Introduction: Why Your Google Business Profile Matters

Did you know that 64% of consumers use Google My Business (now called Google Business Profile or GBP) to find local services? 

For local businesses, having an optimised GBP can be the difference between being seen and being overlooked.

An optimised Google Business Profile improves your local visibility, helps you appear in the coveted Local Pack, and builds trust with potential customers. 

Whether you’re a plumber, a café owner, or a hairdresser, this step-by-step guide will help you leverage your GBP to attract more customers and grow your business.

Let’s dive into the essentials of GBP optimisation and how it can transform your online presence.

What is Google Business Profile?

Google Business Profile is a free tool provided by Google that allows businesses to manage their online presence across Google Search and Maps. 

It’s your digital storefront, where potential customers can find your:

• Contact information (Name, Address, Phone Number)

• Opening hours

• Customer reviews

• Photos of your business

• Products or services offered

GBP helps businesses establish credibility and attract local customers. An optimised profile ensures you rank higher in local search results, making it easier for people nearby to find and contact you.

Step-by-Step Guide to Optimising Your Google Business Profile

Follow these steps to make your GBP shine:

1. Claim and Verify Your Profile

• Visit Google Business Profile Manager to claim your profile.

• Google will send a verification code via mail, email, or phone. Complete this process to unlock all features of GBP.

2. Complete Every Section

• Fill in your business name, address, phone number (NAP), and website.

• Add categories that best describe your business (e.g., "Plumber" or "Hair Salon").

• Include a detailed business description that highlights what you offer and why customers should choose you.

3. Use High-Quality Photos and Videos

• Add professional photos of your storefront, products, or completed work.

• Regularly upload new photos to keep your profile fresh and engaging.

• Use videos to showcase behind-the-scenes moments or customer testimonials.

4. Encourage and Respond to Reviews

• Ask happy customers to leave reviews on your GBP.

• Respond to every review—thank customers for positive feedback and address concerns in negative reviews professionally.

• Reviews impact your local search rankings and influence customer decisions.

5. Keep Your Information Updated

• Update your hours, phone number, and address whenever they change.

• Use the "special hours" feature for holidays or special events.

• Outdated information can frustrate customers and hurt your reputation.

6. Leverage Google Posts

• Share updates, promotions, or events using Google Posts. These appear directly on your GBP.

• Include images and clear CTAs (e.g., "Book Now" or "Learn More").

7. Add Products or Services

• Showcase the products or services you offer with descriptions, pricing, and photos.

• This helps potential customers understand what you provide before contacting you.

8. Track Your Insights

• Use the Insights tab on GBP to monitor how customers interact with your profile.

• Track metrics like views, clicks, and calls to identify what’s working and where to improve.

Benefits of an Optimised Google Business Profile

1. Increased Local Visibility:

   • Appearing in the Local Pack ensures your business is seen by more people searching for your services nearby.

2. Enhanced Customer Trust:

   • An updated profile with positive reviews builds credibility and encourages customers to choose you over competitors.

3. Improved Customer Engagement:

   • Features like reviews, photos, and posts make it easier for customers to connect with your business.

4. Boosted Conversions:

   • A clear and compelling profile encourages potential customers to take action, whether it’s calling your business, visiting your location, or booking a service.

Common Mistakes to Avoid

Avoid these pitfalls to maximise your GBP’s effectiveness:

1. Incomplete Profiles:

   • Missing information makes your business look unprofessional and impacts your rankings.

2. Inconsistent NAP Details:

   • Ensure your Name, Address, and Phone number match exactly across all platforms.

3. Ignoring Reviews:

   • Not responding to reviews can harm your reputation. Engage with your customers, even if the feedback is negative.

4. Neglecting Updates:

   • Stale or outdated information frustrates customers and sends the wrong message about your business.

Conclusion

Your Google Business Profile is one of the most powerful tools for attracting local customers. By optimising your profile, you can increase visibility, build trust, and drive more traffic to your business.

Ready to take your GBP to the next level? At Brisbane Local SEO Agency, we specialise in helping local businesses optimise their profiles for maximum impact. Book a free consultation today and let’s get your business in front of more local customers!

FAQs About Google Business Profile

Q: Is Google Business Profile free? A: Yes! It’s a free tool available to all businesses.

Q: How often should I update my profile? A: Regularly. Update whenever there are changes to your hours, services, or promotions.

Q: Can I manage multiple locations? A: Yes, you can manage multiple locations from one Google account.

Q: How do reviews impact my ranking? A: Reviews are a significant ranking factor. More positive reviews can improve your visibility in local searches.