Google Business Profile Optimisation in Australia: Ultimate Guide 2025

Google Business Profile (GBP), formerly known as Google My Business, has become the online front door for Aussie businesses. In this 2025 guide, we’ll show you how to optimise your GBP for maximum local visibility, engagement and conversions. From Australian-specific examples to new features and cross-channel tips, let’s supercharge your local presence.

Why Optimising Your Google Business Profile Matters in 2025

If you’re still treating your Google Business Profile as a “set and forget” listing, it’s time to wake up and smell the “flat white near me”. Australians increasingly rely on Google Search and Maps to find local businesses – nearly half of all Google searches have local intent (adding near me or a suburb/city name), and 88% of people who search for a nearby business on mobile visit or contact that business within 24 hours (adonis.media). In other words, your GBP is often the first (and maybe only) impression you’ll make on potential customers.

A well-optimised GBP dramatically boosts your local SEO. It can even outrank your website for location-based searches, appearing in the coveted Google Maps “Local Pack” results at the top of the page. In fact, Google Business Profiles attract 400% more traffic than small business websites (bloomtools.com), and over half of profiles receive 1,000+ views each month. That’s a lot of eyeballs on your business. And guess what? About 60% of those viewers end up clicking through to your website, effectively making your GBP a powerful funnel for traffic and leads.

Optimising your profile isn’t just about search algorithms, it’s about customer trust and decision-making. Think of your own habits: you search a cafe near you, you skim photos, check opening hours, read a few reviews, maybe even see what the menu looks like, all before you ever click on a website or step out the door. You’re not alone. Studies show 96% of shoppers conduct “Near Me” searches before visiting a store (bloomtools.com), and 76% of consumers regularly read Google reviews when considering local businesses. A robust GBP with great reviews and up-to-date info strongly influences where people choose to spend their money.

2025 brings even more reason to keep your profile ship-shape. Google is leaning into AI and voice search, meaning Google’s new Search Generative Experience (SGE) can pull details from your Business Profile to answer user queries in real time. If someone asks their phone, “Hey Google, are there are crane hire companies near me?”, the AI may generate a rich answer citing info from GBP listings. This makes having accurate, detailed info (e.g. your products, attributes, and customer reviews) more critical than ever. Neglect your GBP, and you risk invisibility in these next-gen search results.

Lastly, let’s not forget: Google Business Profile is free. It costs you $0, yet offers tremendous marketing value. You get what you put in and then some. Google reports businesses make over 15 million updates to their profiles each month. If your competitors are doing this and you’re not, you’re essentially leaving your “digital shopfront” dusty while theirs shines.

Now, let’s dive into how to get your profile optimised for our unique Australian market and the latest Google features.

Getting Started: Claim & Verify Your Google Business Profile

Before we get into pro optimisation tips, make sure you’ve actually claimed and verified your Google Business Profile. You’d be surprised how many businesses haven’t. Claiming your profile is straightforward: go to the Google Business Profile site (or just search your business name on Google) and follow the prompts. Verification is usually done by Google sending a postcard to your business address with a code (old-school, but un-hackable). Tip: The postcard typically arrives in about 5-7 days. Alternatively, some profiles can verify by phone, email or even video call verification (a newer method Google introduced to curb spam in 2024). However it comes, don’t skip verification, an unverified profile won’t be fully visible in search results.

When claiming your GBP, ensure your business details are 100% accurate and consistent with how they appear elsewhere. Use your real business name (no keyword stuffing like “Bruce’s Plumbing Best Perth Plumber”, that’s a quick path to suspension). Double-check your address, phone number and website URL. Consistency counts: if your trading name is “Bruce’s Plumbing Co.” on your website and ASIC records, use that exact name on Google. Mismatched info can confuse customers and algorithms. If you operate from home or serve customers at their locations (say you’re a mobile dog groomer in Perth), you can choose to hide your address and list a service area instead, that way you’ll still appear in local searches without publishing your home address.

Next, fill out the basics Google asks for in the profile setup:

• Business Category: Choose the most specific category that fits your business (e.g. “Italian Restaurant” rather than just “Restaurant”). You can add secondary categories later if needed, but the primary one is most important for ranking.

• Address & Service Areas: If you have a physical storefront, enter your address exactly. If not, list the regions you serve (e.g. “Perth WA, Service area: within 30km”). This helps you show up for searches in those areas.

• Hours: Set your business hours, including special holiday hours. Australian public holidays like Australia Day, ANZAC Day, Easter, etc., often have different trading times, update those in advance so customers aren’t left staring at a “Closed” sign when Google said you were open. Google usually prompts you to confirm holiday hours, use that feature.

• Phone and Website: Add a phone number that you’ll actually answer during business hours. And add your website link, consider using UTM parameters for the URL to track GBP traffic in Google Analytics. It’s a little technical, but essentially it tags the link so you can see how many clicks from GBP lead to your site.

Pro Tip: The more complete your profile, the better. Google’s algorithm favours profiles that provide thorough, up-to-date info, and users love it too. Businesses with complete profiles are 70% more likely to attract location visits. Don’t skip sections, even the seemingly small details like adding the year you opened, or listing that you offer free Wi-Fi or wheelchair accessibility, can set you apart and signal to Google that you’re active. Remember, your GBP is often the first thing people see before they even reach your beautifully designed website. So make it count.

How to Optimise Your Google Business Profile (GBP)

Once the basics are in place, it’s time to turn your GBP into a local customer magnet. Optimisation isn’t a one-time task, think of it like tending a garden. Regular care and feeding will yield the best results. Let’s break down the key optimisation steps:

Complete Every Section (and Keep Info Fresh)

It sounds obvious, but many businesses miss out on features simply because they left fields blank. Click that “Edit Profile” button and fill in every relevant section:

• Business Description: Craft a clear, compelling description of your business in 750 characters or less. Make it customer-focused and include your key offerings and value points. For example: “Authentic Italian pizzeria in Melbourne’s Carlton, family-owned since 2005. We serve wood-fired pizzas, homemade pasta, and have gluten-free and vegan options.” This isn’t a place to stuff keywords or list every service (Google’s algorithm won’t boost you for that), but a well-written blurb can engage users and mention important keywords naturally (like Italian pizzeria, gluten-free).

• Attributes: Google offers various additional details you can toggle on, called attributes. These include things like “Women-led”, “LGBTQ+ friendly”, “Pet-friendly”, “Free parking”, “Outdoor seating”, etc., depending on your category. Use relevant attributes, they help your profile show up for specific searches (for instance, users can filter for “wheelchair accessible” locations in Maps). Plus, it gives customers a quick snapshot of what to expect. If you’re a restaurant, you might have attributes for dining options (dine-in, takeaway, delivery) and amenities (Wi-Fi, live music).

• Services/Menu: If applicable, list out your services or menu items. A lot of businesses skip this, but it’s a chance to show more keywords and info. A pest control company, for example, can list “Termite inspections, Spider extermination, Possum removal,” etc. A salon can list services like “Hair colouring, Bridal makeup.” This helps you appear for more specific searches (someone searching “bridal makeup artist Perth” might find that salon’s GBP because of the services listed). Retailers and restaurants can use the Products or Menu feature to showcase offerings with photos and prices, very handy for catching eyes. And new for 2025: restaurants can even upload a photo of their menu and let Google’s AI auto-generate the menu items on their profile. (Just double-check AI-generated entries for accuracy).

Most importantly, keep everything up to date. Did your café extend hours for summer? Update it on Google. Did you move to a snazzy new location in Brisbane? Change your address and verify it ASAP. Stale or incorrect info on a GBP is a fast-track to lost business, people won’t magically know your details changed if you don’t update the listing. Google might even suspend profiles that show signs of being outdated or inconsistent. Regularly audit your profile (set a reminder each month) to ensure all info is current.

Add High-Quality Photos (and Videos)

Visuals are crucial for a winning Business Profile. Google’s own data shows that businesses with photos on their GBP get 42% more requests for driving directions and 35% more website clicks than those without (Google). That’s huge! People want to see where they’re heading and what you offer.

Here’s how to make your GBP gallery shine:

• Upload a variety of photos: At minimum, add a logo and a cover photo that best represent your business. Then add interior and exterior shots (so customers recognise your place from the street, handy for those quirky Aussie strip malls where all shops look alike). Show off your products or services, if you’re a retailer, snap high-quality pics of popular products or displays; if you’re a cafe, include drool-worthy shots of your best-selling brekkie dish and a perfectly crafted flat white. Also, include some team photos or “action” shots – e.g. your staff serving a happy customer, or a behind-the-scenes look at your workshop. This personalises your business and builds trust.

• Ensure good quality: Blurry, dark, or pixelated images won’t do you any favours. Use a decent camera (modern smartphones are usually fine) with good lighting. Showcase your space when it’s tidy and inviting. If photography isn’t your forte, it might be worth hiring a pro, or even a Google-certified Street View photographer for 360° interior shots. A virtual tour can really set you apart, letting customers walk through your store or venue from their screen.

• Add photos regularly: Don’t just upload once and forget. Make it a habit to add new photos periodically, seasonal decor, new menu items, recent events, or just vibrant shots during different times of day. Regular updates signal to Google that you’re an active business. Plus, returning customers will see what’s new. Some businesses even report that frequent photo additions give a slight boost to their local rankings (the jury’s out, but it can’t hurt).

And let’s not ignore videos. You can upload short videos (up to 30 seconds) to your profile. This is an underrated feature! Consider a quick video tour of your shop, a greeting from the owner (“G’day, thanks for checking out our page!”), or a demonstration of a product/service. For example, a Gold Coast surf school might post a 20-second clip of a class riding waves, instant credibility and appeal. Just keep it authentic and appropriate (skip the TikTok filters on your official business videos).

In short, showcase your business personality through visuals. It helps you stand out and makes customers feel like they know you before they’ve even visited.

Pro tip: Encourage your customers to add photos too when they leave reviews. User-generated shots (a customer’s snapshot of your delicious dessert, or that new haircut you gave them) can enrich your profile and appear in the “Updates” section. In 2025, Google even started displaying reviews that include photos in a story-style format, making them more engaging. So, the more great visuals you have, the better your profile can captivate potential customers.

Encourage and Manage Customer Reviews

Reviews are the lifeblood of local business reputation. Aussies are a discerning bunch, we love checking reviews before trying a new place or service. A healthy collection of positive Google reviews can skyrocket trust and persuade people to choose you over the competition.

So how do you leverage reviews on your GBP?

• Ask for reviews: The simplest way to get more reviews is to ask satisfied customers. This could be as direct as saying, “Glad you enjoyed our tour! It’d mean a lot if you leave us a review on Google.” You can make it easier by creating a short URL or using the “Share review form” link in your GBP dashboard to send customers directly to your review page. Many Australian businesses add a line on receipts or follow-up emails like, “How did we do? Review us on Google!” (Bonus: consider adding a QR code in-store linking to your review page, customers can scan it and drop a review on the spot).

• Quality and quantity both matter: Aiming for a 5.0 perfect score is nice, but having more reviews (and recent ones) is just as important. A business with 50 reviews at a 4.6 average often looks more credible than one with 5 reviews at 5.0. Don’t be shy to politely request reviews from your regulars or happy clients. Most people are willing if they’re asked and if it’s easy.

• Respond to reviews – good and bad: Engagement is key. Thank people who leave praise, a simple “Thanks, [Name]! We’re rapt to hear you loved [specific product/service]” goes a long way. It shows you value feedback. And for the inevitable negative review, respond with professionalism and empathy. Keep your cool, the response is more for readers than the rare cranky customer. Apologise if appropriate, offer to make things right, and take the issue offline if needed (“We’re sorry your experience didn’t meet expectations. Please contact us at [email] so we can resolve this.”). A well-handled negative review can actually boost trust, readers see you care and are active. Plus, Google’s algorithm notices owner responses and activity.

• Don’t cheat: It should go without saying, but do not buy fake reviews or have all your cousins leave 5-star reviews from the same Wi-Fi. Google’s review filters are pretty sharp, and fake reviews can lead to penalties or a suspended profile. Not to mention, your customers can smell BS from a mile away, a sudden slew of overly glowing, generic reviews might do more harm than good. Play it straight and earn reviews the honest way.

One more thing: if you do get a truly problematic review, like blatant misinformation or spam, you can flag it for Google to review. They introduced stricter content policies, and in some cases you might need to provide proof if a review is fake. Don’t expect every bad review to vanish though; use the removal request sparingly for the clearly policy-violating stuff. In general, focus on piling up positive reviews to outweigh the occasional negative Nancy.

Post Updates, Offers & FAQs Regularly

Google Business Profile isn’t a static listing, it has social-like features you can use to engage your audience. Google Posts allow you to share updates, offers, events, and products directly on your profile (they appear toward the bottom on Search and prominently on Maps). It’s like your own mini-billboard on Google, so use it!

Types of posts you can create:

• What’s New: General updates, news, or announcements. For example, a boutique might post “New summer collection just arrived 🌺 come check out the latest styles in our Fremantle store!”

• Events: If you’re hosting or participating in an event, promote it. E.g. “Live music every Friday night – join us for acoustic sessions at our Brisbane bar, 7pm!” Include dates and times so Google can display it properly.

• Offers: Everyone loves a deal. If you have a special, you can create an offer post with a title, description, and even a coupon code or link. Example: “January Sale – 20% off all online orders this week. Use code AUSSIE20. Don’t miss out!”

• Products: Highlight a specific product or service with an image, price, and description. This is great for spotlighting a popular menu item or a seasonal service.

Posts typically stay live for a week (events last until the event ends; Offers last until their end date). Try to post at least once a week or whenever you have something noteworthy. It keeps your profile fresh and gives users more reasons to choose you. An active posts section can set you apart from competitors who have tumbleweeds rolling through theirs.

Aside from posts, make use of the Q&A section on your Business Profile. This is a community-driven FAQ area where the public can ask questions and owners (or anyone, actually) can answer. Don’t wait for random people to ask odd questions; be proactive:

• Seed your own FAQs: Unlike reviews, feel free to act as the customer here. Think of the top questions customers call or email you about, and post them with answers. For example, a question like “Do I need an appointment for fittings, or do you accept walk-ins?” answered by you on the profile can help everyone. Use a personal tone and be clear. This content is indexable, meaning those Q&As might show up in search results for those queries! This isn’t sneaky, it’s just preempting helping questions which is better for your viewers at the end of the day.

• Monitor incoming questions: Google might notify you of new questions, but it doesn’t always, so check your profile’s Q&A periodically. Answer promptly and accurately. If someone asks “Do you have vegetarian options?” and you answer within a day, that could be the difference between that person visiting you or not. If you spot a wrong answer by someone else, upvote the correct one (hopefully yours) to make it more visible.

• Keep answers professional and friendly: This isn’t a private text message, it’s public for all to see. So even if a question seems silly (“Do you sell hamburgers?” on a clearly vegetarian cafe…), answer politely: “Hi! Actually, we’re a 100% vegetarian cafe, so no hamburgers here, but we do have amazing plant-based burgers 🍔😊.”

By leveraging Posts and Q&A, you’re effectively adding fresh content to your GBP and engaging potential customers directly on Google. It’s cross-channel thinking at its finest – almost like your GBP is also a mini social media profile. And did we mention it’s free? Yes, we did. But it’s worth repeating given how much value you can squeeze out of this platform!

Leverage New Features (2025 Update)

Google loves rolling out new toys, and 2025 has not disappointed. To stay ahead, Aussie businesses should take advantage of the latest Google Business Profile features that your competitors might not even know about yet. Here are some shiny new things and how to use them:

• Messaging & WhatsApp Integration: Google’s direct messaging feature on GBP lets customers message you straight from your listing (via the “Chat” button). If you enable it, be sure you or your staff are ready to reply promptly, people expect quick answers (“Is your dining room open on public holidays?”, “Do you have this item in stock?”). In 2025, Google even enabled WhatsApp integration, meaning you can connect a WhatsApp number to your profile. Given how popular WhatsApp is for many communities in Australia, this is gold. It allows customers to ping you on a platform they’re comfortable with, and you can respond in real time. To set it up, go to your GBP Messages settings and link your WhatsApp. Just imagine, a customer finds you on Google and can message you instantly on WhatsApp to ask a question or make a booking. Convenience level: 100. (PSA: Don’t forget to link your website’s contact forms and live chat as well for a seamless omnichannel experience – if you need help integrating these, Distl’s web design team can assist)

• Automated Responses: Along with messaging, Google introduced the ability to set up an auto-reply for common questions. You can create a few FAQs that trigger automatic replies in chat. This is handy to provide instant info and lighten your customer service load. Just be sure to periodically check that these auto-answers are still accurate (and that people can still reach a human if needed).

• Google’s AI-Powered Summaries: We touched on this earlier – Google’s Search Generative AI can summarise info from various sources, including Google Business Profiles. Essentially, Google might answer a user’s detailed query with a paragraph that draws from your profile’s reviews, description, etc. For example, a query like “Is [Your Business] kid-friendly and does it have parking?” could prompt an AI answer: “Yes, [Your Business] is kid-friendly and has free parking, according to its Google Business Profile and customer reviews.” This means what customers say in reviews and what you list on your profile (amenities like parking, “Good for kids” attribute, etc.) directly feed these AI answers.

• Insights and Analytics Improvements: Google has been beefing up the Insights section of GBP. Check your profile’s Insights regularly to see how people find you (Search vs Maps, what queries they used, etc.). New metrics might be available, like how many people messaged you or how your call volume changes over time. These insights are gold for understanding what works. For example, if you notice a lot of searches for a product you stock, but you never listed that product on your profile, go add it! Or if calls spike on certain days, make sure you’re staffed appropriately. The data can guide not just your GBP tweaks but your broader business decisions.

Staying on top of these features is part of a cross-channel, forward-thinking approach. Not only are you optimising your GBP, you’re integrating it with how you communicate (WhatsApp, messaging) and using it as a tool alongside your website, social media, and offline presence.

Cross-Channel Synergy: Website, SEO & Social Media

Optimising GBP doesn’t happen in a vacuum, it should be part of your larger marketing strategy. Let’s briefly talk about tying it all together:

• Your Website: Ensure the information on your site matches your GBP (name, address, phone, hours). Inconsistencies can not only confuse customers but also hurt local SEO. Embed a Google Map on your “Contact Us” page to make it easy for visitors to get directions. And consider displaying your Google reviews on your website, nothing like social proof on your homepage to build credibility. There are widgets to do this, or you can manually update with standout review quotes. When people click from your GBP to your site, make sure your site delivers. Fast loading, mobile-friendly design, and clear calls to action will help convert that visitor into a customer. (If your website isn’t up to scratch, it might undermine your GBP efforts, Distl offers custom web design to ensure your online presence is firing on all cylinders.)

• Local SEO beyond GBP: A great GBP is a cornerstone of local SEO, but consider other tactics too. Ensure your business is listed on other Australian directories (TrueLocal, Yellow Pages online, Yelp, etc.) with consistent info, this builds authority. Work on getting local backlinks (e.g. a news article about your business, or sponsorships on community sites). And keep creating content on your website that targets local keywords (city or suburb names, industry terms). For example, a dentist in Melbourne could have blog posts like “How to choose a dentist in Melbourne – 5 tips”. This content can rank organically and also reinforce your relevance to Melbourne in Google’s eyes. It’s all interconnected.

• Social Media & Other Channels: While Google is king for local search, Aussies also find businesses through organic social media via Facebook, Instagram, etc. Keep your branding and info consistent across those platforms too. Use your social channels to encourage Google reviews (“Thanks for the love on Insta! If you have a minute, drop us a Google review [link], it helps heaps.”). If you run Google Ads, link your GBP through Location Extensions so your ads show your address and map pin, it can improve click-through rates. And if you send out email newsletters, mention your high Google rating or a link to your listing (“Check out our 4.8★ rating on Google from customers like you”).

The idea is to create a loop: someone finds you on Google, visits your website or social, then maybe later sees a social post and remembers to leave a Google review, which then boosts your GBP further. It’s an ecosystem of touchpoints. A well-optimised Google Business Profile will amplify all your other marketing efforts by being a trustworthy, info-rich hub for people to connect with your business.

Common Mistakes to Avoid

Before we wrap up with some FAQs, let’s quickly run through a few common pitfalls in GBP optimisation. Even experts can slip up on these, so keep them in mind:

• Using an Unofficial Business Name: As mentioned, don’t insert taglines or extra keywords into your business name field. “Crofty’s Cakes – Best Sydney Bakery” might sound tempting for SEO juice, but it violates Google’s guidelines and could get your profile suspended for “keyword stuffing.” Stick to “Crofty’s Cakes” and let your description and posts do the keyword work.

• Ignoring Your Profile for Months: A stale profile (old posts, last review response ages ago, outdated hours) signals neglect. Both users and Google’s algorithm notice. Dedicate a bit of time each week or month to GBP. It can be as simple as posting a new photo, responding to a review, or double-checking that all info is current.

• Neglecting Negative Reviews or Questions: Silence is not golden here. Not replying to a 1-star review or a customer question in Q&A is a missed opportunity. Worse, it gives an impression you don’t care. Always engage, even if just to say “Sorry, we’ll fix it” or answer a query. Onlookers are watching your responses.

• Overlooking Special Features: Some industries have unique GBP features – like booking buttons (for restaurants using Reserve with Google, or salons with integrated scheduling software), or menu/order links (integrations with Uber Eats, etc.). Take advantage of these if they apply. If you’re a restaurant and Google offers “Order Online” integration with Deliveroo or Menulog, turn it on (assuming you use those services) – it’s one less barrier for hungry customers to order. Likewise, hotels should manage their Google Hotel Ads/profile, and service businesses can use the Quote Request feature (where available). These extras enhance user experience.

• Duplicate or Incorrect Listings: Ensure you don’t have multiple GBP listings for the same business (unless you have multiple branches). Duplicates can confuse customers and split your reviews. If you find an old listing of yours, work to remove or merge it. Also, if you relocate, make updating Google a priority (after all, showing up at your old address is a sure way to lose a customer and earn a nasty review). Google’s process for address change will usually prompt re-verification, which is critical to complete.

• Violating Guidelines (Even Accidentally): This bears repeating, read Google’s guidelines for representing your business. Common accidental violations include: creating a GBP for an online-only business (not allowed unless you have service areas), using a P.O. Box or virtual office as your address (not allowed unless staffed), or reviewing your own business (please don’t, even if you do it from home Google knows who you are). When in doubt, check the rules or ask an expert.

Avoid these missteps, and you’ll be well on your way to GBP greatness.

Google Business Profile FAQs

Is Google Business Profile free?

Yes, completely free! Google Business Profile doesn’t charge a cent for you to create or maintain your listing. It’s a free tool by Google to help businesses manage their presence on Search and Maps. Beware of any scammers offering to “get you on Google” for a fee, you can do it all yourself for $0 (or enlist a trusted agency like Distl to help, but Google itself won’t ask you to pay for a basic listing).

How do I verify my Google Business Profile in Australia?

Typically, Google will send a postcard to your business address with a verification code. This is the most common method in Australia, you enter that code in your GBP dashboard to verify you indeed operate at that address. In some cases (especially for service-area businesses or those in more remote areas), you might get the option to verify by phone, email, or video call. Follow the steps Google provides. Until you’re verified, your profile’s visibility will be limited, so it’s an important step. Tip: If the postcard hasn’t arrived after a couple of weeks, you can request a new one, make sure your address was entered correctly, including any suite/unit numbers.

Can I use Google Business Profile if I don’t have a storefront?

Absolutely. Businesses that travel to customers or serve a region (like plumbers, mobile pet groomers, consultants, etc.) can use GBP. When setting up, you’ll choose the option that you deliver goods and services to customers and then define your service areas (cities or postcodes you serve). You can hide your exact address from the public – only the region will show (e.g. “Serves the Perth metro area”). Google will still require a mailing address for verification (to ensure you’re a real business), but you won’t show it on your listing.

What should I do if I get a negative Google review? Can I remove it?

You generally cannot remove a legitimate negative review simply because it’s negative. Google’s policy is to remove reviews only if they violate content guidelines (hate speech, harassment, spam, etc.). Your best move is to respond professionally to the review. Apologise if appropriate and address the issue constructively. Future customers will see your response, and a thoughtful reply can turn a negative into a positive impression. If you strongly believe a review is fake or violates policy, you can flag it in your GBP dashboard for Google to review. Just know that Google won’t remove complaints about actual customer experiences, so focus on responding. And remember, a few bad reviews among many good ones can actually make your profile more credible (people get suspicious if every review is 5 stars). It’s about the overall sentiment, keep delivering great service and encouraging happy customers to review, and you’ll dilute the odd negative one in no time.

How often should I update or post on my Google Business Profile?

Regular activity is recommended. Aim to add a new post or photo at least once a week if you can. This keeps your profile fresh and signals to Google that you’re an active business. At minimum, try not to go dormant for months on end. Some weeks you might have more to share (new product, event, etc.), other times you can simply show a behind-the-scenes photo or a customer testimonial. Also update your info whenever something changes, new hours, new phone number, temporary closures, etc. There’s no such thing as “too much” relevant updating. However, make sure what you post is useful or engaging, not spammy. Consistency is key; treat GBP maintenance like a routine part of your marketing. And don’t forget to monitor and respond to reviews and Q&As as they come in (that can be a quick daily check). Overall, think of your GBP as a living brochure/community hub for your business, keep feeding it fresh content and attention.

Rob Sharif

Technical SEO Lead