Most UK businesses put real effort into their website and forget their Google Business Profile even exists. That is a costly oversight. When someone searches for a service you offer near them, your profile is often the first thing they see, and it can bring in more enquiries than your website on its own.
This guide covers what you need to do to get your profile working properly. No jargon, no fluff. Just the steps that actually make a difference.
Why Your Google Business Profile Matters More Than You Think
Your Google Business Profile (previously Google My Business) is the listing that appears when someone searches for your business or a relevant local service. It shows your name, address, phone number, opening hours, reviews, and photos, right on the results page before the searcher has even clicked through to a website.
Nearly 98% of UK adults now use the internet, according to the Office for National Statistics, and a large share of those searches are local. People search for “accountant in Leeds” or “IT support near me” and choose from the businesses that appear on the map and in local listings. If your profile is not there, or is not set up properly, you do not get a look in.
There is something else worth knowing. Google’s AI tools now pull information directly from Business Profiles when generating answers to local search queries. If your profile is thin or vague, you may not appear in those results at all.
Step 1: Claim and Verify Your Profile
Go to google.com/business and search for your business. If it is already listed, claim it. If not, create it from scratch. Either way, you will need to verify it, usually by postcard sent to your business address with a code on it.
Once you are verified, you have full control over what appears. Do not skip this step. An unverified profile is limited in what it can display and may not rank in local results at all.
Step 2: Fill in Every Section — Not Just the Obvious Ones
Most businesses add their name, address, and phone number and call it done. That is not enough.
Go through every field and complete it properly. Your business name should match exactly what appears on your website and your premises. Your opening hours need to be accurate, including bank holidays and any seasonal changes. An outdated listing that says you are open when you are not sends customers to a closed door.
A profile that is complete across every section performs much better in local results than one that is half-finished. Google rewards businesses that give it more information to work with.
Step 3: Choose Your Categories Carefully
This step has more impact than most business owners expect.
Your primary category tells Google what type of business you are and directly shapes which searches your profile appears for. Be specific. If you run a managed IT support company, do not just select “IT Company.” Pick the category that most precisely describes your core service.
You can add secondary categories for other genuine services you offer. Do not add categories that do not apply to you. Profiles that try to appear in every search tend to rank well for nothing in particular.
Step 4: Write a Business Description That Earns Its Place
You have up to 750 characters for your business description. Most businesses write three vague lines or leave it blank.
Write something that tells a potential customer what you do, who you work with, and why you are worth contacting. Keep it factual. Avoid phrases like “leading provider” or “trusted experts” that say nothing specific. A good description is clear, honest, and useful to someone who has never heard of you before.
Your keywords should appear naturally where they fit. Do not cram them in at the expense of readability.
Step 5: List Your Services in Full
Inside your profile there is a dedicated Services section. It is one of the most underused features on the platform.
Add every service you genuinely offer, with a name and a short description for each one. If you run an IT support company, list each service type individually: managed IT support, remote helpdesk, cybersecurity services, cloud management. Do not lump everything under one vague heading.
Each service entry gives Google more detail about what your business does. More detail means more chances to appear in the right searches. Our SEO services include making sure your Business Profile is structured to support your wider local search strategy.
Step 6: Add Quality Photos and Keep Them Current
Profiles with no photos, or with images from several years ago, tell potential customers you are not paying attention.
Add a high-resolution logo, a cover image, and a set of photos showing your team, your workspace, and the work you do. Update them every few months. Recent images perform better than old ones. Short video clips work well too. A 30-second clip of your office or your people adds a level of credibility that text alone cannot match.
Step 7: Build Reviews and Respond to Every One
Reviews are one of the most important factors in where your profile ranks in local results.
A profile with 50 or more reviews consistently outperforms one with three, regardless of what the website behind it looks like. Ask your satisfied clients to leave a review. Send a direct link to your Google review page so it takes them less than a minute. Make it as easy as possible.
Respond to every review you receive. Thank people for positive ones. Reply calmly and professionally to negative ones. Google looks at how actively managed your profile is, and potential customers read your responses before they decide to call.
Step 8: Post Regular Updates and Manage Your Q&A Section
Your profile has a Posts feature that most businesses ignore entirely. You can publish short updates, news, offers, and announcements directly on your listing. These appear alongside your other profile information and signal to Google that your business is active and being managed. Aim for at least one post per fortnight.
There is also a Questions and Answers section. Check it regularly. Anyone can post a question on your profile, and anyone can answer it, not just you. Get ahead of it by adding your own questions and answers covering things customers commonly ask before contacting you. This keeps the section accurate and stops incorrect information from sitting there unchallenged.
How AI-Powered Search Is Changing What Your Profile Needs to Do
Most guides on this topic skip this entirely. It is worth understanding.
Google’s AI tools now use Business Profile data to answer local search queries directly on the results page. When someone asks “who offers IT support in Crawley” or “best accountant near me,” the AI can generate an answer that references businesses with complete, detailed profiles in that area. If your profile is sparse, your services are vague, or your description says little of substance, you will not appear in those answers.
The more detail you put into your services, your description, and your regular posts, the better placed you are as AI-assisted search continues to grow. Pairing a strong Business Profile with a well-structured website and a consistent approach to search engine optimisation gives your business the best possible foundation for long-term local visibility. Strong link building alongside good on-page content reinforces your authority in your area.
Frequently Asked Questions
Does a Google Business Profile replace a website?
No. They work together. Your profile gives you visibility in local results and on Google Maps, but your website is where people go to read about you in detail and decide whether to get in touch. Both need to be accurate and up to date, and the information on them should match.
How quickly will I see results after improving my profile?
There is no fixed timeline. Completing every section and building reviews consistently can produce visible results within a few weeks. More competitive areas or categories take longer. Regular, active management over time is more reliable than a one-off setup followed by months of inactivity.
Can I use a Google Business Profile without a physical premises?
Yes. If your business visits clients at their location rather than receiving them at a fixed address, you can set a service area and hide your physical address from your public listing. You still need a real address to verify your profile, but it does not have to be shown publicly.
What if someone posts false information on my profile?
You can flag inaccurate edits through your Business Profile dashboard. Google has a review process for removing false information, though it can take some time. The best way to stay on top of this is to check your profile regularly so you spot any changes quickly.
Should I hire someone to manage my Google Business Profile?
For many businesses, yes. Consistent review management, regular posting, and keeping service details up to date takes time. The difference between an active, well-managed profile and a neglected one shows clearly in local search results. Our SEO team can take care of this as part of a wider local visibility strategy.
How does my Google Business Profile connect to the rest of my SEO?
Your profile and your website reinforce each other. A strong profile supports your local rankings, and well-structured website content supports your profile’s authority. Good link building and consistent on-page content work alongside your profile to build long-term visibility in your area.
Your Google Business Profile is one of the most effective things you can do for your local visibility, and it does not cost anything to set up properly. If yours has not been touched in months, now is a good time to start. And if you would like a hand with it, our team is ready to help. Get in touch and we will go from there.