Local search is won on details. Google Business Profile turns those details into visibility, calls, and foot traffic. This guide breaks down the three inputs that shift outcomes fast. Categories drive when you appear. Services explain what you actually do. Photos prove you are real, nearby, and worth a click. Done well, the trio works like a flywheel.
Who is this for?Any owner or marketer who wants more nearby customers. That includes solo trades, clinics, cafes, retailers, and service-area businesses. If you prefer outside help, a best SEO agency can implement the same steps.
Categories: pick one sharp primary, then support it
Your primary category affects which searches trigger your listing. Get this wrong and you chase the wrong audience. Get it right and you show up for high-intent terms.
Which category should you pick first? The one your paying customers use most when they describe you. Check invoices, inbox enquiries, and competitor profiles before deciding.
Follow these rules.
- Choose one precise primary. Avoid broad terms if a tighter match exists. A “Plumber” will beat a “Home improvement service” for plumbing searches every time.
- Add two to five secondary categories that reflect core lines of business. Do not pad the list with stretch items.
- Update seasonally if demand shifts. A pool cleaner might rotate emphasis in summer.
- Match services to categories. You will unlock relevant service fields when categories are accurate.
- Keep one profile per real-world business. Use service areas for mobile teams rather than extra listings.
Tip for Sydney operators. Look at the category mix of top local competitors, then tailor your set. If needed, consult SEO experts in Sydney for a second opinion on tricky edge cases.
Services: describe the work, not just the label
Services turn impressions into enquiries by removing doubt. People want to see their job on your list before they call.
What should you include? Add every paid service you want this location to win. Then write a short, plain description for each item.
Use this checklist.
- Add all relevant services under each category.
- Keep names simple and searchable. Prefer “Blocked drain repair” over brand nicknames.
- Write 1–2 sentence descriptions that state scope, typical time, and any limits.
- Set prices only if you can keep them current. Range pricing is fine for complex work.
- Map services to landing pages with UTM tags. That keeps your reporting clean.
- Switch on bookings or messaging if you can respond quickly during business hours.
Many buyers also search adjacent needs. Someone looking for a google ads specialist near me might still need a website fix or tracking setup. Clear service lists pull those cross-over clicks into your pipeline.
Photos: prove proximity and build trust
Photos are the fastest trust signal. They also tell Google that your place is active. Quantity helps, but quality, recency, and relevance matter more.
Aim for this mix.
- Logo and cover: on brand, high-resolution, uncluttered.
- Exterior: street view, entrance, and parking. Shoot both day and evening.
- Interior: reception, seating, and key equipment. Keep people incidental.
- Team at work: uniforms, IDs, and safety gear visible where relevant.
- Products or dishes: true-to-life colour, no heavy filters or text overlays.
- Before and after: only when differences are clear and honest.
- Short clips: 10–20 second videos can outperform stills for engagement.
Upload weekly if possible. Tie uploads to real activity like new fit-outs, menu changes, or project milestones. Avoid stock photos. They look generic and can reduce trust.
Minimum photo set by business type
| Business type | Exterior | Interior | Team at work | Product/menu | Before–after | Video |
| Cafe or restaurant | 3 | 5 | 2 | 6 | 0 | 2 |
| Retail shop | 3 | 4 | 2 | 4 | 0 | 1 |
| Clinic or studio | 2 | 4 | 2 | 2 | 0 | 1 |
| Trade or service-area | 2 | 0 | 4 | 2 | 3 | 2 |
Numbers are starting points, not caps. Replace low-quality images rather than stockpiling similar shots.
Profile completeness still matters
Your listing is more than categories, services, and photos. Round out the basics so clicks convert.
- Name, address, phone, website, and hours must match your site and citations.
- Add special hours for public holidays to avoid customer frustration.
- Use attributes customers care about, like accessibility features or payment types.
- Keep products and menu sections current if they apply.
- Post updates for promotions, events, or community news each fortnight.
Link your website thoughtfully. Direct “Website” to a relevant page, not always the home page. If your web design is dated or slow on mobile, fix that first. GBP can send qualified visitors, but your site must carry them across the line.
Measurement: watch behaviour, not vanity metrics
Views do not pay bills. Actions do. Track calls, direction requests, website clicks, messages, and bookings. Add UTM parameters to links so analytics can attribute revenue properly.
What is a good benchmark? A healthy service listing often turns 5–10 percent of views into actions, with seasonal swings. If you fall short, check category fit, service clarity, and photo freshness before chasing reviews or ads.
Use simple tests.
- Change only one thing at a time for two weeks.
- Compare actions per view, not just raw counts.
- Log changes in a shared doc so patterns emerge.
Complement your efforts with consistent off-platform signals. Schema markup, local citations, and basic social media marketing help reinforce location and expertise.
Common pitfalls to avoid
- Picking a broad category to “cover everything”. You vanish from specific searches.
- Listing dozens of services with no descriptions. Choice without clarity slows action.
- Uploading glossy stock photos. They reduce credibility and click-through.
- Letting messaging run after hours with no response. That invites poor experiences.
- Splitting one mobile team across multiple fake addresses. That risks suspension.
Bringing it together
Treat GBP like a living asset. Tight categories win the right impressions. Clear services remove doubt. Fresh, honest photos earn trust. Update weekly, test monthly, and keep records.
Want a quick next step? Audit your profile against this page, make one improvement per section this week, and check actions in a fortnight. Consistent, small upgrades compound fast. And if paid acquisition is part of your mix, align your GBP categories and services with campaign themes so searchers meet the same language from listing to ad to page. That alignment is where local growth feels smooth.
