Optimising Your Google Business Profile: The Complete 2026 Guide

Your Google Business Profile is often a customer's first point of contact with your business. Well optimised, it can earn you a place in the famous "local pack" — the three businesses Google highlights on the map. Here's how to build it up methodically.

Fill in 100% of your information

Google favours complete profiles. Add the exact business name, address, phone number, website, opening hours (including bank holidays), and a description rich in natural keywords.

Choose the right primary category

This is the single most important factor for local search rankings. Be specific: "Italian restaurant" rather than just "Restaurant". Add relevant secondary categories too.

Add photos regularly

Profiles with photos get far more clicks and calls. Post genuine photos of your premises, your products and your team, and refresh them often.

Collect and manage your reviews

The volume, recency and average rating of your reviews all have a direct impact on your ranking. Gather them regularly (see our 8 techniques) and, crucially, reply to every one.

Publish Google posts

News, promotions, events: posts show Google that your profile is active. Just one post a week is enough to make a difference.

Keep your information consistent (NAP)

Your Name, Address and Phone number must be identical everywhere on the web (directories, social media, your website). Inconsistencies confuse Google.

An optimised profile attracts customers — but you still need to keep the conversation going. Igor replies to your reviews automatically to keep your profile lively and reassuring. Read next: why replying to every review boosts your local SEO.