How to Optimise Your Google Business Profile

For a small business in Australia, your Google Business Profile (GBP) is effectively your new digital shopfront. Most of your customers will find you, call you, or check your opening hours via Google Maps before they ever even click through to your website.

Optimising this profile isn't just a 'set and forget' task; it’s the most effective way to rank higher in local search results and beat your competitors to that coveted 'Local Pack' spot. Whether you're a plumber in Chermside or a boutique law firm in the CBD, this guide will show you exactly how to make your profile stand out.

What you’ll need before starting

• A verified Google Business Profile: If you haven't claimed yours yet, you'll need to do that first (Google usually sends a postcard to your business address to verify you).
• High-quality photos: At least 5-10 clear shots of your premises, team, or work.
• Your ABN details: Useful for verification and ensuring your business name matches legal records.
• A cup of coffee: This is a deep dive, and we're going to get into the nitty-gritty details that most businesses skip.

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Step 1: Accessing the 'New' Interface

First things first: Google has moved everything. You no longer manage your profile via the old 'Google My Business' dashboard. Instead, you manage it directly from the Google Search results page.

• Log into the Google Account associated with your business.
• Search for your business name + city (e.g., "Local Marketing Group Brisbane") or simply type "my business" into the search bar.
• You should see a management menu appear directly above the search results with icons like 'Edit profile', 'Read reviews', and 'Messages'.

Step 2: Fine-Tuning Your Business Name and Category

This is where most people get stuck, and honestly, the interface doesn't help because it tempts you to 'keyword stuff'.

• Click Edit Profile > Business Information.
• Business Name: Use your real-world business name. Warning: Do not add extra keywords like "Best Plumber Brisbane" if your name is just "ABC Plumbing". Google is currently on a suspension spree for this. If your ABN says one thing and your profile says another, you're asking for trouble.
• Primary Category: This is the single most important ranking factor on your profile. Choose the one that most specifically describes what you do. If you're a 'Family Law Attorney', don't just pick 'Lawyer'.
• Secondary Categories: Add up to 9 more. If you're a cafe that also sells coffee beans, add 'Coffee Shop' as primary and 'Coffee Store' as secondary.

Step 3: Perfecting Your Service Area and Address

Google needs to know exactly where you operate to show you to the right people.

• Physical Address: If you have a shopfront where customers visit (like a retail store in Paddington), enter your full address. Ensure it matches the formatting on your website exactly.
• Service Area: If you are a mobile business (e.g., a sparky or a cleaner) and you don't want your home address showing, leave the address field blank and fill out the 'Service Area' section.
• The 'Brisbane' Rule: Don't just tick 'Australia'. List specific suburbs or the 'City of Brisbane'. You can add up to 20 service areas. Focus on the ones where you actually want the work.

Step 4: Writing a Description that Converts

You have 750 characters. Use them wisely. This isn't just for Google's bots; it's for the human beings deciding whether to call you.

• Use the first 250 characters for your 'elevator pitch'. This is what shows up before the "More" button.
• Mention your local connection. "Proudly serving the Northside for over 15 years" builds immediate trust.
• Don't just list services. Explain the benefit of choosing you.
• Avoid salesy language like "FREE SHIPPING" or "50% OFF"—Google's automated filters often flag these as spam in the description field.

Step 5: Hours, Special Hours, and Public Holidays

There is nothing that frustrates a Brisbane customer more than driving to a shop that says 'Open' on Google but is actually closed for the Ekka public holiday.

• Set your standard hours.
• Use the 'Add special hours' feature for upcoming public holidays (Australia Day, Labour Day, etc.). Even if your hours are the same as usual, confirming them tells Google your listing is active and accurate.
• Pro tip: If you're a restaurant, make sure your 'Kitchen Closing' time is noted if it differs from your 'Front Door' closing time.

Step 6: The Power of 'Attributes'

Attributes are small tags that tell customers more about your business (e.g., "Identifies as women-owned", "Wheelchair accessible toilet", "Free Wi-Fi").

• Scroll down to More in the business information section.
• Select all that apply. In the Australian market, things like 'Outdoor seating' or 'On-site parking' are huge conversion factors for local customers.
• Be honest. If you say you have parking but it's just one spot that's always full, you'll get a 1-star review eventually.

Step 7: Adding Services and Products

This is the most tedious part of the process. Bear with it—it’s worth it for the 'hidden' SEO benefits.

• Services: Google will often suggest services based on what it finds on your website. Review these! Delete the ones that don't apply and add custom services for your high-margin offerings. Write a brief description for each (up to 300 characters).
• Products: Even if you are a service-based business, use the 'Products' editor to showcase your main 'packages'. For example, a gardener could list 'Monthly Lawn Maintenance' as a product. This adds a visual 'catalogue' to your profile that looks fantastic on mobile.

Step 8: Visuals – Photos and Videos

Profiles with photos get 35% more clicks. But don't use stock photos—Google’s AI is smart enough to recognise them, and customers hate them.

• Exterior: Take a photo of your building from the street. This helps people find you when they're driving.
• Interior: Show the vibe of your office or shop.
• Team at work: Action shots of you or your team (in branded uniforms if possible) build massive credibility.
• Video: Upload a 30-second 'Welcome' video or a quick fly-through of your space. It doesn't need to be Hollywood quality; your iPhone is fine.

Step 9: Managing and Requesting Reviews

Reviews are the lifeblood of local search. Google looks at the quantity, the rating, and the frequency of reviews.

• The Link: Click 'Get more reviews' to find your unique short link. Send this to happy customers via SMS or email immediately after the job is done.
• The Response: You MUST respond to every review—both good and bad.
• The Strategy: When responding, naturally include your service names. Instead of "Thanks for the review!", try "Thanks for the review, Sarah! We're glad you're happy with your emergency plumbing repair in Indooroopilly."

Step 10: Using 'Updates' (Google Posts)

Think of this as a mini-blog for your Google listing. Posts stay 'fresh' for about six months, but you should aim to post once a week.

• Click Add Update.
• Share a recent project, a 'Tip of the Week', or a local community event you're involved in.
• Always include a photo and a 'Call to Action' button (like 'Book Now' or 'Call Now').

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Troubleshooting Common Issues

Next Steps

Now that your profile is optimised, don't just leave it there.

• Set a calendar reminder to add one new photo and one 'Update' post every Monday morning.
• Check your 'Insights' (now called 'Performance') monthly to see how many people are calling you directly from your listing.
• If you're finding this too time-consuming or you want to push into the top 3 spots for a competitive keyword, we can help.

Need a hand with your local SEO strategy? Contact the team at Local Marketing Group and let's get your Brisbane business the visibility it deserves.