. Aim to post at least once a week, always including a clear call-to-action like “Book now” or “Call us,” paired with high-quality images. Regular posts keep your profile active, which can improve visibility.
Step 7: Monitor Insights and Adjust
Google provides free analytics for your GBP, offering valuable data to refine your strategy. Track search queries to see which terms customers use to find you. To measure offline conversions, keep an eye on calls and requests for directions. Check photo views to identify which images resonate most.
If impressions are low, revisit your categories and keywords—misalignment here could be hurting visibility. Adjusting based on data ensures continuous improvement rather than guesswork.
Advanced Tactics for Even Better Rankings
1. Build Local Citations
Ensure your business name, address, and phone number (NAP) are consistent across directories like TrueLocal and Yellow Pages, industry-specific sites (e.g., Houzz for trades), and social media platforms. Inconsistencies confuse Google and hurt rankings. Tools like Whitespark can help audit and fix citation errors.
2. Get Backlinks from Local Sites
Links from local news outlets, blogs, or business associations boost your profile’s authority. Sponsoring a community event, partnering with nearby businesses, or being featured in a “Best [Your Industry] in [City]” list can earn these valuable links.
3. Leverage Q&A
Customers can ask questions directly on your GBP. Answering promptly not only aids engagement but also provides Google with fresh content, which can improve rankings. Preemptively add FAQs to address common queries.
Final Thoughts
Optimising your Google Business Profile isn’t a one-time task—it’s an ongoing process. The more effort you put in, the better your local visibility becomes.
To recap: claim and verify your profile, fill out every section accurately, use local keywords naturally, upload high-quality visuals, manage reviews professionally, post updates regularly, and track insights to refine your approach.
If you’re serious about dominating local search, start today—because your competitors already are.
Need help? Check out Google’s official guide here.
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