How to Optimise Your Google Business Profile in 2025

Why Your Google Business Profile Is Your Most Valuable Local SEO Asset

Your Google Business Profile (GBP) β€” formerly Google My Business β€” is the foundation of your local search presence. It controls what appears in the Map Pack, the Knowledge Panel and Google Maps. An optimised GBP can be the difference between appearing for thousands of local searches or being invisible.

Step 1: Claim and Verify Your Listing

If you haven’t claimed your GBP yet, start at business.google.com. Verification is typically done by postcard, phone or email. Without verification, you cannot manage your listing and won’t rank competitively.

Step 2: Choose the Right Categories

Your primary category is the most important selection you’ll make. Choose the most specific category that describes your core business β€” not the broadest. Add all relevant secondary categories to capture related search queries.

Step 3: Complete Every Section

  • Business name: Use your real business name exactly β€” no keyword stuffing
  • Address: Consistent with your website and all citations
  • Phone number: Local number preferred over national
  • Website: Link to your homepage or a specific location page
  • Hours: Keep them accurate and update for holidays
  • Services: List all services with descriptions
  • Products: Add your product catalogue if applicable
  • Attributes: Select all relevant attributes (accessibility, payment methods, etc.)

Step 4: Build Your Photo Gallery

Businesses with photos receive 42% more requests for directions and 35% more website clicks. Upload at minimum: exterior (from street), interior, team photos, product/service photos. Aim for 20+ high-quality images.

Step 5: Generate and Respond to Reviews

Reviews are one of the top local ranking factors. Create a shortlink to your review page and add it to your email signature, receipts and post-service follow-ups. Respond to every review within 24 hours β€” this signals engagement to Google.

Step 6: Post Regularly

GBP posts keep your listing fresh and can include offers, events and updates. Post at minimum once per week. Posts expire after 7 days for regular posts, so consistency matters.

Step 7: Use Q&A

Proactively add questions and answers to your Q&A section covering your most common customer enquiries. This content is indexed and can appear in search results.