February 2025
Your Google business profile (formerly known as Google My Business) plays a crucial role in helping potential customers find you online. Whether you’re a local café, a tradesperson, or a boutique store, having a well-optimised profile can make all the difference in standing out in Google Maps and local search results.
Many business owners assume that reviews are the main factor in how Google ranks local listings. While reviews are important, much more goes into determining which businesses show up first. This guide will break down the key elements impacting your ranking and how to improve your visibility to attract more customers.
Key factors that affect your google business profile ranking
Google considers multiple factors when deciding how to rank business listings in local search results. Here are some of the most important ones:
1. Verification matters
Google prioritises verified businesses because they are considered more trustworthy. If you haven’t verified your listing yet, do it as soon as possible. You’ll usually receive a postcard with a verification code to confirm your business location.
2. The power of reviews
The more positive reviews you have, the better your chances of ranking higher. Encourage satisfied customers to leave reviews and always respond to them—whether they’re positive or negative—to show you’re engaged with your audience.
3. Ratings make a difference
Even a single rating can impact your profile’s visibility. Listings with higher average ratings generally perform better, so make excellent service a priority to naturally earn strong ratings.
4. Proximity to the searcher
Google aims to show users businesses that are close to their location. This means your ranking will often be higher when someone searches nearby, but you can still improve your visibility by optimising other factors on your profile.
5. Use a local phone number
Listings with a local landline instead of a mobile number tend to rank better. This signals to Google that you are a legitimate local business.
6. Optimise your business description with keywords
Include relevant keywords naturally in your business description. For example, if you own a bakery in Geelong, phrases like ‘artisan bakery in Geelong’ or ‘freshly baked sourdough in Geelong’ can help improve relevance.
7. Upload photos regularly
Google favours profiles that frequently update their photos. Adding high-quality images of your storefront, products, or team can make your business more appealing to potential customers.
8. Embed google maps on your website
Including an embedded Google map on your website can signal relevance and improve your ranking. This helps search engines connect your website with your physical location.
Additional ranking factors to consider
Beyond the core elements above, there are a few other aspects that can impact your google business profile ranking:
1. Relevance
Google matches business listings to search queries based on how well the profile’s information aligns with what the user is searching for. To improve relevance:
- Choose the most accurate business category
- List all your services
- Ensure your name, address, and phone number (nap) are consistent across directories
2. Prominence
This refers to how well-known your business is online. Several factors influence prominence, including:
- The authority of your website
- Citations on other directories (like yellow pages and true local)
- Backlinks from reputable sources
- Social media presence
3. Engagement
Google favours active profiles. Businesses that regularly post updates, respond to customer reviews, and engage with user questions tend to perform better in search results.
Steps to optimise your google business profile
If you want to rank higher and attract more customers, follow these optimisation tips:
- Complete your profile – fill in every possible field, including business hours, services, and attributes (e.g., ‘wheelchair accessible’ or ‘free wi-fi’).
- Encourage customer engagement – prompt happy customers to leave reviews and interact with your listing by responding to questions and comments.
- Stay consistent across online directories – your business details should match exactly across all online platforms to build trust with search engines.
- Post regular updates and promotions – keep your profile fresh by posting news, offers, or customer success stories.
- Use google insights – monitor your profile’s performance and adjust your strategy based on data from Google’s insights.
Expanding your presence beyond google
While Google is the biggest player in local search, you can strengthen your online presence by listing your business on other platforms. Consider these additional channels:
- Bing places – microsoft’s search engine is often overlooked, but Google trusts Bing, and listing your business here can indirectly support your seo efforts.
- Apple Maps & waze – many iPhone users rely on Apple Maps, and Waze (owned by Google) is another way to capture local traffic.
- Event listings – if you host events, adding them to platforms like Eventbrite or meetup.com can improve your visibility.
- Employment portals – sites like Seek have strong domain authority, so posting job listings can enhance local trust signals.
- Client directions – send Google Maps links to customers via email or sms to boost foot traffic signals.
- Appointment reminders – include Google Maps links in your booking confirmations and reminders to reinforce your location.
Using Google Business posts to engage customers
Google allows businesses to create posts that appear directly on their listing, offering a great way to share updates and promotions. Post ideas include:
- Announcements – highlight new services, product launches, or business changes.
- Team introductions – help potential customers connect with your business by showcasing your staff.
- Customer success stories – share testimonials and case studies to build trust.
- Company milestones – celebrate anniversaries, achievements, or awards.
- Local sponsorships – let customers know how you’re involved in the community.
- Faqs – answer common customer questions directly on your profile.
Maximising your online footprint
To further strengthen your online presence, consider adding a dedicated page to your website that links to all your online listings, including:
- Google Business Profile
- Bing Places
- Local directories (yellow pages, true local, etc.)
- Social media profiles
This helps search engines index your business more effectively and improves credibility.
Make Google work for you
Optimising your Google business profile is one of the best ways to increase local visibility and attract more customers. While reviews are important, they’re just one piece of the puzzle. Ensuring your listing is complete, engaging with customers, adding photos, and expanding your presence across multiple platforms can all contribute to better rankings.
If you’d like expert help fine-tuning your profile or developing a stronger local marketing strategy, our team is here to assist. We’re all about helping business owners evolve to reach the next level! Book your free mini marketing consult with Lisa today.
Let’s make your business easy to find and impossible to ignore!
Written by: Rosie Lorimer / Image credits: Canva