Your Google Business Profile (GBP) — formerly Google My Business — is the most direct lever you have over your local search visibility. A fully optimised GBP can put your business in the Map Pack (the top 3 results) for relevant local searches, even before any website SEO work.
Yet most UK businesses have profiles that are 40–60% complete. Here's exactly what a fully optimised GBP looks like.
1. Business Name, Category, and Description
Business name: Use your actual trading name. Do not keyword-stuff it ("Sheffield Plumber | Fast Response | Joe's Plumbing"). Google will suspend profiles that do this, and it's against their guidelines.
Primary category: This is the most important GBP ranking factor. Choose the most specific category that accurately describes your core service. "SEO Agency" beats "Marketing Agency". "Family Law Solicitor" beats "Legal Services". You get one primary category — choose carefully.
Additional categories: Add up to 9 secondary categories for services you also offer. An accountancy firm might add: "Tax Consultant", "Bookkeeper", "Business Management Consultant".
Description: 750-character limit. Front-load with your primary service and location: "SEO Associates is a local SEO agency serving businesses across Yorkshire and the North of England…" Include your core services and unique selling points. Do not include links or promotional language ("call now!", "best prices").
2. Contact Information and Hours
- Phone number: Use a local area code if possible — it reinforces geographic signals
- Website URL: Link to a relevant landing page, not always the homepage — link to your Sheffield page if you're targeting Sheffield
- Address: Must match exactly what's on your website and all other directory listings (this consistency is called NAP — Name, Address, Phone)
- Hours: Keep these accurate and updated. Google may show "usually busy" times based on visit data — inaccurate hours hurt trust signals
- Special hours: Set these in advance for bank holidays and closures
3. Photos and Videos
Profiles with photos receive 42% more requests for directions and 35% more website clicks than those without (Google data). The minimum to aim for:
- Cover photo: 1080x608px, your best brand or premises image
- Logo: 250x250px minimum, transparent background preferred
- Interior photos: 3–5 photos of your workspace or shop floor
- Team photos: Build trust — people want to see who they're hiring
- Service/product photos: Before/after for tradespeople, menu items for restaurants, etc.
Upload new photos regularly — profiles with recent photo activity tend to rank better. Aim for at least 1 new photo per week.
4. Google Posts
GBP Posts appear in your knowledge panel and give you free real estate in local search results. Post types available:
- Updates: General news, content, or announcements — 1,500 character limit
- Offers: Promotional posts with a start/end date and redemption link
- Events: For webinars, open days, or in-store events
Post frequency: at minimum once per week. Posts expire after 7 days (offers last until the end date). Consistent posting signals active engagement to Google.
5. Reviews
Reviews are a major Map Pack ranking factor. More reviews + higher average rating = stronger local ranking signal. Strategy:
- Ask every satisfied customer to leave a review — the highest-converting ask is immediately after a positive interaction
- Send a direct review link (found in your GBP dashboard under "Get more reviews")
- Respond to every review — positive and negative. This signals engagement to Google and builds trust with prospective customers
- Never incentivise or purchase reviews — Google's detection has improved significantly and the risk of suspension is real
6. Q&A Section
The Q&A section on your GBP is publicly editable — anyone can ask and answer questions. Proactively populate it with your own FAQs (you can ask and answer as your business account):
- "What areas do you cover?"
- "Do you offer free consultations?"
- "What are your payment terms?"
This prevents competitors or disgruntled customers from controlling the narrative in your Q&A.
7. Products and Services
Add your services explicitly in the Services section. Use your target keywords naturally in service names and descriptions. This helps Google match your profile to relevant searches beyond just your primary category.
Check Your Score
Use our Google Business Profile Checker to score your current GBP across all 5 categories and get a personalised list of quick wins. It takes under 2 minutes and shows exactly which optimisation points you're missing.