Why Google Business Profile Matters
When someone searches "plumber near me," Google shows local results. Your Google Business Profile determines whether you appear and how attractive you look.
Statistics:
- 46% of all Google searches have local intent
- Businesses with complete profiles get 7x more clicks
- Photos get 42% more direction requests
Setting Up Your Profile
Step 1: Claim Your Business
Go to google.com/business and sign in with Google. Search for your business—if it exists, claim it. If not, create it.
Step 2: Verification
Google needs to confirm you own the business:
- Postcard (most common): 5-day wait
- Phone: Instant for some businesses
- Email: Available for some
Step 3: Complete Every Field
Leave nothing blank:
- Business name (exactly as it appears elsewhere)
- Address (or service area for mobile trades)
- Phone number
- Website
- Hours (including special hours)
- Business description (750 characters max)
- Services offered
- Attributes (accepts cards, women-owned, etc.)
Optimisation Essentials
Categories:
Select your primary category carefully. "Plumber" is different from "Plumbing Service." Choose the most specific option.
Add secondary categories for all services you offer.
Photos:
Upload at least:
- Logo
- Cover photo
- 5+ work photos
- Team photos
- Van/vehicle
- Before/after examples
Update monthly with new work.
Description:
Include:
- Services you offer
- Areas you serve
- What makes you different
- Call to action
Don't stuff keywords unnaturally.
Ongoing Maintenance
Weekly:
- Respond to all reviews (good and bad)
- Answer any questions
- Post updates or offers
Monthly:
- Add new photos
- Update services if changed
- Check for suggested edits
Quarterly:
- Review performance stats
- Adjust based on what's working
- Update seasonal services
Reviews Strategy
Reviews heavily influence rankings. Aim for:
- 4.5+ star average
- 20+ reviews minimum
- New reviews monthly
Getting reviews:
- Ask happy customers personally
- Send follow-up links via SMS
- Make it as easy as possible
Responding to negative reviews:
- Respond quickly
- Be professional
- Take specifics offline
- Show you care about resolution
Common Mistakes
Don't:
- Use a home address if you don't want it public
- Keyword stuff your business name
- Create multiple profiles for one business
- Ignore negative reviews
- Use stock photos
Do:
- Keep information consistent with your website
- Use a local phone number
- Add posts regularly
- Respond to all engagement
