When it comes to attracting local customers, your Google Business Profile (GBP) can be a game-changer. Formerly known as Google My Business, GBP provides an opportunity for small and medium-sized enterprises (SMEs) to show up in relevant local searches e.g. “Plumber in Staines” or “Estate Agent near me”.
Lots of businesses ignore their profile, opting for supposedly more advanced tactics, but if you want to drive more footfall, phone calls, and enquiries from people in your area, optimising your GBP is a must. Here’s how you can harness its potential to increase your local visibility.
What Is Google Business Profile?
Google Business Profile is essentially a free listing on Google for your business. It displays core details that potential customers want at a glance:
- Name and nature of your business
- Address (or service area, if you’re mobile or online-only)
- Opening hours
- Phone number
- Website link
- Customer reviews
- Photos of your business
Depending on the type of business you run, other options might be available. For example restaurants and other food service businesses can add their menus directly to GBP.
When set up correctly, your prof can appear in the Local Pack — the short list of businesses near the top of Google’s local / map results — on both desktop and mobile searches. It’s an invaluable tool for standing out to nearby customers actively searching for products or services like yours.
From personal experience, getting into the top spots of the Local Pack can really make a difference to the amount of leads you generate via Google.
As well as appearing in the local pack, GBP details will often appear in the “Knowledge Panel” if someone searches for your business by name — making it easy to get your contact details or find directions without having to click through to your website, something that is particularly important for ease of use on mobile devices.
Why Is a Google Business Profile Important for Local SEO?
- First Impressions Count
Your GBP listing appears before visitors even reach your website. A complete, well-managed profile instantly establishes trust, and encourages people to explore further. - Improved Search Visibility
When local search terms are used (e.g., “plumber near me” or “Estate Agent in Manchester”), Google commonly prioritises local business listings. Having an optimised profile gives you a better shot at ranking in these coveted positions. - Engagement Opportunities
Beyond basic contact details, your profile can showcase posts, images, videos, and offers to engage potential customers and highlight what’s unique about your brand. - Easier Customer Connections
From messaging and directions to a simple call button, as mentioned above, Google Business Profile simplifies the customer’s journey. This convenience can help to boost footfall and online conversions.
Steps to Optimise Your Google Business Profile
- Claim and Verify Your Listing
- Head to the Google Business Profile Manager to claim your profile if you haven’t already done so.
- Verification typically involves receiving a postcard at your address or, in some cases, an automated phone call, text message or email depending on the methods Google’s systems have decided you can use. All businesses eligible for a GBP can also use the Video verification method.
- Provide Accurate, Up-to-Date Information. This is really important.
- Use your official business name, or your trading name if that is more well known, without stuffing it full of keywords or resorting to the old Yellow Pages method of adding an inordinate number of As in front of the business name.
- Ensure your address, phone number, and web address are correct and that they match the contact details on your own website.
- Update holiday or extended opening hours as appropriate.
- Select Appropriate Categories
- Google allows you to choose primary and secondary categories for your business.
- Be as specific as possible — if you’re a florist specialising in weddings, choose “Wedding Florist” rather than just “Florist”.
- Write a Compelling Business Description
- Highlight your unique selling points and the local areas you serve.
- Include relevant but naturally placed keywords (e.g., “expert electrician in Manchester and the surrounding area”).
- Keep it concise, informative, and customer-focused.
- Upload High-Quality Images and Videos
- Show off your storefront, interior, products, or team to build familiarity and credibility.
- Use clear, attractive visuals to reflect your brand’s quality and personality.
- Regularly adding fresh images signals that your business is active.
- Encourage and Respond to Reviews
- Politely ask satisfied customers to share their feedback on Google — genuine reviews not only help build trust but also improve your chances of ranking higher in the Local Pack.
- Engage with all reviews — positive and negative alike. Thank happy customers and resolve any issues raised in critical reviews.
- This interaction signals to potential customers that you value transparency and customer care. They really do work, and Google reviews are also free to use, unlike some other major reviews platforms.
- Leverage Google Posts and Q&A
- Share updates, offers, or events directly on your profile to entice users.
- Monitor the Q&A section; answering customer questions quickly helps establish trust and showcases excellent service.
- Use Relevant Attributes
- Depending on your sector, you might have options like “Women-led,” “Wheelchair-accessible,” or “Online appointments.”
- Attributes give prospective customers more insight and can make your listing more compelling.
Common Pitfalls to Avoid
- Inconsistent NAP (Name, Address, Phone)
This is a really important point, as discrepancies in contact details across online directories or your website can confuse Google and weaken your local SEO. Strive for consistent formatting & information everywhere your business details are listed. - Keyword Stuffing
Inserting numerous keywords into your business name or description can appear spammy. Stick to clear, concise language that reads naturally. - Ignoring Reviews
Neglecting to respond — especially to negative feedback — can damage your reputation. Be proactive and courteous to show that you truly value customer experiences. - Set-It-and-Forget-It Mindset
Your Google Business Profile isn’t a one-time job. Regular updates, fresh photos (they don’t have to be professional, just authentic), and prompt replies keep your listing relevant.
Achieve Local Success with a Strong Google Business Profile
Optimising your Google Business Profile is one of the most straightforward yet powerful ways to boost local visibility. Whether you operate a brick-and-mortar location or serve multiple areas, an accurate, active profile can greatly enhance your online presence, ultimately helping you win more customers within your community.
If you’re looking for tailored support to refine your GBP, rank higher in local search results, and attract real-life foot traffic or online enquiries, I offer Local SEO Services designed for UK-based SMEs. From detailed competitor analysis to content tweaks that resonate with local audiences, bringing a flexible, transparent approach that grows with your business needs.
Take the time to optimise your Google Business Profile and watch how a few smart updates can lead to a surge in local interest and enquiries. After all, local visibility often starts with showing up for the right people, right when they need you most.