Here is something I see all the time: a business owner has a Google Business Profile – they set it up years ago, filled in their address and phone number, and then completely forgot about it. No Google Business Profile optimisation.
And they wonder why they are not showing up on Google.
Your Google Business Profile (GBP) is not just a listing. Used well, it is one of the most powerful free marketing tools available to a service business in Australia. It is what gets you into the map pack – those three business listings that appear at the top of local search results – and it is what helps potential clients decide whether to contact you.
Why your Google Business Profile matters more than you think
When someone searches for a service near them – “business coach Brisbane” or “nutritionist Sydney” – Google shows a map with three local businesses before it shows any website results. That is the map pack, and getting into it is one of the fastest ways to increase your visibility.
Your GBP is Google’s primary source of information for those results. A complete, active, well-reviewed profile tells Google: “This business is legitimate, relevant, and worth showing.” An incomplete or neglected profile says the opposite.
The other thing worth knowing: your GBP appears in AI search results too. When someone asks an AI assistant “who is a good business coach in Melbourne,” Google’s local data – including your profile – is part of what informs those answers.
Step 1: Claim and verify your profile
Before you can optimise anything, you need to make sure you own your profile. Go to google.com/business and search for your business name. If it already exists, claim it. If it does not, create it.
Verification usually via phone and/or video verification. Do not skip this step — an unverified profile will not show up in search results.
Step 2: Complete every single section
Most business owners fill in the basics and stop. But Google rewards completeness, so Google Business Profile optimisation is well worth doing. Work through every section of your profile:
- Business name: Use your real business name. No keyword stuffing (this goes against Google’s guidelines and can get your profile suspended).
- Category: Choose the most accurate primary category. This is one of the most important ranking factors. You can add secondary categories too.
- Address and service area: Even if you work from home or travel to clients, set a service area so Google knows where you are relevant.
- Phone number and adress: Make sure these match what is on your website.
- Business hours: Keep these up to date. If you are taking a break over school holidays, update accordingly.
- Business description: Use your 750 characters wisely. Write naturally about what you do and who you help. Include your primary keyword once, naturally.
- Products and services: Add your services here with descriptions. This is an underused section that helps Google understand what you offer.
- Attributes: Tick anything that applies — online appointments, women-led, etc.
Step 3: Add photos (and keep adding them)
Profiles with photos get significantly more clicks than those without. Add:
A professional profile photo (your face, not your logo)
- A cover photo that reflects your brand
- Photos of your workspace, your work in action, or behind-the-scenes images
- Any events, workshops, or client work you can share (with permission)
Aim to add new photos at least once a month. Consistent activity signals to Google that your business is active.
Step 4: Collect and respond to reviews
Reviews are one of the biggest factors in local rankings. The businesses that appear at the top of the map pack almost always have a good number of recent, positive reviews.
Most happy clients will not leave a review unless you ask them to. So ask. Make it easy by sending them a direct link to your review page (you can find this in your GBP dashboard under “Get more reviews”).
And when reviews come in, respond to every single one. Thank the positive ones warmly and specifically. Respond professionally to any negative ones. This shows both Google and potential clients that you are engaged and you care.
Step 5: Post updates regularly
Many business owners don’t know that your GBP has a posts feature – like a mini social media feed that appears directly in your listing. These posts can include:
- Updates about your services or offers
- Tips or helpful content related to your area of expertise
- Events or workshops you are running
- Blog posts (a quick summary with a link to the full post on your website)
Posting once a week takes about ten minutes and signals to Google that your business is active and engaged. It also gives potential clients a reason to linger on your listing longer.
Step 6: Answer questions in the Q&A section
The Q&A section of your GBP lets anyone ask a question about your business, and anyone can answer. That means you want to get in first.
Add your own frequently asked questions and answer them yourself. Think about what clients ask you most often: Do you work online? How do I book? Do you offer a free consultation? Pre-populating this section with your own Q&As means you control the information and saves potential clients from having to dig for answers.
A quick note on consistency
One thing that derails a lot of Google Business Profile optimisation efforts is inconsistency. Your business name, address, and phone number (what is called your NAP) need to be exactly the same across your GBP, your website, your social profiles, and any directory listings. Even small differences — “St” vs “Street”, a different phone number format — can confuse Google and hurt your rankings.
Take twenty minutes to audit your listings and get them all matching. It is one of those behind-the-scenes things that makes a bigger difference than you might expect.
Want to understand the bigger picture of how local search works? Read my post on what local SEO is and why it matters for your business.
