Guide · 10-min read
Your Google Business Profile is the most valuable piece of digital real estate you own. Here is how to fill it out so search engines show you in the local pack.
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Your Google Business Profile has dozens of fields. These 10 have the biggest impact on whether people find and trust you.
Must match your real signage exactly. Do not stuff keywords into the name. Google penalises this and can suspend your listing.
Pick the most specific primary category available (e.g. 'Emergency Plumber' not just 'Plumber'). Add 2 to 3 secondary categories for related services.
Physical location gets a pin on the map. Service-area businesses define the regions they travel to. Be specific: list postcodes and boroughs, not just 'UK'.
Use a local number, not a generic 0800 line. The area code is a local ranking signal. Verify it works and is answered.
Link directly to your homepage or most relevant landing page. Make sure the landing page loads fast and is mobile-friendly.
Set accurate hours including bank holidays and seasonal changes. Incorrect hours lead to negative reviews from people who turn up to a closed door.
Add every service you offer with descriptions. This helps you appear for specific queries like 'boiler repair' rather than just 'plumber'.
Upload photos of your premises, your team, and your work. Real photos build trust. Stock photos do the opposite. Update quarterly.
Reply to every review, positive and negative. Thank people. Address complaints publicly and professionally. Activity signals trust.
Google Business Profile posts appear in your listing. Share offers, updates, and helpful tips. One post per week keeps your profile looking active.
GBP mistake number one
Your Google Business Profile name must match your real signage. If someone calls and sees a different name on Google, trust erodes immediately. Search Google Maps for your business name. If you find duplicates, claim and merge them through the Google Business Profile dashboard.
Search for your business on Google Maps. If the listing exists, claim it. If not, create one. Verification usually takes a postcard or phone call.
Address, hours, service area, website, phone, services, products. Empty fields are missed opportunities. Completeness is a ranking factor.
Upload at least 20 real photos. Include your shopfront, your team at work, and examples of completed jobs. Refresh every quarter.
Thank positive reviewers by name. Address negative reviews publicly and offer to resolve offline. Response rate and tone both matter.
Track calls, direction requests, and photo views in the GBP dashboard. If calls drop, check for missing hours or new competitors.
One per physical location. If you operate from two offices, create two listings. Do not create multiple listings for the same address.
In the GBP dashboard, select 'I deliver goods and services to my customers' and define your service regions by city, county, or postcode.
Yes. The Google Maps mobile app lets you add photos directly. This is the fastest way to keep your profile updated.
Weekly is ideal. At minimum, once a month. Posts expire after 7 days, so regular updates keep your profile looking active.
Your Google Business Profile and your website work together. Run a free Flatline audit to check if your site supports your local search presence.