A Google Business Profile controls how a business appears in Google Maps and in the local results shown for searches such as “accountant near me” or “car servicing in Southampton”. An optimised profile gives people accurate information, shows them what the business offers and makes it easy to call, visit or book. This guide covers the settings and habits that make the biggest difference, from choosing categories to tracking the enquiries a profile brings in.
Choose the right primary category
The primary category is one of the strongest signals Google uses to decide which searches a profile appears for. It should describe what the business is, not everything it does, so a garage that mainly services cars would choose a servicing category rather than a general automotive one.
Additional categories can cover other services the business genuinely offers. Adding categories for services it does not provide may lead to irrelevant enquiries and can make the profile less clear to Google.
Keep business details accurate and consistent
The business name, address, phone number and website should match the details on the website and on directories such as Yell or industry listings. Inconsistent details make it harder for Google to be confident that all the listings refer to the same business.
Opening hours need the same attention. Adding special hours for bank holidays, Christmas and other closures stops people turning up to a locked door, which often leads to frustrated reviews.
Write a description that explains what you do
The business description can be up to 750 characters. It works best when it states plainly what the business offers, who it serves and which areas it covers, in the same way you would explain it to a new customer. Avoid filling it with lists of keywords or place names, as this reads poorly and adds little.
Add services, products and photos
The services and products sections let you list what the business offers in more detail than categories allow. Each entry can include a short description, which helps people compare options before getting in touch.
Photos help people judge a business before they contact it or visit, so a profile with clear, recent images gives them more to go on. Useful images include:
- The outside of the premises, so people recognise it when they arrive
- The inside, showing the space customers will use
- The team at work
- Real examples of products or completed work
Original photos taken at the business give a more accurate picture than stock images and can be refreshed as things change.
Ask for reviews and reply to them
Reviews affect both how a profile ranks and how likely people are to contact the business. The simplest way to receive more of them is to ask satisfied customers directly, for example with a short link sent after a job is finished or a purchase is collected.
Replying to reviews shows that someone is paying attention. A short, specific thank-you works for positive reviews. For negative ones, a calm reply that acknowledges the issue and offers to resolve it offline reassures future customers more than an argument does. Google does not allow businesses to offer incentives in exchange for reviews, and UK consumer law prohibits fake reviews, so every review should come from a genuine customer.
Post updates on your Google Business Profile
Google Business Profile posts let a business share offers, events, new products and news directly on its profile. Regular posts keep the profile current and give people a reason to click through to the website. Posts linked to a relevant page on the website, such as a seasonal offer or a new service, are more useful than general announcements.
Track the calls and visits your profile brings in
The performance section of a Google Business Profile shows how many people viewed the profile, requested directions, called the business or clicked through to the website. These figures help show whether changes to the profile are making a difference.
Adding tracking parameters to the website link on the profile separates that traffic in Google Analytics, so you can see how many visits and enquiries come from the profile rather than from other Google results. For businesses that take many enquiries by phone, a call tracking number can show which calls started on the profile.
Keep the profile under regular review
An optimised profile needs regular care rather than a one-off setup. A monthly check of hours, photos, reviews and posts keeps the information accurate, and anyone can suggest edits to a public profile, so it is worth confirming that no unwanted changes have been made.
CMe Media sets up and manages Google Business Profiles for businesses across the UK as part of its SEO and local search work. Contact the team to arrange a review of your Google Business Profile.
