Want more customers to find you on Google without spending a penny? Your Google Business Profile (GBP) is one of the most powerful (and free) tools you’ve got.
If you want your business to appear in search results, your Google Business Profile needs to be set up properly. This guide shows you what to check and why.
We’ve seen how smart SEO tactics (like optimising your GBP) can drastically increase visibility across search, too. Our project on using SEO to improve SERP visibility shows how we boosted a client’s search impressions and first-page rankings using small tweaks.
When you get started with Google Business Profile, you might think it seems like a lot to run through, but don’t worry! We’ve created this easy guide to getting your Google Business Profile in great shape, using a local Optician business as a simple example.
1. Start with the basics
These are the first things you need to check. Without the basics, your Google Business Profile won’t be useful – or trustworthy – to your customers.
Not set up yet?
You can create or claim your profile at google.com/business.
Just log in with your Google account, search for your business, and follow the steps to claim it (or create a new listing if it doesn’t exist yet).
Once you’re in, you’ll be able to update your business info, add photos, respond to reviews, and more.
Here’s what you need to check:
Your profile is claimed and verified
Why it matters: you won’t be able to edit or manage your business profile properly unless it’s claimed correctly!
How to do it: if your business listing isn’t already claimed, you’ll see an option to do it. Click the ‘Claim this business’ button on the listing and complete the process.
Primary category is correct
Why it matters: this tells Google what kind of business you are and helps you show up for relevant searches.
How to do it: log into your GBP profile and make sure your main category (like ‘Optician’ or ‘Eye Care Centre’) is accurate.
Secondary categories
You can also add secondary categories for other services you offer. For example, an optician might also add ‘Contact Lens Supplier’ or ‘Eye Care Centre’.
Just make sure every category is relevant – don’t add extras for the sake of it!
Name, address, and phone number are right
Why this matters: people need to know how to find you, but it’s not just for customers! If your details aren’t correct or don’t match what’s shown on your website and other platforms, Google might not trust your business listing.
That can hurt your visibility in search results. website or any other online listings.
How to do it:
Make sure your NAP (Name, Address, Phone number) is exactly the same across your Google Business Profile, website, and anywhere else you’re listed online (like directories, social media, or partner sites).
Even small differences can cause issues. For example:
“Logic Digital Ltd” vs “Logic Digital”
“High Street” vs “High St.”
“01234 567 890” vs “01234567890”
These might seem the same to us, but Google sees them as different businesses.
Our tip
Pick one version of your business name and address and stick to it everywhere. Copy it directly from your website to avoid any mismatches.
Opening hours are up to date and match your website
Why it matters: no one wants to show up to your business and find it closed.
How to do it: take the time to update your regular hours and holiday hours, so customers know when to stop by.
Make sure your GBP business hours match the ones on your website!
Website link is included
Why it matters: this makes it easy to find out more about your business or get in touch with you.
How to do it: make sure your GBP includes a direct link to your website homepage or contact/booking page.
2. Fill out your profile completely
A fully filled out Google Business Profile helps build trust with customers and gives Google more info to show you for relevant searches – which means more traffic!
Wondering about how GBP fits into increasing site traffic? Our easy guide to boosting your traffic explains things in more detail.
Cover photo uploaded
Why it matters: it’s the first thing people see when they search for your business. A good cover image makes a strong first impression.
Our tip
Choose a clear, high-quality image of your store, team, or branding. A professional photo always looks best, if you can get one.
Recommended image specs for Google Business Profile:
- Size: 720 x 720 pixels minimum (ideal size: 1024 x 576 pixels)
- Format: JPG or PNG
- File size: Between 10KB and 5MB
- Style: Bright, in-focus, and well-framed – avoid dark, blurry, or cluttered shots
Google might not always display your cover photo as the main image, but uploading a good one gives you the best chance.
5+ extra photos added
Why it matters: photos give potential customers more information and confidence about using your products or services.
Our tip
Try to show the inside and outside of your business, some products, happy customers, and friendly staff members.
Products listed (if relevant)
Why it matters: if your business sells products, having them listed lets people get a preview of what you offer without having to leave your business profile.
Our tip
Be sure to add product details to your profile clearly; names, prices, and short descriptions.
Business description filled out
Why this matters: this tells users who you are and what you do.
Our tip
Keep things short, simple, and friendly.
Example:
“We’re a friendly independent optician based in Nottingham, offering thorough eye tests, a wide range of designer frames, and expert care for all ages.”
Avoid buzzwords, jargon, or trying to say too much. Just be clear and helpful, that’s what works best.
Keywords added to your description
Why it matters: keywords help your profile show up for relevant searches (e.g. ‘eye tests in Nottingham’).
Our tip
Try adding location and service-based keywords into your descriptions, but don’t overdo it! Keyword stuffing can confuse Google and end up showing your business to the wrong audience.
Business attributes added
Why it matters: this gives your customers important information about your business. Think things like ‘wheelchair accessible’, ‘Free Wi-Fi’, ‘customer bathrooms’, etc.
Our tip
These are super easy to add; just look for the ‘attributes’ options and choose the ones that fit your biz.
Work towards showing up in the local 3-pack
Why it matters: This is the map and top 3 listings shown for local searches. It’s a prime spot – and one you want to be in!
Our tip
Search for phrases like “eye test + city” or “optician near me” and see if you show up in the results.
How to improve your chances:
- Make sure your business category is accurate and specific
- Add your location and service keywords naturally in your business description
- Collect regular reviews (and respond to them!)
- Keep your opening hours, address, and contact info up to date
- Post updates/offers regularly using the Google Posts feature
- Add plenty of high-quality, relevant photos
- Make sure your NAP (Name, Address, Phone number) is consistent across all platforms
- Use a local landing page on your website that matches your GBP listing
These steps help Google understand and trust your listing, and that gives you a better shot at landing in that top 3!
Appointment booking link included (if needed)
Why it matters: makes it really easy for people to take action and book your services.
Our tip
Be sure to link directly to your booking or contact page, so there’s no messing around for potential customers.
3. Keep people engaged
Once your profile is set up, you need to stay active! This shows Google (and your customers) that your business is alive and well.
Collect customer reviews when you can;
Why it matters: customer reviews are really important for building trust, boosting search visibility, and influencing customer actions.
Our tip
Ask your happy customers to leave a quick review!
Some simple ways to do this:
- Ask in person, before they leave your shop or office, it feels more genuine
- Give them a card with a QR code linking directly to your Google review page
- Encourage them to mention the name of the team member who helped them (e.g. “If you found Sarah helpful today, feel free to mention her in your review!”)
Most people are happy to leave a review if you make it quick and easy. The personal touch can make all the difference.
Aim for at least one new review per week
Why it matters: fresh reviews are super valuable for helping your profile stay visible. Learn more with our guide to the power of user generated content!
Our tip
Add a quick note to your customer receipts or follow-up emails asking people to share their experience with your business.
Respond to your reviews – even the negative ones!
Why it matters: managing and responding to customer reviews shows you care and builds trust.
Our tip
Keep replies polite and personal, even for reviews that aren’t exactly glowing.
Replying to negative reviews isn’t just about the person who left it. It’s about showing future customers that you listen, take feedback seriously, and try to make things right.
A calm, professional response can turn a bad first impression into a great one!
Overall rating is solid
Why it matters: a high customer rating encourages people to take action (think clicks and calls)!
Our tip
Focus on giving great service and encouraging lots of feedback.
Post an update every few months
Why it matters: posting updates to GBP helps you show up more often and highlights offers or news.
Our tip
Share quick updates like “New frames now in stock!” or “Holiday opening times”.
Use the Q&A section
Why it matters: Q&As help answer common questions before people need to call.
Our tip
Add your own personalised FAQs and answer any that customers commonly ask.
Final tip: keep checking back
Google Business Profiles aren’t a one-and-done job.
Set a reminder to review your listing every month or so, especially if your opening hours, products, or services change.
Don’t forget the Services section:
You can add services like ‘Eye Test’ or ‘Contact Lens Fitting’ with a short description and optional pricing.
This helps customers understand exactly what you offer and gives Google more useful info to show in search results.
Keeping things up to date shows both Google and your customers that your business is active, accurate, and ready to help.
Need help optimising your profile? We can help with that!
At Logic Digital, our SEO services are designed to get your business seen by the right people in your area and keep it performing over time.
It doesn’t matter if it’s a one-off audit or ongoing support, we’ll make sure your Google Business Profile is working as hard as it should.
Get in touch with our team to find out more.
Google Business Profile – FAQs
How do I get my business on Google?
Visit google.com/business-profile, sign in with your Google account, then click “Add your business”.
Follow the simple steps to create or claim your profile, and verify it via postcard, phone, email, or video.
How do I verify my business on Google?
Once you’ve claimed your profile, choose verification via phone, email, post (sent within 14 days), or video.
Then enter the code or submit proof. Verification confirms you’re the real owner of the business page.
How long does Business Profile verification take?
Phone or email verification is often almost instant; post takes around 1–2 weeks. Video verification can take up to 5 business days.
How do I make a Google Business page or profile?
Head to Google Business Profile, sign in, and click “Create Profile” (or “Manage Now”).
Enter your details, verify, then customise your listing.
Can I claim my business on Google?
Yes. If your business already exists unverified, search for it on Google or Maps, click “Own this business?” or “Claim this business”, and follow the steps to verify the profile.
How do I get my business on Google Maps?
Your Business Profile automatically appears on Maps once it’s verified on Google Business Profile.
Alternatively, in Google Maps, click your profile icon → Add a Business Profile → enter your details and verify.
How do I change my business info (address, phone, etc.)?
Log in to your profile on Search, Maps, or the Business Profile Manager. Edit the fields and click Save.
Be sure to keep your info consistent across all your online listings to avoid confusion and ranking issues.
How do I change owner or transfer my Business Profile?
After verifying your profile, go to Users in your profile dashboard. You can add new managers or owners and transfer primary ownership if you need to.
Can I delete my Google Business Profile and start over?
You can remove or close your profile, but it’s smarter to update it. Deleting and creating a new profile risks duplication and Google may penalise you – so we don’t recommend it
Why were my GBP photos rejected?
Google rejects images that are low-quality, irrelevant, promotional, or violate guidelines (e.g. adding phone numbers or watermarks). Always upload clear, in-focus, branded or location-related images.
Can I have multiple Business Profiles?
Yes, but only if you have multiple, legitimate business locations or service areas (e.g. separate storefronts). Multiple listings for the same address violate Google’s rules.
How do I view my Google Business Profile?
Search for your business name on Google or open Maps and click on it. You’ll see your profile as customers do, with all info, reviews, photos, and updates.
