How to Optimise Your Google Business Profile (Step-by-Step Guide)

How to Optimise Your Google Business Profile (Step-by-Step Guide)

Your Google Business Profile (GBP) — formerly Google My Business — is the single most important free marketing tool available to local businesses in Wollongong, Sydney, and across Australia. Yet most businesses barely fill it out.

A fully optimised GBP can help you: - Rank in the top 3 Google Maps results ("the Local Pack") - Get phone calls directly from Google search - Show up for "near me" searches - Build trust through reviews and photos

Here's how to do it right.

Step 1: Claim and Verify Your Profile

Go to business.google.com and search for your business. If it already exists, claim it. If not, create it. Google will send a postcard or call to verify your address.

Step 2: Complete Every Section of Your Profile

Business Name Use your real business name exactly as it appears in the real world. Don't stuff keywords into your name (Google may penalise this).

Category Choose the most specific primary category possible. You can also add secondary categories. Example: Primary: "Web Design Company", Secondary: "Digital Marketing Agency".

Address and Service Areas If you serve customers at their location (tradies, cleaners, etc.), set up a service area instead of showing your address. Add all suburbs you service — for Wollongong businesses, include Shellharbour, Nowra, Kiama, and surrounding areas.

Phone Number Use your local number, not an 1800 number. Local numbers rank better in local searches.

Website Link directly to your homepage, or to a specific landing page.

Business Hours Keep these accurate and update them for public holidays.

Step 3: Write a Keyword-Rich Business Description

You have 750 characters. Use them. Include: - What you do and who you serve - Your service area (Wollongong, Illawarra, NSW) - What makes you different - A natural mention of your key services

Example: "Digital Edge Studio is a Wollongong web design agency specialising in websites and local SEO for tradies and small businesses across the Illawarra region and Sydney..."

Step 4: Add Your Services

List every service you offer with a description and price range (optional). This helps Google understand what you do and match you to relevant searches.

Step 5: Upload High-Quality Photos

Businesses with photos receive 42% more requests for directions and 35% more click-throughs to websites.

Add: - Logo and cover photo - Photos of your work (before/after for tradies) - Photos of your team - Photos of your location (if applicable) - At least 10-20 photos total, updated regularly

Step 6: Get and Manage Google Reviews

Reviews are the #1 ranking factor for Google Maps. Here's how to get more:

• Ask every satisfied customer directly
• Send a Google review link via SMS or email
• Put the link on your invoice or email signature
• Respond to every single review (including negative ones)

Responding to reviews signals to Google that you're an active, trustworthy business.

Step 7: Use Google Posts Regularly

Google Posts appear on your profile and can include offers, updates, events, and more. Post at least once a week. Each post should: - Have a compelling headline - Include a photo - Have a clear call-to-action (Book, Learn More, Get a Quote)

Step 8: Add Questions & Answers

Proactively add FAQs to your profile by asking and answering your own questions. Include common questions like "Do you service Shellharbour?" or "What are your prices?"

Step 9: Track Your Performance

In your GBP dashboard, check: - How many people viewed your profile - How many called you directly - How many clicked through to your website - What search queries triggered your profile

Aim to improve these numbers month-over-month.

Common Google Business Profile Mistakes

• Inconsistent NAP (Name, Address, Phone) across the web
• Not choosing the right primary category
• Ignoring reviews (or not responding)
• Posting no photos
• Not updating business hours for holidays

How Long Does It Take to Rank in Google Maps?

For Wollongong businesses with low competition, a fully optimised GBP can start ranking in the top 3 within 2-4 months. For more competitive categories in Sydney, it may take 6-12 months.

Need Help With Your Google Business Profile?

Digital Edge Studio offers Google Business Profile setup and optimisation as part of our local SEO services in Wollongong and Sydney. Contact us for a free audit.