What is a Google Business Profile (and Why Should You Care)?

If you’ve ever searched for a local service — like a “plumber near me” or “café in Wellington” — chances are the first thing you saw was a map pack of local businesses. That’s powered by Google Business Profiles.

Your Google Business Profile (GBP) is your business’s online shopfront in Google Search and Maps. It’s free, powerful, and often the first impression someone has of your business.

So if yours isn’t optimised (or worse — not even set up), you’re missing out on free traffic, phone calls, and customers.

Benefits of an Optimised Google Business Profile

Optimising your GBP means you’re giving Google all the right signals to show your business to local searchers. Here’s what that looks like:

✅ Show up higher on Google Maps and “near me” searches
✅ Increase your calls, directions requests, and website clicks
✅ Build trust with positive reviews and updated info
✅ Attract more local customers — especially on mobile

7 Ways to Optimise Your Google Business Profile for Local SEO

1. 📋 Complete Every Section

Fill out every single field in your profile — including:

  • Business name (must match your signage/branding)
  • Business category (choose the most accurate one)
  • Phone number
  • Website
  • Address or service area
  • Business hours
  • Products/services
  • FAQs
  • Attributes (e.g. “wheelchair accessible” or “LGBTQ+ friendly”)

2. 🖼️ Add High-Quality Photos & Videos

Businesses with photos receive 42% more requests for directions and 35% more clicks to websites than those without. Upload:

  • A clear logo and cover image
  • Inside/outside shots of your location
  • Team or staff photos
  • Before/after pics of your work
  • Short videos showing your process or products

3. 🗣️ Get (and Respond to) Reviews

Google reviews aren’t just about reputation — they also boost your visibility.

  • Ask happy customers to leave reviews (include a direct link)
  • Respond to all reviews — especially negative ones, professionally
  • Use relevant keywords in your replies (e.g. “Thanks for choosing us for your garden landscaping in Napier!”)

4. 📍 Use Local Keywords in Your Description

Add a keyword-rich business description that includes your services and locations.

Example:

“ABC Electrical offers reliable and affordable residential and commercial electrical services across Palmerston North, Feilding, and Manawatū. From switchboard upgrades to lighting installs, we’ve got you covered.”

5. 🛠️ List All Your Services (with Descriptions)

Under the “Services” section, break down what you offer and add detailed descriptions. Google uses this to match your profile with search intent.

6. 📰 Post Regular Updates

Just like social media, you can post:

  • Specials or promotions
  • New products or services
  • Behind-the-scenes updates
  • Business milestones or team shoutouts

These help keep your listing active and relevant in Google’s eyes.

7. 📍 Add Service Areas (for Mobile Businesses)

If you don’t have a physical storefront, list your service areas instead. E.g. “Mobile Dog Groomer – Servicing Wellington, Lower Hutt, Porirua”.

Common Mistakes to Avoid

❌ Using different names or addresses across platforms
❌ Not verifying your listing with the code from Google
❌ Ignoring reviews — or arguing with customers publicly
❌ Stuffing keywords unnaturally
❌ Never updating your listing once it’s live

Want Help Optimising Your Google Profile?

At OnlineNZ, we offer full Google Business Profile optimisation for New Zealand businesses — whether you’re a tradie, café, physio, or eCommerce store.

Our service includes:

  • Full profile setup or audit
  • Keyword-rich business description
  • Optimised services & categories
  • Image uploads and tagging
  • Ongoing posting and update strategy