How to Optimise Google Business Profile – 2025 Guide

In 2025, Google Business Profile (GBP) remains a crucial tool for local businesses looking to improve their online visibility, attract more customers, and boost sales. As Google continuously refines its algorithm, businesses must stay updated on the best practices to optimise their GBP listings effectively. A well-optimised GBP profile can help you rank higher in Google Maps, the Local Pack, and local search results, making it easier for potential customers to find and engage with your business.

This guide provides a step-by-step approach to optimise Google Business Profile for better rankings, increased traffic, and customer engagement.

1. Claim and Verify Your Business Profile

The first step to optimising your GBP listing is to claim and verify your business on Google. This ensures that you have full control over your profile and can make necessary updates.

Steps to Claim and Verify Your GBP

1. Go to Google Business Profile Manager.
2. Search for your business name.
3. If your business is listed, claim it. If not, create a new profile.
4. Complete the verification process via phone, email, or postcard (depending on Google’s options for your location).

Verification is essential as unverified profiles have limited visibility in search results.

2. Provide Complete and Accurate Business Information

Google prioritises businesses that have accurate and detailed information. Make sure your profile includes:

• Business Name – Use your official business name (avoid keyword stuffing).
• Business Category – Select the most relevant primary category and add secondary categories where applicable.
• Address & Service Areas – Ensure your address is correct and add multiple service areas if you operate in different locations.
• Phone Number – Use a local phone number to boost trust and rankings.
• Website URL – Link to your official website for better credibility.
• Business Hours – Keep your hours updated, including holiday hours.

Having consistent information across all platforms (Google, social media, directories) improves local SEO rankings.

3. Use High-Quality Photos and Videos

Visual content significantly impacts user engagement and click-through rates. A Google Business Profile with high-quality images appears more credible and appealing to customers.

Tips for Uploading Photos & Videos:

✅ Upload real, high-resolution images of your store, products, team, and events.
✅ Add 360-degree photos for an interactive experience.
✅ Post short videos showcasing services, customer testimonials, or behind-the-scenes content.
✅ Follow Google’s recommended formats: JPG or PNG (photos), MP4 (videos).

Businesses that regularly update their photos and videos tend to rank higher in local search results.

4. Encourage and Respond to Customer Reviews

Google Reviews are a major ranking factor for local search. A high number of positive reviews improves both credibility and visibility.

How to Get More Google Reviews:

• Ask satisfied customers to leave a review after a purchase or service.
• Provide an easy-to-use review link via email or SMS.
• Offer excellent customer service to encourage organic positive feedback.

How to Respond to Reviews:

• Thank customers for positive reviews and reinforce their satisfaction.
• Address negative reviews professionally and offer solutions.
• Use keywords in responses to boost relevance in local search.

Engaging with reviews signals to Google that you are active and responsive, improving your ranking.

5. Publish Google Posts Regularly

Google Posts allow businesses to share updates, offers, and events directly on their GBP profile.

Types of Google Posts:

📢 Offers: Promote discounts and special deals.
📅 Events: Announce upcoming webinars, sales, or workshops.
🆕 What’s New: Share product launches, company updates, or industry news.
💼 COVID-19 Updates: Provide health and safety guidelines, delivery options, or policy changes.

Posting regularly increases engagement and signals to Google that your business is active.

6. Optimise for Local SEO and Keywords

Google ranks business profiles based on relevance, proximity, and prominence. Using the right local keywords in your GBP listing can boost your ranking.

Where to Use Keywords:

• Business Description: Write a keyword-rich but natural-sounding description.
• Reviews & Responses: Encourage customers to mention keywords in their reviews.
• Google Posts: Use location-based and industry-specific keywords.

Example: Instead of saying “We offer great coffee,” say “We serve the best coffee in Sydney with organic beans and handcrafted brews.”

7. Enable Messaging and Bookings

Google allows businesses to enable direct messaging and appointment bookings through GBP.

Benefits of Enabling Messaging:

✅ Allows customers to ask questions instantly.
✅ Increases engagement and trust.
✅ Improves conversion rates by offering quick responses.

To enable messaging:

1. Go to your GBP dashboard.
2. Click on Messages and turn on chat.
3. Respond to messages promptly.

For appointment-based businesses, linking a booking system directly to GBP can drive more conversions.

8. Keep Business Hours Updated

Nothing frustrates customers more than finding a business closed when it was listed as “open.”

• Update hours regularly, especially during holidays or special events.
• Mark special operating hours for promotions or peak seasons.
• Use Google’s special hours feature to avoid misleading customers.

Having accurate business hours improves customer trust and ensures users receive correct information.

9. Build Local Citations and Backlinks

Google considers local citations (mentions of your business on other sites) and backlinks (links from other websites) as trust signals.

How to Build Citations & Backlinks:

• List your business on directories like Yelp, TripAdvisor, Bing Places, and Apple Maps.
• Get featured in local news, blogs, and industry publications.
• Partner with local influencers and businesses for cross-promotion.

Consistent business information across directories improves credibility and rankings.

10. Monitor Performance with Google Insights

Google Business Profile Insights provides valuable analytics on how customers interact with your listing.

Key Metrics to Track:

📍 Search Queries: What keywords do people use to find your business?
📊 Views & Clicks: How often your profile appears in search results.
📞 Phone Calls & Messages: How many inquiries come from GBP.
🛑 Direction Requests: How often people navigate to your location.

Use this data to refine your optimisation strategy and improve engagement.

Conclusion

Optimising your Google Business Profile in 2025 is essential for improving local search rankings, increasing visibility, and attracting more customers. By following these best practices, businesses can ensure their GBP profile remains competitive and fully optimised.

A well-maintained GBP profile is not just about rankings—it’s about enhancing customer experience, building trust, and driving real-world business growth. Stay proactive, keep your profile updated, and leverage Google’s features to stand out in the local market.