How to optimise your Google Business Profile: a UK guide

1. Check you own and control the profile

Search for your business on Google Maps while signed in. If you see "Own this business?", the profile is not under your control. Claim it, and make sure at least two people in your business have owner or manager access. Profiles created by a former employee or an old agency are one of the most common problems we find.

2. Pick the right primary category

The primary category has more influence on your rankings than almost anything else on the profile. Be as specific as Google allows: "Dental clinic" or "Cosmetic dentist" rather than "Health"; "Family law attorney" rather than "Lawyer" if that is your main work. Add secondary categories only for services you genuinely offer.

3. Get the basics exactly right

• Business name: your real trading name, without added keywords or locations. Stuffing the name breaks Google's guidelines and can lead to suspension.
• Address or service area: a real address customers can visit, or a service area if you go to them. Virtual offices are not allowed.
• Phone number: a local number answered during opening hours.
• Hours: including special hours for bank holidays and Christmas.
• Website link: the most relevant page, which for multi-site businesses is the location page, not the home page.

4. Describe your services in plain words

Use the services section to list what you do, in the words customers use. A plumber should list boiler repair, leak detection and bathroom installation, not just "plumbing". Add a short description to each. The business description itself should explain who you serve and where, in one or two natural paragraphs.

5. Add real photos, regularly

Upload photos of your premises inside and out, your team and your work. Stock images do little. Photos help customers decide and show Google the profile is active. Adding a few each month is better than fifty in one go.

6. Post updates

Posts appear on your profile and can highlight an offer, a new service or seasonal opening hours. They are not a major ranking factor, but an active profile reassures customers. One or two posts a week is plenty.

7. Build and answer reviews

Reviews affect both your ranking and whether people choose you. Ask every satisfied customer, make it easy with a direct link and reply to every review within a few days. Never buy or incentivise reviews: since April 2025, fake reviews are explicitly banned under UK consumer law. Our guide on getting more Google reviews explains how to do it properly.

8. Use the Q&A and messaging features carefully

Anyone can ask or answer questions on your profile. Check them regularly and add clear answers. Only switch on messaging if someone will reply quickly.

Common mistakes we see

Want an expert to handle this? See our Google Business Profile management service.