If you run a local business that serves customers in a specific area, your Google Business Profile (GBP) is one of the most powerful tools you can use to increase visibility, generate enquiries and build trust. This guide walks you through exactly how to set up your profile — and why it’s so important for your local SEO.
When someone searches “plumber near me” or “mortgage adviser near me”, your Google Business Profile is what shows up in the Maps results and the “local pack”. This is prime visibility — often even higher than normal SEO rankings.
A fully completed GBP can improve your local ranking because Google rewards businesses that:
Are active
Have consistent information
Collect reviews
Share updates
Engage with users
It signals trust, relevance and authority.
Your GBP shows:
Reviews
Photos
Services
Opening hours
Service area
Contact options
Customers compare all of this in seconds — a strong profile wins more clicks.
Reviews are one of the biggest factors in whether someone chooses your business. They also directly influence local ranking. Consistently collecting positive reviews can:
Increase conversions
Improve ranking
Build long-term credibility
Good reviews + a well-maintained profile = more leads.
Visit: https://www.google.com/business
Click “Manage Now” to begin.
Type in your exact business name as you want it to appear on Google. Avoid keyword stuffing — it can get you suspended.
Pick the most accurate category (e.g., “Roofing Contractor”, “Mortgage Broker”).
This helps Google understand what you do and who to show you to.
You can select:
Service-area business
Brick-and-mortar store
Online business
If you go to customers directly, choose service-area and hide your address.
Add the towns, cities or postcodes you cover. Keep it realistic — Google penalises overly large service areas.
Include:
Business phone
Website URL
Email (optional)
This helps customers contact you instantly.
Google will ask you to verify:
Via postcard (common)
Phone
Video verification
Follow the instructions carefully — verification is required before you appear in Maps.
Once verified, complete the following:
Add your services – List each service clearly with descriptions.
Add high-quality photos – Include photos of:
Profiles with photos get significantly more views.
Write a strong business description – Explain who you are, what you do, who you serve and what makes you different (no sales copy).
Share regular posts – Updates, offers, before/after projects, blogs — Google rewards active profiles.
Ask for reviews consistently – Send customers a direct link after every job or meeting.
Google heavily weighs review quality and quantity. More 5-star reviews = more visibility.
People trust other people. Strong reviews often lead to customers choosing you without even comparing alternatives.
They show you’re reliable, consistent and legitimate — especially for service-based businesses.
Replying to reviews shows professionalism and signals to Google that you’re active.
Keep all business information consistent with your website
Add photos monthly
Use Google Posts weekly if possible
Ask for reviews regularly
Keep your service list updated
Monitor insights for search trends
These small actions compound over time for stronger rankings.
It usually appears within 3–7 days after verification, but ranking well can take a few weeks depending on competition and optimisation.
Yes — service-area businesses can rank without displaying an address, but you should only target realistic areas you genuinely serve.
There’s no minimum, but most businesses see improvement once they reach 10–20 reviews. Consistency is more important than volume.
If you’re a local business, your Google Business Profile is one of the most important tools you can use. It improves visibility, builds trust and helps customers choose you over competitors — all without ongoing advertising costs.
A fully optimised profile can generate enquiries every week simply by being active and well-maintained.
