Why Your Google Business Profile Is Essential for Local SEO
Ever searched for something like “accountant near me” or “charity shop Colchester”?
The results in the map section — the ones that pop up first — are pulled from Google Business Profiles. It’s one of the most powerful free tools for local visibility.
A fully completed and regularly maintained profile can:
- Improve your rankings in local search results (and Google Maps)
- Drive more calls, direction requests, and website visits
- Build trust through reviews and photos
- Help your business show up at the exact moment someone is ready to act
Tip: Google prioritises profiles that are active, accurate, and informative. Optimising yours could give you a big edge over less-polished competitors.
Step-by-Step: How to Optimise Your Google Business Profile
1. Claim and Verify Your Listing
Head to google.com/business and claim your profile. If you’ve never set one up, create a new listing and complete the verification (usually by postcard or phone call).
2. Complete Every Field in Full
Google wants detail — and so do your customers. Make sure your listing includes:
- Business name
- Full address
- Phone number
- Website link
- Opening hours (including bank holidays)
- Categories and services
- A clear, keyword-rich description
For example: “We’re a Colchester-based creative agency helping small businesses and charities grow through website design, SEO, and digital marketing.”
3. Add High-Quality Photos
Photos build trust. Include clear, up-to-date images of your location, team, services, and work. Charities can highlight events or community impact.
- Upload your logo and a branded cover image
- Refresh images regularly to keep your profile active
4. Post Regular Updates
Use your profile to share business updates, promotions, news, or events. You can treat it like a mini blog or newsfeed.
Ideas include:
- Behind-the-scenes photos
- Announcements or changes to your services
- Upcoming campaigns or fundraising activity
- Special offers or new launches
Tip: Google loves fresh content — these posts also appear in search results.
5. Collect and Respond to Reviews
Encourage happy customers or supporters to leave a review on Google. This helps:
- Improve your local rankings
- Build credibility with potential customers
- Show engagement and professionalism
Always reply to reviews — positive or negative. It shows you value feedback and builds trust.
6. Add Booking or Contact Features
Make it easy for people to take the next step. Link to your booking system or check that your “Call”, “Visit Website”, and “Directions” buttons work smoothly across all devices.
Use Google Insights to Track What’s Working
Once your profile is active, don’t forget to monitor the built-in analytics:
- How people found you (Google Search vs Maps)
- What keywords they searched
- Which actions they took (calls, clicks, direction requests)
This data is invaluable for understanding what’s driving results — and where to improve.
Local SEO Goes Beyond Google
Your Google Business Profile is just one piece of the puzzle. For real local SEO success, combine it with:
- A website optimised with local SEO best practices
- Accurate directory listings (check your NAP: Name, Address, Phone)
- Locally focused content and backlinks
- Reviews across multiple platforms (e.g. Facebook, Trustpilot)
Need help with your website too? Explore our Website Design services for SMEs or Charity Website Packages designed to boost your local visibility.
Small Changes, Big Impact
Your Google Business Profile isn’t just a listing — it’s often your first impression.
It can be the difference between a new enquiry or a missed opportunity. And the best part? Most businesses don’t fully optimise theirs.
That means there’s a real chance to stand out, connect with your local audience, and grow — without spending anything on ads.
Want Help Setting It Up or Aligning It With Your Website?
Whether you’re starting from scratch or just need a second pair of eyes, we can help you build a Google Business Profile that works harder for your organisation.
Contact our team today to book a free local SEO check-in and see how we can support your growth.