How to Optimise Your Google Business Profile for 2025: A Guide for Small Businesses
If you’re a small business owner, you’ve likely heard about the importance of being on Google. But where do you even start? The good news is, one of the most powerful tools for local marketing is completely free, and it’s your google business profile.
Think of it as your digital shop window. It’s often the first impression a potential customer has of your business, showing up in Google Maps and the local search results. Getting this right is a foundation of local seo for small businesses. But with updates and common questions, it can feel a bit daunting.
Don’t worry, I’m here to break it down. This guide will walk you through optimising your profile for 2025 and answer some of those tricky questions you’ve been pondering.
Getting Started: The Basics of Google Business Profile Setup
First things first, you need to claim and verify your profile. If you haven’t done this yet, head over to business.google.com to get started. The process is straightforward, but it’s the foundation for everything else.
A complete profile is a trusted profile in Google’s eyes. Make sure you fill out every single section you can:
- Business Name: Use your actual, real-world business name
- Address: Your physical location (more on this for service businesses later!)
- Phone Number: Your primary business contact number
- Website: Link directly to your homepage
- Categories: Choose a primary category that best describes your core business, then add relevant secondary categories. A local café should choose “Café” as their primary, but could add “Coffee Shop” or “Restaurant” as secondary options
- Services/Products: Detail what you offer. This is a great place to include keywords your customers might be searching for
- Description: You have 750 characters to tell your story. Be clear, concise, and explain what makes you unique
Answering Your Key Questions
Now, let’s tackle some of the common headaches small business owners face with their Google Business Profile.
Can I have multiple profiles for different locations?
This is a big one. You might be tempted to create profiles for every town you serve to increase your visibility, but this can get you into trouble.
It is only legitimate to create multiple profiles if you have more than one physical, staffed location. For example, if you own a bakery with shops in both Newcastle and Sunderland, each with its own address and staff, you can and should have a separate profile for each.
What to avoid: Don’t create profiles for areas where you don’t have a physical presence. This is known as “location stuffing” and can lead to Google suspending all your listings. Stick to your genuine, verifiable locations.
Why does my business info keep changing without my input?
It can be worrying to see your opening hours or address changed without your approval. This happens because Google allows anyone (including customers and competitors) to “suggest an edit.” While the intention is to keep information accurate, it can be misused.
To combat this, you need to be proactive.
- Enable Notifications: Check your Google Business Profile settings and make sure you have email notifications turned on for any updates.
- Regularly Check Your Profile: Log in at least once a week to review your information. Google often highlights suggested changes, giving you the chance to accept or reject them.
- Maintain Consistency: Ensure your business name, address, and phone number (NAP) are consistent across your website and other online directories. Inconsistent information can confuse Google and make it more likely to accept incorrect edits.
How do I handle fake or negative reviews?
A sudden influx of negative reviews, especially from people you don’t recognise, can be incredibly stressful. The key is to act quickly and professionally.
For reviews that are clearly fake or violate Google’s policies (e.g., they contain hate speech or are from a disgruntled ex-employee), you should flag them immediately for removal.
- Find the review in your profile.
- Click the three dots next to it and select “Report review.”
- Choose the reason that best fits the violation.
It can take some time for Google to act. While you wait, it’s a good idea to respond to the review professionally. A calm, polite response shows other potential customers that you take feedback seriously. You could say something like, “We have no record of a customer with this name or experience. We would be happy to discuss this further if you could please contact us directly.”
This provides some much-needed google business profile help and shows you’re on top of your online reputation.
How do I list my service area business without risking suspension?
If you’re a plumber, a cleaner, or an electrician, you serve customers at their location, and you might not have a storefront. This is a common challenge for a small business local seo strategy.
Listing your home address is a big no-no and a fast track to getting your profile suspended. Instead, you should register as a “Service Area Business.”
During your google business profile setup, you’ll be asked for a location. You will enter your address for verification purposes, but you must select the option to hide your address from the public. After that, you can specify a service area by listing the towns, cities, or postcodes you cover. This tells Google (and customers) where you operate without revealing your private address.
Avoid using virtual offices or P.O. boxes. Google is wise to these tactics and considers them ineligible for a Business Profile. Honesty is the best policy here.
Keeping Your Profile Fresh in 2025
An optimised profile isn’t a “set it and forget it” task. To stay ahead, you need to engage with it regularly.
- Google Posts: Share updates, offers, and news. These posts appear directly on your profile and are a great way to catch a user’s eye.
- Photos and Videos: Regularly upload high-quality images of your work, your team, or your premises. It builds trust and shows your business is active.
- Q&A: Answer questions that potential customers post. If you find the same questions pop up, you can even ask and answer them yourself to provide quick, accessible information.
Optimising your Google Business Profile is one of the most effective SEO tasks you can undertake. It directly impacts how customers find and perceive you online. If you need a hand figuring out which services or keywords to highlight on your profile, my keyword research and competitor analysis services can give you the insights you need to stand out.
Ready to take control of your local search presence? Start with these steps, and you’ll be well on your way to a more visible and successful 2025.
