Google Business Profile (GBP) — formerly Google My Business — is one of the most powerful free tools available to Australian small businesses. When someone searches for your type of business in your area, a well-optimised GBP can put you in the local pack: the prominent map and listing block at the top of search results.
Most businesses claim their profile, fill in the basics, and never touch it again. That's leaving significant ranking potential on the table. Here are 10 tips that make a real difference.
1. Choose the Right Primary Category
Your primary business category is one of the strongest ranking signals in your GBP. Google uses it to determine what searches your business should appear for. Be as specific as possible — "Electrician" outperforms "Contractor"; "Italian Restaurant" outperforms "Restaurant".
Research what categories your top local competitors are using — you can often see these in their GBP profile. You can also add secondary categories for additional services.
2. Write a Keyword-Rich Business Description
Your business description (750 characters max) is an opportunity to include the keywords customers use when searching. Naturally weave in your key services and locations — "We're a licensed electrician serving Brisbane's northside, specialising in residential rewiring, switchboard upgrades, and commercial fit-outs."
Avoid keyword stuffing. Google's algorithm is smart enough to penalise it, and it looks unprofessional to customers reading your profile.
3. Keep Your NAP Perfectly Consistent
NAP stands for Name, Address, Phone. These three pieces of information must be identical — character for character — across your GBP, your website, and every directory listing you appear in. "St" vs "Street" or "+61" vs "0" can create inconsistency signals that hurt your local rankings.
4. Add Every Relevant Service
The services section lets you list everything you offer with descriptions. This feeds Google's understanding of what your business does and helps you appear for more search variations. Take the time to fill this out properly — it's indexed and searchable.
5. Upload Photos Consistently (Not Just Once)
Businesses with more than 100 photos receive 520% more calls and 2,717% more direction requests than the average business (Google's own research). But the timing matters too — regular uploads signal an active business, which influences rankings.
Aim to upload 5–10 new photos per month. Include exterior shots, interior, work in progress, finished results, team members, and products. Real photos outperform stock images every time.
6. Post Weekly Updates
GBP posts are essentially free ad space on Google. They appear directly in your listing and signal to Google that your profile is active. Post about recent projects, special offers, team news, seasonal services, or helpful tips relevant to your industry.
Posts expire after 7 days, so weekly posting keeps your profile looking current. It takes 10 minutes and has a measurable impact on profile engagement.
7. Collect Reviews Systematically
Reviews are among the strongest local ranking factors. Businesses with more recent, higher-rated reviews consistently outrank those with fewer or older ones — even if the latter have been around longer.
The most effective approach: create a direct Google review link (available in your GBP dashboard) and send it to customers personally after a positive interaction. A brief, genuine request converts far better than a generic footer link.
8. Respond to Every Review
Responding to reviews — both positive and negative — signals to Google that your business is engaged with its customers. It also demonstrates professionalism to potential customers who are reading reviews before deciding whether to contact you.
For positive reviews: thank them genuinely and briefly mention a specific detail if you can. For negative reviews: acknowledge the concern, apologise without admitting fault where appropriate, and offer to resolve it offline. Never be defensive.
9. Answer Questions in the Q&A Section
Google allows anyone to ask and answer questions on your GBP profile — including your competitors. Check this section regularly and proactively add your own FAQs (you can ask and answer your own questions). This helps searchers find answers without having to contact you and shows Google that your profile is actively managed.
10. Use the Products and Menu Features
If you sell physical products or offer services with set pricing, the Products section lets you display them directly in your GBP with photos and prices. Restaurants can add their menu. Retail businesses can list their top products. This creates additional search surface area and makes your listing more engaging for prospective customers.
The Connection Between GBP and Your Website
Your Google Business Profile and your website work as a team. Google looks at your website to verify and extend the information in your GBP — your location signals, your services, your credibility. A slow, thin, or outdated website can limit how well your GBP performs, even if the profile itself is optimised.
If your website isn't pulling its weight, it may be time to look at what a properly built site can do for your local rankings. See how WebDevise approaches local SEO for Australian businesses →