What Makes a Good Google Business Profile? 5 Things Most Businesses Miss
Getting your Google Business Profile live is a brilliant first step.
But if your phone’s still not ringing, your inbox is quiet, and no one’s clicking “Directions,” then the problem isn’t that your profile exists - it’s that it’s not working.
Most businesses leave their profiles half-finished. Here's how to go beyond the basics and make your listing one that Google notices and customers trust.
1. Choose the Right Categories (Yes, Plural)
When you create your profile, you choose one primary category. That’s the big one which tells Google what you do and affects what searches you show up for.
But here’s what most businesses miss:
You can add additional categories, too.
Example:
Primary: “Electrician”
Extra: “Lighting Contractor”, “Security System Installer”
This expands your visibility without needing a new profile.
Only pick categories you actually offer. If you don’t install alarms, leave that box unticked. Google penalises irrelevant listings over time.
2. Add (Good) Photos
Google says businesses with photos get more engagement. However, that’s only going to be the case if the photos are decent.
Here’s what to aim for:
Clear and high quality (no blur or bad lighting)
Show your work (before/after shots, recent projects)
Put a face to the name (you, your team, your van, your workspace)
Reflect your brand (tidy, friendly, professional)
📸 Examples:
Local café? Show the daily special, not just your menu.
Nail tech? Showcase fresh sets with clean lighting.
Mobile valet? A good “before and after” says more than a 5-star review.
Also add:
A logo (square format)
A cover photo (widescreen format)
A few seasonal or project-based photos every month
3. Write a Real Description
The “From the Business” section is where you get to explain who you are and why someone should choose you. But don’t just stuff it with keywords. Google doesn’t buy it, and neither do people.
Write like a human. Mention:
Your core services
Your location or service area
Something personal or unique
Example:
“I’m a mobile dog groomer based in Eastleigh, covering Southampton, Romsey, and Chandler’s Ford. I offer one-to-one grooming for nervous dogs and rescue pets - no loud salons or crates, just calm, kind care.”
That’s real, local, useful, and it helps you rank better, too.
4. Keep Opening Hours Accurate
This one sounds obvious, but loads of businesses mess it up.
Google lets you set:
Regular hours
Holiday hours
One-off changes (like closing early for a job or holiday)
If you’re listed as “Closed” when you're open - or vice versa - you lose trust instantly. And Google notices when people bounce off your listing because of bad info.
✅ Add holiday hours for every bank holiday. Even if they’re the same.
5. Post Updates (Yes, Like a Mini-Social Feed)
You can add updates to your profile like you would a Facebook post. Think of it as your business’s public bulletin board.
Updates can include:
Special offers
Seasonal services (e.g. “Gutter cleaning before winter”)
Quick tips or reminders
Photos or news
Events or time-sensitive info
Example:
“Taking bookings for summer patio jet washing in the SO postcode - get in touch before the July rush.”
Just one post every week or two shows that your business is active and responsive - something Google rewards in rankings.
Bonus: Respond to Your Reviews
Even a quick “Thanks, really appreciate it!” makes a difference.
Why?
It shows future customers that you care
It signals to Google that you’re engaged
It can help soften the blow of a rare negative review
Set a reminder once a week to reply to any new reviews - good or bad.
Need a Google Profile That Actually Works?
I don’t just set up Google Business Profiles - I optimise them.
That means:
Proper categories
Sharp photos
A description that actually helps
Review replies, regular updates, and real strategy
And I do it for a fraction of what those directory-style SEO companies charge - with no lock-ins or fluff.
💬 Want me to polish yours up? Let’s chat.
Why should I use multiple categories on my Google Business Profile?
Using one primary category and additional relevant categories helps your business appear in more search results. Just make sure to only choose categories that accurately describe what you do.
What kind of photos should I add to my Google Business Profile?
Add clear, high-quality photos that showcase your work, team, space, or products. Avoid blurry images and try to reflect your brand’s personality. Regularly update with new photos to keep your profile fresh.
How often should I post updates on my Google Business Profile?
Posting updates about offers, news, events, or seasonal services once a week or every couple of weeks helps keep your profile active and signals to Google and customers that your business is engaged and trustworthy.
About the Author
Jake McEvoy is the founder of SO SEO, helping local businesses across the SO postcode get found on Google without the jargon. He specialises in simple, effective SEO for trades and service-based businesses, including optimising Google Business Profiles that actually drive calls, clicks, and customers.
