Google Business Profile optimisation means completing and improving every part of your free Google listing, from categories and services to photos, reviews and posts, so your business appears in the local map pack when nearby customers search. For many local businesses it is the single fastest way to win more calls, website visits and directions requests.
How Google Ranks Businesses in the Local Map Pack
Google says local results are mainly based on three factors:
- Relevance: how well your profile matches what the person searched for.
- Distance: how far your business is from the searcher or the location in their search.
- Prominence: how well known and trusted your business is, based on reviews, links, mentions and overall web presence.
You cannot change distance, but you can strongly influence relevance and prominence. Here is how, section by section.
Business Name, Categories and Description
Do: use your real business name exactly as it appears on your signage and paperwork. Pick the most specific primary category available, then add secondary categories for other core services. Write a description of up to 750 characters that explains what you do, who you serve and where, in natural language.
Avoid: stuffing keywords or town names into your business name. It can lead to suspension and is reported by competitors more often than you might think.
Address, Service Area and Opening Hours
If customers visit your premises, show your address. If you travel to customers, set a service area and hide your address. Keep opening hours accurate, including bank holidays, because incorrect hours frustrate customers and hurt trust.
Important: a virtual office or PO box address is not eligible for a profile and is a common cause of suspension.
Services and Products
Add every service you offer with a short description, and products if you sell them. These help Google match your profile to more specific searches, such as “emergency boiler repair” rather than just “plumber”.
Photos and Videos
Upload a clear logo, a cover photo, and real photos of your premises, team, vehicles and finished work. Add new images regularly. Profiles with fresh, genuine photos tend to attract more engagement than those with none or only stock images.
Reviews: The Biggest Lever You Control
- Ask every satisfied customer for a review, ideally soon after the job is done.
- Make it easy with a direct review link or QR code.
- Reply to every review within a few days, thanking positive reviewers and responding calmly and helpfully to criticism.
- Never offer incentives for reviews or post fake ones. Beyond Google’s rules, fake reviews are tackled by UK consumer protection law.
Google Posts, Q&A and Messaging
Publish posts about offers, news, events and recent projects to keep your profile active. Add common questions and helpful answers, and turn on messaging only if someone can reply quickly.
Connect Your Profile to Your Website
Your profile and website should reinforce each other. Make sure the name, address and phone number on your site match your profile exactly, link to your most relevant page, and add LocalBusiness schema to your website. Our local SEO checklist covers the website side in detail.
Google Business Profile Optimisation Checklist
| Area | Status to aim for |
|---|---|
| Verification | Verified and owned by the business |
| Categories | Specific primary plus relevant secondaries |
| Description | Complete, natural and informative |
| Services | Every core service listed |
| Photos | Logo, cover and regular real photos |
| Reviews | Steady flow, all replied to |
| Posts | Updated at least monthly |
| Website link | Points to the most relevant page |
Get Help Ranking in Your Local Area
Local visibility increasingly influences AI recommendations too, as we explain in our guide to generative engine optimisation. If you want a profile that consistently wins calls, our SEO & AI Visibility service includes full Google Business Profile optimisation and management. Ask for a free profile review.