Google Business Profile: A Step-by-Step Optimisation Guide

When someone searches for a service near them, Google often shows a map with three or so businesses above the regular results. Appearing there brings calls, direction requests and website visits, often from people ready to buy. Your Google Business Profile (GBP) is what puts you in that panel, and it is free. Many businesses claim it and then leave it half-finished.

What a Google Business Profile is

It is your business listing on Google Search and Maps: name, address or service area, hours, phone, website, photos, reviews and more. For local businesses, it is often as important as the website itself. It works with your site, not instead of it; see local SEO for Gauteng businesses for the wider picture.

Who can have one

You are eligible if you meet customers face to face, at your premises or theirs, such as a shop, office, plumber, consultant or mobile service. Online-only businesses with no physical interaction generally do not qualify. Follow Google's guidelines, because misrepresenting your business can get a profile suspended.

Step 1: Claim and verify

Search for your business and see whether a listing already exists. If it does, claim it instead of creating a duplicate.
Sign in with a Google account the business controls, not a personal or employee account.
Complete verification, which may involve a code by phone, email, video or another method.
Add a second owner or manager, so you never lose access if one person leaves.

Step 2: Fill in every section accurately

Business name

Use your real, public-facing business name exactly as it appears on your signage and website. Do not add keywords or locations to the name, as this breaks the guidelines and risks suspension.

Address or service area

If customers visit you, enter your address.
If you travel to customers, hide the address and set the areas you serve, keeping them realistic.

Contact details and website

Add a local phone number and your website link. Use the same details as your site, so they stay consistent.

Hours

Enter regular hours, and update special hours for public holidays and closures. Wrong hours frustrate customers and generate bad reviews.

Description

Write a clear, honest summary of what you do, who you help and what makes you different. Avoid stuffing keywords, promotional language or links.

Services and products

List your main services with short descriptions, and add products with photos and prices where relevant. This gives Google and customers more to match.

Attributes

Turn on relevant attributes, such as wheelchair accessibility, appointments required or online appointments.

Step 3: Add strong photos and video

Profiles with good, real images get more engagement.

A clear logo and a cover image.
Photos of the outside, inside, team and work.
Pictures of products and finished jobs.
Short videos where useful.

Use genuine photos, not stock images. Add new ones regularly. Keep files reasonably sized; see product photography for online stores for general photo tips.

Step 4: Get and manage reviews

Reviews influence rankings and decisions.

Ask every happy customer, soon after the job. Use your profile's short review link, sent by email, WhatsApp or printed on a card.
Make it easy. Do not require customers to create elaborate accounts or fill in long forms.
Reply to every review, thanking positive reviewers and responding to critics calmly, factually and helpfully.
Mention specific services in replies where natural.
Never buy reviews, offer rewards for positive reviews only, or review your own business.
Report fake or abusive reviews through the proper channel.

A steady stream of recent reviews beats a one-off burst. See website trust signals.

Step 5: Use posts and updates

You can publish updates about offers, news, events and new services. Keep them short, genuine and linked to relevant pages. Regular activity signals that the business is active, and gives customers a reason to click.

Step 6: Keep details consistent everywhere

Your name, address and phone number should match across your website, social profiles and directories. Inconsistencies confuse search engines and customers. Update all of them when anything changes.

Step 7: Connect it to your website

Link your profile to a relevant landing page, usually the home page for a single location or a specific location page.
Make sure the website carries the same business details and a map or directions.
Add local business structured data to your site.
Track visits from the profile in your analytics by using campaign tags on the link. See Google Analytics and Search Console for small business.

Step 8: Monitor and respond

Check your profile regularly:

Watch for suggested edits made by others, and correct anything wrong.
Respond to messages and questions promptly where those features are available.
Review insights on how people find you and what actions they take: calls, website clicks, direction requests.
Make sure your listing has not been duplicated or altered.

Common mistakes

Stuffing keywords into the business name.
Choosing too many or inaccurate categories.
Outdated hours or a wrong phone number.
Using a virtual office or a fake address.
Ignoring reviews.
Leaving the profile with a few poor photos.
Having several owners with no recovery option.
Creating duplicate listings.

A quick checklist

Profile claimed and verified
Accurate name, address or service area, phone and website
Best primary category and relevant secondary ones
Hours including special days
Description, services and products added
Real photos uploaded regularly
Reviews requested and answered
Posts published occasionally
Details consistent across the web
Performance reviewed monthly

A well-kept profile costs little and often brings your best local leads. Combine it with a strong website that answers visitors' questions; the website checklist shows what to cover.