Ultimate Google Business Profile Optimisation Checklist (2026 UK)

Why Your GBP is Your New Homepage (Especially in the UK)

For a local UK business—a plumber in Trowbridge, a solicitor in Bath, a restaurant in Bristol—your Google Business Profile (GBP) is arguably *more important* than your website. When a user searches "plumber near me," they see the Google Map Pack first. That is your new storefront. Your GBP profile, with its photos, reviews, and call button, is often the *only* thing a customer interacts with.

An un-optimised, empty profile is like having a boarded-up shop on the high street. This checklist is your complete guide to claiming, optimising, and dominating your local market. This is the core of our local SEO service.

Phase 1: The Foundational Audit (Do This Once, Perfectly)

Get these details right, as they form the foundation of your local "trust" with Google.

1. Claim & Verify Your Profile

Go to Google Maps, find your business, and click "Claim this business." Google will mail a postcard with a PIN to your physical address. This verification is non-negotiable.

2. Your Business Name

This MUST be your real, registered business name. Do NOT stuff keywords here (e.g., "Craig's Web Dev - Best SEO in Wiltshire"). This is against Google's guidelines and will get you suspended.

3. NAP Consistency (The Golden Rule)

Your Name, Address, and Phone (NAP) on your GBP profile must be 100% *identical* to the NAP on your website's footer and on all your other local citations (like Yell). Even a small difference ("Ltd" vs "Limited") can confuse Google.

4. Categories (Primary & Secondary)

Primary Category: This is your *most important* ranking factor. Be specific. Don't choose "Builder"; choose "Loft Conversion Specialist" or "Kitchen Fitter" if that's your speciality.
Secondary Categories: Add *all* other relevant categories. "Bathroom Fitter," "Property Maintenance," etc.

5. Service Area vs. Physical Address

Do you have a physical shop? (e.g., a cafe). Set your address and show it.
Are you a "Service Area Business"? (e.g., a plumber who visits clients). Hide your home address and set your service areas (e.g., "Trowbridge," "Wiltshire," "Bath").

6. Opening Hours & Special Hours

Fill these out completely. Crucially, use the "Special Hours" feature for Bank Holidays and Christmas. It shows Google you are actively managing your profile.

Phase 2: Building Trust & Engagement (Do This Weekly/Monthly)

An empty profile doesn't inspire trust. A living, active profile does.

7. Add High-Quality, REAL Photos

This is your visual storefront. Ditch the stock photos. Add:

• Your Team: Real photos of you and your staff.
• Your Work: Before/after shots, photos of your van, completed jobs.
• Your Premises: Your office, your shopfront, your reception.
• Pro-Tip: Name your photos with keywords (e.g., plumber-trowbridge-team.jpg) and try to use a phone that has location data enabled to geo-tag the images.

8. Use "Google Posts" Weekly

Think of this as a mini-blog or social media feed on your profile. Post an "Update," "Offer," or "Event" at least once a week. Talk about a recent job, a special offer, or share a link to your latest blog post. It shows Google your business is active *right now*.

9. Seed & Answer Your Q&A

Your profile has a "Questions & Answers" section. Anyone can ask a question, and *anyone* can answer it. You need to control this.
Action: Get a friend to ask the top 5-10 questions you always get ("Do you offer free quotes?", "Are you insured?", "Do you cover Bath?"). Then, log in as the owner and post detailed, helpful answers.

Phase 3: Mastering Reviews (The Ultimate Trust Signal)

Reviews are the lifeblood of local SEO. They are a powerful ranking factor and the #1 thing customers look at.

10. Get More (and Better) Reviews

You need a *process* for asking. Don't just hope.
1. In Google Business Profile, get your "Share Review" link.
2. Send this link to every happy customer via email or SMS shortly after finishing a job.
3. Make it part of your workflow: "Job Complete > Send Invoice > Send Review Link."

11. Respond to EVERY Review (Even the Bad Ones)

• Good Reviews: Thank them by name. Mention the service or location (e.g., "Thanks, Sarah! We're glad you loved the new kitchen in your Trowbridge home.").
• Bad Reviews: This is critical. Respond quickly, professionally, and politely. Acknowledge their issue, apologise (even if it's not your fault), and *take the conversation offline* (e.g., "We're sorry to hear this. Please call our manager, Dave, on 01225... so we can resolve this."). This shows potential customers that you care.

Phase 4: Advanced Optimisation

• Services/Products: Fill out your full service/product catalogue on GBP. Add descriptions and prices. This helps you rank for "long-tail" service queries.
• Booking Link: Add a direct link to your website's contact or booking page.
• Attributes: Add all relevant attributes (e.g., "Female-led," "Free Wi-Fi," "Wheelchair Accessible").

Your GBP is a Living Asset, Not a Task

You can't "set it and forget it." Your competitors are getting new reviews and posting updates every day. Optimising your Google Business Profile is the highest-ROI marketing activity a local UK business can do.

If this sounds like too much work, let us handle it. Our GBP Management service includes all of this—posts, photo uploads, review monitoring, and Q&A—so you can focus on running your business. Get your free audit today.