Google Business Profile (formerly Google My Business) is essential for local businesses. It controls how you appear in Google Search and Maps, directly impacting foot traffic and local leads.
Essential Profile Elements
View Optimisation Checklist
Business Name: Exact legal name (no keyword stuffing)
Categories: Primary category most important, add relevant secondaries
Address: Accurate, consistent with website and directories
Phone: Local number preferred
Hours: Accurate, including special hours for holidays
Website: Link to relevant landing page
Description: 750 characters, include keywords naturally
Attributes: All relevant features (wheelchair access, Wi-Fi, etc.)
Visual Optimisation
- Logo and cover photo (high quality)
- Interior and exterior photos
- Team photos (builds trust)
- Product/service photos
- Videos (up to 30 seconds)
- Add new photos regularly
Ongoing Management
- Post updates weekly (offers, news, events)
- Respond to all reviews (positive and negative)
- Answer questions in Q&A section
- Keep hours and info updated
- Add products/services with descriptions
- Use messaging feature if appropriate
Profile Impact
An optimised profile improves local pack rankings, increases click-through rates, builds trust, and provides free visibility. It is often the first impression potential customers have of your business.