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If you’re running a local business and you haven’t sorted out your Google Business Profile yet, you’re basically invisible to a huge chunk of potential customers. I know that sounds dramatic, but it’s true. When someone searches for a business like yours in your area, Google shows them a map with three businesses at the top. If you’re not one of those three, you’re missing out.
The thing is, getting into that top three isn’t as complicated as you might think. It’s not about having the biggest marketing budget or the fanciest website. It’s about doing the basics properly — and the most basic thing you can do is optimise your Google Business Profile.
What Actually Is Google Business Profile?
It used to be called Google My Business, and before that it was Google Places. Google keeps changing the name, which is confusing, but the concept’s the same. It’s your business listing on Google. When someone searches for your type of business, your profile is what shows up on Google Maps and in those local search results.
If you haven’t claimed your profile yet, you need to do that first. Just search for your business name on Google, and if it shows up, there should be an option to claim it. If it doesn’t show up at all, you’ll need to create one. It’s free, which is perhaps the best thing about it.
The Category Thing (This Is More Important Than You Think)
Here’s something that catches a lot of people out: your primary category is probably the single most important thing on your entire profile. I’m not exaggerating. According to research, it’s the number one factor that affects whether you show up in local searches.
The problem is, Google gives you hundreds of categories to choose from, and picking the wrong one can really hurt you. You want to be as specific as possible. If you’re a plumber, don’t just pick “Contractor” because it’s broader. Pick “Plumber” or even “Emergency Plumber” if that’s what you do.
You can add additional categories too — and you should. But that primary one is crucial. Get it right.
Fill Out Everything (Yes, Everything)
I see so many business profiles that are half-finished. The owner’s claimed it, added their address and phone number, and then just... stopped. That’s a mistake.
Google gives you loads of fields to fill in: business description, opening hours, services, attributes, photos. Fill them all in — every single one. The more complete your profile is, the more Google trusts it, and the more likely you are to show up in searches.
Your business description is particularly important. You’ve got 750 characters to explain what you do and where you do it. Use them. Don’t just write “We’re a great plumbing company.” Tell people what you actually do, what areas you cover, and what makes you different. Be specific.
And for the love of everything, make sure your opening hours are correct. Nothing annoys customers more than turning up to find you’re closed when Google said you’d be open.
Photos Matter More Than You’d Think
This is one of those things that seems obvious but lots of businesses ignore. Your Google Business Profile needs photos — good ones, recent ones, lots of them.
Businesses with photos get more clicks than those without. It’s that simple. People want to see what they’re getting before they visit or call. If you’re a restaurant, they want to see your food. If you’re a shop, they want to see your products. If you’re a tradesperson, they want to see examples of your work.
You don’t need professional photography (though it doesn’t hurt). Just take decent photos with your phone. Make sure they’re well-lit and in focus. Add new ones regularly — Google likes to see that you’re active.
Here’s a tip: add photos of your team, your premises, your vehicles if you have them. It makes you look more legitimate and trustworthy. People like to know who they’re dealing with.
The Posts Feature (That Nobody Uses But Probably Should)
Google lets you create posts on your Business Profile. They’re like mini social media updates that appear on your listing. Most businesses don’t bother with them, which is a shame because they can actually help.
You can use posts to announce special offers, new products, events, or general updates about your business. They don’t need to be long or fancy — just a few sentences and perhaps a photo.
Posts show that your business is active. They give people a reason to choose you over a competitor whose profile hasn’t been updated in months. They also give you another chance to include relevant keywords that might help you show up in searches.
You don’t need to post every day. Once a week or even once a month is fine — just something to show you’re still in business and paying attention.
Questions and Answers (The Bit Everyone Forgets)
There’s a Q&A section on your Google Business Profile. Customers can ask questions, and you can answer them. The problem is, if you don’t answer them, other people can — and they might give incorrect information.
Check your Q&A section regularly. Answer any questions that come in. Better yet, add your own questions and answers. Think about what customers usually ask you, and add those questions with proper answers. It’s another way to provide useful information and include relevant keywords.
Keep Your Information Up to Date
This should be obvious, but you’d be surprised how many businesses don’t do it. If you change your phone number, update your profile. If you change your opening hours, update your profile. If you move premises, definitely update your profile.
Google checks whether your information is consistent across the web. If your profile says one thing and your website says another, that’s a problem. Keep everything synchronised.
And if you’re closed for holidays or have special hours, update that too. The temporary hours feature exists for exactly this reason.
What Not to Do
A few things to avoid, because I see these mistakes all the time:
- Don’t stuff your business name with keywords. If your business is called “Smith Plumbing”, don’t change it to “Smith Plumbing – Emergency Plumber Birmingham 24/7”. Google will penalise you for it, and it looks spammy anyway.
- Don’t use a PO box as your address if you’re a service area business. Use your actual business address, even if customers don’t visit you there. You can hide the address from public view if you like, but Google needs to know where you’re actually based.
- Don’t create multiple profiles for the same business. One business, one profile. If you have multiple locations, each location gets its own profile, but don’t create duplicates just to try to rank better.
- And don’t ignore your profile once you’ve set it up. Google likes to see that you’re actively managing it. Log in regularly, add photos, respond to reviews, update information. It all helps.
How Long Does This Take?
Setting up your profile properly the first time might take an hour or two. After that, you’re looking at maybe 15 minutes a week to keep it maintained — add some photos, check for questions, maybe create a post. That’s it.
For the amount of impact it can have on your visibility in local searches, it’s probably the best hour or two you’ll spend on marketing. Seriously.
The Verification Thing
One last thing: you need to verify your profile before it’ll show up properly. Google usually sends you a postcard with a code on it. It takes a few days to arrive. Enter the code, and you’re verified.
Some businesses can verify instantly by phone or email, but most need the postcard. Just be patient. Don’t create multiple profiles trying to speed things up — that’ll just cause problems.
Does This Actually Work?
Yes. I’ve seen businesses go from invisible to showing up in the top three local results just by properly optimising their Google Business Profile. It’s not magic, and it’s not instant, but it works.
The thing to remember is that your competitors probably aren’t doing this properly. Most businesses claim their profile and then forget about it. If you actually put in the effort to optimise it and keep it updated, you’re already ahead of most of your competition.
And unlike paid advertising, once you’ve done the work, it keeps working for you. You’re not paying per click or per impression. You’re just showing up when people search for businesses like yours. That’s pretty valuable.