How to optimise Google Business Profile in 2026: step-by-step

GBP IS local SEO

For SMEs, the Google Business Profile (formerly Google My Business) is worth 70% of local SEO. It's what appears in the "local pack" — the 3 results with the map you see when searching "restaurant near me" or "electrician [city]".

Well optimised, it brings free qualified enquiries. Neglected, it's a missed opportunity every day.

Base setup (1-2 hours)

1. Verify the listing

google.com/business → search your business → verify with postcode or video. If the listing doesn't exist, create it.

2. Primary and secondary categories

Pick the category that best describes what you do. If you're a plumber who also does solar, primary = "Plumber", secondary = "Solar panel installer". The primary category is the #1 factor for the local pack.

3. Description (750 characters)

What you do, for whom, where, what differentiates you. Include local keywords naturally. No keyword stuffing.

4. Address and service area

If you have a physical store, exact address. If you serve at customers' homes (e.g. mobile technician), hide the address and indicate served areas. The two options are mutually exclusive.

5. Hours (including holidays)

Set standard hours + update holidays in advance. A listing with wrong hours loses trust.

6. Phone and website

Phone: the main number, ideally a landline (more trust). Website: the specific service page if you have multiple services, not always the home.

Advanced setup (4-6 hours first time)

7. Detailed services

Per service: name, description (200-300 characters), price if you want to show it. More specific services = more long-tail keywords captured.

8. Products (for retail/e-commerce)

If you sell products, add the top 10 with photos, prices, descriptions. They appear in the listing's "Products" tab.

9. Photos: minimum 20

Categories to cover:

• Logo (square, white background)
• Cover (horizontal, representative)
• Exterior
• Interior (at least 5)
• Work done / services
• Team at work
• Products / tools

Update monthly: GBP rewards active listings.

10. Q&A

Fill in 5-10 typical questions with answers yourself. Don't wait for users to do it.

Maintenance (15-30 min/week)

11. Weekly posts

GBP allows posts: news, offers, events, content. 1-2 posts per week is enough. Visible on the listing for 7 days.

12. Reviews: reply to all

Within 48 hours. Even negatives — especially negatives. Style: sincere thanks, problem acknowledgement (if valid), invitation to continue privately.

Strategies for more reviews

Direct Google link

Google provides a short link "g.page/r/..." to ask for reviews. Find it in the GBP panel → Reviews → Share link.

Post-service email

2-3 days after completing a job, send a short email: "How did it go? A Google review would help us hugely. [Link]". Typical conversion: 30-50%.

QR code at the venue

Print a QR code with the review link. Place it at the till, in the lounge, on the receipt.

Common errors

• Wrong category: "Business services" is too generic. Be specific.
• Only logo photos: real photos of work/venue are needed.
• Auto-replies: "Thanks for the review! Best regards" is worse than nothing. Personalise.
• Hidden address when you have a store: reduces trust and local pack visibility.
• Website pointing to generic home: better a specific service page.

Want to delegate?

The SEO & Google package includes complete GBP management: setup, weekly posts, review management, ongoing optimisation. From €290/month.

Just want to assess current state: free audit with GBP check included.

Want to apply this to your SME?

If you'd like a concrete analysis of your situation, request the free audit from Gamerbit. In 48 hours we tell you exactly where you're losing leads, time or budget — no sales pitch.

If you already know what you need and want a steady system, the SEO & Google package is the most direct starting point.