When it comes to SEO, everyone’s usually laser-focused on the big stuff — keywords, backlinks, technical tweaks, the works.
And when we start talking local SEO, we know your mind goes to location pages and how you can rank for every [primary service] + [specific suburb] keyword imaginable.
But there’s one part of local search that doesn’t get nearly enough attention: your Google Business Profile (GBP).
We’re not here to say it’s the only thing that matters, but if you’re looking to show up when people nearby search for what you do, this profile pulls more weight than most people realise.
But if you think about just about any location-specific search — when you whack it into Google, it’s that local map pack (where all of the Google Business Profiles live) that shows up first.
It’s easy to overlook because, well, it feels too simple. But that’s kind of the point, it is simple. And that’s what makes it so powerful. So let’s break down why it matters and how to actually make the most of it.
- Your Google Business Profile is like your digital shopfront. Keeping it updated helps Google connect you with people nearby who are searching for what you offer and improves your local SEO.
- Keeping your profile up to date helps Google know exactly what you do and where you are to connect you with people nearby looking for your service.
- Make sure your business name, phone number, hours, and categories are the same everywhere so no one gets mixed up (and Google doesn’t think you're suspicious).
- Happy customers can share their experiences by leaving reviews, which builds trust and shows why you are the best choice in your area.
- Google loves it when you keep your profile fresh with new photos, posts, and reviews — it’s an easy way to boost your SEO and get noticed by more locals.
What is a Google Business Profile? ✨
At its core, it’s there to help people figure out who you are, where you are and what you offer - without needing to click around a hundred websites. So yeah, it’s worth keeping it up to date and actually making it helpful.
Underrated and underestimated, but definitely not unimportant
Many business owners put time and money into sleek websites and big ad campaigns — and fair enough, those things absolutely matter. But what often gets skipped over is something more straightforward, yet just as impactful: your Google Business Profile.
It’s a bit like planning a big party with all the bells and whistles, but forgetting to actually tell people where it’s happening. If someone’s searching for your service nearby, your profile is usually the first thing they see — so it makes sense to keep it looking sharp.
It helps people find you, trust you, and reach out. And the best part? It doesn’t take a huge budget or loads of time. Just a little TLC can go a long way in helping locals choose you over the next name on the list.
Alright, you get that it helps people find you, but what’s it actually doing for your SEO?
It strengthens local relevance 📍
When you list your category, services, and location, you’re helping Google connect your business with nearby people searching for exactly that. Think of it like dropping a pin on the map that says, “We do this here.” Over time, this helps your business become a trusted answer for local intent searches.
Helps with zero-click searches 🔍
More and more people find what they need directly in search results without clicking through to a website. If your profile has all the right info — hours, contact details, photos, services — they might not even need to visit your site. That’s not a bad thing. It means you’re giving Google (and users) exactly what they’re looking for, and that’s a win.
It supports your other SEO efforts 🤝
Google compares info from your GBP with your website, social media, and other online listings. When everything matches up, it creates consistency, which is something Google looks for when deciding who to rank higher. So even though it’s not on your website, your GBP profile helps reinforce your overall SEO strategy.
Review keywords help you rank 📈
When customers leave reviews, especially ones that mention your services or location (e.g. “best hairdresser in Newcastle”), those keywords can actually help you rank better in similar searches. Google sees that as added relevance.
In short, your Google Business Profile isn’t just a listing — it’s an extension of your SEO. And when it’s looked after properly, it does a lot of behind-the-scenes work to help people find and choose you.
But how does Google actually determine your local ranking?
Great question. Google is constantly tweaking things behind the scenes, so they don’t share the exact formula for ranking higher, but over time, and from what Google has shared, three main things that play into it: Relevance, Distance, and Prominence.
Here’s what those mean in everyday terms, and how you can make sure you’re covered:
Relevance
This is all about how well your business info matches what someone is searching for. The more complete and clear your details are, the easier it is for Google to connect you with the right people. Think of it as giving Google the full picture of what you do.
Distance
Google looks at how close you are to the person searching. If they don’t say where they are, Google guesses based on what it knows about their location. Sometimes a business a bit farther away might rank higher if it’s a better fit, but being nearby definitely helps.
Prominence
This is all about how well-known or popular your business is. While some places naturally get more attention, for most of us, it comes down to things like:
- How many reviews you’ve received
- The quality of those reviews
- How often your business is mentioned online through links or articles
- And how well your website is optimised for search engines
The more Google sees you as trusted and popular, the better your chances of showing up near the top.
So, what goes into a Google Business Profile?
It’s more than just your name and phone number. There are a few key bits you’ll want to keep up to date — not just so people know where to find you, but so Google knows you’re a legitimate business.
Let’s start with the basics, because getting the core info right is super important. If something’s off, it can confuse potential customers and, in some cases, even lead to your profile being suspended.
Business name 📝
This one seems obvious, right? But it’s surprising how many businesses trip over it. Your business name should match exactly across all platforms—website, socials, signage, the whole lot.
Inconsistent naming can confuse customers (Is it Sunny Cafe or Sunny Coffee House?) and, worse, Google might treat it as suspicious activity, which is exactly what we don’t want.
Business category 🏷️
Choosing the right category is like telling Google what the dress code for an event is. Are you an “Italian Restaurant,” a “Sushi Takeaway,” or a “Gluten-Free Bakery”? The more accurate you are, the better chance you have of showing up in the right local searches. In saying that, you are limited to the business categories available on GBP, so do your best to find the best-suited category for your business.
Address or service area 🌍
Do you have a physical shopfront? Or are you a mobile service, delivering the goods without a storefront? Your GBP lets you choose. Add your exact address if customers visit you in person, or set a service area if you travel to them.
Just make sure this info is current, especially if you’ve moved. (Google isn’t a fan of ghost locations.)
Phone number 📞
This one’s pretty straightforward but really important. Make sure it’s a number you actually pick up, or at least have a friendly voicemail in case you can’t. Every missed call is a missed opportunity to chat with a new customer, so keeping this info current helps keep those connections flowing.
Google also does its own quality assurance, so a call from Google to verify your phone number is never out of the question
Website URL 🌐
This should be the main homepage of your website — simple as that. Don’t overthink it or try linking to a specific promo or blog post (unless it’s your main offer). Your homepage is your digital HQ, and it gives customers the full picture: who you are, what you do and how to take the next step.
If you’re tracking where your traffic is coming from, we’d recommend adding a UTM code to your website link in GBP, just so you can see how much is coming through from GBP.
If your site’s easy to navigate, they’ll find what they need from there. Keep it clean, keep it consistent and make sure it works on mobile (because for a big majority of industries, that’s where most people are searching from nowadays).
Opening hours ⏰
Make sure people know exactly when you’re open so they don’t turn up to closed doors or call out of hours. Plus, Google loves showing “Open” right in search results, so keeping your hours up to date can give you a nice visibility boost.
Holiday hours 🗓️
Public holidays? School breaks? Long weekends? Keep your profile updated with custom holiday hours. It only takes a minute and helps avoid those awkward “Are they open?” moments, because no one wants to show up to an empty shop craving pizza on Easter Monday.
Google pays attention to the businesses that make the effort to keep their profiles accurate and up to date. These are the profiles that then get prioritised in the rankings.
Reviews ⭐️
Reviews are like digital high-fives from your customers. They build instant trust and help you stand out. Encourage customers to leave reviews and be sure to respond, even to the negative ones. It shows you’re active, you care, and you’re not just here for the five stars (but hey, we’ll take those too).
Google likes to show users the best and most relevant results for their search. The better your rating and the more reviews you have, the more sure Google can be that you’ll fit the bill just fine.
Social profiles 📱
Link your socials so people can scroll through your world. It’s where your personality shines — photos, stories, behind-the-scenes fun. Plus, it helps people feel like they already know you before they even walk in the door.
Posts 📢
Posts are like a friendly tap on the shoulder from your business. Whether you’re sharing a fresh deal, announcing an event, or posting a new blog, it keeps your profile feeling alive and interesting. People love seeing what’s new, and it might just be the nudge they need to choose you.
Products and services 🛍️
Here’s where you get to highlight your best products or services. Use clear photos and descriptions that are quick to read and easy to understand. The goal is to make browsing your offerings enjoyable and straightforward so customers feel confident choosing you.
Common mistakes that can hurt your GBP
Small mistakes on your profile can be like spilled coffee on your shirt — not the end of the world, but not a great look either. They can put people off or confuse Google’s algorithms. Here’s what you need to watch out for:
Inconsistent contact info
If your phone number, address, or business name changes across your website, socials, or listings, it confuses both customers and Google. Make sure everything matches perfectly.
Ignoring negative reviews
Nobody likes bad reviews, but leaving them unanswered makes you look less trustworthy. Instead, respond politely and show you care — it’s a chance to turn things around. If you need a hand, we wrote a whole guide on asking for and responding to reviews.
Leaving your profile unverified or incomplete
If your profile isn’t verified, it won’t show up properly in searches. Also, missing details like your hours, photos, or description leave customers guessing and Google unsure about your business.
Keyword stuffing
Jamming in keywords where they don’t belong, like in your business name or description, can look spammy. Google can spot this and might penalise you, so keep it natural and relevant.
The big takeaway? Google wants honesty and clarity. Keep things straightforward, be genuine, and you’ll see your profile show up in your local SEO results. Easy.
Make your GBP work for Google and, more importantly, for your customers
Your Google Business Profile is a small but powerful way to help local customers find you. It’s easy to overlook because it feels too simple, but that’s exactly why it works so well. Keeping your profile up to date helps Google connect you with people nearby who are searching for what you offer.
Think of it as a quick win for your local SEO – small effort, real results. Plus, it works hand in hand with your website and other online channels to give customers the clear info they need to choose you over your competitors.
Need a hand taking your GBP to the next level? We’d love to help you out 👋
