Getting Started3 min readChapter 1

Set Up & Optimise Your Google Business Profile

If there's one thing you do today to improve your online presence, make it this. Your Google Business Profile (GBP) is how people find you when they search "coffee shop near me" or "plumber in Raglan." It's free, and it's incredibly powerful.

Why It Matters

When someone searches for a local business on Google, three things show up before any website:

  • Google Ads (paid)
  • The Map Pack (3 local businesses with a map)
  • Organic results (regular website links)

    • Your Google Business Profile is what gets you into that Map Pack. And that's where most clicks happen for local searches.

    Step 1: Claim Your Profile

    Head to Google Business and search for your business. If it already exists (someone may have added it), claim it. If not, create a new listing.

    You'll need to verify you own the business — Google usually sends a postcard with a code, but sometimes offers phone or email verification.

    Step 2: Fill Out Every Single Field

    This is where most businesses drop the ball. Google rewards completeness. Fill out:

  • Business name — Use your real business name, no keyword stuffing
  • Category — Choose the most specific primary category, add secondary ones
  • Address — Exact and consistent with your website
  • Phone number — A local number, not a mobile if possible
  • Website — Link to your actual website
  • Hours — Keep these accurate, including public holidays
  • Description — 750 characters to tell people what you do. Be natural, include what you offer and where you are

    • Step 3: Add Quality Photos

    Businesses with photos get 42% more requests for directions and 35% more website clicks. Add:

  • Exterior shots — Help people recognise your place
  • Interior shots — Show the vibe
  • Product/service photos — What you actually offer
  • Team photos — People connect with people

    • Aim for at least 10 photos. Update them seasonally.

    Step 4: Get Reviews (and Respond to All of Them)

    Reviews are the #1 ranking factor for the Map Pack. Here's how to get more:

  • Ask at the point of happiness — Right after a great experience, ask for a review
  • Make it easy — Share your direct review link (find it in your GBP dashboard)
  • Respond to every review — Good or bad. Google notices, and so do potential customers

    • Step 5: Post Regular Updates

    Google Business has a "Posts" feature. Use it to share:

  • Special offers or events
  • New products or services
  • Behind-the-scenes content
  • Seasonal updates

    • Post at least once a week. It signals to Google that your business is active and engaged.

    Step 6: Keep It Updated

    Set a monthly reminder to:

  • Check your hours are correct
  • Update photos
  • Respond to new reviews
  • Add a new post
  • Check your Q&A section

    • Common Mistakes to Avoid

  • Keyword-stuffing your business name — Google will penalise you
  • Inconsistent information — Your name, address, and phone must match everywhere online
  • Ignoring negative reviews — A professional response to a bad review can actually help you
  • Setting and forgetting — GBP needs regular attention to perform well

    • What's Next?

    Once your Google Business Profile is solid, you're ready to work on your website. That's covered in the next chapter of the Digital Bible.

    Need help setting up your Google Business Profile? Get in touch — we offer free audits for Raglan businesses.

    Next →
    Website essentials that actually matter