Your Google Business Profile (GBP) is the most powerful free local SEO tool available. When someone searches for your service in your city, your GBP listing is often the first thing they see — before your website. A complete, optimised profile can mean the difference between appearing in the local pack and being invisible.
Step 1: Create or claim your listing
Go to business.google.com and sign in with your Google account. Search for your business name. If it already exists (Google sometimes creates listings automatically), claim it. If not, create a new one.
Choose the correct business category — this is the most important field in your entire profile. It tells Google what type of business you are and determines which searches you appear in.
Step 2: Complete every field
An incomplete profile ranks lower. Fill in:
- Business name — exactly as it appears on your signage and website. No keyword stuffing.
- Category — primary category first, then add secondary categories if applicable.
- Address — if you have a physical location. If you serve clients at their location, you can hide your address and set a service area instead.
- Phone number — use a local number, not a premium rate line.
- Website — link to your homepage or a specific landing page.
- Opening hours — including special hours for public holidays.
- Description — 750 characters. Describe what you do, who you serve, and what makes you different. Naturally include your primary keyword.
- Services — list every service you offer with descriptions.
- Attributes — accessibility features, payment methods, and other relevant tags.
Step 3: Add photos
Profiles with photos receive significantly more clicks and direction requests. Add:
- Logo — high-resolution, square format
- Cover photo — the main image shown at the top of your listing
- Interior photos — shows customers what to expect
- Exterior photos — helps people find you
- Team photos — builds trust and personality
- Service/product photos — show your work
Update photos regularly. Google favours active profiles.
Step 4: Collect reviews
Reviews are the strongest local ranking signal and the most powerful trust builder. Build a system:
- Ask every satisfied customer to leave a review immediately after the positive interaction
- Send a direct link — go to your GBP, click "Get more reviews", and copy the link
- Respond to every review, positive and negative, within 48 hours
- Never buy or incentivise fake reviews — Google detects and penalises this
A response to a negative review, handled professionally, often impresses potential customers more than five-star reviews.
Step 5: Post weekly updates
Google Posts appear in your listing and keep it fresh. Post about:
- New services or seasonal offers
- Recent projects or case studies
- Events or news
- Tips relevant to your audience
Posts expire after 7 days, so weekly posting keeps your listing active.
Step 6: Monitor and maintain
Check your GBP dashboard monthly:
- Review insights (how customers found you, what actions they took)
- Fix any suggested edits from the public (anyone can suggest changes)
- Update hours and info when anything changes
- Respond to new questions in the Q&A section
Common mistakes to avoid
| Mistake | Why it matters |
|---|---|
| Keyword-stuffed business name | Violates Google's guidelines, can get listing suspended |
| Wrong primary category | Limits which searches you appear in |
| No photos | Lower click-through rate and less trust |
| Ignoring reviews | Signals poor customer service to Google and potential customers |
| Inconsistent NAP data | Contradicts your website and directories, weakening local authority |
A fully optimised Google Business Profile takes about 2–3 hours to set up properly. It is the highest-ROI activity in local SEO.
— STRATEGY SESSION
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