If you run a local business and you're not showing up on Google Maps, there's a good chance your Google Business Profile is either missing or half-finished. This is the free listing that appears when someone searches for a business like yours in your area. It's the box with your name, address, phone number, reviews, and photos that shows up on the right side of Google — or in the map pack at the top of results. Getting it right is the single most effective thing you can do for local search visibility, and it won't cost you a cent.
Your Google Business Profile (GBP) is basically your shopfront on Google. When someone types "plumber near me" or "electrician Bayside Melbourne," Google pulls up a map with three businesses underneath it. That's the map pack. It sits above all the normal search results, and it gets roughly 42% of all the clicks on the page.
Think about that for a second. Almost half the people searching for a local service click on one of those three map listings — not the websites below them. If you're not in the map pack, you're not even in the running for nearly half your potential customers.
The good news? Setting up your profile properly is free and straightforward. Most business owners just never finish the job. They claim the listing, fill in half the fields, and leave it. That's like putting up a shop sign but leaving the lights off and the door locked.
First things first — you need to claim your listing. Google may have already created one for you based on publicly available data, but you don't control it until you've claimed and verified it.
Here's what to do:
Postcards usually take 5-7 business days in Australia. Don't skip the verification step — until it's done, you can't edit your listing or respond to reviews.
This is where most people drop the ball. Google gives you a stack of fields to fill in, and every empty field is a missed opportunity. Google ranks complete profiles higher than half-done ones. It's that simple.
Here's everything you need to complete:
Don't rush this. Set aside 20 minutes and go through every field methodically. The more complete your profile, the more Google trusts it.
Your primary category is one of the biggest factors in which searches your listing shows up for. Google lets you pick one primary category and several additional ones.
The key is to be as specific as possible with your primary category. "Contractor" is too broad. "Electrician" is better. "Emergency Electrician" is even better if that's a major part of what you do. The more specific you are, the more relevant Google considers you for those exact searches.
Quick tip: Start typing your trade into the category field and look at what Google suggests. Pick the one that most closely matches your core service. Then add 2-3 secondary categories for other things you do. A plumber might have "Plumber" as their primary category, with "Gas Fitter" and "Hot Water System Supplier" as secondary categories.
Don't go overboard with secondary categories. Pick the ones that genuinely describe what you do. Adding "Bathroom Remodeller" when you've never done a bathroom reno won't help — it'll confuse Google about what you actually offer.
Google gives you 750 characters for your business description. Use them. This is your chance to tell both Google and potential customers what you do and where you do it.
Here's a formula that works well:
Write it like a human, not a search engine. Don't stuff keywords. Just clearly explain what you do, where you do it, and why someone should pick you. That's it.
Photos make a massive difference. Businesses with photos on their Google profile get 42% more requests for directions and 35% more click-throughs to their website than those without. But they need to be real photos — not generic stock images of a bloke in a hard hat shaking hands.
Here's what to upload:
Aim for at least 10-15 photos to start, and add new ones regularly. Google notices when businesses keep adding fresh photos — it's a signal that the business is active.
Most business owners don't realise you can post updates directly to your Google Business Profile, similar to social media. These posts show up on your listing and tell Google your business is active.
Here's what to post and how often:
Aim for one post a week. It doesn't need to be long or fancy — a photo, a couple of sentences, and you're done. Set a reminder on your phone for the same day each week so it becomes a habit.
Reviews are the other half of the equation. Your Google profile shows your star rating and review count right at the top, and it's one of the first things people look at before they decide whether to call you or scroll past.
The businesses that have loads of reviews didn't get them by accident. They have a system. Here's a simple one that works:
Important: Don't offer incentives for reviews. No discounts, no free work, nothing. Google's terms prohibit it and they will remove incentivised reviews. The ask itself is enough — most happy customers are glad to help if you make it easy.
Aim for 2-3 new reviews per month. A steady trickle looks more natural to Google than 20 reviews appearing in one week. Over time, this builds up into a review count that puts you ahead of your competitors.
Book a free strategy call. We'll review your Google Business Profile and tell you exactly what to fix first to start showing up in local search.
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