When a client searches for a luxury boutique, fine dining experience, or trusted consultancy, the first listings on Google often determine their choice. That moment of discovery is where plays its biggest role.

Why Google Business Profiles Matter in Local SEO

Your (formerly Google My Business) is one of the most useful and effective marketing tools for any business, and it’s completely free. It connects your business directly with local searchers who are ready to act, whether that means booking a service, calling for information, or visiting in person.

Visibility and Credibility

When optimised correctly, your profile can appear in the Local Pack, the three highlighted businesses displayed at the top of Google’s search results. Securing one of those spots dramatically increases visibility and customer trust.

Local Search Signals

Google analyses hundreds of signals to decide where to place a business in . Your business information, reviews, photos, and engagement all influence where you appear, and Google prioritises businesses that keep their profiles active and accurate.

Mobile-First Searches

With of global website traffic originating mobile devices, appearing in local results has never been more important. Customers expect quick answers, directions, and real-time updates about availability or hours.
For a detailed look at how reviews influence rankings, explore this guide on.

How to Set Up And Verify Your Google Business Profile

Before you can optimise your profile, you need to set it up and confirm ownership. This process helps Google recognise your business as legitimate and reliable.

Step 1: Create or Claim Your Listing

Go to Google Business and search for your business name. If it already exists, claim ownership. If not, create a new profile with accurate information. Use your exact business name, consistent with what appears on your website and social channels.

Step 2: Add Essential Information

Fill in every available field:

• Business name and category
• Address and service areas
• Phone number and website
• Opening hours
• Description of services

Accuracy and consistency across all platforms help Google verify that your business is legitimate, a key factor in Google local listings SEO.

Step 3: Verify Your Business

After setup, Google will contact you by text or email as part of the confirmation process. Try to complete this verification process as soon as you can, since unverified profiles rarely appear in top search results.

Step 4: Enable Messaging and Bookings

If it suits your business, make sure to turn on messaging or booking features. This gives customers a quick and easy way to reach you directly from your listing, encouraging more enquiries.

How to Optimise a Google Business Profile to Rank Higher

Once verified, optimisation is the ongoing process that turns your profile from a basic listing into a lead-generating tool. Completing your profile fully and accurately is critical, as shows that businesses with detailed Google My Business profiles get roughly seven times the clicks and 70% more likely to attract walk-in customers.

Use the Right Categories

Choose one primary category that best represents your business, followed by additional ones that cover related services. For example, a luxury restaurant might select “Fine Dining Restaurant” as the primary category and “Wine Bar” as a secondary.

Write a Compelling Business Description

Your description should clearly explain what your business does, where you are located, and what makes you unique. Use natural language that reflects how customers search, such as “Michelin-recommended restaurant in London” or “independent jeweller in Knightsbridge.”

Add High-Quality Photos and Videos

Images matter much more than many realise, with showing that profiles with photos attract 42% more requests for directions and 35% more visits to their website. While user-submitted content is good, try to also include professional, well-lit photos that highlight your venue, products, or team.

Collect and Respond to Reviews

Positive and how potential customers perceive you. Don’t miss a chance to ask satisfied clients to share their experience, and always respond to positive and negative reviews. Thoughtful, professional replies show active engagement and build trust.

Use Posts to Stay Active

Frequent updates through Google Posts help your business stay visible by reminding the algorithm that you’re active. Share anything worth celebrating, from product launches to limited-time specials, to keep your profile fresh.

Add Products and Services

Make it easy for customers to understand your offer by listing your products or services in detail. Include prices where appropriate to encourage enquiries or bookings.

Optimise for Keywords

Use product, service, and location-specific terms that reflect how clients search for you. For example, a retailer might mention “designer handbags in Mayfair,” while a restaurant could include “award-winning restaurant in Edinburgh.” This strengthens your visibility in local results.

Keep Your Information Updated

If your hours change for holidays or your business moves to a new location or adds additional locations, be sure to update the profile immediately. Outdated information causes confusion and can reduce your credibility and visibility in Google local results.

2025 Trends in Google Local Listing Optimisation

Local search continues to evolve, and 2025 brings new opportunities for luxury and professional businesses to stand out.

1. Voice Search Integration

More people are using voice assistants and mobile devices to search. Prioritising natural language and conversational wording to your profile and Q&A will help you show up in these searches.

2. AI-Driven Insights

Using AI, Google’s algorithm continually learns from millions of searches each day and focuses on giving users results based on intent, location, and engagement. This means that the more consistent and data-rich your business profile is, the easier it becomes for AI to match you with the right customers.

3. Photo and Video Ranking Signals

Visuals create an immediate and powerful impact on a viewer, and they’re an important ranking factor too. Add authentic, high-resolution media featuring your products, interiors, or team to your profile to improve credibility and engagement.

4. Review Quality Over Quantity

Detailed, thoughtful reviews now have a stronger impact on local rankings than brief comments or simple star ratings. Encourage customers to share specific experiences by sending a friendly follow-up message after their visit or purchase.

5. Integration with Social and Branding

Your Google Business Profile should feel like part of your brand, with the same visuals, colours, and tone that appear on your website and social media. You can also learn more about how branding influences online visibility in this guide to.

Tracking Your Business Profile’s Performance

Optimisation is not a one-time task. Tracking and refinement ensure that your listing continues to perform well in a competitive market.

Use Google Insights

The built-in analytics show how customers find your business, what actions they take, and which photos or posts drive engagement. Monitor data such as:

• Search and map views
• Clicks for directions, website visits, and calls
• Search terms triggering your listing

Compare With Local Competitors

Observe how often competitors post, how they handle reviews, and the quality of their visuals. Learning from their strengths can inspire improvements to your own profile.

Link Tracking and UTM Parameters

By adding UTM tracking to your profile links, you can monitor how many visitors and conversions are generated directly from Google, giving you a clearer view of performance and tracking which actions, visits, or bookings come through your Google Business Profile.

Review Regularly

Set a regular schedule to review your profile. Refresh photos, update details, and assess analytics to identify what drives engagement and where to improve.

Partner With YOP for a Strong Local Presence

A well-optimised Google Business Profile can redefine how customers discover and trust your brand. It often serves as the first point of contact, making accuracy, engagement, and consistency crucial.

At , we help luxury retailers, restaurants, professional service providers and more strengthen their visibility through and Google local listing optimisation. Our results speak for themselves, with a 313% ROI from organic search for a UK ballet studio, an 11,650% increase in top 10 rankings for a UK contact centre, and an 800% rise in non-branded organic clicks for a national training company.

We take a personalised approach, tailoring every strategy to your goals, audience, and market. Whether you want to appear at the top of Google or improve your local visibility, our team can help.

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