Google Business Profile Optimisation: 15 Steps to Rank Higher on Google Maps

Your Google Business Profile (formerly Google My Business) is the listing that appears on Google Maps and in the local pack. For many customers it is the first — and sometimes only — thing they look at before calling you. Here is how to optimise it step by step.

Part 1: Get the basics exactly right

1. Verify your business

An unverified profile won't rank properly. Complete verification through the method Google offers — video, phone, email or postcard.

2. Use your real business name

Use the name on your signboard and documents. Adding keywords or city names to your business name breaks Google's guidelines and can get the profile suspended.

3. Choose the right primary category

This is one of the strongest ranking signals. Pick the most specific category that describes your core business — "Dental clinic" rather than "Doctor", "South Indian restaurant" rather than "Restaurant". Check which categories top-ranking competitors use.

4. Add relevant secondary categories

Add the other services you genuinely offer. Don't add categories that don't apply.

5. Set an accurate address or service area

Shops and clinics show their address. Businesses that visit customers (plumbers, caterers, agencies) can set a service area and hide the address.

6. Keep hours accurate — including holidays

Wrong hours lead to angry reviews. Set special hours for festivals and public holidays.

Part 2: Fill every field that helps customers decide

7. Write a helpful description

Up to 750 characters. Say what you do, who you serve, what makes you different and which areas you cover. Write for people, not keywords.

8. List your services and products

Add each service with a short description and price where possible. Products can include photos and prices too. These help you appear for more specific searches.

9. Add attributes

Wheelchair accessible, online appointments, women-owned, free Wi-Fi and similar attributes help searchers filter and choose.

10. Upload real photos regularly

Add exterior photos (so people can find you), interior, team, products and work samples. Keep adding new ones every month. Avoid stock images.

Part 3: Stay active

11. Publish posts weekly

Share offers, events, new products and updates. Posts keep the profile fresh and give searchers a reason to call now.

12. Answer questions

Use the Q&A section to add and answer common questions yourself — parking, pricing, timings, languages spoken.

13. Turn on messaging and bookings where available

The fewer steps between finding you and contacting you, the better.

Part 4: Reviews

14. Ask every happy customer for a review

Share your direct review link on WhatsApp after a visit or purchase, and put a QR code at the counter. Never buy reviews or offer rewards for positive ones. Our guide on getting more Google reviews has scripts you can use.

15. Reply to every review

Thank people for positive reviews and respond calmly and helpfully to negative ones. Replies show future customers you care — and Google notices engagement.

Track what's working

The Performance section shows searches, views, calls, direction requests and website clicks. Check it monthly and add UTM tags to your website link so you can see profile traffic in Google Analytics.

Mistakes that get profiles suspended

• Keywords stuffed into the business name
• Using a virtual office, PO box or a home address you don't serve from
• Multiple profiles for the same location
• Fake or incentivised reviews

Category examples that make a difference

Choosing a precise primary category is often the quickest ranking improvement. Some examples:

• A dental practice: "Dentist" or "Dental clinic", with secondary categories like "Cosmetic dentist" or "Orthodontist" only if they genuinely apply
• A biryani restaurant: "Biryani restaurant" rather than just "Restaurant"
• A web agency: "Website designer" with "Internet marketing service" as secondary
• A gym: "Gym" with "Fitness center" or "Personal trainer" as secondary
• A coaching institute: "Coaching center" with exam-specific categories where available

Look at the categories of the three businesses that currently rank above you — you can see them on their profiles.

Writing posts that get calls

A good Google Business Profile post has:

1. A specific offer or update — "Free knee assessment this Saturday"
2. A real photo, not a graphic full of text
3. A short description with the benefit and the date
4. A button — Call, Book or Learn more

Post weekly. Posts don't need to be long — they need to be current.

Handling problems

• Duplicate listings: request removal or merging of old or duplicate profiles
• Wrong edits by Google or users: check the profile monthly and correct suggested edits that are wrong
• Suspension: usually caused by guideline violations such as keyword-stuffed names or ineligible addresses. Fix the issue before requesting reinstatement
• Spam competitors: you can suggest edits or report clear guideline violations, such as fake listings

Questions customers ask most (add these to your Q&A)

• Is there parking?
• Do you accept card or UPI?
• Do I need an appointment?
• Which languages do you speak?
• What are your prices for [main service]?

Answering them in advance saves calls — and shows you're attentive.

Want a done-for-you profile?

We optimise and manage Google Business Profiles as part of our local SEO service. For the bigger picture, read our local SEO guide.