If you’re a business owner who’s serious about dominating local search, there’s one digital asset you need to get right: your Google Business Profile (GBP). Think of it as the digital equivalent of a storefront window, but with the added advantage of being seen by thousands (if not millions) of people every day. When optimised correctly, your GBP can not only make your business more visible in search results but it can also build trust with customers, improve your local SEO rankings, and ultimately help drive more foot traffic and sales.
In this toolbox guide, we’ll explore the Google Business Profile best practices you should implement and the benefits of GBP optimisation. Whether you’re looking to attract more local customers or fine-tune an already existing profile, we’ve got the tips you need to succeed.
The Importance of Optimising Your Google Business Profile
Let's face it: the digital world is noisy, and standing out from the crowd requires more than just a website or social media presence. For local businesses, your Google Business Profile is one of the most powerful tools in your SEO toolbox.
In fact, research indicates businesses in the local map pack get 126% more traffic, along with 93% more calls and website clicks compared to businesses ranked in spots 4-10. If you’re not optimising your GBP, you’re missing out on a prime opportunity to be found by your customers actively searching for the products or services you offer.
Think about it: when someone searches for “burgers near me” or “dentist in [your city]” on Google, their results will be heavily influenced by businesses’ Google Business Profiles. When you optimise this profile, you’re giving your business the best chance of being visible in the local search results, Google Maps, and the highly sought-after local map pack at the top of search results. This is where customers are most likely to click and convert.
With recent AI overview changes emerging throughout Google’s SERPs in 2025, “near me’ searches are also remaining a safe form of brand visibility and an opportunity to drive traffic. Reports show that “near me” queries triggered the local map packs 100% of the time and avoided being pushed down by Google’s AI overview.
Optimising your GBP ensures that customers can quickly find all the information they need, from business opening hours and location to reviews and photos, making it easier for them to take action. With so much at stake, investing in GBP optimisation isn't just a nice-to-have; it’s a must.
Best Practices for Google Business Profile Optimisation
Now that we’ve established just how crucial Google Business Profile optimisation is, let’s dive into the Google Business Profile best practices that will help you turn your profile into a lead-generating machine.
Claim and verify your Google Business Profile
The first step is simple: claim your business if you haven’t already. If your business is listed, great! If not, it’s time to create a profile. After claiming your GB, you’ll need to verify it, typically via a postcard sent to your physical address. Verification lets Google know you’re the actual business owner, and it’s a key step in ensuring your information shows up correctly.
Ensure your information is accurate and complete
The heart of Google Business Profile optimisation lies in making sure your information is accurate and up-to-date. Google uses the details you provide to match your business with relevant local searches. BrightLocal’s Local Business Discover & Trust Report 2023 reveals 62% of consumers would avoid using a business if they found incorrect information online. Inaccuracies harm your ranking and, worse, confuse potential customers.
Fill in all the fields on your profile, including the business name, address, phone number, website, hours of operation, and the categories that best describe your business. For example, if you run a bakery, make sure you’re listed under the right category, like “bakery” or “cakes,” instead of something too broad, such as “food.” The more specific you are, the better chance you’ll have of showing up in relevant searches.
Add engaging photos
The power of images can’t be overstated. Customers want to see what they’re walking into. Whether it’s your storefront, office space, products, or happy team members, adding high-quality photos helps build trust and encourages engagement.
Aum to upload a variety of images that represent your business in a positive light. Also, keep your photo gallery updated to show that your business is active and engaged. Google prioritises businesses that frequently update their content, including photos.
Use Google Posts to promote
Google Posts are a useful way to keep your profile dynamic and fresh. Posts allow you to share offers, promotions, events, or any other time-sensitive content that may attract attention. These posts show in SERPs and Google Maps, so don’t miss the chance to promote your latest sale or seasonal offering directly in front of people who are actively searching for businesses like yours.
When creating posts, include a clear CTA (call-to-action) like “Learn More” or “Call Now” to guide users to the next step. The more frequently you post, the more likely your profile is to stay visible and relevant to local search queries.
Encourage and respond to reviews
Customer reviews are one of the most influential ranking factors in local search. In fact, Google uses reviews to help gauge the trustworthiness of your business, and so do potential customers. Reports show that 63% of consumers would lose trust in a business that had predominantly negative reviews. The more positive reviews you have, the higher your chances of appearing in top search results and building trust with your consumers.
Encourage satisfied customers to leave reviews by asking them after a transaction or sending a follow-up email with a link to your GBP. Be sure to respond to all reviews, both positive and negative. Engaging with customers shows Google that you’re an active, responsive business.
Track and respond to questions
Another key feature of GBP is the “Q&A” section, where potential customers can ask questions about your business. Monitoring this section regularly and responding promptly helps demonstrate your commitment to customer service. You can also add your own frequently asked questions (FAQs) to guide users and save time.
The Benefits of Optimising Your GBP
By implementing the Google business profile best practices outlined above, you’ll experience numerous benefits that can have a direct impact on your bottom line.
Better brand visibility
When you optimise your GBP, you’re giving your business the best chance to appear in local search results and the local map pack. This makes it easier for local customers to find you and, more importantly, trust that you’re the right fit for their needs.
Increase engagement
An optimised GBP makes it easier for customers to interact with your business. Whether it's through reading reviews, checking your business hours, or viewing photos of your products, a complete and engaging profile helps customers take action faster.
Improve local SEO rankings
Google uses your Google Business Profile to assess how relevant and authoritative your business is in your local area. The more complete and optimised your profile is, the higher it is likely to rank in local search results. This means more visibility, more clicks, and more potential for conversions.
Higher conversion rates
When your GBP is fully optimised, you’re making it easier for potential customers to convert. Whether they're calling your business, clicking through to your website, or requesting directions to your location, an optimised profile helps streamline the customer journey from search to conversion.
Get Your Business Noticed With Anchor
Google Business Profile optimisation isn’t just a one-time fix but instead an ongoing process. Optimising your Google business profile is about creating a comprehensive, engaging online presence that helps you stand out in the noise of local search. By following Google Business Profile best practices and partnering with an experienced SEO company like Anchor, you’ll set your business up for long-term success.
At Anchor, our team specialises in helping businesses implement GBP optimisation strategies that drive real, measurable results. We take a holistic approach, from setting up and cleaning your profile to regularly updating content and fine-tuning your local SEO strategy.
We’re here to help you create a powerful, fully optimised GBP that drives traffic, builds trust and converts searches into customers. Let us take the guesswork out of Google Business Profile optimisation so you can focus on what you do best, running your business. To start your journey to more traffic, clicks, and conversions, get in touch with us via email info@anchordigital.com.au, phone 1300 971 392, or reach out to us online.
