Why Your Google Business Profile Matters
Your Google Business Profile (GBP) is often the first thing potential customers see when they search for your business or the services you offer. It appears in the Map Pack, Knowledge Panel, and Google Maps. A well-optimised profile can mean the difference between a customer choosing you or your competitor.
In our experience working with over 200 businesses across Hertfordshire, an optimised GBP is the single most impactful change most local businesses can make to their online visibility.
Step 1: Claim and Verify Your Profile
If you have not already claimed your Google Business Profile, do it today. Go to business.google.com and follow the verification process. Google will typically send a postcard to your business address with a verification code. Some businesses qualify for phone or email verification.
If someone else has claimed your profile (a former agency or employee), you can request ownership through Google. This process can take up to 7 days.
Step 2: Complete Every Field
Google rewards completeness. Fill in every available field:
- Business name: Use your real business name exactly as it appears on your signage. Do not add keywords or location names.
- Primary category: Choose the most specific category that describes your core business. This is the single most important ranking factor for Map Pack visibility.
- Secondary categories: Add up to 9 additional categories for other services you offer.
- Business description: Write a clear 750-character description that naturally includes your key services and location.
- Service areas: If you travel to customers, list every area you serve.
- Hours: Keep these accurate. Update them for bank holidays and seasonal changes.
- Attributes: Select all relevant attributes (e.g., wheelchair accessible, free parking, LGBTQ+ friendly).
Step 3: Add High Quality Photos
Businesses with photos receive 42% more requests for directions and 35% more website clicks than those without. Upload:
- Your logo and cover photo
- Interior and exterior shots of your premises
- Photos of your team at work
- Photos of your products or completed projects
Aim for at least 10 photos to start, then add new ones regularly. Google favours profiles that are actively maintained.
Step 4: Collect and Respond to Reviews
Reviews are the second most important ranking factor for local SEO after your primary category. Here is how to build a strong review profile:
- Ask every satisfied customer for a review. Send them your direct review link (found in your GBP dashboard under “Ask for reviews”).
- Respond to every review within 48 hours. Thank positive reviewers by name and address specific points they mentioned.
- For negative reviews, respond professionally. Acknowledge the issue, apologise where appropriate, and offer to resolve it offline.
- Never buy fake reviews or offer incentives for reviews. Google actively detects and penalises this.
Step 5: Post Regular Updates
Google Business Profile posts appear directly in your listing. Use them to:
- Share offers and promotions
- Announce new services or products
- Highlight recent projects or case studies
- Share blog posts or industry news
Aim for at least one post per week. Posts expire after 7 days, so consistency matters.
Step 6: Use the Q&A Section
The Q&A section appears on your profile and anyone can ask or answer questions. Proactively add your own frequently asked questions with helpful answers. This prevents incorrect information from appearing and gives you another opportunity to include relevant keywords naturally.
Step 7: Track Your Performance
GBP provides built-in analytics showing how people find your profile, what actions they take, and which search queries trigger your listing. Review these monthly to understand what is working and where to improve.
Key metrics to watch:
- Search queries that trigger your profile
- Direction requests (indicates local intent)
- Phone calls (track when they peak)
- Website clicks (measure conversion from GBP to your site)
Common Mistakes to Avoid
- Adding keywords to your business name (this violates Google guidelines and can get your profile suspended).
- Using a virtual office or PO box as your address (Google may not verify these).
- Ignoring negative reviews (silence looks worse than a thoughtful response).
- Setting it and forgetting it (Google rewards active, maintained profiles).
Need Help?
If managing your Google Business Profile feels overwhelming, we can help. Our Google Business Profile management service handles everything from initial setup and optimisation to ongoing posting, review management, and performance reporting. Get in touch for a free audit of your current profile.