SEO Google Business Profile
Google Business Profile (GBP) — formerly known as Google My Business — is a free tool that lets businesses manage how they appear in Google Search and Google Maps. It is the single most important asset in local SEO. A fully optimised Google Business Profile dramatically increases your chances of appearing in the Local Pack and drives phone calls, website visits, and foot traffic directly from search results.
What a Google Business Profile Shows
When your business appears in local search results or Google Maps, your profile displays:
- Business name, address, phone number
- Opening hours (including special holiday hours)
- Star rating and review count
- Photos of your business, products, or team
- Website link
- Directions button
- Call button (on mobile)
- Business category and description
- Posts, offers, and updates you publish
Setting Up Your Google Business Profile
Step-by-Step Setup
Step 1: Go to business.google.com and sign in with a Google account.
Step 2: Search for your business name. If it exists, claim it.
If not, create a new listing.
Step 3: Select your primary business category carefully.
(e.g., "Dental Clinic" not just "Clinic")
Step 4: Add your full address (for physical locations) or
set your service area (for service-area businesses).
Step 5: Add your phone number and website URL.
Step 6: Verify your listing (usually by postcard, phone, or email).
Step 7: After verification, complete all remaining sections.
How to Fully Optimise Your GBP
1. Choose the Right Primary Category
Your primary category is the single most important optimisation choice. It directly affects which searches your profile appears for. Choose the most specific, accurate category available. For example, "Italian Restaurant" beats "Restaurant" if you serve Italian food.
2. Add Secondary Categories
Add additional relevant categories to expand the range of searches your business appears for. A gym might use "Fitness Centre" as primary and add "Personal Trainer" and "Yoga Studio" as secondary categories.
3. Write a Keyword-Rich Business Description
The business description (up to 750 characters) should naturally include your primary keywords, describe exactly what makes your business valuable, and state your location and the areas you serve.
4. Add High-Quality Photos
Profiles with photos receive 42% more requests for directions and 35% more website clicks than those without. Add:
- Your logo and cover photo.
- Interior and exterior photos of your premises.
- Photos of your team, products, or services in action.
- New photos regularly — freshness signals activity to Google.
5. Keep Hours Accurate
Update your opening hours whenever they change. Add special hours for public holidays, Diwali, Eid, or any closure. Inaccurate hours damage trust — customers who arrive at a closed business leave negative reviews.
6. Use Google Posts
Google Posts are short updates (up to 1,500 characters) that appear directly on your profile in search results. Use them to announce offers, events, new products, or news. Posts keep your profile active and give Google more content to associate with your listing.
7. Add Products and Services
List your specific services or products with descriptions and prices. This helps your profile appear for more specific searches and gives customers detailed information before they contact you.
8. Enable Messaging
Turn on the messaging feature to allow potential customers to message you directly from your Google Business Profile. Respond quickly — Google tracks response rate and time.
The Q&A Section
Anyone can add questions to your profile's Q&A section — and anyone can answer them, including your competitors. Monitor this section weekly. Pre-populate it with the most common questions your customers ask and answer them yourself with complete, helpful responses.
Tracking GBP Performance
Inside your Google Business Profile dashboard, the "Insights" section shows:
- How many people searched for your business (direct and discovery searches).
- How they found you (search vs maps).
- Actions taken: website clicks, direction requests, phone calls.
- Photo views compared to similar businesses.
Key Takeaway
Google Business Profile is the foundation of local SEO. Set it up completely, choose an accurate primary business category, write a keyword-rich description, upload high-quality photos, and publish regular Google Posts. Request and respond to reviews, monitor the Q&A section, and check your insights monthly to track what is driving customer actions from your profile.