Google Business Profile (formerly Google My Business) is not just a directory listing — it is the primary data source Google uses to determine local pack eligibility. A well-optimised profile does not just help you appear in the map pack; it determines which queries trigger your appearance and how prominently you feature.
In London, where local search competition is dense across almost every service category, the gap between a complete, well-maintained profile and a basic one is often the difference between appearing in the pack and not appearing at all. See also our guide on how to rank on Google Maps in London for the broader local pack strategy.
1. Categories — the primary relevance lever
Your primary category is the single strongest relevance signal in your entire GBP. Google uses it to determine which queries your business is eligible to appear for. Choose the most specific category that describes your core service — not a broad parent category.
You can add up to nine secondary categories. Use them for genuine secondary services, not keyword padding. If you run a physiotherapy clinic that also offers sports massage, add "Sports Massage Therapist" as a secondary category — do not add "Health" or "Wellness" as generic fillers.
2. Services — the most underused section
The services section is where most London SMEs leave the most relevance on the table. A fully populated services section with specific service names, descriptions, and prices (where applicable) directly improves the relevance match for long-tail local queries — the ones that convert best.
For each service: use the exact name a customer would search for, write a 2–3 sentence description that includes the service location and key benefit, and add a price or price range where you can. Vague entries ("Consultation — we offer consultations") add no signal.
3. Business description — 750 characters, use them
Google gives you 750 characters for your business description. Most businesses use fewer than 200. Use the full allocation. Include: your primary service, the London areas you serve, your key differentiator, and a call to action. Do not keyword-stuff — write for a human reader first, but include the terms you want to be found for naturally.
4. Photos — quality and recency both matter
Profiles with genuine, recent photos consistently outperform those with stock images or outdated photography. Upload at minimum: exterior (so customers can find you), interior, team photos, and images of your work or products. Add new photos at least once a month — recency is a signal. Google's image recognition can identify stock photography and may deprioritise it.
5. Reviews — velocity, rating, and response rate
Review count, recency, average rating, and your response rate all contribute to prominence. The most effective approach is a systematic review request process: create a short direct link to your review form (available in GBP Manager) and send it to every satisfied client immediately after the engagement. Respond to every review — positive and negative — within 48 hours. Google treats response activity as an engagement signal.
6. GBP Posts — an underused engagement signal
The Posts feature allows you to publish updates, offers, events, and product announcements directly to your GBP. Posts appear in your Knowledge Panel and in some local pack results. Publishing at least twice a month signals an active, maintained business — which correlates with higher prominence scores. Keep posts short, include a call to action, and add an image.
7. Q&A — pre-empt the questions buyers ask
The Q&A section is publicly editable — anyone can ask or answer questions on your profile. Seed it yourself with the five questions your customers ask most often, and answer them thoroughly. This removes friction for buyers at the decision stage and adds keyword-rich content to your profile without appearing forced.
8. Attributes — trust signals buyers filter by
GBP attributes (accessibility, payment methods, amenities, identity attributes) appear in your profile and in some local pack results. They are also used by Google to filter results for specific queries. Complete every attribute that applies to your business — they are a zero-effort trust signal that many businesses ignore.
Frequently Asked Questions
How often should I update my Google Business Profile?
At minimum, add a new photo and publish a Post once a month. Review and update your services section quarterly, or whenever your offering changes. Respond to reviews within 48 hours as a standing practice.
Does posting on GBP improve my ranking?
Posts are an engagement signal, not a direct ranking factor. However, consistent posting activity correlates with higher prominence scores in competitive markets. It also keeps your profile looking active and maintained to potential customers.
Can I have multiple GBP listings for the same business?
Only if you have genuinely separate physical locations. Duplicate listings for the same address are against Google's guidelines and can result in suspension. If you serve multiple London boroughs from one location, use the service area feature instead.
What should I do if a competitor is spamming GBP with fake reviews?
Report fake reviews via the GBP Manager flagging tool. For systematic spam, file a Business Redressal Complaint with Google. Focus on building your own genuine review volume — a high velocity of real reviews is the most effective counter.
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