Google Business Profile – Everything You Need to Know
Google Business Profile (formerly Google My Business) has become one of the most powerful tools for local visibility, customer engagement, and online reputation. Whether you run a small business, a local service, a hospitality venue, or a multi‑location company, your Google Business Profile is often the first thing customers see when they search for your services.
With 46% of all Google searches having local intent and over 93% of UK searches happening on Google, your GBP is no longer optional—it is essential. In this guide, we break down everything you need to know about Google Business Profile, how it works, how to set it up, how to maintain it, and why partnering with Web Interaction can help you maximise its full potential.
What Is a Google Business Profile?
A Google Business Profile is a free business listing that appears on Google Search and Google Maps. It displays key information about your business, including:
• Business name
• Address
• Phone number
• Website
• Opening hours
• Photos and videos
• Reviews
• Services and products
• Booking links
• Posts and updates
• FAQs
Your GBP is effectively your digital storefront. It is often the first impression customers have of your business, and it plays a major role in whether they choose you over your competitors.
How Google Business Profile Works
Google uses your GBP information to determine:
• Whether your business is relevant to a user’s search
• How close your business is to the searcher
• How trustworthy and authoritative your business appears
These factors influence your ranking in:
• Google Maps
• Local Pack (the top 3 map results)
• Localised organic search results
The Local Pack is especially valuable. It appears above organic results and captures 42% of all local search clicks. Businesses with complete, optimised profiles are significantly more likely to appear in these top positions.
Why Your Business Needs a Google Business Profile
1. It Increases Your Local Visibility
When someone searches for “plumber near me,” “SEO agency London,” or “best Italian restaurant in Camden,” Google prioritises local results. A fully optimised GBP dramatically increases your chances of appearing in these high‑value searches.
2. It Drives Calls, Visits, and Enquiries
Google Business Profiles generate:
• Phone calls
• Website visits
• Direction requests
• Booking enquiries
• Customer messages
For many businesses, GBP is the single biggest source of leads.
3. It Builds Trust and Credibility
Consumers rely heavily on Google to evaluate businesses. Research shows:
• 81% of consumers use Google to read local reviews
• 75% of users judge a business’s credibility based on its online presence
• Businesses with photos receive 42% more direction requests
A strong GBP signals professionalism and reliability.
4. It Helps You Compete Locally
Even if your competitors have bigger budgets, a well‑optimised GBP can help you outrank them in local search. Google rewards relevance, accuracy, and engagement—not just size.
5. It’s Free and Highly Effective
Unlike paid ads, GBP visibility does not cost money. With the right optimisation, it becomes a long‑term, high‑ROI marketing asset.
How to Get a Google Business Profile
Setting up a GBP is straightforward:
Step 1: Visit the Google Business Profile Website
Go to google.com/business and sign in with your Google account.
Step 2: Enter Your Business Information
Add your business name, category, address, phone number, and website.
Step 3: Choose Your Service Area
If you serve customers at their location (e.g., plumbers, electricians), you can hide your address and list service areas instead.
Step 4: Verify Your Business
Google may verify your business via:
• Postcard
• Phone
• Video verification
• Live video call
Verification is essential for your profile to appear publicly.
Step 5: Complete Your Profile
Add photos, services, descriptions, and all relevant details.
What Information Should You Include
A complete GBP performs significantly better than an incomplete one. Make sure to include:
Business Name
Use your real‑world business name—no keyword stuffing.
Categories
Choose one primary category and several secondary categories.
Description
Write a clear, keyword‑rich description of your business.
Services and Products
Add detailed service lists, menus, or product catalogues.
Opening Hours
Keep hours updated, including holiday hours.
Photos and Videos
Upload:
• Exterior photos
• Interior photos
• Team photos
• Product or service photos
• Short videos
Businesses with photos receive more clicks, calls, and direction requests.
Reviews
Encourage customers to leave reviews and respond to all of them.
Posts
Publish updates, offers, events, and news regularly.
Attributes
Add relevant attributes such as:
• Wheelchair accessible
• Free Wi‑Fi
• Outdoor seating
• Women‑led
• LGBTQ+ friendly
These help customers make informed decisions.
How to Maintain Your Google Business Profile
A GBP is not a “set it and forget it” tool. Google rewards active, well‑maintained profiles.
1. Update Information Regularly
Keep your hours, services, and contact details accurate.
2. Upload New Photos Monthly
Fresh photos increase engagement and signal activity.
3. Respond to Reviews
Google favours businesses that engage with customers.
4. Publish Weekly Posts
Posts help you stay visible and relevant.
5. Monitor Insights
GBP provides valuable data on:
• Searches
• Calls
• Website visits
• Direction requests
• Photo views
Use this data to refine your strategy.
6. Answer Customer Questions
The Q&A section is often overlooked but highly influential.
7. Track Competitors
Monitor how your competitors appear in local search and adjust accordingly.
The Benefits of Having a Fully Optimised Google Business Profile
A well‑optimised GBP can deliver:
• Higher rankings in local search
• Increased visibility in Google Maps
• More phone calls and enquiries
• More website traffic
• More foot traffic
• Higher trust and credibility
• Better customer engagement
• Stronger local brand presence
For many businesses, GBP becomes their most powerful marketing channel.
Why Choose Web Interaction for Your Google Business Profile Management
Managing a GBP properly requires expertise, consistency, and ongoing optimisation. At Web Interaction, we offer a complete Google Business Profile service designed to help your business dominate local search.
Our service includes:
• Full GBP setup and verification
• Category and keyword optimisation
• Photo and media optimisation
• Review management and response strategy
• Weekly Google Posts
• Local SEO integration
• Competitor analysis
• Monthly reporting and insights
• Ongoing updates and maintenance
We ensure your profile is not only complete but fully optimised for maximum visibility and conversions.
Final Thoughts
Your Google Business Profile is one of the most important digital assets your business has. It influences how customers find and perceive you, and whether they choose you over your competitors.
With the right optimisation and ongoing management, your GBP can become a powerful driver of leads, bookings, and revenue.
If you want to maximise your local visibility and ensure your GBP is performing at its best, contact us – we are here to help.
