When someone searches for a product or service "near me", one of the first things they'll often see is a Google Business Profile.

Whether you're a plumber in Port Douglas, a café in Cairns or an online business servicing customers Australia-wide, an optimised Google Business Profile (formerly Google My Business) can help you attract more enquiries, improve your local search visibility and build trust with potential customers.

Here are some simple but effective ways to make the most of your Google business profile.

One of the easiest wins is ensuring your profile is 100% complete.

Include:

• Business name
• Address (if applicable)
• Phone number
• Website
• Opening hours
• Service areas
• An effective Business Description
• Categories suited to your business and services
• Services and products

The more complete your profile, the more information Google has to match your business with relevant searches.

Your primary category tells Google exactly what your business does.

For example, instead of choosing a broad category, select the one that best describes your core service.

A web design agency should choose Website Designer rather than simply Marketing Agency, while a café should choose Cafe rather than Restaurant if that's the better fit.

Secondary categories can help showcase additional services, but your primary category should always reflect your main business.

Businesses with recent, genuine photos tend to attract more attention than profiles that haven't been updated in years.

Consider adding:

• Team photos
• Your office or storefront
• Completed projects
• Products
• Behind-the-scenes images
• Company vehicles
• Before and after examples (where appropriate)

Fresh images show customers — and Google — that your business is active.

Reviews are one of the strongest trust signals for both customers and search engines.

Encourage happy customers to leave honest reviews and always respond professionally - whether the feedback is positive or negative.

Replying to reviews demonstrates excellent customer service and keeps your profile active.

Many businesses forget this feature exists.

Google Posts allow you to share:

• Latest news
• Special offers
• Events
• New products
• Blog articles
• Recent projects

Think of them as mini social media updates that appear directly on your Business Profile.

Posting regularly helps keep your listing fresh and gives customers more reasons to engage.

It sounds obvious, but outdated information is surprisingly common.

Check that your:

• Opening hours are correct
• Holiday hours are updated
• Phone number is current
• Website link works
• Services are accurate

Nothing frustrates customers more than arriving at a business that's unexpectedly closed or calling an old phone number.

Google allows you to showcase the products and services you offer directly within your profile.

This gives customers a better understanding of what you do before they even visit your website.

For service businesses, include concise descriptions that naturally incorporate relevant keywords without overloading them.

The Questions & Answers section is often overlooked.

Add answers to common questions such as:

• Do I need an appointment?
• What areas do you service?
• Do you offer free quotes?
• Is parking available?

Providing helpful answers saves customers time and may reduce unnecessary phone calls.

Your Google Business Profile should work alongside your website.

Ensure your website includes:

• Clear service pages
• Location pages (where relevant)
• Contact information
• Frequently Asked Questions
• Helpful blog articles

The stronger your website, the more authority your Business Profile can gain as part of your overall local SEO strategy.

Google favours businesses that show signs of ongoing activity.

Simple ways to keep your profile fresh include:

• Adding new photos
• Publishing updates
• Responding to reviews
• Updating services
• Answering questions
• Refreshing business information

Consistency matters more than making lots of changes all at once.

A well-maintained Google Business Profile isn't just another online listing - it's a valuable tool for improving your local visibility.

Combined with a fast, well-optimised website and an ongoing SEO strategy, it can help your business appear in more local searches, attract qualified enquiries and build trust with potential customers.

At Digital Spice, we help businesses optimise not only their websites but also their Google Business Profiles as part of a complete digital marketing strategy. From local SEO and content creation to ongoing optimisation, we'll help ensure your business is easier to find online and targets the right audiences.

Ready to spice up your online presence? Get in touch with the Digital Spice team to find out how we can help your business stand out in local search results.