Why Google Business Profile Matters for Local SEO
For small businesses, local search visibility is crucial. When customers search for services like “locksmith near me” or “best pest control in Sydney,” they often turn to Google Business Profile (GBP) listings. A well-optimised GBP can be the difference between getting chosen by customers or getting buried under competitors.
Google Business Profile dominates local search results, appearing in the Google Map Pack and attracting high-intent users who are ready to call, visit, or book a service. Businesses that fail to optimise their GBP risk losing potential customers to competitors who show up first.
This guide will cover the best practices for optimising your GBP to outrank competitors, the role of photos, reviews, and posts, common mistakes to avoid, and how to track performance using Google Insights.
The Importance of Google Business Profile for Local Search Visibility
Google Business Profile is one of the most powerful local SEO tools. It allows businesses to:
- Appear in Google’s Local Pack (the top three listings displayed in search results)
- Show up in Google Maps searches, helping customers find their business location easily
- Increase direct phone calls and website visits from local searchers
- Showcase customer reviews and photos, building credibility and trust
Unlike traditional SEO, where it can take months to rank, an optimised GBP can boost local rankings within weeks, making it a critical part of any local marketing strategy.
How to Optimise Google Business Profile for Higher Rankings
1. Complete & Accurate Business Information
Google prioritises businesses that provide detailed and accurate information. Ensure that:
- Business name, address, and phone number (NAP) are consistent across all platforms
- Categories are relevant (e.g., “Locksmith” instead of “General Services”)
- Operating hours are up to date, including holiday hours
- A detailed business description (including services and keywords) is included
2. Select the Right Primary & Secondary Categories
Choosing the right categories helps Google match your business with relevant searches. Your primary category should describe your core service, while secondary categories should cover additional offerings.
For example, a locksmith business should use:
- Primary Category: Locksmith
- Secondary Categories: Emergency Locksmith, Security System Installer, Key Duplication Service
3. Add High-Quality Photos & Videos
Google Business Profiles with photos receive 42% more requests for directions and 35% more clicks than those without. To enhance your profile:
- Upload real, high-quality images of your storefront, services, and team
- Use before-and-after photos to showcase your work
- Post short videos (under 30 seconds) demonstrating your services
4. Get More Customer Reviews & Respond to Them
Reviews play a significant role in ranking and customer trust. Businesses with more positive reviews are more likely to appear in the Local Pack and attract customers.
Encourage satisfied customers to leave reviews by:
- Sending a follow-up email or SMS with a direct review link
- Displaying a QR code at your location linking to your GBP
- Politely requesting reviews after a successful service
Always respond to reviews, both positive and negative, to demonstrate professionalism and engagement.
5. Use Google Posts to Stay Active
Google rewards active business profiles. Use Google Posts to:
- Share promotions, events, or new services
- Post weekly updates with engaging images and call-to-actions
- Include keywords naturally in post descriptions
Businesses that use Google Posts regularly are more likely to stay visible in search results.
What Businesses Should & Shouldn’t Do on Google Business Profile
✅ Best Practices for GBP:
- Keep all business information accurate and updated
- Encourage customer reviews and respond to them
- Add high-quality photos and videos regularly
- Use Google Q&A to answer common customer questions
- Track performance using Google Insights
❌ Mistakes to Avoid:
- Using inconsistent NAP details, which confuses search engines
- Adding fake reviews, which can lead to penalties
- Neglecting negative reviews, damaging reputation
- Leaving your GBP inactive for long periods
Google prioritises authentic and active business profiles—avoid shortcuts or manipulative tactics that could hurt rankings.
Case Study
How We Helped Platinum Locksmiths Leverage GBP to Dominate Local Search
At a Glance:
- Achieved Top 3 rankings for 15 crucial keywords, with 8 securing the Top 1 position
- Doubled SEO-driven traffic, leading to more phone inquiries and bookings
- Refined Google Ads campaign, resulting in a threefold increase in leads
Challenges:
Platinum Locksmiths faced limited online visibility and struggled with low lead generation due to ineffective SEO and targeting. Despite being an established locksmith business, they were losing potential customers to competitors with stronger Google Business Profile rankings and local search presence.
Objectives:
The main goal was to enhance their Google search rankings and local online presence, particularly in the Hills District and surrounding areas. They needed to attract high-quality, local leads, boost organic traffic, and increase customer engagement through a targeted SEO and GBP optimisation strategy.
Solutions:
Digital Presence developed a bespoke local SEO and GBP strategy tailored to Platinum Locksmiths’ specific market needs.
- Implemented advanced local SEO tactics to improve GBP rankings
- Optimised service pages with location-specific keywords
- Enhanced GBP profile with high-quality photos, posts, and accurate business details
- Refined their Google Ads strategy to drive immediate, high-intent leads
Results:
Within a few months, Platinum Locksmiths secured Top 3 rankings for 15 crucial keywords, with 8 keywords reaching the #1 spot. Their SEO-driven traffic doubled, leading to a surge in phone calls and bookings. The refinements to their Google Ads campaign resulted in a threefold increase in leads, helping them dominate the local locksmith market.
This case study highlights how a strategic combination of Google Business Profile optimisation, local SEO, and Google Ads can drive exceptional results for small businesses.
Google Business Profile Optimisation Checklist
Business Information & Setup
✅ Ensure NAP (Name, Address, Phone Number) matches across all platforms
✅ Choose the right primary & secondary categories
✅ Write a detailed, keyword-rich business description
✅ Add holiday hours and special availability
Photos & Reviews
✅ Upload high-quality images of your business, staff, and services
✅ Use before-and-after photos to showcase work
✅ Respond to all customer reviews, both positive and negative
✅ Encourage new customer reviews regularly
Engagement & Activity
✅ Post weekly Google updates (offers, services, promotions)
✅ Answer Google Q&A to engage with potential customers
✅ Monitor performance through Google Insights
✅ Avoid inconsistent business details or leaving the profile inactive
The Key to Dominating Local Search
A well-optimised Google Business Profile can put your business ahead of the competition, helping you rank in Google Maps and local search results while attracting high-intent customers.
If your business isn’t leveraging Google Business Profile to its full potential, now is the time to start. At Digital Presence, we specialise in GBP optimisation, Local SEO, and Google Ads strategies to help businesses increase local visibility and drive more leads.
Need help optimising your GBP? Contact Digital Presence at 1300 867 726 and let’s get your business ranking at the top of local search!
