Most local businesses lose customers before they even know they existed. When someone in your area searches for what you offer, Google decides who shows up. If your Google Business Profile isn’t optimised, you’re simply not in the running – no matter how good your service is.
More customers Google the service before they buy, call or visit, even if they came from word-of-mouth. That’s why ranking your business and optimising your Google Business Profile is so important.
Here’s the good news though, improving your visibility doesn’t require technical expertise or a big budget. A few simple changes to optimise your Google Business Profile can make a real difference to how many local customers find you.
What is a Google Business Profile?
Google Business Profile (or GBP) is a free tool that allows businesses to manage how they appear on Google Search and Maps. It’s the information box that shows up when someone searches for your business, your phone number, address, photos, reviews and opening hours all in one place.
How to set up a Google Business Profile
Before registering your business with Google Business Profile, you’ll need a Google account to get started. If you don’t already have one for your business, create a separate business account rather than using your personal one. This keeps things professional and organised, even if you’re a sole trader. Log in and search for your business using your business name and address.
Chances are, your business already exists on Google. If you find it, you can claim it. If it doesn’t appear in the search results, simply enter your business name and click ‘next.’ You’ll be able to add the rest of your information from there.
To verify your business address and listing, Google will post a verification code to your business address, which you’ll need to enter into your GBP. Your listing won’t appear publicly on Google until you complete this verification step.
With that all set up, here are five ways you can improve your Google Business Profile:.
5 easy steps to optimise your Google Business Profile
1. Claim your Google Business Profile
Your Google Business Profile is the bread and butter of your business. When someone searches for your service locally, your GBP appears in the map pack (those top three results with the map), in local search results and on Google Maps itself.
Google prioritises complete and active profiles. An incomplete profile signals to Google that you might not be a legitimate or active business, which could sink your chances of appearing in local search results.
Claim your profile if you haven’t already, then fill out every section. Add your hours, services, photos, and a detailed description. The more information you provide, the more confident both Google and potential customers feel about choosing you.
2. Respond to every review
These days, customers trust reviews as much as word of mouth. Even customers who say they found you through word of mouth likely Googled you first. Review engagement is a ranking factor for Google. When you respond to reviews, you’re showing Google’s algorithm that your business is engaged with customers and values feedback.
Beyond the algorithm, potential customers are watching too to see how you handle both praise and criticism, which means replying to good reviews is just as important as replying to the negative ones.
Make it a habit to respond to all reviews within 24-48 hours. Thank happy customers by name and mention something specific from their review. For negative reviews, stay professional, acknowledge their concerns, and offer to resolve the issue offline.
3. Add local keywords
Google’s primary job is to match what people search for with the most relevant results. When someone types “plumber in Warrington,” Google scans profiles to find businesses that offer plumbing services in Warrington. If your profile doesn’t clearly state both your service and location, you’re essentially invisible for those searches.
Your Google Business Profile has specific fields where you can tell Google exactly what you do and where you operate. Many businesses either leave these blank or fill them with vague descriptions. This is a missed opportunity as these fields directly influence whether you appear in local searches.
Start with your business description as this is prime real estate for naturally mentioning your services and location. Instead of “We’re a plumbing company with years of experience,” write something like “Family-run plumbing service covering Warrington and surrounding areas, specialising in emergency repairs, boiler installations, and bathroom fitting.”
4. Be consistent in your NAP
NAP stands for Name, Address, and Phone Number and it is the basic contact information for your business that should be available to view on your Google Business Profile. Think of it like a business card. If your details aren’t correct on a business card, how can you expect customers to contact you?
Likewise, this contact information appears across dozens of platforms, including Google, Facebook, Yelp, business directories, your website, and more.
Conduct a thorough audit of every platform where your business is listed. Ensure your business name, full address (including flat/suite numbers), and phone number are identical everywhere. Pay attention to small details. Google treats “Street” and “St” as two different addresses, the same goes for “Ltd” and “Limited”, and it will treat this as inconsistent, which can hurt your ranking chances.
5. Keep your profile active and updated
Finally, local search is competitive. Google rewards businesses that stay active and keep their information current. If your last post was six months ago or your Christmas opening hours are still showing in March, you’re signalling to Google (and customers) that your business might not be reliable.
Activity breeds visibility. The more you engage with your profile, the more Google promotes it. Commit to updating your Google Business Profile at least weekly by posting photos of completed projects, sharing updates about promotions, or business news.
Start improving today
Most visibility issues on Google Business Profile are fixable with simple steps. Small improvements add up to better visibility, more clicks, and ultimately, more customers walking through your door. The sooner you optimise your Google Business Profile, the sooner customers find you first.
Need help optimising your Google Business Profile?
The Local Edge specialises in helping local businesses optimise their Google Business Profile and dominate local search results. Get in touch with us today and we’ll show you exactly where you stand – and how to climb higher.