Sow The Seed Marketing

If you’re an independent business owner trying to get noticed locally, optimising your Google Business Profile (GBP) is one of the highest ROI steps you can take. It’s often the first thing people see when they search for your product or service – and if it’s not up to scratch, you’re losing visibility, leads, and ultimately, sales.

In this guide, I’ll walk you through exactly what to include when setting up or refining your GBP for maximum local SEO performance. Whether you’re a service-based business or have a physical location, these actions will help you rank higher in local search and convert more clicks into customers.

Why Local SEO Matters

Local SEO helps your business appear in searches like:

• “best mortgage broker near me”
• “accountant in Wolverhampton”
• “florist open now”

Google’s local pack – the box with the map and three business listings – is where most of these searches get answered. That’s where your Google Business Profile comes in.

The better your profile is optimised, the more likely you are to appear in that top 3 – and get the calls, clicks, and bookings that come with it.

What to Include When Optimising Your Google Business Profile

1. Exact Business Name – No Spammy Additions

Use your real-world business name – exactly as it appears on your signage, website, and official documents. Don’t keyword-stuff it with extras like “John’s Plumbing Services – Best Cheap Plumber in Leeds”. Google sees through it, and it could get your listing suspended.

2. Choose the Right Categories (Primary + Secondary)

Your primary category is the most powerful ranking signal. Get this wrong, and you’ll struggle to show up for relevant searches.

• Pick the single most accurate category (e.g. “Chiropractor”, not just “Doctor”)
• Add secondary categories if they apply (e.g. “Sports Massage Therapist”, “Rehabilitation Centre”)

Don’t go overboard – only choose what truly reflects your services.

3. Full Business Description (Focus on Outcomes)

Use the business description to explain who you help, what you do, and what results clients can expect. Keep it benefit-led and clear.

What to include:

• Your USP – why choose you?
• Key services
• Areas you serve
• Your approach or methodology

Avoid keyword stuffing. Instead, write like a human who knows their stuff. That’s how you build trust and rank well.

4. Up-to-Date Contact Info + Opening Hours

This seems obvious, but it’s often overlooked. Make sure your:

• Phone number
• Website URL
• Address (if applicable)
• Opening hours (including holidays)

are all accurate and match what’s shown on your website and across other platforms. Google values consistency across the web.

5. Photos and Videos That Show the Real You

High-quality visuals make a huge difference. People want to see who they’re buying from – especially when it comes to local businesses.

Post:

• Photos of your team, workspace, and happy clients
• Product shots
• Before-and-after examples
• Behind-the-scenes content
• Short intro videos or walk-throughs

Google rewards listings that get regular photo updates, so don’t treat this as a one-and-done.

6. Service Areas and Service Listings

If you travel to clients (e.g. mobile mechanic, photographer, consultant), you can set service areas instead of listing a physical address. Add the towns or regions you serve – but again, don’t go mad. Focus on where your ideal clients actually are.

For each service, write a short, clear description that explains the value it brings. Don’t copy-paste from your website. Keep it local and relevant.

7. Customer Reviews (And Your Responses)

This is a big one.

• Ask your happy customers to leave reviews – ideally mentioning specific services or locations
• Respond to every review – good and bad – in a calm, professional tone
• Use your replies to reinforce your brand (e.g. “Thanks for trusting me with your SEO project, Sarah – helping independent businesses grow is what I love most.”)

Fresh, positive reviews improve your visibility, conversions, and credibility.

8. Use Posts to Promote Offers, Updates, and Content

GBP posts are often ignored – which is a missed opportunity. Treat them like mini-ads or blog updates.

You can:

• Promote new services
• Share blog posts
• Announce events or seasonal offers
• Highlight testimonials or case studies

Use strong CTAs like “Book your free call” or “See how it works”. These posts show up in search and signal to Google that your listing is active and engaging.

Final Tip: Keep It Active

Google wants to show reliable, relevant, and regularly updated listings. So once your profile is set up, don’t forget about it.

• Keep uploading photos
• Ask for reviews each month
• Update services if they change
• Post weekly if you can

Optimising your Google Business Profile isn’t a one-off task – it’s part of your local SEO performance system. And done right, it can become a predictable engine of leads and revenue.

Ready to See What Local SEO Could Do for You?

If you’re not sure where to start, or your profile’s been neglected for a while, I offer a free 30-minute strategy call to show you the exact steps that’ll have the biggest impact.

No fluff. Just straight-up advice based on what works.

Stay in the Loop

Want more strategic marketing advice that actually works? Scroll to the footer and sign up for my newsletter – built for independent businesses who want to grow with confidence.