The Complete Guide to Google Business Profile Optimisation
Your Google Business Profile is the most valuable piece of free real estate on the internet for local businesses. Most businesses set it up once and forget about it. Here's how to fully optimise it.
Why Google Business Profile Is Your Most Important Digital Asset
When a local customer searches for your type of business, the first thing they see isn't your website. It's the Google Local Pack — three businesses displayed with a map, star ratings, and key details.
Being in those three spots means your phone rings, your website gets visited, and your directions get clicked.
Section 1: The Fundamentals
Business Name
Use your exact business name. Do not add keywords — this violates Google's guidelines and can lead to suspension.
Categories
Your primary category tells Google what type of business you are. Be as specific as possible, and add secondary categories for additional services.
Business Description (750 characters)
Structure:
- What you do and where
- Who your ideal customer is
- What makes you different
- A soft CTA
Section 2: Photos — The Most Underutilised Element
Businesses with more than 100 photos on their GBP receive 520% more calls and 2,717% more direction requests than the average business.
Photo categories to complete:
- Logo and cover photo
- Interior and exterior photos
- Team photos
- At-work photos showing your service
Ongoing strategy: Add 2-3 new photos every week.
Section 3: Google Posts
Posting weekly signals active business to Google's algorithm and gives searchers additional reasons to choose you.
Post types:
- Updates: News and business announcements
- Offers: Time-limited promotions
- Events: Upcoming open days, pop-ups, or workshops
Section 4: Managing Reviews
Respond to every review within 24 hours.
Responding to negative reviews:
- Never be defensive
- Acknowledge the issue
- Apologise genuinely
- Offer to resolve offline
The Monthly GBP Checklist
- Publish 4 Google Posts
- Add 8-12 new photos
- Respond to all new reviews
- Update opening hours if changed
- Check and answer any Questions and Answers
Want expert help optimising your Google presence? Book a free consultation with L3 Company.
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