Google Business Profile Optimisation Checklist (UK)

If you're a UK small business trying to improve visibility on Google Maps, your Google Business Profile is one of your most important local assets. It's free, it's powerful, and most businesses leave easy wins on the table.

This Google Business Profile checklist covers what you need to optimise your listing properly. Whether you run a service-area business or a shop customers visit, these steps help you show up more consistently in local results, earn more clicks, and convert searches into enquiries.

You don't need to be technical. You just need to be systematic.

The complete GBP optimisation checklist

Core details (NAP, hours, website, description)

Your foundational data must be accurate and consistent everywhere online:

• Business name: Use your actual trading name. No keyword stuffing (e.g., "Joe's Plumbing | Emergency Plumber Exeter" is spam).
• Address: Match your website footer and key business records. If you're service-area only, hide your address and use service areas instead.
• Phone number: Use a stable UK number. Avoid swapping numbers frequently.
• Website URL: Link to your most relevant page (homepage or a relevant service page).
• Hours: Keep them current. Add special hours for bank holidays and update quickly if things change.
• Business description: Write up to 750 characters. Lead with what you do, who you help, and where you operate. Keep it natural.
• Opening date: Add the date you actually started trading if Google asks.

Categories and services (primary + secondary categories, services list)

Categories strongly influence which searches you appear in:

• Primary category: Choose the single most specific category for your main service.
• Secondary categories: Add additional categories only if you genuinely provide those services.
• Services list: Add every service you offer, one per line. Add pricing if it's accurate and helpful.
• Attributes: Enable relevant attributes (e.g., accessibility, payment options, amenities where applicable).

Photos and visual trust (what to upload and how often)

Photos help people trust your business quickly:

• Upload at least 3 exterior photos (storefront, signage, parking) if customers visit you
• Upload at least 5 interior/workspace photos (team, equipment, products, work in progress)
• Upload team photos where appropriate
• Upload "before and after" work examples for service businesses
• Add new photos regularly (e.g., every few weeks) to keep the profile fresh
• Use high-resolution images (at least 720px wide)
• Avoid stock photos or watermarked images
• Choose a clear cover photo that represents what you actually do

Reviews system (how to ask, cadence, responding)

Reviews affect both conversion and trust:

• Ask for reviews immediately after completing a job or transaction
• Send a direct Google review link via SMS or email (search "Google review link generator")
• Aim for a steady cadence (e.g., a few reviews per month, depending on volume)
• Respond to every review promptly (good or bad)
• Thank positive reviewers and mention specifics where possible
• Address negative reviews calmly: acknowledge, apologise if appropriate, offer a solution offline
• Never incentivise reviews with discounts or gifts (against policy)
• Flag clearly fake/spam reviews through the dashboard

Posts and activity (what to post, how often)

Posts keep your profile active and give searchers fresh context:

• Post at least once per week (or as consistently as you can)
• Use "What's New" posts for updates, tips, project highlights
• Use "Offer" posts for promotions (include clear terms)
• Use "Event" posts for workshops, open days, seasonal hours
• Add a photo/video to each post
• Include a call-to-action button ("Learn more", "Call now", etc.)
• Keep posts concise (people skim quickly on mobile)

Q&A and messaging (protect the listing, respond fast)

Q&A is public, so it's worth managing:

• Seed 5–10 common questions and answer them clearly
• Monitor Q&A weekly (enable alerts)
• Respond to new questions promptly
• Flag spam questions or competitor sabotage
• Enable messaging only if you can reply reliably
• Use messaging to qualify leads (hours, pricing ranges, availability)

Tracking and measurement (UTM, calls, conversions, Insights)

If you can't measure it, you can't improve it:

• Check Google Business Profile Insights monthly (views, clicks, calls, directions)
• Compare performance to the previous 30 days
• Add UTM parameters to your website link for tracking (?utm_source=gbp&utm_medium=organic)
• If you use call tracking, keep one stable primary number on the profile
• Export key stats quarterly to spot trends and seasonality

Common mistakes that suppress visibility

Even small errors can reduce visibility. Avoid these:

Quick wins you can do today

Want immediate improvements? Do these now:

• Upload 5 new real photos today (team, workspace, recent projects)
• Ask 3 recent customers for a review (SMS or email)
• Add 10 more services to your services list (only what you truly offer)
• Publish a Google Post about a recent project or seasonal update
• Respond to any unanswered reviews from the last 60 days
• Check your business description for keyword stuffing and rewrite it naturally
• Verify your opening hours are correct (especially around bank holidays)
• Seed 3 common Q&A questions and answer them yourself
• Enable messaging if you can reply reliably
• Check for duplicate listings on Google Maps
• Add a small set of accurate secondary categories if applicable
• Turn on email notifications for new reviews, messages, and Q&A

FAQ