How to optimise your Google Business Profile for local search

Executive overview

Many local businesses are invisible in Google Maps and the local pack simply because their profile is unconfigured. Three factors determine local rankings: relevance, distance, and prominence. Optimising each one is free and takes under an hour.

The biggest lever is your primary category — not your business name.

Relevance: categories and keywords

• Run keyword research before filling out your profile; your internal terminology often differs from what customers search.
• Set your primary category to the closest match to your target keyword (e.g. "Clothing shop" not "Concept store").
• Add up to 10 secondary categories, but keep them relevant — unrelated categories confuse Google's ranking signals.
• Do not stuff keywords into your business name unless they are part of your actual registered name.
• Add your target keyword to your business description.
• Add high-quality, non-stock photos; Google's AI reads image content and ties it to your category.

Distance: NAP consistency

• Ensure your name, address, and phone number are identical across every directory, website, and data aggregator.
• Inconsistent NAP data hurts local SEO.
• You do not need a physical storefront — service-area businesses (e.g. plumbers) also qualify.
• Use a service like Google Voice to avoid using a personal phone number.

Prominence: reviews

• Overall star rating is the single biggest prominence factor.
• Fewer high-quality reviews outperform many mixed reviews.
• Reviews with text — especially mentioning your target keyword — carry more weight than star-only ratings.
• Reply to every review, positive or negative; it signals an active, engaged business.

Keeping the profile active

• Add new photos regularly.
• Post offers and promotions periodically.
• An active profile signals to Google that the business is real and current.