For most UK businesses with a local or regional customer base, Google Business Profile is the single most impactful SEO asset they have. A well-optimised Business Profile appears in the Local Pack — the map results that appear at the top of Google for location-based searches — and can drive enquiries, calls, and footfall without a penny spent on ads.
Here's how to set it up and optimise it correctly. Google Business Profile works best as part of a broader organic strategy — our SEO guide for UK startups shows how local and national SEO combine effectively from the very beginning.
Complete Your Profile Fully: Every Field Matters
Google uses the completeness and consistency of your Business Profile as a signal of legitimacy. Profiles with all fields completed rank better than incomplete ones. Go through every available section:
Business name — Use your exact trading name. Don't keyword-stuff it ("Dricomm Web Design London Agency"). Google penalises this and it looks unprofessional to searchers.
Category — Your primary category is the most important field in your profile. Choose the most specific category that accurately describes what you do. Secondary categories can be added for additional services.
Address — Use the exact format Royal Mail uses for your address. Consistency between your Business Profile address and every other mention of your address online (your website, directories, social profiles) is a ranking factor.
Phone number — Use a local landline or UK mobile, not a premium rate number. Include the full number with area code.
Website URL — Point to your homepage or to a specific landing page built for local search.
Business hours — Keep these accurate and update them for bank holidays. A potential customer who turns up when you're closed won't leave a good review.
Business description — 750 characters to describe what you do, who you serve, and why you're the right choice. Include your primary keywords naturally. Don't keyword stuff.
Reviews: The Most Powerful Local Ranking Signal
Google reviews affect your local ranking more than almost any other factor. The algorithm considers quantity, recency, and star rating collectively.
Ask every satisfied client or customer for a review. Most people who've had a good experience won't leave a review unless asked directly. The easiest way: send a follow-up message after a completed project or purchase with a direct link to your review form.
Respond to every review, positive and negative. Responses show Google that you're actively managing your profile, and they show potential customers that you take feedback seriously. For negative reviews, respond calmly and professionally — offer to resolve the issue offline.
Don't incentivise reviews. Offering discounts, gifts, or any reward for a review violates Google's policies and can result in your profile being suspended.
For UK service businesses, reviews from clients who mention your location ("excellent London-based team", "brilliant service from the Manchester office") provide additional local relevance signals.
Google Posts: The Feature Most UK Businesses Ignore
Google Posts allows you to publish short updates (150–300 words) directly to your Business Profile. These appear in your profile in search results and in Google Maps. Most UK businesses never use them.
Publishing one or two Posts per month signals to Google that your business is active, and gives searchers additional context about what you're currently offering. Use Posts to announce:
- New services or products
- Special offers or seasonal promotions
- Case studies or recent work
- Events or webinars
Posts expire after seven days (unless you use the "Event" type, which lasts until the event date), so consistency matters.
NAP Consistency Across the Web
NAP stands for Name, Address, Phone number. Google cross-references your Business Profile details against mentions of your business across the web. Inconsistencies — slightly different address formats, an old phone number on a directory site — reduce Google's confidence in your profile and lower your local rankings.
Audit your NAP consistency across: your website (footer and contact page), Companies House listing, industry directories (Checkatrade, Rated People, Bark, Yell), social media profiles, and any PR or editorial mentions.
Get this consistent before investing in any other local SEO activity.
Tracking Your Local Search Performance
Google Business Profile includes a built-in analytics panel called "Performance" showing:
- How many times your profile was viewed in Search and Maps
- What searches triggered your profile to appear
- How many people clicked your website link, called you, or asked for directions
Check this monthly. Local SEO follows a similar compound curve to national SEO — for realistic timeline expectations, see our guide on how long SEO takes to work in the UK. If impressions are high but calls are low, your profile description or photos may need work. If impressions are low, you need to work on review volume and NAP consistency.
Pair Business Profile analytics with Google Search Console for a complete picture of your local organic visibility. A free audit from Dricomm covers both, alongside the technical SEO factors that affect your local rankings alongside your Business Profile.
Ready to grow your business online? Get your free audit →