How to Optimise Your Google Business Profile

Why Your Google Business Profile Matters

If you run a local business, your Google Business Profile (GBP) is more than just a listing; it’s one of the most powerful tools you have to attract and convert customers.

Here’s why optimisation is non-negotiable:

  • Stronger Local Visibility – Nearly half of all Google searches are for local businesses.

  • Higher Engagement – Over 50% of profile interactions lead to a website visit or direct action.

  • Greater Trust – Customers are 70% more likely to choose a business with a complete profile.

How Customers Use Google Business Profiles

  • Visibility & Actions

    • The average local business gets around 1,260 profile views per month.

    • 45% of businesses receive direct bookings via their GBP.

    • 16% generate 100+ monthly calls just from their profile.

  • Search Behaviour

    • 88% of mobile searches lead to a call or in-person visit within 24 hours.

    • 93% of people use Google Maps to find local businesses.

How to Optimise Your Google Business Profile

1. Keep Your Profile Fresh

  • Post updates, promotions, and events regularly.

  • Respond to reviews, positive or negative, to build trust.

  • Use CTA buttons like “Call Now”, “Get Directions”, or “Book an Appointment.”

2. Ensure Your Business Details Are Accurate

  • Use the full 750-character description (with key info in the first 250 characters).

  • Keep NAP (Name, Address, Phone) consistent across your website, social media, and directories.

  • Choose the right primary category and add up to nine secondary categories.

3. Showcase What You Offer

  • Add detailed product and service descriptions.

  • Upload high-quality images of your business, team, or products.

  • Keep pricing and availability up to date.

Common Mistakes That Hurt Your Profile

  • Inconsistent Details – Even small differences in NAP across platforms hurt trust.
  • Ignoring Reviews – Not replying, especially to negative feedback, signals poor service.
  • Outdated Business Hours – Customers expect accurate opening times.
  • Weak Descriptions – Skipping keywords means Google won’t understand your offering.

The Three Factors That Determine GBP Ranking

Google ranks businesses using:

  1. Proximity – How close you are to the searcher.

  2. Relevance – How well your profile matches their intent.

  3. Prominence – Reviews, reputation, and trust signals.

Why Optimisation Delivers Big Results

  • Complete Profiles Get Clicked – Businesses with full details receive 7x more clicks.

  • Local Searches Drive Sales – 59% of shoppers research online before buying.

  • Maps Boost Visibility – Embedding Google Maps on your website improves local ranking.

How to Engage Customers & Boost Conversions

  • Reply to Reviews – Businesses that respond consistently see ratings improve by 33% within six months.

  • Use Professional Visuals – High-quality photos and videos increase trust and engagement.

  • Run Promotions – Highlight offers or seasonal deals to drive urgency.

Must-Have Content for Your GBP

  • Introduction Video – Share your brand story in a short, engaging clip.

  • Behind-the-Scenes Content – Showcase your team and work culture.

  • Customer Testimonials – Build trust with authentic reviews and stories.

  • Limited-Time Offers – Promote seasonal discounts to encourage quick action.

Final Word

Your Google Business Profile is often the first impression potential customers get of your business. A well-optimised profile can be the difference between a passer-by scrolling past or walking through your door.

We’re experts in this, so we’d love to chat and optimise your Google Business Profile for you.