7 Ways to Optimise Your Google Business Profile

Learn how to optimise your Google Business Profile to enhance visibility, attract local customers, and improve search rankings effectively.

A fully optimised Google Business Profile can boost visibility, attract local customers, and improve search rankings. Here’s how you can do it:

  • Complete Your Profile: Add accurate business details like name, address, phone number, hours, and services.
  • Choose the Right Categories: Pick specific primary and secondary categories to improve local search rankings.
  • Add High-Quality Photos & Videos: Showcase your storefront, team, and offerings with clear, engaging visuals.
  • Encourage & Reply to Reviews: Actively manage reviews to build trust and improve rankings.
  • Use Google Posts: Share updates, promotions, and events to stay active and visible.
  • Manage Q&A: Answer customer questions promptly and add FAQs to preemptively address common queries.
  • Leverage Attributes & Features: Highlight accessibility, payment options, and special services to stand out.

Pro Tip: Regular updates and engagement signal activity to Google, helping you rank higher in local search results. Start with these steps to make your profile work for you.

Google My Business Profile Optimisation – Ultimate Tutorial

1. Fill Out Your Profile Completely

Having a fully completed profile can make Australian businesses 2.7 times more likely to be seen as trustworthy [1], while also improving their visibility in local searches. Here’s what you need to focus on:

  • Business NAP: Keep your business name, address, phone number, and service areas consistent across all platforms.
  • Operating Hours: Include your regular hours and make sure to list holiday schedules too.
  • Service Areas: Clearly define the regions you serve.
  • Website and Contact Links: Include all relevant links to your website and contact methods.
  • Business Description: Use up to 750 characters to clearly explain what sets your business apart.

Why fully completing and optimising your profile matters: Joe's Pizza in Melbourne, for example, saw a huge improvement, jumping from 7th to 2nd place in ‘pizza near me' search results after completing their profile. This small adjustment led to a 156% increase in profile views.

A detailed profile also helps you choose the right categories for your business, which is a critical step in optimisation. Plus, keeping your profile updated regularly shows Google that you’re active, which could positively impact your local search rankings. It also sets the stage for using additional features like Google Posts and managing Q&A effectively.

Pro Tip: Writing an Effective Business Description

Your business description is your chance to introduce your brand to potential customers—assume they know nothing about you.

  • Highlight what matters most – Share key details about what makes your business unique.
  • Use relevant terms naturally – Include words your customers might search for, but avoid keyword stuffing.
  • Focus on your story, not sales – Instead of promotions or pricing, describe what you offer and why it matters.
  • Keep it professional – Avoid all caps, emojis, or gimmicky characters.
  • Stay concise and engaging – A well-written description won't directly impact search rankings, but it can turn visitors into customers.
  • Description visibility – You can write a description of up to 750 characters. However, only the first 244 characters display on your Google listing unless the visitor clicks "More".

Remember, your description should inform and connect—not just sell.

2. Select Appropriate Categories

Once your profile is fully set up, picking the right categories is a key step to help Google understand and display your business in local search results.

Start with the most specific primary category that reflects your main service. Then, add up to nine secondary categories to cover other services you offer. For example, a pizzeria should choose ‘Pizza Restaurant' instead of the broader ‘Restaurant.' Similarly, a salon should only add ‘Beauty Salon' if it actually provides beauty services. These choices directly impact how you rank in the Local Pack.

"Choosing the right Google Business Profile category is crucial for local SEO success. It's one of the most important ranking factors for local search." – Joy Hawkins, Owner of Sterling Sky and Google Product Expert, Search Engine Land

Here's a real-world example: A dental practice with multiple locations saw a 32% increase in website clicks and a 28% boost in direction requests within three months after switching its primary category from ‘Dental Clinic' to ‘Cosmetic Dentist.'

Tips for Choosing Categories:

  • Regularly review your categories, especially after adding new services.
  • Check what categories your competitors are using.
  • Update your profile when Google introduces new category options.
  • Ensure all categories match the services you actually provide.
  • Keep your categories consistent across multiple locations.

3. Include High-Quality Photos and Videos

Once you've nailed down your core business details through categories, it's time to focus on visuals. Photos and videos play a key role in grabbing attention and boosting engagement. Plus, they can directly impact your Local Pack rankings. For instance, a 2022 Whitespark study found that dental practices saw a 40% jump in website traffic after improving their visual content.

Here’s what you need to know about visual content specs:

  • Format: Use JPG or PNG files between 10 KB and 5 MB.
  • Resolution: Aim for a minimum resolution of 720 x 720 pixels for sharp visuals across devices.
  • Videos: Keep them under 30 seconds and no larger than 75 MB.
  • Cover photo: Ideal size is 1024 x 576 pixels.
  • Logo: Minimum size should be 250 x 250 pixels.

What kind of visuals should you include?

  • Professional exterior shots that showcase your storefront.
  • Interior photos that highlight your space and atmosphere.
  • Product or service demos to show what you offer.
  • Team photos featuring your staff.
  • Customer interaction shots (with permission, of course).

Pro Tip about your Cover Photo: When it comes to your Google Business Profile, a smiling face can make a world of difference. Profiles with smiling faces tend to be more inviting and attract higher click-through rates. So, consider personalising your cover photo with a photo of yourself or your team smiling in front of your work vehicle(s). It's a simple way to make your profile more engaging.

Short videos: – around 30 seconds – can be a game-changer. Use them to highlight your premises, introduce your team, showcase your services, or even share customer experiences. Google tends to favour profiles with fresh, high-quality visuals in Local Pack rankings, so it's worth the effort.

Make your visuals align and shine: Make sure your visuals align with your main category. For example, if you're a restaurant specialising in ‘Modern Australian Dining,' your photos should reflect that – think sleek interiors or beautifully plated dishes.

Keep it fresh and real: Keep your profile fresh by uploading new photos weekly. Stick to authentic, well-lit images that genuinely represent your business. Avoid stock photos or over-edited content. Your logo should stay consistent across all platforms, but feel free to update your cover photo seasonally or for special promotions.

These visuals naturally tie into the next key element – handling customer reviews.

4. Encourage and Reply to Reviews

After optimising your visuals, managing reviews becomes a key part of boosting local visibility. According to BrightLocal, 98% of consumers read online reviews for local businesses. Plus, businesses that respond to at least 32% of their reviews see 80% higher revenue compared to those that don’t.

Make It Easy for Customers to Leave Feedback

Here are a few ways to simplify the review process:

  • Use QR codes or direct links to guide customers to your review page.
  • Send follow-up emails after purchases encouraging feedback.
  • Train your staff to politely ask for reviews during customer interactions.

Responding to Reviews: The Right Way

Positive Reviews: Personalise your responses and reference specific details mentioned by the customer. For example:

Thank you, [Name], for your kind words! We're so glad you enjoyed our [specific product/service mentioned]. Your feedback means a lot to us, and we can’t wait to serve you again!

Negative Reviews: Address issues promptly – ideally within 24-48 hours. Follow these steps:

  1. Acknowledge the problem.
  2. Offer a sincere apology.
  3. Explain how you plan to fix the issue.
  4. Take the conversation offline if necessary.
  5. Follow up to ensure the matter is resolved.

Why Reviews Matter for Rankings

Review activity directly influences your visibility in the Local Pack. Businesses ranked in positions 4-6 typically have 38 reviews, while those in the top 3 average 47 reviews. Additionally, businesses with 4.0 to 4.5-star ratings often see the highest revenue.

Best Practices for Review Management

  • Respond to reviews within 24-48 hours.
  • Check for new reviews daily.
  • Keep a professional but friendly tone.
  • Contact unhappy customers privately to resolve issues.

Don’t forget to flag any spam or fake reviews that violate Google’s guidelines [2]. Consistent review engagement not only enhances your local rankings but also complements other strategies, like optimising your visuals and categories.

Next up: how to use Google Posts to keep your profile active and engaging.

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5. Use Google Posts

While reviews help establish trust, Google Posts let you actively promote your business with engaging content. Businesses using Google Posts weekly see 35% more website clicks [3]. These posts show up directly in search results and Google Maps, strengthening your Local Pack presence.

Here are the types of posts you can create:

  • What's New: Share general updates or announcements about your business.
  • Offers: Highlight limited-time deals and promotions.
  • Events: Promote upcoming activities or special occasions.
  • Products: Feature specific items or services you want to spotlight.

Creating High-Impact Posts

To make your posts stand out, focus on these elements:

  • Use eye-catching visuals: Posts with photos get 42% more direction requests than those without [3].
  • Keep it concise: Aim for 150-300 characters for easy readability.
  • Add clear CTAs (Call-To-Actions): Include buttons like "Book Now" or "Learn More" to drive action.
  • Post at the right time: Posts stay visible for 7 days before archiving (except for event posts).

Real-World Success Story

Pizzeria Locale in Colorado used Google Posts to promote their summer menu. Over three months, they saw a 28% increase in online orders and a 15% rise in foot traffic. Weekly posts with high-quality food photos and "Order Now" CTAs boosted website clicks from their Google Business Profile by 40%.

Tracking Post Performance

Measure your success by monitoring these metrics:

  • Views (how many people saw your post)
  • Clicks (engagement levels)
  • CTA conversions (actions taken)
  • Direction requests (interest in visiting your location)

Tips for Consistent Results

Post at least twice a week to stay visible and keep your profile active. Mix up your content with updates, offers, and events to keep things fresh. Regular posting not only engages users but also signals activity to Google's algorithms.

Google Posts provide a direct way to grab attention in search results, making them a powerful tool for boosting local SEO.

6. Manage the Q&A Section

The Q&A section of your Google Business Profile is a great way to connect with customers and address their questions directly. It also plays a role in improving your local search ranking. To stay on top of things, enable email alerts for new questions and aim to reply within 24 hours.

Tips for Answering Questions

When replying, keep these points in mind:

  • Be clear and accurate in your responses.
  • Use a friendly but professional tone.
  • Include relevant keywords naturally.
  • Fully address multi-part questions.
  • Avoid simply directing users to your website for answers.

Adding Questions in Advance

You can take a proactive approach by adding common questions yourself. This can:

  • Provide instant answers to frequently asked queries.
  • Help with search rankings by strategically using keywords.
  • Ensure accurate information is shared.
  • Enhance the user experience by making it easier for customers to find what they need.

A Real-Life Example

A physiotherapy clinic in Brisbane saw a 22% increase in bookings after regularly updating their Q&A section with answers aligned to their FAQ page.

Keeping Your Q&A Section in Check

To maintain a high-quality Q&A section:

  • Upvote helpful questions and answers.
  • Quickly flag any inappropriate content.
  • Make sure answers match the information in your profile.
  • Keep an eye on community answers to ensure they’re accurate.

Taking a hands-on approach to managing your Q&A section not only helps with customer engagement but also supports your review strategy and strengthens your online presence. It’s an easy way to show your expertise and reliability.

7. Use Attributes and Special Features

Attributes and special features help set your business apart in local search results. These elements work with your profile to improve visibility and attract the right audience.

Focus on Industry-Specific Attributes

Choose attributes that matter most to your local customers:

  • Accessibility: wheelchair ramps, parking availability
  • Business highlights: women-owned, Black-owned status
  • Service options: delivery, takeaway, dine-in
  • Payment methods: types of payments accepted
  • Health and safety: current COVID-19 measures

"Make sure you add all the appropriate attributes to the profile." – Joy Hawkins, Local SEO Expert [4]

Keep Your Attributes Up to Date

  • Regularly update attributes to match seasonal changes or new offerings.
  • Only select attributes that genuinely reflect your business.
  • Check how attributes are displayed on both desktop and mobile to ensure consistency.

Leverage Special Features

Attributes are just one part of the puzzle. Special features can further enhance your profile:

  • Booking button: Allow customers to schedule appointments instantly.
  • Product catalogue: Showcase your items with pricing details.
  • Service menu: Provide a clear list of what your business offers.

These elements, combined with categories and posts, help maximise your local search visibility [5].

Final Thoughts

By following the outlined strategies (see section 7 for attributes) and consistently applying these seven optimisation techniques, businesses can boost their local search visibility and connect more effectively with customers.

Each step plays a role in building a stronger online presence – from completing your profiles (section 1) to creating engaging posts (section 5) and managing Q&A effectively (section 6). Together, these actions improve how your digital storefront performs. Regular updates, both visual and textual, can work together to increase customer interaction.

Here’s how you can keep the momentum going:

  • Conduct monthly profile reviews
  • Respond to reviews within 48 hours
  • Publish weekly Google Posts
  • Keep an eye on Q&A (section 6) and update attributes (section 7) monthly

Use profile analytics to measure your performance and identify what’s working. Consistent effort in these areas can lead to noticeable growth in customer engagement and conversions.

FAQs

How do I optimise my Google My Business profile?

Here are some key actions to focus on:

  • Perform monthly audits: Check and update your hours, contact details, and services regularly.
  • Post weekly updates: Use Google Posts to share promotions or news about your business.
  • Add new photos often: Keep your profile visually engaging with updated images.

For detailed steps, refer back to Sections 1-7.

How can I rank higher on Google Maps searches?

Important Ranking Factors:

  • Verify your profile: Make sure your business location is officially verified through Google's process.
  • Consistency in details: Your business name, address, and phone number (NAP) must match across all platforms.
  • Manage reviews actively: Encourage customers to leave reviews and aim to respond within 24 hours.
  • Use targeted keywords: Incorporate keywords related to your main business category (see Section 2 for guidance).

Did you know? 88% of local business searches on mobile lead to a call or visit within 24 hours.

For ongoing success, try these tips:

  • Use Google Posts strategically (see Section 5 for ideas).
  • Review and update your business attributes monthly.
  • Respond quickly to questions in the Q&A section.
  • Regularly upload photos and videos that showcase your business in action.

These methods align with the strategies discussed in Sections 2-6.

Boost Your Business with a Winning Google Profile

Ready to take your Google Business Profile to the next level? Contact us today to get expert help with setting up, optimising, and managing your profile. Let us help you drive more customers and grow your business!

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