Google Business Profile: how to optimise it for local SEO

If you serve customers in a specific area, your Google Business Profile (GBP) — the listing that appears in Google Maps and the local “map pack” — is the single biggest factor in getting found locally. Best of all, it’s free.

Claim and verify it

Search your business on Google. If a profile exists, claim it; if not, create one at google.com/business. Verify ownership so you can manage it.

Complete every field

Google rewards complete, accurate profiles:

• Correct primary category (and relevant secondary categories) — this strongly affects what you rank for.
• Accurate name, address and phone — matching your website and other listings exactly.
• Hours, including holiday hours.
• Services and a keyword-aware business description.
• Photos — real ones of your work, team and premises. Profiles with photos get far more engagement.

Get and respond to reviews

Steady, genuine reviews are a major local ranking and trust signal. Make it easy for happy customers to leave one, and reply to every review — positive and negative. It signals you’re active and engaged.

Keep it active

Post updates, offers and news. Answer the Q&A section. An active profile outranks a neglected one.

NAP consistency matters

Your Name, Address and Phone number must match everywhere online. Inconsistencies confuse Google and weaken local rankings.

Want to dominate local search?

Local SEO and Google Business Profile optimisation are included in our SEO packages where relevant. Get a free audit and we’ll show you how you stack up against local competitors — see also our city pages for Sydney, Melbourne and Brisbane.