Google Business Profile Optimisation: A Step-by-Step Guide
Optimising your GBP listing properly multiplies your visibility on Google Maps. Here is every detail worth attention.
What Is a Google Business Profile?
A Google Business Profile (GBP) is the free listing that represents your business in Google Search and Google Maps. Managed well, it becomes one of the most effective local marketing channels available.
Steps to Optimise Your Profile
Name, Category and Description
Use your business name consistently — the same name on your website, your social profiles and your GBP. Choose your primary category carefully; that single choice has more effect on ranking than any other field.
Write the description in plain language, covering what you do and where you are. Prefer text that speaks to a customer over text stuffed with keywords.
NAP Consistency (Name, Address, Phone)
Your business name, address and phone number should appear in exactly the same format everywhere Google looks. Even small inconsistencies work against you.
Photos
- Cover photo: the image that best represents your brand
- Logo: clear and professional
- Interior/exterior: the space a customer walks into
- Products/services: real photos of what you actually offer
Opening Hours
Out-of-date hours are a leading cause of lost customers and negative reviews. Add public holidays and special hours too.
Services and Products
Fill in the "Services" section of your GBP. It informs customers and raises your relevance at the same time.
Managing Reviews
Reviews play a decisive role in ranking. Do not hesitate to ask: 70% of consumers who are asked to leave a review go on to leave one ([BrightLocal Local Consumer Review Survey, 2019](https://www.brightlocal.com/research/local-consumer-review-survey-2019/)). Note what this does *not* say — it is the response rate among people who were asked, not a claim that asking yields 70% more reviews.
Reply to negative reviews calmly and with a focus on resolution. Defensive replies drive away prospective customers.
Post Regularly
Publishing at least one post a week keeps your profile active. Promotions, events, new products or simply useful information all work.