Your Google Business Profile is free advertising that most London businesses waste. Incomplete profiles. Wrong categories. No photos. No posts.
Here’s how to optimize it properly and actually generate customers.
Why Google Business Profile Matters
It’s the first thing people see when they search for your business or services.
What it does:
- Appears in Google Search results
- Shows in Google Maps
- Displays in the Local Pack
- Shows reviews and ratings
- Enables click-to-call
- Provides directions
- Displays business hours
The numbers:
- 86% of people look up business locations on Google Maps
- 76% of local searches result in phone calls
- 28% of local searches lead to purchases
If your profile isn’t optimized, you’re losing customers to competitors who did it right.
Complete Every Section
Google rewards profiles that are 100% complete.
Business name:
Use your real business name only. Match your storefront and website. Never stuff keywords—this leads to filtering or suspension.
Business category:
Your primary category matters most. Choose the most specific option available. Add secondary categories only for genuine services.
Business description:
Use all 750 characters. Clearly explain what you do, what makes you different, and who you serve. Include London or borough names naturally. Focus on customer benefits.
Contact information:
- Local London phone number
- Real business address (if applicable)
- Working website URL
- Accurate business hours, including holidays
Service areas:
If you travel to customers, define service areas. List real London boroughs or postcodes only.
Categories: The Most Important Choice
Your primary category determines which searches you appear for.
Primary category tips:
- Choose accuracy over popularity
- Select what best matches your core service
- Avoid broad or generic categories
Examples:
- Indian Restaurant (not Restaurant)
- Immigration Lawyer (not Lawyer)
- Electrician (not Contractor)
Secondary categories:
Add only relevant services. Maximum 10 total categories. Don’t abuse this feature.
Changing categories:
Change carefully. Frequent changes can reset ranking signals.
Photos: Show Your Business
Businesses with photos receive 42% more direction requests and 35% more website clicks.
Photo requirements:
- Minimum 720 × 720 pixels
- JPG or PNG format
- Under 5MB
- Clear, well-lit, high quality
What to upload:
- Exterior storefront
- Interior space
- Products or menu items
- Team photos
- Work examples
- Logo and cover image
Photo strategy:
Add new photos monthly. Aim for at least 10 photos initially and 30+ over time. Use real images—never stock photos.
Photo naming:
Name files descriptively before upload (e.g., london-law-office-reception.jpg).
Reviews: Get Them and Respond
Reviews are one of the strongest local ranking signals.
Review strategy:
- Ask happy customers directly
- Send follow-up emails with a review link
- Use QR codes for easy access
- Request reviews consistently
What Google prefers:
- Steady review flow
- Recent reviews
- Detailed written feedback
- Customer-uploaded photos
Responding to reviews:
Reply to every review within 24–48 hours. Thank positives, address negatives professionally, and include keywords naturally.
Never: buy reviews, offer incentives, review your own business, or argue publicly.
Google Posts: Keep Your Profile Active
Posts appear directly in your profile and signal activity.
What to post:
- Business updates
- Special offers
- Events
- New services or products
Best practices:
- Post at least once per week
- Use high-quality images
- Keep text under 300 words
- Add strong calls-to-action
Questions and Answers
The Q&A section influences trust and rankings.
Best approach:
- Answer customer questions quickly
- Pre-populate common questions yourself
- Use natural keywords
Pre-answer questions like:
- Pricing
- Services offered
- Areas served
- Qualifications
Business Hours
Incorrect hours lead to lost customers and negative reviews.
- Set regular weekly hours
- Add holiday hours
- Update immediately when hours change
Attributes
Attributes add credibility and detail.
- Accessibility features
- Payment methods
- Service options
- Public transport access
- Parking availability
Products and Services
Showcase offerings directly in your profile.
Products: name, price, description, image, categories.
Services: list everything you offer, with brief descriptions and local relevance.
Insights and Tracking
Google provides performance data.
- Search vs. Maps discovery
- Search queries
- Calls, directions, clicks
- Photo and post engagement
Use this data to refine your strategy.
Optimization Timeline
- Week 1: Core setup, categories, photos
- Weeks 2–4: Posts, reviews, services, descriptions
- Ongoing: Weekly posts, monthly photos, review management
Results typically appear within 2–4 weeks.
What AlgoSemantic Does
We fully optimize Google Business Profiles for London businesses.
- Complete profile audit
- Category optimization
- Photo strategy
- Review systems
- Weekly posts
- Monthly performance reports
Free audit available.
Email: contact@algosemantic.com
Call: +44 7412 808430
AlgoSemantic — The algorithm behind your success.
