Google Business Profile (GBP) (formerly Google My Business) is a free tool from Google that lets small businesses manage how they appear in Google Search and Maps. In practice, your Business Profile acts like a digital storefront, showing your name, address, phone number, hours, photos, services and customer reviews all in one place.
This profile is often the first impression a local customer will get online. By keeping it complete and current, you make it easy for people to find and trust you. Google itself notes that “businesses with complete and accurate info are more likely to show up in local search results”. In fact, recent studies indicate about 46% of all Google searches have local intent, so an optimised GBP can send real customers your way.
Setting Up Your Google Business Profile
1. Create or Claim Your Listing: To begin, sign in with a Google account and go to the Google Business Profile site or open Google Maps. Search for your business name. If your business already exists on Google, you’ll see it on the map – click “Claim this business”. If not, choose “Add your business”. Google will prompt you to enter your details: your exact business name, full address (or service area if you visit customers), phone number, website, and category. Be meticulous and consistent here, use the same business name and address format you use on your website and directories. Google’s help pages advise adding as much detail as possible, because it helps customers and improves your ranking.
2. Verify Your Ownership: After claiming or adding your listing, Google will require verification to prove you really own the business. This step is crucial! Google notes that verifying “tells Google that you’re authorised to represent the business, so it’s more likely to show up in search results”. The most common method in the UK is by postcard: Google mails a postcard with a code to your business address (usually arriving in under 14 days). When you receive it, log in to enter the code on your profile. In some cases, other options may appear, for instance, phone or text message, or even a live video call, depending on your business type. Once you verify, you’ll see a blue “Verified” checkmark next to your listing. Now you can edit every part of your profile and trust that Google shows it to searchers.
3. Fill Out All Core Details: With ownership confirmed, complete every section of your GBP. Add a clear business description summarising what you do. List any specialties or unique selling points and include relevant keywords (naturally) so Google associates your profile with the right searches. Then set your business hours, including opening times and any special holiday hours. As Google advises, “keep your hours up-to-date” so customers know when you’re open. Finally, add key details like a business logo, cover photo, and any attributes that help customers learn about you at a glance. A complete profile signals to Google and searchers that you’re a legitimate and customer-friendly business.
Optimising Your Profile for Local Visibility
Once the basics are in place, optimise your Google Business Profile to stand out in local searches. Here are the key areas to focus on:
Categories and Services: Your primary category is the single most important local ranking factor. It tells Google exactly what your business is. Choose the category that best describes your main offering (e.g. “Hardware Store”, “Hair Salon”, “IT Support”). You can also select up to nine secondary categories, but use only those that are truly relevant. For example, a gardener might pick “Garden Centre” as primary and add “Landscaper” or “Plant Nursery” as additional categories. This helps Google match your profile with local searches (a category acts like a keyword). In addition, list your services / products in the profile. If you provide services (plumbing, landscaping, accounting, etc.), add them along with brief descriptions or prices. If you sell products (retail), you can use the Products section or Google Merchant Center to showcase inventory.
Photos and Videos: Visual content is very powerful. Upload high-quality photos of your shopfront, interior, team, and products. Include at least a logo and a nice cover image. Google says photos “show customers what you offer and tell the story of your business”. Businesses with attractive photos tend to get more clicks and engagement. Don’t let your profile get stale, add new images periodically (for example, of new products or seasonal displays).
Reviews and Feedback: Customer reviews are a major factor for local SEO and trust. Encourage satisfied customers to leave Google reviews by providing reminders on receipts or follow-up emails. Respond to every review, good or bad, promptly and professionally. Google notes that replying shows you value feedback, and that “positive reviews and helpful replies can help your business stand out”. Research supports this: studies find that 93% of consumers read online reviews before buying. Having many positive reviews not only builds your reputation, it can also boost your ranking. Keep in mind, customers trust businesses with real reviews, so don’t be shy about asking for feedback, and use any negative reviews as opportunities to improve.
Google Posts and Updates: Google lets you publish short posts or announcements directly on your Business Profile. Use this to promote special offers, events, or news. Posts appear under your profile in search results and on Maps. Regular posting keeps your audience engaged and signals to Google that your business is active. Even posting a weekly update can improve your local presence over time.
Business Hours and Special Hours: Keep your regular hours accurate, and add special hours for holidays or one-off closures. For example, if you close early on Christmas Eve, list that. Shoppers frequently check Google for opening times, and outdated hours can lead to frustration. This simple step can prevent missed opportunities from customers arriving when you’re actually closed.
FAQs (Q&A Section): The Google Business Profile has a Questions & Answers feature where customers can ask things. Make use of it as an FAQ section. Populate it yourself by writing common questions and answers (customers trust seeing them answered). Actively monitor the Q&A so you can respond quickly to any new questions (or even answer them pre-emptively). Search engines like profiles with useful, up-to-date information, and an answered Q&A section can include extra keywords and answers that help other searchers.
Business Description (Keywords): Don’t forget your written description! Use the About section to write a friendly overview of your business, including a few keywords or location references naturally. According to research, top local businesses tend to have more detailed descriptions (around 70 words) than those at the bottom of search results. A well-crafted description with your unique offerings and location can help Google pair your profile with relevant searches (just be careful not to stuff keywords unnaturally).
Why Optimisation Matters for Local Search
A well-optimised profile can transform your local presence. When a nearby customer searches for a product or service you offer, Google tries to show the best matches from the Local Pack and Maps. If your profile is up-to-date and rich with info, it has a much better chance of appearing in those prime positions. Simply listing your business increases your visibility on Google, which cannot be underestimated for smaller-sized businesses. In practical terms, this means more people seeing your listing when they search. If your profile pops up with your address, phone number and star rating, potential customers can call you or get directions with one click.
Optimisation not only helps you appear, it also helps you stand out. An engaging profile with good photos and reviews builds trust. A strong profile drives foot traffic, phone calls, website visits and bookings, often at the very moment customers are searching for something you offer. And importantly, all of this exposure is free.
Ongoing Management and Regular Updates
Getting your Google Business Profile set up and optimised is not a one-off task. Google’s algorithms favour profiles that are active and current. Regularly review your profile: update your photos, post any special offers, adjust hours for holidays, and reply to new reviews or questions. Even small changes send a signal to Google that you’re running a live business. Also keep an eye on your Insights in the dashboard, which show how many people see your profile, call you, or request directions. These analytics can help you see what’s working and where to improve.
Remember, any inconsistency in your profile (for example, an old phone number or wrong category) can confuse Google and customers. Use your Google Business Profile as your local SEO hub: ensure that your website, directory listings and GBP all match. This consistency builds authority and trust with search engines.
Get Expert Help from Affinity SEO
Setting up and optimising a Google Business Profile can be time-consuming, especially if you’re already busy running a small business. Affinity SEO specialises in local SEO for UK businesses. If you’d like help making your profile shine in Google search and Maps, get in touch with us. We offer tailored support to UK SMEs, from claiming your listing and handling verification, to writing great business descriptions, managing reviews, and regularly updating your profile.
An optimised GBP can drive new customers through your door, so don’t miss out on this marketing opportunity. Contact Affinity SEO today to see how we can boost your local search presence and keep your Google Business Profile performing at its best.
