Google Business Profile (GBP), formerly Google My Business, is simple your Google listing on its map system. When people in your area search for services like “plumber in Edinburgh,” “SEO agency Glasgow,” “best curry house Dundee”, your profile decides whether you show up in the local map listing or disappear into the abyss. At Hot Igloo, we’ve optimised hundreds of GBP listings, and the difference it makes to local SEO is massive. And I really mean MASSIVE.
Why Your Google Business and Map Profile Matters
Almost half of all Google searches have local intent, and 76% of people who search locally visit a business within 24 hours (Google, 2023). If your profile isn’t optimised, you’re basically turning customers away at the door. If there are sites that have years of authority over you then you can often jump ahead of them on the maps SERP results where you could not skip ahead on the standard SEPRs.
How to Optimise Your Google Business Profile
- Claim and Verify: Go to Google Business, claim your business, and verify by postcard, phone, or email. Recently they have been forcing businesses to verify the listing with a video. If you need help with completing this step just let us know and we can help for free.
- Fill in Everything: Business name, address, phone number (NAP), website, opening hours, and services. Inconsistent details across multiple business directories can make it difficult for search engines to match everything together.
- Choose the Right Categories: Pick a primary category that matches what you actually do, plus secondary categories for related services. Be specific, “Italian Restaurant” is better than just “Restaurant.”
- Add Photos & Videos: Businesses with photos get 42% more requests for directions (Google). Show your shop, your team, your products, even your cat if it fits the vibe.
- Write a Business Description: Keep it natural, include keywords, and highlight what makes you stand out locally.
Local Reviews & Reputation
Reviews are a ranking factor and a conversion driver. A café with 200 reviews averaging 4.7 stars beats one with 5 reviews at 5.0 every time. Tips:
- Ask customers to leave reviews after a positive experience.
- Reply to all reviews, yes, even the one-star rants. It shows professionalism.
- Don’t fake reviews. Google isn’t daft, and neither are customers.
- Add a QR code to the back of your business cards that take users directly to your review link. You can find this within your Google business profile. Giving this card to very happy clients can yield an instant review as they are more likely to leave early doors rather than weeks down the line.
Posts, Q&A, and Updates
Most businesses ignore these features, which is why using them puts you ahead:
- Posts: Share events, offers, or blog updates. They expire after a week, so stay active.
- Q&A: Pre-empt common questions by asking (and answering) them yourself.
- Updates: Keep holiday hours accurate. Nothing kills trust faster than “Closed” showing when you’re open.
Tracking & Insights
Google gives you data on how people find your profile, direct searches, discovery searches, calls, clicks, and direction requests. Check monthly to see what’s working and adjust accordingly. Pair this with Google Search Console for the full picture.
We 100% recommend manually searching terms your potential customers might search to get a feeling for your local competition.
GBP and Local Link Building
Your GBP works best when supported by strong local links. Sponsor a local event, get listed in regional directories, and build partnerships. See our Local Link Building guide for strategies that move the needle. Think of it being part of a voting algorithm, links are votes so the more votes you get the more likely you are to rank more highly.
Final Word
Your Google Business Profile isn’t just a directory listing, it’s the gateway to local customers. Optimise it, update it, and use it as a living marketing tool. Get it right and you’ll dominate the local pack. Ignore it and your competitors will eat your lunch.
At Hot Igloo, we’ve taken local businesses from invisible to visible in under three months just by fixing GBP basics. If you want footfall, phone calls, and new customers, this is where you start.
Want more SEO advice, then check out our complete UK SEO guide here.