L O C A L S E O P L AY B O O K

Google Business
Profile Optimization
10 high-impact tips to rank higher in Maps, win the local
pack, and turn searches into walk-ins and orders.

Local Pack Ranking More Calls & Visits Reviews & Trust Photos & Posts

A practical, no-fluff guide for multi-location businesses

What's inside
Your Business Profile is often the first thing a customer sees, and it decides whether they
choose you or a competitor one tap away. Work through these ten tips in order. Each one is
something you can action this week.

01 Complete Every Field of Your Profile

02 Choose the Right Categories

03 Nail Your Business Name & NAP Consistency

04 Write a Keyword-Rich Description

05 Upload High-Quality Photos & Videos

06 Collect & Respond to Reviews

07 Post Regularly with Google Posts

08 Use Products, Services & Attributes

09 Turn On Messaging & Q&A

10 Track Performance & Keep It Fresh

 1

Complete Every Field of Your Profile

Google rewards completeness. A fully filled profile signals legitimacy and gives the algorithm
more to match against searches.

WHAT TO DO
→ Fill in name, address, phone, website, and hours for every location.

→ Add special hours for festivals and holidays so customers are never misled.

→ Set your opening date, service area, and accessibility details.

→ Verify every listing. Unverified profiles rank poorly and can be edited by others.

W H Y I T M AT T E R S

Profiles with complete information are far more likely to be considered reputable by customers
and are prioritised in local search results.

Quick win Audit each outlet against a checklist. Even one missing field, like hours, can push you
below a more complete competitor.
 2

Choose the Right Categories

Your primary category is one of the strongest ranking signals you control. Get it exactly right.

WHAT TO DO
→ Pick the single most accurate primary category (e.g. "Bakery" not "Restaurant").

→ Add relevant secondary categories for everything else you offer.

→ Study the categories used by top-ranking competitors in your area.

→ Avoid stuffing in unrelated categories, it dilutes relevance.

W H Y I T M AT T E R S

Categories tell Google which searches you should appear for. The wrong primary category caps
your visibility no matter what else you optimise.

Quick win Review categories quarterly. Google adds new ones often, and a more specific
category may now exist for your business.
 3

Nail Your Business Name & NAP Consistency

Name, Address, Phone (NAP) must be identical everywhere online. Inconsistency confuses
Google and erodes trust.

WHAT TO DO
→ Use your real-world business name only. No keyword stuffing, it violates guidelines and risks
suspension.

→ Match your NAP exactly across your website, directories, and social profiles.

→ Standardise formatting (e.g. "Street" vs "St.") across every citation.

→ Fix old or duplicate listings that carry outdated details.

W H Y I T M AT T E R S

Consistent citations across the web reinforce that your business is real and located where you
say it is, a core local ranking factor.

Quick win Search your brand name and note every site listing your address. Build a sheet and
correct mismatches one by one.
 4

Write a Keyword-Rich Description

Your 750-character description is prime space to communicate what you do, who you serve,
and what makes you different.

WHAT TO DO
→ Lead with your core offering and primary location in the first sentence.

→ Weave in natural keywords customers actually search for.

→ Highlight unique selling points: specialities, years in business, awards.

→ Keep it readable, avoid promotional spam and ALL-CAPS.

W H Y I T M AT T E R S

A clear description helps both customers and Google understand your relevance, improving
click-through from the listing.

Quick win Front-load the first 250 characters with your most important message, that's what
shows before "more" is tapped.
 5

Upload High-Quality Photos & Videos

Listings with strong, regularly updated visuals get dramatically more requests for directions
and clicks to the website.

WHAT TO DO
→ Add a clear logo and an attractive cover photo.

→ Upload interior, exterior, product, team, and at-work photos.

→ Keep adding fresh images monthly, activity is a positive signal.

→ Use natural lighting and avoid heavy filters or stock imagery.

W H Y I T M AT T E R S

Photos build trust and help customers picture the experience before they arrive, directly
influencing their decision to visit.

Quick win Geotag photos before uploading and name files descriptively to reinforce relevance.
 6

Collect & Respond to Reviews

Review quantity, quality, recency, and your responses are among the most powerful trust and
ranking signals available.

WHAT TO DO
→ Ask happy customers to review right after a positive experience.

→ Share a short review link via WhatsApp, receipts, or QR codes at the counter.

→ Respond to every review, positive and negative, promptly and personally.

→ Handle complaints calmly and offer to resolve them offline.

W H Y I T M AT T E R S

A steady stream of recent, well-managed reviews boosts both your ranking and the likelihood a
searcher chooses you.

Quick win Never buy or fake reviews. It breaches Google's policies and can get your profile
suspended.
 7

Post Regularly with Google Posts

Posts appear right on your profile and keep it active. They're free promotional real estate most
businesses ignore.

WHAT TO DO
→ Share offers, events, new products, and seasonal campaigns weekly.

→ Use a strong image, a clear headline, and a call-to-action button.

→ Link posts to the relevant ordering or booking page.

→ Use the "Offer" type with start and end dates for promotions.

W H Y I T M AT T E R S

Frequent posting signals an active, engaged business and gives searchers a fresh reason to
act now.

Quick win Batch a month of posts in one sitting and schedule them, so the profile never goes
quiet.
 8

Use Products, Services & Attributes

These structured fields let you showcase your full menu of offerings and capture more specific
searches.

WHAT TO DO
→ List individual products and services with photos, prices, and descriptions.

→ Group them into logical collections for easy browsing.

→ Set attributes like "dine-in", "delivery", "wheelchair accessible", "free wi-fi".

→ Keep prices and availability current.

W H Y I T M AT T E R S

Detailed products and attributes help you match niche searches and answer customer
questions before they even ask.

Quick win Highlight your bestsellers and signature items first, they do the heavy lifting in
converting browsers.
 9

Turn On Messaging & Q&A

Direct conversation channels remove friction and capture customers who want a quick answer
before committing.

WHAT TO DO
→ Enable messaging and set up a welcome message and quick replies.

→ Respond fast, slow replies hurt the experience and your response-time badge.

→ Seed the Q&A section with your own frequently asked questions and answers.

→ Monitor Q&A for new customer questions and answer them promptly.

W H Y I T M AT T E R S

Active engagement channels convert undecided searchers and show Google your business is
responsive and live.

Quick win Pre-answer your top 5 questions (hours, parking, delivery, pricing, bookings) so
they're never left blank.
 10

Track Performance & Keep It Fresh

Optimization is ongoing. Use the built-in performance insights to see what's working and
double down.

WHAT TO DO
→ Review searches, calls, direction requests, and website clicks monthly.

→ Note which search terms surface your profile and refine accordingly.

→ Update hours, photos, and posts continuously, stale profiles slide down.

→ Re-audit categories, NAP, and reviews every quarter.

W H Y I T M AT T E R S

Profiles that are actively maintained consistently outrank set-and-forget listings over time.

Quick win Compare the search terms people use to find you against the keywords in your
description and posts, and close the gaps.

Work through one tip per day and your profile will be transformed in under two weeks.