If there's one free tool that every local business in Australia should be using, it's Google Business Profile. It's the thing that shows your business on Google Maps and in those local results at the top of the page when someone searches "plumber near me" or "personal trainer Northern Beaches."
And yet, heaps of local businesses either haven't set one up, or they set it up two years ago and haven't touched it since. Big missed opportunity. Let's fix that.
What is Google Business Profile?
Google Business Profile (GBP) is a free listing that Google gives to businesses. It shows up in Google Search and Google Maps, and it includes your business name, phone number, address or service area, hours, photos, reviews, and more.
You know when you Google "electrician near me" and a map pops up with three businesses listed underneath? That's the "Local Pack" — and those businesses are there because of their Google Business Profile. Getting into that Local Pack is gold for any local business because it puts you right at the top of the page, above the regular search results.
Why it matters for local businesses
Here's why you should care:
- It's free. No catch. Google doesn't charge you a cent for it
- It's where local customers look first. The Local Pack gets more clicks than regular search results for local services
- It shows your reviews. Those gold stars next to your business name? That's what makes people pick up the phone
- It drives phone calls directly. People can call you straight from the listing without ever visiting your website
- It builds trust. A complete, well-maintained profile tells customers you're legit and active
How to set it up (step by step)
Setting up your Google Business Profile takes about 15-20 minutes. Here's how:
- Go to google.com/business and sign in with your Google account (or create one if you don't have one)
- Search for your business. If it already exists on Google, you can claim it. If not, click "Add your business"
- Enter your business name. Use your actual business name — don't stuff keywords in here like "Best Electrician Sydney Cheap." Google will penalise that
- Choose your business category. Pick the most specific one that fits. "Electrician" is better than "Contractor." You can add secondary categories later
- Set your service area. If you go to the customer (rather than customers coming to you), choose "I deliver goods and services to my customers" and list the suburbs or regions you cover
- Add your contact details. Phone number and website URL. Make sure the phone number matches what's on your website
- Verify your business. Google will usually send a postcard to your business address with a verification code, or offer phone/email verification. This step is essential — you can't fully manage your profile until you're verified
How to optimise it (this is where the magic happens)
Setting it up is step one. Optimising it is what separates the businesses that get calls from the ones that don't. Here's what to focus on:
Photos
Businesses with photos get 42% more requests for directions and 35% more clicks to their website. That's not a typo.
- Upload photos of your work — before and after shots, finished jobs, your team on site
- Add a photo of your van, your logo, yourself
- Aim for at least 10 photos to start, and add new ones regularly
- Real photos only — no stock images
Reviews
Reviews are the single biggest factor in local search rankings. The more positive reviews you have, the higher you'll show up, and the more likely people are to call you.
- Ask every happy customer for a review. After the job, send a text: "Cheers for having us out. If you've got 30 seconds, a Google review would really help the business." Include a direct link to your review page
- Respond to every review. Good or bad. A simple "Thanks [name], glad you're happy with the work!" shows you're engaged and professional
- Don't buy reviews or get mates to leave fake ones. Google is getting better at spotting this, and the penalty is having your profile removed entirely
Posts
Most business owners don't know this, but you can publish posts directly on your Google Business Profile. Think of them like mini social media updates that show up on your Google listing.
- Share a recent project you're proud of
- Announce a special offer or seasonal service
- Share a helpful tip related to your industry
- Post at least once a fortnight to show Google you're active
Q&A
There's a Questions & Answers section on your profile that anyone can contribute to. Here's the smart play: ask and answer your own frequently asked questions.
- "Do you offer emergency callouts?" — "Yes, we're available 24/7 for emergency work across [area]."
- "What areas do you service?" — "We cover [list your suburbs]."
- "Are you licensed and insured?" — "Yes, fully licensed [licence type] and insured."
This gives potential customers instant answers and helps Google understand more about your business.
Common mistakes to avoid
We see these all the time. Don't fall into these traps:
- Keyword stuffing your business name. Your name should be your actual business name, not "Joe's Plumbing | Best Plumber Sydney | Emergency Plumber Northern Beaches." Google will suspend your profile for this
- Inconsistent information. Your name, address, and phone number should be identical everywhere — your website, your GBP, your Facebook page, your directory listings. Inconsistency confuses Google
- Ignoring reviews. Especially negative ones. An unanswered negative review looks worse than the negative review itself. Respond professionally and offer to make it right
- Setting and forgetting. A profile with no photos, no posts, and reviews from 2023 tells Google (and customers) that you're not very active. Keep it fresh
- Wrong business category. If you're an electrician, make sure your primary category is "Electrician," not "Electrical supply store" or "General contractor"
The payoff
A well-optimised Google Business Profile combined with a professional website is the most powerful combination for any local service business. The GBP gets you found. The website seals the deal. Together, they work harder than any ad campaign.
And the best part? Your Google Business Profile is completely free. The only investment is your time — about 15 minutes to set up and a few minutes each week to keep it updated.
Want us to sort it for you?
Google Business Profile setup and optimisation is included in every AMACCA website package. We'll get it set up properly, optimised for your business and area, and show you how to keep it ticking along. One less thing for you to worry about.
Or call Adam on 0420 498 037 — happy to walk you through it, no strings attached.