Google Business Profile (formerly Google My Business) is the single most powerful free tool for local business visibility. It controls what appears when someone searches your business name or finds you in Google Maps. A fully optimised profile can drive more calls, more visits, and more enquiries than many paid advertising campaigns — at zero ongoing cost.
How do you claim and verify your Google Business Profile?
- Go to business.google.com and sign in with a Google account
- Search for your business — if it already exists (Google may have auto-created a listing), claim it. If not, create a new one.
- Add your business name, category, address, and phone number
- Choose your verification method — Google sends a postcard to your address, or may offer instant verification by phone or email for some businesses
- Enter the verification code when it arrives
Verification is required before your profile appears prominently in results and before you can manage it fully.
Which Google Business Profile sections matter most for SEO?
Business name — use your exact trading name only. Do not add keywords ("Acme Plumbing Best Plumber London" violates Google's guidelines and risks suspension).
Primary category — this single selection has the most impact on which searches you appear for. Choose the most specific category that accurately describes your core service. "Emergency Plumber" is better than "Plumber" if emergency work is your focus.
Secondary categories — add all additional relevant service categories. Each secondary category extends your visibility to additional query types.
Business description — 750 characters describing what you do, who you serve, and what makes you different. Include your main services and location naturally. This does not directly affect rankings but appears in your profile and influences whether visitors contact you.
Services list — add every specific service you offer with descriptions. This keyword-rich content helps Google match you to specific service queries.
Opening hours — keep these meticulously accurate including bank holidays. Inaccurate hours create negative signals and drive away potential customers who arrive when you are closed.
How do photos affect your Google Business Profile ranking?
Profiles with photos receive significantly more direction requests and website clicks than those without. Google's algorithm also appears to reward active photo uploads as a signal of business activity and quality.
Photo best practices:
- Add a high-quality profile photo (your logo or storefront)
- Add a cover photo showing your business at its best
- Upload photos of your premises, team, products, and work
- Add new photos at least monthly — freshness matters
- Use real photos, not stock imagery — authentic photos outperform generic stock
Do Google Posts still help rankings?
Yes — publishing a Google Post (updates, offers, events, or news) weekly signals active business management to Google's local algorithm. Posts appear directly in your profile in search results and keep your listing fresh. Posts expire after seven days for standard updates (events last longer), making weekly publishing a simple maintenance routine worth building.
How do you handle reviews on Google Business Profile?
Reviews are a major local ranking signal as covered in our guide to how local SEO works. For optimal review management:
- Ask every satisfied customer for a review — send a direct link to make it one tap
- Respond to every review, positive and negative, within 48 hours
- Negative review responses should be professional, empathetic, and offer to resolve the issue offline
- Never offer incentives for reviews — this violates Google's policies
Summary
- Google Business Profile controls your appearance in Google Maps and local search — it is the most important free local SEO tool
- Complete every section: exact business name, most specific primary category, full services list, accurate hours, real photos
- Publish weekly Google Posts to signal active business management
- Respond to every review — review velocity and response rate both influence local rankings
- Ensure NAP exactly matches your website and all citation platforms
Continue reading: How do you do local keyword research for a small business?