When someone searches for your type of business in your area, Google shows a map with three businesses listed below it. Those three spots — called the “local pack” — get the vast majority of clicks. Your Google Business Profile is what determines whether you’re in them.

An unclaimed, incomplete or neglected GBP is one of the most common reasons local businesses miss out on customers who are actively searching for exactly what they offer. The good news: fixing it is free, and the impact can be significant within weeks.

First: claim your profile

Go to business.google.com and search for your business. If it already exists as an unclaimed listing (which Google often creates automatically from directory data), claim it. If it doesn’t exist, create it. The verification process usually takes a few days via postcard or phone call.

Your business name, category and description

Your business name should appear exactly as it does everywhere else — no keyword stuffing, no adding “best” or “top-rated” to your actual name. Google penalises this.

Your primary category is arguably the most important field on the entire profile. Be as specific as possible. “Car body shop” outperforms “automotive.” “Personal injury solicitor” outperforms “legal services.” You can also add secondary categories for other services you offer.

Your description should read naturally and include your main service keywords and location. Write it for a potential customer, not for an algorithm — but make sure those key terms appear.

Photos: the most underused feature

Profiles with photos receive 42% more requests for directions and 35% more click-throughs to websites, according to Google’s own data. Yet most local business profiles have two or three blurry phone photos taken three years ago.

Add at minimum:

Update photos regularly. Google rewards active profiles.

Pro tip: Geotagging your photos before uploading (embedding GPS coordinates) gives Google additional location data and can strengthen your local relevance signals.

Reviews: your most powerful trust signal

The number of reviews you have, their recency, and your average rating all directly affect your local pack rankings. There is no shortcut — you need to actively ask for reviews from satisfied customers.

Create a direct review link by going to your GBP dashboard, clicking “Share profile” and copying the review URL. Put it in your email footer, send it to happy clients, add it to your invoices. Make it as easy as possible.

Respond to every review. Thank positive reviewers specifically (not just “thanks for the review”). For negative reviews, respond calmly, professionally, and offer to resolve the issue offline. How you respond to criticism says as much about your business as the criticism itself.

Posts, Q&A and services

Google Posts are short updates that appear directly on your profile — like social media posts, but on Google. They’re underused by most businesses and can help with visibility and conversion. Post about offers, new services, or recent projects at least twice a month.

The Q&A section is populated by questions from the public — and sometimes answered by anyone, not just you. Check it regularly and make sure the answers are accurate. You can also add your own questions and answer them proactively with useful information.

Keep it updated

An outdated profile is almost worse than no profile. Wrong opening hours, an old phone number, or a disconnected website link creates friction and distrust. Set a reminder to review your GBP every quarter.

If you’d like us to audit and optimise your Google Business Profile as part of a full local SEO strategy, find out about our SEO retainer or get in touch for a free chat.