How to improve your Google Business Profile

What Google Business Profile is and why it matters

Google Business Profile (formerly Google My Business) is the free listing that appears when someone searches for your business by name, or searches for a type of business in a specific location. It shows your business name, address, phone number, hours, photos, reviews, and a link to your website — all before the visitor has clicked through to anything.

For local businesses, this listing is often the most visible piece of real estate on the search results page. It appears in the map pack — the block of three local results that appears above the organic search results for location-based queries. Appearing in the map pack for relevant searches can drive significant enquiry volume.

The quality and completeness of your profile directly influences whether Google shows it, and whether visitors choose to contact you. An incomplete or inconsistent profile is a missed opportunity.

Claiming and verifying your listing

Before you can manage your profile, you need to claim it. Go to business.google.com and search for your business. If a listing already exists (Google often creates them automatically from public data), you can request ownership. If no listing exists, you can create one.

Verification is required before your listing becomes fully active. Google typically verifies businesses by sending a postcard with a code to your business address, though phone and email verification are available for some business types. The process usually takes a few days.

If someone else has already claimed your listing — which can happen with older businesses — you can request access through the same process. Google will contact the current owner and transfer ownership if they do not respond within a set period.

The fields that matter most

Business name

Use your actual business name — exactly as it appears on your signage, website, and other directories. Do not add keywords or location names to your business name field. Google considers this spam and it can result in your listing being suspended. Consistency matters: your name should be identical across your website, social profiles, and all directory listings.

Business categories

Your primary category is the most important field in your profile. It tells Google what type of business you are and determines which searches you are eligible to appear in. Choose the most specific category that accurately describes your primary service. You can add secondary categories for additional services, but your primary category should reflect your core offering.

Business description

You have 750 characters for your business description. Use the first 250 characters well — that is what appears before the visitor clicks to expand. Describe what you do, who you serve, and what makes you different. Write for a human reader, not for search engines. Avoid keyword stuffing; Google can detect it and it reads poorly to potential customers.

Hours and contact information

Keep your hours accurate and up to date, including public holidays. Incorrect hours are one of the most common complaints customers leave in reviews. Your phone number and website URL should match exactly what appears on your website — consistency across your online presence is a trust signal for both Google and potential customers.

Photos

Profiles with photos receive significantly more clicks and direction requests than those without. Add a clear, professional cover photo and logo. For service businesses, photos of your team, your work, and your premises help build trust before a visitor has spoken to you. Aim for at least 10 photos, and add new ones periodically — Google favours active profiles.

Reviews: the most influential factor

Reviews are the single most influential element of a Google Business Profile for both search visibility and conversion. Businesses with more reviews, higher average ratings, and recent reviews consistently outperform those without in local search results.

The most effective way to get more reviews is simply to ask. After completing a job or delivering a service, send a follow-up message with a direct link to your Google review page. Most customers who had a positive experience are willing to leave a review — they just need a prompt and a frictionless way to do it.

What you should not do: offer incentives for reviews, ask only customers you know are happy (review gating), or use a third-party service that generates fake reviews. All of these violate Google policy and can result in your listing being penalised or removed.

Respond to all reviews — positive and negative. Responding to positive reviews shows appreciation and reinforces your reputation. Responding to negative reviews professionally demonstrates that you take feedback seriously. Potential customers read both the reviews and the responses.

Keeping your information consistent with your website

Google cross-references the information in your Business Profile with what appears on your website and other online directories. Inconsistencies — a different phone number, a slightly different business name, an old address — create confusion for both Google and potential customers.

Your NAP (Name, Address, Phone number) should be identical across your website, Google Business Profile, Facebook page, industry directories, and any other online listings. If you have moved premises or changed your phone number, update every listing — not just your website.

Using Posts and Q&A

Google Posts allow you to publish short updates directly to your Business Profile — announcements, offers, events, or new services. Posts appear in your profile for seven days (or until the event date for event posts). They are a useful way to keep your profile active and communicate current information to potential customers.

The Q&A section allows anyone to ask questions about your business, and anyone to answer them. Monitor this section regularly and answer questions yourself before customers or strangers do. You can also proactively add your own questions and answers for common enquiries — this saves potential customers time and demonstrates responsiveness.