Your Google Business Profile is a powerful free marketing tool that appears in Google Maps and local search results. A well-optimized profile drives phone calls, website visits, and foot traffic without advertising costs. Many Australian businesses miss customers due to incomplete or outdated profiles.
Step 1: Claim and Verify Your Profile
Navigate to Google Business Profile Manager and search for your business. Claim your listing or create a new one if it doesn’t exist. Google requires verification through:
- Postcard with verification code sent to your business address
- Phone verification for qualifying businesses
- Instant verification for some existing Google accounts
Without verification, you cannot edit your profile or respond to reviews.
Step 2: Ensure NAP Consistency
NAP (Name, Address, Phone) must be identical across all platforms. Google cross-references your information to validate authenticity. Your details should match exactly on:
- Google Business Profile
- Website contact page
- Online directories
- Social media profiles
Minor variations like “ABC Plumbing” vs “ABC Plumbing Pty Ltd” can hurt your rankings.
Step 3: Add Quality Photos and Videos
Visual content significantly impacts engagement. Businesses with photos receive 42% more direction requests and 35% more website clicks. Upload photos of:
- Exterior storefront
- Interior workspace
- Team members in action
- Products or completed work
- Logo and branding
Update photos regularly to signal active management.
Step 4: Use Google Posts for Updates
Google Posts appear on your listing like social media updates. Post about:
- Special promotions
- New products or services
- Upcoming events
- Seasonal updates
- Behind-the-scenes content
Posts stay visible for seven days and demonstrate business activity.
Step 5: Manage Customer Reviews
Reviews influence both rankings and customer decisions. Implement these strategies:
- Send review requests after positive interactions
- Provide direct Google review links
- Respond to all reviews within 24-48 hours
- Thank customers for positive feedback
- Address negative reviews professionally
Never purchase fake reviews or ask friends for reviews.
Step 6: Complete All Profile Sections
Fill out every available section:
Business Information:
- Accurate category selection
- Detailed description
- Website URL
- Contact numbers
Attributes:
- Accessibility options
- Business characteristics
- Service options
- Payment methods
Hours and Dates:
- Regular operating hours
- Holiday schedules
- Special events
- Temporary changes
Products and Services:
- Service descriptions
- Product categories with pricing
- Service area coverage
Step 7: Monitor Performance
Use Google Business Profile insights to track:
- Search queries displaying your business
- Customer actions (clicks, calls, directions)
- Photo views and engagement
- Review trends
These metrics help refine your optimization strategy.
How Optimisation Impacts Local SEO
When someone nearby searches for a service you offer, showing up in the right place at the right time can make all the difference. Google looks at three main factors to decide who gets seen: relevance, distance, and prominence.
By properly setting up and optimising your Google Business Profile, you’re telling Google exactly what your business does—boosting your relevance. Regular updates, fresh photos, and genuine reviews all help build your prominence. Together, these improve your chances of landing a spot in the local map pack.
And for small businesses, that visibility can mean the difference between a new customer walking through your door… or heading to a bigger competitor down the road.
Final Thoughts
Your Google Business Profile isn’t just a box to tick—it’s a powerful tool that can drive real, local traffic to your business. The more active and consistent you are—whether it’s updating your hours, posting news, or replying to reviews—the better your results.
At WebOracle, we provide local SEO services to help Australian businesses stand out. From optimising your profile to building a review strategy that works, we’ve got your back. If you’re ready to start showing up where it counts, we’d love to help.