As local search competition intensifies, a fully optimised Google Business Profile (GBP) is crucial for any small business looking to improve its visibility, attract local customers, and drive more conversions. Google’s search algorithms have become more sophisticated, making it essential to follow best practices for Google Business Profile optimisation to stay ahead of the competition in 2025.
This comprehensive guide will show you how to take your Google Business Profile to the top of search results step-by-step. These strategies are designed for business owners, marketers, and SEO specialists who want to improve local rankings, attract traffic, and boost sales.
Why Your Google Business Profile Matters in 2025
Your Google Business Profile (formerly Google My Business) is central to your local SEO strategy. It allows businesses to appear in the local pack—the top three local businesses highlighted in Google search results alongside a map. These listings appear before organic search results and typically get a significant share of clicks from users searching for local services or products.
Google prioritises the local pack for local searches because it quickly delivers relevant, location-based results to users. Research shows that around 44%–50% of clicks for local queries go to the businesses featured in the local pack. Businesses listed in the top Google Business Profile positions are not only more visible but also viewed as more credible and trustworthy by searchers.
As we move into 2025, the number of people using mobile devices for local searches is growing. With searches like “plumber near me” or “best coffee shop in [city]” becoming more common, your Google Business Profile plays an even more critical role. Mobile searchers are looking for immediate solutions, and if your business isn’t appearing in the local pack, you’re likely losing out on valuable customers. This makes it crucial to optimise your GBP and get it to the top of local search results.
Step-by-Step Guide to Optimising Your Google Business Profile
Complete Your Profile 100%
The foundation of successful Google Business Profile optimisation is ensuring that every field on your profile is completed. Google favours fully filled-out profiles because they show that the business is legitimate, active, and ready to engage with customers. An incomplete profile will hurt your chances of appearing in the local pack and signal to Google that your business might not be as relevant or trustworthy as competitors’.
When filling out your profile, focus on the following key areas:
– Business name: Ensure it’s consistent with your branding and website.
– Address: Make sure your business address is correct, primarily if you serve customers at a physical location.
– Phone number: Use a local phone number, as it signals to Google that your business is truly local.
– Business hours: Keep your operating hours up to date.
– Website URL: Link directly to your website, and make sure your website is optimised for local SEO.
– Business Description: Write a keyword-rich but natural description highlighting your business’s services, value proposition, and location.
Incorporating local SEO keywords into your business description is essential. For example, if you’re a roofing contractor in Edinburgh, use phrases like “best roofing contractor in Edinburgh” or “affordable roof repair in Edinburgh.” Including keywords that reflect your business’s services and location helps Google understand what you offer and which search queries to match you with. This will increase your chances of ranking higher in local search results.
Encourage Reviews for an Instant Ranking Boost
Customer reviews are among the most influential factors influencing your local search ranking. Google views businesses with positive, frequent reviews as trustworthy and relevant, making reviews a critical part of your Google Business Profile optimisation strategy. Positive reviews can quickly boost your rankings in the local pack and attract more potential customers.
To encourage customers to leave reviews, you need a solid review generation strategy. This could involve sending follow-up emails after service completion, integrating review requests into customer interactions, or using automated tools to send review reminders. You can also make it easier for customers by providing them with a direct link to your Google Business Profile review section.
Responding to reviews is just as important as generating them. Google favours businesses that engage with customers by replying to positive and negative feedback. Your responses should be professional, friendly, and tailored to each review. Positive reviews can be thanked with phrases like “We’re so happy you had a great experience with our roof repair service in Edinburgh.” For negative reviews, address concerns professionally and offer solutions. This shows future customers that you value feedback and are committed to resolving issues.
Use Google Posts to Share Content
Google Posts is a powerful but often underutilised feature that allows businesses to share updates, offers, events, or even blog content directly on their Google Business Profile. Regularly posting to your GBP ensures that your business remains active, which helps keep your profile ranking higher in local search results. Google favours fresh content so that this feature can give you an edge over competitors.
When creating Google Posts, focus on providing value to your customers while incorporating local keywords. For example, if you’ve written a blog post on “Roof Maintenance Tips for Winter,” you can summarise it in a Google Post with a call to action like “Read our latest blog post on winter roof care to protect your home in Glasgow.” This engages local customers and helps drive traffic to your website.
Use images or videos in your Google Posts to capture attention and increase engagement. Posts with visuals perform better than those with just text, and they help create a more appealing profile. Google Posts expire after seven days, so make it a habit to post regularly to maintain a steady stream of fresh content.
Leverage Photos and Videos
Uploading high-quality photos and videos to your Google Business Profile is essential for creating a visually engaging and informative listing. Google encourages businesses to upload regular visual content, as it improves engagement and user experience. Businesses with active profiles that include photos and videos are more likely to rank higher in local search results because they appear more credible and trustworthy.
Photos should include your team, products, services, office or store location, and happy customers (with their permission). Geo-tagging photos by embedding location data helps Google further understand your business’s relevance to local searchers. For instance, if you’re a roofing company in Glasgow, pictures of completed projects tagged with the location reinforce your relevance to local search queries for services in that area.
Consider adding 360-degree photos or virtual tours, especially if your business has a physical location. This immersive content keeps users engaged longer and sends positive signals to Google about the quality of your profile, which can lead to better rankings.
Automation and Tools to Improve Your Google Business Profile Rankings
Automate Review Generation
Manually asking customers for reviews can be time-consuming, especially when dealing with a large client base. Automation tools such as Make.com or similar platforms allow you to streamline the review generation process, making collecting consistent customer feedback easier. Automated review requests can be sent via email or SMS shortly after a transaction is completed, encouraging customers to leave reviews. At the same time, the experience is still fresh in their minds.
Automation tools can also help you manage your review responses efficiently. Setting up templates for common responses (while ensuring they don’t feel generic) can save time while maintaining high customer engagement. Regularly receiving new reviews signals to Google that your business is active is crucial for ranking your Google Business Profile higher in local search results.
By automating the process, you’re ensuring a consistent flow of reviews without investing large amounts of time or resources. This increases your credibility and trustworthiness in Google’s eyes, improving your chances of ranking higher in local search queries.
Automate Content Posting and Insights Tracking
Automation can also streamline the process of keeping your Google Business Profile active. Tools like Make.com allow you to schedule Google Posts in advance, ensuring your profile remains updated even if you don’t have time to manage it manually. This regular activity helps maintain high engagement, positively influencing your local rankings.
Moreover, automation platforms can integrate with Google My Business Insights to provide you with real-time performance data. This data includes how many people viewed your profile, how many engaged with your website or requested directions, and which search queries led them to your profile. By analysing these insights, you can make data-driven decisions to optimise your profile and content further for local search results.
Common Mistakes to Avoid in Google Business Profile Optimisation
Neglecting Reviews or Responding Poorly
One of the most common mistakes businesses make is neglecting to respond to reviews or failing to encourage them consistently. Reviews are a major ranking factor for Google and businesses that don’t actively manage them miss out on a significant opportunity to boost their local SEO performance. Moreover, responding poorly or ignoring negative reviews can harm your business’s credibility, making it less likely for potential customers to choose you over competitors.
It’s essential to respond professionally to all reviews, especially negative ones. Use negative feedback as an opportunity to demonstrate your commitment to customer satisfaction. Rather than getting defensive, address the issue directly and offer a solution. Engaging with reviews shows both Google and potential customers that you’re proactive and value feedback, which can improve your business’s online reputation and boost your Google Business Profile ranking.
Inconsistent NAP (Name, Address, Phone Number) Information
Maintaining consistent NAP (Name, Address, Phone number) information across all online platforms is crucial for local SEO. Inconsistent details across your website, social media profiles, and directory listings can confuse Google and reduce your business’s credibility in search results. This inconsistency can prevent your business from ranking in the local pack even if you’ve optimised other parts of your profile.
To ensure consistency, audit your business’s information across all platforms regularly. Check that the same NAP information is displayed on your website, Google Business Profile, social media accounts, and any other directories where your business is listed. This consistency builds trust with Google and improves your chances of appearing at the top of local search results.
Conclusion: The Power of an Optimised Google Business Profile
Optimising your Google Business Profile is one of the most effective strategies for improving local search visibility and attracting more customers. From completing your profile to encouraging reviews, regularly posting content, and leveraging automation tools, these steps will help you rise to the top of search results and gain a competitive edge in your local market.
Remember, local SEO is an ongoing process. Regularly updating your profile, engaging with customers through reviews and posts, and analysing performance data will ensure your Google Business Profile remains relevant and practical. Implementing these strategies will boost your local rankings and increase traffic, conversions, and business growth in 2025.
Ready to maximise the potential of your Google Business Profile? Contact me for a FREE audit and discover how my GBP optimisation services can help you reach the top of search results and attract more customers in 2025. Don’t miss the opportunity to grow your business—let me optimise it for you!
