Google Business Profile (formerly Google My Business) is the listing that appears when someone searches for your business or for businesses like yours in their local area. It powers the Google Maps results, the "local 3-pack" that appears above organic search results, and your Knowledge Panel on the right-hand side of the results page.
Studies show that 46% of all Google searches have local intent. If your profile is incomplete or unoptimised, you are invisible to nearly half of potential customers actively looking for what you sell. Here's how to fix that.
1. Claim and verify your listing
Before you can optimise anything, you need to claim and verify your profile. Go to business.google.com and search for your business. If a listing already exists (Google often creates them automatically from publicly available data), claim it. If not, create one from scratch. Verification is usually done by postcard to your registered address — Google sends a code you enter online, typically within 5 business days.
Do not skip this step. An unverified listing can be edited by anyone, and unverified profiles rank significantly lower than verified ones.
2. Complete every section of your profile
Google explicitly rewards completeness — businesses with complete profiles receive 7x more clicks than those with incomplete ones. Fill in every field: your business name exactly as it appears on your signage, your primary and secondary categories, your address, phone number, website, and opening hours. Add your service areas if you operate beyond a fixed address.
Your business description (up to 750 characters) should describe what you do and who you serve, naturally including terms your customers would use to search for you. Do not stuff it with keywords — write for people first.
3. Choose the right primary category
Your primary business category is the single most important ranking factor in local search. Choose the most specific category that accurately describes your core business — not the broadest one. If you run a VoIP phone company, "Telecommunications Service Provider" is better than simply "Technology Company." You can add up to 9 secondary categories for additional services.
Research what category the businesses currently ranking in the top 3 are using, and ensure your primary category matches or is more specific than theirs.
4. Add high-quality photos regularly
Businesses with photos on their profile receive 42% more requests for directions and 35% more website clicks than those without. Add photos of your premises, team, products, and completed work. Aim for at least 10 photos to start, and add new ones monthly. Google rewards profiles that show regular activity.
Use your real business photos rather than stock images — authenticity matters, and Google can sometimes detect and deprioritise profiles relying entirely on stock photography.
5. Generate and respond to reviews
Reviews are the strongest trust signal in local search, both for Google's algorithm and for potential customers. The quantity, recency, and rating of your reviews all influence your ranking in the local 3-pack. Build a process for asking satisfied customers to leave a review — a follow-up email with a direct link to your review page is the most effective approach.
Critically: respond to every review, positive or negative. Responding to reviews shows Google and prospective customers that you are engaged with your business. For negative reviews, keep responses professional, acknowledge the concern, and offer to resolve the issue offline.
6. Post regular updates
Google Business Profile allows you to post updates — announcements, offers, events, and new products — directly to your listing. These posts appear in your profile for 7 days and send a positive activity signal to Google. Aim to post at least once a week. You can share news about your business, seasonal promotions, or links to your latest blog articles to drive traffic back to your site.
7. Keep your information consistent everywhere
Google cross-references your business information across the web. Inconsistencies in your name, address, or phone number (known as NAP) between your GBP, website, and directories like Yell, Yelp, and Bing Places create confusion and reduce your rankings. Audit your business listings across the major directories and ensure everything matches your GBP exactly.
Frequently asked questions
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KomTek's digital marketing team manages Google Business Profiles for UK businesses — from initial setup and optimisation to ongoing review management and posting. Get in touch for a free local SEO audit.