A local plumber in Manchester told me last month that he was losing customers to a competitor down the road. His work was better. His reviews were stronger. His prices were fair. But the competitor was showing up in the local pack, and he was not.
I looked at his Google Business Profile. It had his business name and phone number. That was it. No photos. No services listed. No posts. No Q&A. No attributes. His competitor had a complete profile with 50 photos, weekly posts, and 200 reviews.
The fix took two hours. Within six weeks, he was in the local pack. Within three months, he was getting 40% more calls from Google.
That is the power of Google Business Profile optimisation done right.
If you run a local business and you are not showing up when customers search for your services, this guide shows you exactly how to fix that.
What Is Google Business Profile?
Google Business Profile is a free tool from Google that lets businesses manage how they appear on Google Search and Google Maps. It replaced Google My Business in 2022 and now serves as the primary way local businesses control their online presence on Google. A complete Google Business Profile includes your business name, address, phone number, hours, photos, services, and customer reviews.
For local SEO, it is the single most important factor in appearing in the local pack (the map results that appear above organic listings). For AI search, Google Business Profile data feeds directly into Google AI Overviews and influences how AI assistants like ChatGPT and Perplexity recommend local businesses.
Google Business Profile is different from having a website. Your website is what you control. Your GBP is what Google controls. But you can influence what Google shows by completing every field, adding rich content, and earning reviews.
For a complete guide on local SEO strategy, read my local SEO guide.
How to Set Up Your Google Business Profile
Setting up a GBP is straightforward, but doing it correctly from the start saves you headaches later.
Claim or Create Your Profile
Go to business.google.com and sign in with your Google account. Search for your business name. If it exists, claim it. If it does not, create a new one.
Important: Use your exact business name. Do not add keywords to your business name. Google penalises keyword stuffing in business names, and competitors can report you.
Verify Your Business
Google requires verification before your profile goes live. The verification methods available depend on your business type and location:
- Phone verification: Instant. Google calls your business number with a code.
- Email verification: Instant. Google sends a code to your business email.
- Video verification: 1-3 days. You record a video showing your business location, signage, and equipment.
- Postcard verification: 5-14 days. Google mails a postcard with a verification code to your business address.
Complete Your Business Information
Fill in every field. Every empty field is a missed opportunity:
- Business name: Exact legal name, no keywords
- Primary category: The most specific category that describes your business
- Secondary categories: Up to 9 additional relevant categories
- Address: Exact physical address (for businesses with a storefront)
- Service area: Areas you serve (for service-area businesses)
- Phone number: Local phone number, not a call centre number
- Website: Your main website URL
- Hours: Regular hours, special hours, and holiday hours
- Attributes: Wheelchair accessible, free Wi-Fi, outdoor seating, etc.
Add Photos and Videos
Businesses with photos receive 42% more direction requests and 35% more click-throughs than businesses without photos.
- Add at least:
- 3 exterior photos (different angles, day and night)
- 3 interior photos (showing your space)
- 3 product/service photos (showing what you do)
- 1 team photo (showing the people behind the business)
- 1 cover photo (your best, most representative image)
How to Optimise Your Google Business Profile for SEO
Setting up your profile is step one. Optimising it is where the real work begins.
Business Name and Categories
Your business name should be your exact legal name. Do not add "best plumber in Manchester" or "cheap SEO consultant" to your name. Google's guidelines are clear: keyword stuffing in business names violates their policies.
- Your primary category is the most important ranking signal in GBP. Choose the most specific category that describes your business. For example:
- "Plumber" is better than "Home Services"
- "SEO Consultant" is better than "Marketing Agency"
- "Italian Restaurant" is better than "Restaurant"
Business Description and Services
- Your business description is your chance to tell Google (and customers) what you do. Write a clear, keyword-rich description that:
- Explains what you do in the first sentence
- Mentions your key services
- Includes your location
- Highlights what makes you different
Attributes and Special Features
- Attributes tell Google (and customers) specific things about your business:
- Accessibility: Wheelchair accessible entrance, parking
- Amenities: Free Wi-Fi, outdoor seating, pet-friendly
- Payments: Accepts credit cards, Apple Pay
- Crowd: LGBTQ+ friendly, family-friendly
Google Posts Strategy
Google Posts are short updates that appear on your GBP listing. They are the most underused GBP feature.
- Post types:
- Offers: Promotions, discounts, limited-time deals
- Events: Upcoming events, workshops, webinars
- Updates: News, announcements, new products
- Products: Highlight specific products or services
Q&A Section Management
The Q&A section lets anyone ask questions about your business. If you do not manage it, your competitors or unhappy customers will.
- Proactively add your own questions and answers:
- "What are your hours?"
- "Do you offer free consultations?"
- "What areas do you serve?"
- "How long have you been in business?"
Products and Services Listings
- Add your products and services directly to your GBP. Each listing can include:
- Name and description
- Price or price range
- Photos
- Category
How to Get More Google Reviews
Reviews are the most important local ranking factor after your business information. Here is how to get more of them.
Why Reviews Matter for Rankings
Google uses reviews as a ranking signal for the local pack. Businesses with more positive reviews rank higher. The quantity, quality, and recency of reviews all matter.
A business with 50 reviews and a 4.5 rating will outrank a business with 10 reviews and a 5.0 rating. Volume matters.
How to Ask for Reviews
The best time to ask for a review is right after a positive interaction. Here are the most effective methods:
- In person: "If you are happy with our work, a Google review would really help us."
- Email: Send a follow-up email with a direct link to your GBP review page.
- SMS: Text a direct link to your GBP review page.
- QR code: Display a QR code at your location that links to your review page.
How to Respond to Reviews
Respond to every review, positive and negative. This signals to Google that your business is active and engaged.
- For positive reviews:
- Thank the customer by name
- Mention specific details from their experience
- Invite them back
- Respond promptly and professionally
- Acknowledge their concern
- Offer to resolve the issue offline
- Do not argue or get defensive
Handling Negative Reviews
Negative reviews happen. How you respond matters more than the review itself.
A thoughtful response to a negative review can actually build trust. Other customers see how you handle criticism. A defensive or dismissive response does more damage than the review itself.
If a review is fake or violates Google's policies, flag it for removal. But do not flag legitimate negative reviews. Address them.
Google Business Profile and AI Search
This is where GBP becomes critical for the future of your business.
How GBP Affects AI Overviews
When someone searches for a local service on Google, AI Overviews often include information from GBP listings. Your reviews, ratings, services, and business details can all appear in AI-generated answers.
If your GBP is incomplete or has poor reviews, you will not appear in AI Overviews. If it is complete and well-reviewed, you will.
How GBP Affects ChatGPT Recommendations
When someone asks ChatGPT "What is the best plumber in Manchester?", the AI synthesises information from multiple sources. GBP data is one of the primary sources for local business recommendations.
If your GBP has strong reviews, complete information, and consistent NAP (Name, Address, Phone) data across the web, ChatGPT is more likely to recommend you.
Structured Data for Local Businesses
Implement LocalBusiness schema on your website to reinforce your GBP information. This helps Google and AI engines understand your business.
- Key properties:
- name: Your business name
- address: Your physical address
- telephone: Your phone number
- openingHours: Your business hours
- aggregateRating: Your review rating
- priceRange: Your pricing level
GBP Analytics and Performance Tracking
If you cannot measure it, you cannot improve it.
GBP Insights Dashboard
- The GBP Insights dashboard shows:
- How customers find you: Direct search (your name) vs discovery search (your category)
- Where customers find you: Google Search vs Google Maps
- Customer actions: Calls, direction requests, website visits, photo views
- Search queries: What customers searched to find your business
Tracking Calls, Directions, Website Visits
- Track these metrics monthly:
- Calls: How many customers called from your GBP listing
- Direction requests: How many customers asked for directions
- Website visits: How many customers clicked through to your website
- Photo views: How many customers viewed your photos
Monitoring Search Queries
The search queries report shows what customers searched to find your business. This is gold for understanding your local SEO performance.
If customers are finding you through generic category searches (plumber Manchester), your local SEO is working. If they are only finding you through direct name searches, you need to improve your profile.
Comparing to Competitors
GBP shows you how your profile compares to similar businesses. Use this data to identify areas where you are falling behind.
For a complete guide on measuring SEO performance, read my technical SEO guide.
Common GBP Mistakes to Avoid
Duplicate Listings
Having multiple GBP listings for the same business confuses Google and splits your reviews. If you have duplicates, claim them and merge them into one listing.
Inconsistent NAP Information
Your Name, Address, and Phone number must be identical across your GBP, website, and all other online listings. Inconsistent NAP information confuses Google and hurts your local rankings.
Ignoring Reviews
Not responding to reviews signals to Google (and customers) that you do not care. Respond to every review within 48 hours.
Incomplete Profiles
A GBP with only a business name and phone number will not rank. Complete every field. Add photos. Post regularly. The more complete your profile, the better it performs.
What This Actually Means
Google Business Profile is the most important local SEO tool available. It is free, it is powerful, and most businesses are not using it correctly.
The businesses that complete their profiles, earn reviews, post regularly, and track their performance will dominate the local pack. The businesses that treat GBP as a set-and-forget listing will lose customers to competitors who take it seriously.
If you need help optimising your Google Business Profile, my SEO services cover local SEO and GBP optimisation. I work with businesses across the UK, US, Spain, and global markets.
Book a free discovery call and we can discuss how to get your business showing up in the local pack and AI search results.
Frequently Asked Questions
What is Google Business Profile?
Google Business Profile is a free tool from Google that lets businesses manage how they appear on Google Search and Google Maps. It replaced Google My Business in 2022 and serves as the primary way local businesses control their online presence on Google.
Is Google Business Profile free?
Yes, Google Business Profile is completely free. The core GBP functionality is free for all businesses. Google offers optional paid features like Google Ads integration, but the core functionality is free.
How do I optimise my Google Business Profile?
Complete every field in your profile, choose the right business categories, write a compelling description, add high-quality photos, post regularly using Google Posts, respond to all reviews, and keep your information updated.
How long does it take to verify a Google Business Profile?
Verification usually takes 1-7 days depending on the method. Phone and email verification are instant. Video verification takes 1-3 days for review. Postcard verification takes 5-14 days.
How do Google reviews affect my rankings?
Google reviews are one of the top local ranking factors. Businesses with more positive reviews rank higher in the local pack. The quantity, quality, and recency of reviews all matter.
How does Google Business Profile affect AI search?
GBP data feeds directly into Google AI Overviews and influences how AI assistants like ChatGPT and Perplexity recommend local businesses.
What are Google Posts and how often should I publish?
Google Posts are short updates that appear on your GBP listing. Publish at least once per week to keep your profile active and signal to Google that your business is engaged.
How do I track my Google Business Profile performance?
Use the GBP Insights dashboard to track how customers find your business, what actions they take (calls, directions, website visits), and what search queries trigger your listing.