Google Business Profile optimisation guide
Google Business Profile optimisation is the process of completing and managing your free Google listing so it appears more often in Google Maps and local search, and turns views into calls. This guide walks through every section of the profile in the order that matters most.
Choose the right categories
Your primary category is the most important setting on the profile. It tells Google what your business is.
Pick the most specific category that matches your main service, then add a few secondary categories for other core services. Avoid categories you do not really offer.
Add services and a clear description
Services and descriptions help Google match you to more searches.
List every service with a short description. Write a business description that explains what you do and where, in plain language, without stuffing keywords.
Need help? See Google Business Profile optimisation, or get a free SEO health check.
Use real photos
Photos help customers trust you and keep the profile active.
Upload real photos of your work, team, vehicles and premises. Add new photos every month.
Post updates every week
Posts show that the business is active and give people a reason to call.
Share offers, recent jobs and news. Add a call to action button to each post.
Manage reviews and questions
Reviews and answers affect both rankings and conversions.
Ask for reviews after every job, reply to all of them and answer questions in the Questions and answers section.
Track performance
The profile has its own performance report. Check it monthly.
Look at calls, direction requests and website clicks, and compare them month to month.
Products and service areas
Two often ignored sections can add extra relevance to your profile.
Add your main products or service packages with photos and short descriptions. If you visit customers, set realistic service areas based on where you actually work, rather than listing an entire state.
Keep your information accurate
Out of date details cost calls and can confuse Google.
- Update holiday hours before public holidays.
- Change your details immediately if you move or change number.
- Check suggested edits from Google and approve or reject them.
Common profile mistakes
These mistakes can limit visibility or lead to suspension.
- Keywords added to the business name.
- A virtual office or fake address.
- Choosing too many unrelated categories.
- Leaving reviews without replies.
Frequently asked questions
Quick answers to the questions Australian business owners ask most about this topic.
Is Google Business Profile free?
Yes, creating and managing a Google Business Profile is free.
How often should I update my profile?
Post at least weekly and review your details every few months.
Why was my profile suspended?
Common causes are a fake address, keyword stuffing in the business name or a category that does not match the business.
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