Why Google Business Profile Matters for Local SEO
When someone looks for a service near them, Google usually highlights local businesses at the top of the results. This is called the “local pack”, and it’s powered by Google Business Profile. If your business is not showing up there, you’re missing out on people who are actively searching for what you offer.
At WebWorks Media, we often see small businesses miss valuable leads because they skipped setting up their profile correctly or didn’t complete it fully. That’s like putting up a shop sign but keeping the lights off.
Let’s walk through how we help businesses get better visibility by setting up Google Business Profile the right way.
Step-by-Step: Set Up Your Google Business Profile
To get started, head to the Google Business Profile Manager. You’ll need a Google account before you begin, so make sure you’re signed in.
- Search Your Business Name: Type in your business name into the search bar. If it exists, you can claim it. If not, you’ll create a new listing.
- Enter Basic Info: Add your business name, category, and location. It’s best to use your real-world business name and exact address. This must match what’s on your website or local directories.
- Choose a Business Category: Select the category that best describes what you do. You can add more categories later, but focus on the most relevant one first.
- Add Contact Details: Add your phone number, website URL, email and opening hours. This makes it easy for customers to reach you.
- Verify Your Business: Google will ask you to verify by either postcard, phone, email, or video call. Follow the prompts. This step proves you’re a real and trusted business.
We often help clients through each stage, making sure they don’t miss important pieces that could affect visibility.
Improve Local Search Results with Accurate Information
Google rewards accuracy. When the information on your Google Business Profile matches your website, social media pages and online directories, it builds trust.
Here’s what you should keep up to date:
- Business name: Should be consistent everywhere
- Opening hours: Update for holidays or changes
- Phone number: Use a local number if possible
- Website: Link to your main homepage or relevant service page
- Address: Use the full address, including the postcode
Even small differences, like using “St.” in one place and “Street” in another, can confuse search engines and reduce trust.
We often run checks for our clients to make sure everything lines up. If you’re not sure where to begin, feel free to get in touch with us.
Add Photos and Posts to Attract More Views
Once your profile is verified, it’s time to make it look good. Photos play a big part in how much attention your listing gets. Customers are more likely to click on a business that shows what it does.
Add these types of photos:
- Logo
- Cover photo of the storefront, van or team
- Photos showing your products or services
- Pictures of your team or workspace
Google encourages regular posts, too. These can be updates, offers, or events. Posts show that your business is active and engaged, and they give customers more reasons to contact you.
We recommend posting once a week. It keeps your profile fresh, and it gives you more space to show your personality.
Get More Reviews to Build Your Reputation
Reviews are powerful. Think about it: when you search for a plumber or hairdresser, you look at the ratings. So does everyone else.
Google uses reviews to decide which businesses get shown in the local pack. The number of reviews, how recent they are, and how positive they are all matter.
Here’s how to get more reviews:
- Ask loyal customers for a quick review after a job
- Send a follow-up email or message with a direct link
- Thank people who’ve already left a review
- Always reply, even to negative ones
Replying shows that you care and helps future customers build trust.
At WebWorks Media, we also monitor reviews through Google alerts or management tools so nothing gets missed.
Use Keywords in Your Profile Description
Your business description is another place where you can help Google understand what you do. Use natural phrases that people would type to search for your services.
Avoid stuffing keywords or repeating the same phrases. Instead, focus on writing a short paragraph that says:
- What you do
- Who your ideal customer is
- What makes your business helpful
For example: “We are a family-run plumbing service in York, offering emergency repairs, boiler installations and radiator fitting. We work across the city and nearby towns.”
Keep it honest, clear and local. We help our clients write these descriptions, keeping them simple and effective so the profile speaks to the right audience.
If you’re unsure what your audience is typing on Google, we offer support and affordable packages. You can see more about this on our pricing page.
Create Posts for Events and Promotional Offers
Google Business Profile also lets you post news and offers, just like on social media. These posts show up on your profile and in search results.
Use these posts to:
- Share a new service or product
- Offer a seasonal discount
- Celebrate an anniversary
- Talk about local events you’re a part of
Posts stay visible for seven days. So you’ll want to keep updating them to match what’s going on in your business.
Adding an image with each post can catch the eye and lead to more clicks. We often help clients create fresh content regularly so their listing never looks out of date.
You can also check out our about page to understand our approach with small businesses.
Keep Business Areas Up to Date
If you travel to customers, like electricians or mobile hairdressers, you can list the areas you cover.
Go to your profile settings and add specific towns or postcodes. This helps people in those places find you when they search.
Be realistic. Don’t list places that are too far unless you really serve them. It’s better to focus on your actual patch than chasing clicks elsewhere.
When your business areas match your website and content, it helps Google connect you with the right searches.
We often help optimise service area listings for better reach without overextending into irrelevant regions.
FAQs
What if my business operates from home?
That’s totally fine. You can choose to hide your address and set your listing as a service-area business. Google still allows you to show up in local results.
Can I have more than one listing?
Only if you have separate physical locations for different branches. One listing per physical site.
How long does verification take?
It usually takes up to 7 days if you’re verifying by mail. Some businesses are offered instant verification.
What if I move to a new business address?
You’ll need to update your profile details and re-verify if required. Always update your website and directories, too.
How often should I update photos or posts?
Once a week is ideal. Fresh content keeps your listing engaging to customers and signals activity to Google.
Get Found Locally with the Right Google Business Setup
By setting up your Google Business Profile correctly, your business has a much better chance of showing up when locals search for what you offer. It’s quick to set up but needs regular attention to stay helpful and visible.
We help small businesses every day with local SEO and listings. If you’d like support with setting up or managing your profile, our team at WebWorks Media is ready to help.
You can contact us today to chat about how we can support your business online. Let’s help more customers find you right in your area.
