# How to Optimise Your Google Business Profile for Local Visibility
In the competitive Australian market, your Google Business Profile (GBP) is often the first interaction a customer has with your brand. Whether you are a plumber in Chermside or a boutique cafe in Paddington, appearing in the 'Local Pack' can be the difference between a ringing phone and silence. This guide will show you how to move beyond a basic setup to a fully optimised profile that builds trust and drives conversions.
Why This Matters
Google Business Profile is the single most important tool for local SEO. When locals search for services "near me," Google uses the data in your profile to determine who to rank. An optimised profile doesn't just help you show up; it provides the social proof and essential details that turn searchers into paying customers.---
Prerequisites: What You’ll Need
Before we dive in, ensure you have the following ready:- A Verified Profile: You must have claimed and verified your business (usually via a postcard to your Australian address or phone verification).
- High-Quality Photos: At least 5–10 clear shots of your premises, team, and work.
- Business Details: Your ABN, exact physical address, and official phone number.
- A Desktop/Laptop: While you can use the mobile app, the desktop interface is much easier for detailed optimisations.
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Step 1: Claim and Verify Your Profile
If you haven't already, head to google.com/business. Search for your business name. If it exists, claim it; if not, create a new one. Screenshot Description: You should see a map interface with a sidebar asking for your business name and category. Ensure the name matches your legal trading name exactly.Step 2: Perfect Your Business Name and Category
Avoid the temptation to "keyword stuff" your business name (e.g., "Best Brisbane Plumber - Smith & Co"). This violates Google’s terms and can lead to suspension. Use your real business name.However, your Primary Category is crucial.
- Choose the most specific category possible (e.g., "Italian Restaurant" instead of just "Restaurant").
- Add up to 9 secondary categories to cover all your services.
Step 3: Set Your Service Area and Location
If you have a physical shopfront (like a retail store), enter your full address. If you are a mobile service provider (like a mobile mechanic), hide your address and set a Service Area. Pro Tip: Don't just select "Brisbane." List specific suburbs or a radius (e.g., 50km from the CBD) to tell Google exactly where you operate.Step 4: Write an Engaging 'From the Business' Description
You have 750 characters to sell your business.- Focus on what makes you unique.
- Use local keywords naturally (e.g., "Serving the Northside community for over 10 years").
- Put the most important information in the first 250 characters, as the rest may be truncated.
Common Mistake: Don't include links or promotional offers in this section. Google will often reject the description if it looks like an ad.
Step 5: Add Your Operating Hours (Including Public Holidays)
Nothing frustrates an Australian customer more than driving to a store only to find it closed.- Ensure your regular hours are 100% accurate.
- Use the "Special Hours" feature to account for Ekka Wednesday, Anzac Day, or Labour Day. Google will show a "Holiday hours may differ" warning if you haven't updated these.
Step 6: Upload Professional Visuals
Profiles with photos receive 42% more requests for directions.- Logo & Cover Photo: These are your brand's digital storefront.
- Interior/Exterior: Show customers what to expect when they arrive.
- Team at Work: This builds immense trust.
- Video: Upload a 30-second "Welcome" video to stand out from competitors.
Step 7: List Your Products and Services
This is a hidden gem for SEO.- Services: For service-based businesses, add every individual service you offer with a brief description and price (if applicable).
- Products: If you sell physical goods, use the Product Editor to create a digital catalogue. This allows your products to appear directly in Google Search results.
Step 8: Enable Messaging
Many customers prefer to text rather than call. By turning on the 'Messages' feature, a "Message" button appears on your profile.- Warning: You must respond within 24 hours. If you take too long, Google may disable the feature for your profile.
Step 9: Use Google Updates (Posts)
Think of this as a mini social media feed for your Google profile.- Create a post at least once a week.
- Categories include: "What's New," "Offers," and "Events."
- Always include a Call to Action (CTA) button like "Book Now" or "Learn More."
Step 10: Implement a Review Strategy
Reviews are the most significant ranking factor for the Local Pack.- Ask Every Customer: Send a direct link to your review form.
- Respond to EVERY Review: Even the bad ones. A professional response to a negative review shows prospective customers that you care about service quality.
Step 11: Set Up the Q&A Section
Anyone can ask a question on your profile—and anyone can answer.- Proactive FAQ: You are allowed to ask and answer your own questions. Populate this section with common queries like "Is there parking available?" or "Do you offer pensioner discounts?"
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Troubleshooting Common Issues
- Profile is Suspended: This usually happens due to a name change that looks like keyword stuffing or using a P.O. Box as an address. Contact Google Support with your ABN and utility bills to prove your location.
- Changes Aren't Showing: Google often "holds" changes for up to 48 hours for manual review. Be patient.
- Duplicate Profiles: If you find a duplicate, don't ignore it. Use the "Suggest an edit" tool to mark it as a duplicate or contact Google to merge them.
- Negative Review Spam: If you receive a clearly fake review, click the three dots and "Report Review." Note that Google rarely removes reviews just because they are negative; they must violate terms (e.g., hate speech or conflict of interest).
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Summary Checklist for Success
- [ ] Business name is accurate (no keywords).
- [ ] Primary and secondary categories are selected.
- [ ] Service areas are defined by suburb/region.
- [ ] High-resolution photos are uploaded.
- [ ] Weekly "Updates" are scheduled.
- [ ] All reviews have been responded to.
Next Steps
Optimising your Google Business Profile is a journey, not a destination. Once your profile is polished, the next step is to ensure your website's landing pages are equally optimised for local search.Need a professional audit of your local presence? We help Brisbane businesses dominate the local map. Contact the Local Marketing Group team today to see how we can boost your visibility.