What Is Google Business Profile and Why Does It Matter?
Google Business Profile (GBP, formerly Google My Business) is the free listing that appears when someone searches for your business name or a local service on Google. It's the box on the right of search results showing your address, phone number, reviews, photos, and opening hours. It's also what determines whether you show up on Google Maps for free.
For local businesses in the UK, your Google Business Profile is arguably your most important online asset. It's a key part of local SEO and often the first thing potential customers see — before your website, before your social media, before anything else.
A well-optimised profile can generate a steady stream of phone calls and website visits without spending a penny on advertising. A neglected one can make your business look inactive or untrustworthy. If you're also considering paid advertising, compare Local Service Ads vs Google Ads to see which option pairs best with your profile.
This guide walks through everything you need to set up and optimise your profile properly.
Setting Up Your Profile
Claiming Your Listing
If you haven't already claimed your business, go to business.google.com and search for your business name. If it already exists (Google often creates listings automatically from public data), claim it. If it doesn't, create a new one.
You'll need to verify ownership. Google typically sends a postcard to your business address with a verification code. This takes 5-14 days. Some businesses qualify for phone or email verification, which is faster.
Essential Information to Complete
Fill in every section. Incomplete profiles rank lower and look less trustworthy.
| Field | Tips |
|---|---|
| Business name | Exact legal trading name. Don't stuff keywords — Google can suspend you for this. |
| Address | Exact match to your real address. If you're service-area based, set your service areas instead. |
| Phone number | Use a local number, not just a mobile. Track calls if possible. |
| Website | Link to your homepage or a relevant landing page. |
| Hours | Keep these accurate, including bank holidays. Wrong hours lead to angry reviews. |
| Business description | 750 characters maximum. Describe what you do, where, and who you serve. |
| Category | Choose the most specific primary category available. Add secondary categories where relevant. |
Choosing the Right Categories
Your primary category is one of the most important ranking factors. Be specific:
- "Plumber" is better than "Home Service"
- "Emergency Plumber" is even better if that's your main service
- "Indian Restaurant" is better than "Restaurant"
You can add up to ten secondary categories. Use them for additional services you offer, but don't add categories that aren't genuinely relevant.
To see what categories your competitors use, search for them on Google and check their profile. Tools like PlePer's GBP category finder can also help.
Optimising Your Profile for Visibility
Write a Strong Business Description
You have 750 characters. Use them wisely:
- Lead with what you do and where — "Family-run electrical contractors serving homes and businesses across South London since 2008."
- Mention your key services — "Specialising in rewiring, consumer unit upgrades, EV charger installations, and emergency callouts."
- Include your service area — "Covering Croydon, Bromley, Lewisham, and surrounding areas."
- End with a differentiator — "NICEIC registered, fully insured, and rated 4.9 stars from over 200 customer reviews."
Don't stuff keywords unnaturally. Write for humans first.
Add High-Quality Photos
Businesses with photos receive significantly more clicks and direction requests than those without. Google's own data suggests 42% more requests for driving directions and 35% more click-throughs to websites.
What Photos to Add
- Exterior — Your shopfront, signage, or van. Helps customers recognise you.
- Interior — If you have premises customers visit (shops, restaurants, offices).
- Team — Real photos of your people at work. This builds trust enormously.
- Work examples — Before and after shots, completed projects, finished products.
- Logo and cover photo — Professional branding that matches your website. Consistent branding across channels builds recognition and trust.
Upload at least 10 photos to start, then add new ones regularly. Businesses that post photos weekly tend to rank better in local results.
Use Google Posts
Google Posts are short updates that appear on your profile. Think of them as mini social media posts visible directly in search results.
Types of Posts
| Post Type | Best For | Tips |
|---|---|---|
| What's New | General updates, tips | Keep under 300 words, include a photo |
| Offer | Promotions, discounts | Add start and end dates |
| Event | Open days, workshops | Include date, time, and location |
Post at least once a week. Posts expire after seven days (except events), so regular posting keeps your profile looking active. Each post should include a relevant photo and a call-to-action button (Call, Learn More, Book, etc.).
Managing Reviews
Reviews are the lifeblood of your Google Business Profile. They directly influence your ranking in local search results and are often the deciding factor for potential customers choosing between you and a competitor. If you're wondering whether to focus on Google or platforms like Checkatrade, read our comparison of Google reviews vs Checkatrade.
How to Get More Reviews
- Ask every happy customer — The best time is immediately after a successful job or purchase, while the experience is fresh. See our guide on how to get more Google reviews for a step-by-step process.
- Make it easy — Send a direct link to your Google review page via text message or email. You can find your review link in your GBP dashboard under "Ask for reviews."
- Train your team — If you have staff, make review requests part of the job completion process.
- Don't offer incentives — Google's policies prohibit incentivised reviews. Just ask politely.
How to Respond to Reviews
Respond to every review — positive and negative.
For positive reviews: Thank them by name, mention something specific about their experience, and keep it genuine. "Thanks, Sarah — glad the boiler installation went smoothly and you're happy with the Vaillant system" is better than "Thanks for the review!"
For negative reviews: Stay calm and professional. Acknowledge the issue, apologise if appropriate, and offer to resolve it offline. "We're sorry to hear this, John. This isn't the standard we aim for. Please call us on [number] so we can put this right." Never argue publicly.
For more on why reviews matter, read our guide on how online reviews affect your business.
Using Q&A Effectively
The Questions & Answers section on your profile is often overlooked. Anyone can ask — and anyone can answer, including random members of the public.
Take Control of Your Q&A
- Seed it with common questions — You can ask and answer your own questions. Add the five or six questions your customers most frequently ask: "Do you offer free quotes?", "What areas do you cover?", "Are you available at weekends?"
- Monitor for new questions — Check weekly. Unanswered questions look bad. Worse, someone else might answer incorrectly.
- Upvote your own answers — The answer with the most upvotes displays first.
Keeping Your Profile Active
Google rewards active profiles. An optimised profile that's then neglected will gradually lose visibility.
Weekly Maintenance Checklist
- Post a Google Post (tip, update, offer, or project photo)
- Check for and respond to any new reviews
- Check for and answer any new questions
- Upload a new photo if you have one
Monthly Maintenance
- Review your business information for accuracy (especially hours around bank holidays)
- Check your insights — see how many calls, website visits, and direction requests your profile generated
- Review your competitor profiles — see if they've added new categories, photos, or services that you should match
Common Mistakes to Avoid
- Keyword stuffing your business name — Adding "Best Plumber London" to your name when your business is called "Smith Plumbing" violates Google's guidelines and risks suspension.
- Wrong or inconsistent address — Your address must match exactly what's on your website, your directory listings, and Companies House (if applicable).
- Ignoring negative reviews — An unanswered negative review tells potential customers you don't care. Always respond professionally. See our guide to handling negative Google reviews for response templates.
- Fake reviews — Google is increasingly sophisticated at detecting fake reviews. Getting caught results in review removal and potential suspension.
- Setting and forgetting — An inactive profile with no recent photos, posts, or review responses signals to Google (and customers) that the business may not be active.
Your Profile Is Your Shopfront
For many local businesses, your Google Business Profile gets more eyes than your actual website. Treat it with the same care you'd give your physical premises — keep it clean, up to date, and welcoming.
If you'd like a professional review of your Google Business Profile alongside your website and advertising, request your free audit. We'll show you exactly where the opportunities are and what to prioritise for maximum impact.
Explore by Area
Builders: London | Manchester | Birmingham | Leeds | Bristol | Glasgow | Liverpool | Sheffield | Edinburgh | Nottingham
Electricians: London | Manchester | Birmingham | Leeds | Bristol | Glasgow | Liverpool | Sheffield | Edinburgh | Nottingham
Landscapers: London | Manchester | Birmingham | Leeds | Bristol | Glasgow | Liverpool | Sheffield | Edinburgh | Nottingham
Browse all trades: Builders | Electricians | Landscapers