How to optimise your Google Business Profile for local SEO

Optimising your Google Business Profile helps customers find you when they search locally. Focus on accurate details, responding to reviews, and adding photos that show what you offer. Track which updates bring more calls or visits to know what works.

How do I check my current profile is complete?

Google shows a completion meter in your profile dashboard. Fill every section, especially:

Exact business name (no extra keywords)
Correct address and service areas
Opening hours, including holidays
Phone number that connects directly to you
Clear business category (choose the most specific option)

Complete profiles tend to perform better in local searches because they provide Google with more signals about your business.

What photos and videos help most?

Upload new images monthly to show your business is active. Prioritise:

Exterior shots that make your location recognisable
Staff photos with faces visible (with permission)
Current menu or service list if applicable
Behind-the-scenes or workspace images

Videos under 30 seconds perform best in search results. Film a walkthrough of your space or a team member explaining one service.

How should I handle reviews?

Respond to every review within 48 hours, positive or negative. For negative feedback:

Acknowledge the concern without arguing
Offer to continue the conversation offline
Update your profile if it highlights a real issue

Regularly responding to reviews shows Google and potential customers that you’re engaged and attentive.

What updates should I make regularly?

Set a monthly reminder to:

Check all information is current
Post an update about events or offers
Add one new photo or video
Review search terms bringing visitors

Google favours profiles with consistent activity over static listings. Use the Insights tab to see which actions correlate with more calls or direction requests.

How do I track if changes work?

Google provides free metrics in your profile dashboard:

How many found you through search vs maps
Which search terms led to profile views
Call and direction request trends

Compare these before and after updates. For example, adding service area details typically increases map views because it helps Google understand where your customers are located.

Common questions

Does paying Google help my ranking?

No. Google Business Profile optimisation is free. Paid ads appear separately in search results and don’t affect your organic profile ranking.

How long do changes take to show?

Most profile updates appear within 3 days, but ranking shifts can take 2-4 weeks as Google reassesses your relevance to local searches.

Can I see competitor profiles?

Yes. Search for services you offer in your area while logged out of Google to see how competitors’ profiles appear to customers.

Should I hire an optimisation service?

Only if you lack time. The steps are straightforward, and no service can guarantee rankings. Focus on accurate details and regular updates first.

For more on turning profile visits into leads, see how we handle website lead capture. To understand how AI is changing local search, read our guide on AI visibility for small businesses.