Local SEO: 8 tips to maximise the visibility of your GMB profile

Oct 24, 2025

Google Business Profile (formerly Google My Business) is often the first touchpoint between a local business and potential customers. A well-optimised profile not only increases visibility in local search but also builds trust and drives more visits, calls, and bookings. Here are eight practical tips to improve how your business shows up in Google’s local results.

1. Choose the Right Primary Category

Your main category heavily influences where you appear in local search. The more specific it is to your core service, the better your chances of showing up for relevant searches. For example, selecting “Italian Restaurant” instead of the broader “Restaurant” makes your profile more competitive for people actively searching for Italian food.

2. Add Secondary Categories

Beyond your primary choice, you can add extra categories to cover related services. These allow your profile to appear in a wider range of searches. For instance, a hotel might also add “Restaurant” or “Event Venue” to take advantage of features tied to those categories.

3. Fill Out Every Field and Attribute

Google favours complete profiles. Take the time to add all the details: business description, services, opening date, attributes (such as accessibility or payment options), and photos. The more accurate and consistent your information, the more likely Google is to recommend your profile

4. Keep Your NAP Consistent

NAP stands for Name, Address, Phone number. Consistency across your website, Google profile, directories, and social channels is key. Even small differences — like using St. in one place and Street in another — can confuse both Google and users.

5. Use High-Quality Photos and Videos

Visuals have a huge impact on how people engage with your profile. Upload photos of your premises, products, or team, and refresh them regularly so your listing doesn’t look outdated. Short videos also stand out, and user-generated photos from happy customers can boost credibility.

6. Collect and Respond to Reviews

Reviews remain one of the strongest signals in local SEO. Aim for a steady flow of positive reviews with genuine text and, where possible, photos. Don’t ignore negative ones: responding politely and quickly shows that you care about customer experience.

7. Publish Regular Google Posts

Posting updates, offers, or events directly on your profile keeps it active and engaging. Google pays attention to this activity, and customers like to see that the business is responsive and up to date. Use eye-catching visuals, short headlines, and clear calls to action.

8. Link Your Profile to the Right Page on Your Website

The page you connect to your GMB profile matters. Instead of always linking to the homepage, choose the page best optimised for local search. For example, a dentist with multiple clinics should link each profile to the page dedicated to that specific location. Adding UTM tags can also help you track performance in Google Analytics and Search Console.

Final Thought

Local SEO success is about clarity, completeness, and credibility. By carefully optimising your Google Business Profile with these eight tips, you can improve visibility, attract more customers, and stay ahead of competitors in your area.