by The Computing Australia Group | Get Found Locally on Google
For many local businesses, the first customer interaction does not happen over the phone, at the front counter or through a website enquiry form. It happens on Google.
A potential customer searches for a service near them. They compare businesses on Google Maps. They read reviews, check opening hours, view photos, browse services and decide whether to call, visit the website or get directions. In many cases, this happens before they ever land on your website.
That is why your Google Business Profile matters.
Previously known as Google My Business, Google Business Profile is one of the most important tools for local businesses that want to improve their online visibility. It helps business owners manage how their business appears across Google Search and Google Maps. It allows you to display key business information, share updates, add photos, respond to reviews, list services, promote products and understand how customers are finding you online.
For businesses in Perth and across Australia, a well-optimised Google Business Profile can be a powerful local SEO asset. Whether you are a trades business, medical clinic, law firm, restaurant, retail store, professional service provider or local agency, your profile can help people discover your business at the exact moment they are searching for what you offer.
In this guide, we explain why Google Business Profile is so important, how it supports local SEO, which features matter most and what practical steps you can take to get more value from your listing.
What Is Google Business Profile?
Google Business Profile is a free platform from Google that allows businesses to manage their presence on Google Search and Google Maps. When someone searches for your business name, your services or a local query related to your industry, your profile may appear in the search results or map listings.
A Google Business Profile can show important details such as your business name, address, phone number, website, opening hours, services, products, images, customer reviews, business description and directions. Depending on your business type, it may also include booking links, messaging options, appointment buttons, menu items, product listings or service areas.
For customers, this information helps them make fast decisions. For business owners, it creates an opportunity to appear in front of people with strong buying intent.
For example, someone searching for “IT support Perth”, “SEO agency Belmont”, “emergency plumber near me” or “best café in Subiaco” is not casually browsing. They are usually looking for a solution, comparing providers or preparing to take action. If your business appears with accurate information, positive reviews and a complete profile, you have a stronger chance of winning that customer.
Why Google Business Profile Is Important for Local SEO
Local SEO is the process of improving your online visibility for location-based searches. These searches often include words such as “near me”, suburb names, city names or service-specific phrases.
Google Business Profile is a major part of local SEO because it directly affects how your business appears in local search results and Google Maps. A strong profile can help your business appear in the local pack, map results and branded search results.
The local pack is the group of business listings that appears near the top of many local search results. It often includes a map, business names, ratings, opening hours and quick action buttons. This section is highly visible and can attract calls, website visits and direction requests.
Your website is still important, but your Google Business Profile often acts as the first point of contact. In some cases, customers may decide to call or visit your business directly from your profile without clicking through to your website at all. That makes your profile more than just a listing. It is a conversion tool.
Google My Business Has Changed - But the Opportunity Is Bigger Than Ever
Many people still search for “Google My Business”, but Google now refers to the platform as Google Business Profile. The name has changed, and the way businesses manage their listings has also evolved.
Business owners can now manage many profile details directly through Google Search and Google Maps. This makes it easier to update hours, add photos, reply to reviews and check performance without needing to use a separate dashboard in the same way as before.
However, the purpose remains the same: helping businesses present accurate, useful and trustworthy information to local customers.
The opportunity is bigger now because local search behaviour has become more immediate. Customers expect quick answers. They want to know whether you are open, where you are located, what services you offer, how other customers rate you and whether they can contact you easily.
A neglected profile can make your business look outdated or unreliable. An optimised profile can help you stand out, build trust and encourage more enquiries.
Key Benefits of Google Business Profile
1. Increased Visibility in Google Search
A complete and active Google Business Profile can improve your chances of appearing when people search for your business, your services or businesses like yours in your area.
This is especially useful for small and medium-sized businesses that may not yet rank strongly in traditional organic search results. Your profile gives you another way to appear on Google and compete locally.
When your listing includes accurate business categories, services, opening hours, photos and a clear description, Google has more information to understand what your business offers. This can support your visibility for relevant searches.
2. Better Visibility on Google Maps
Google Maps is one of the most important discovery tools for local businesses. Many people use Maps to find nearby restaurants, shops, trades, offices, clinics and service providers.
If your business has a verified and optimised profile, it can appear when users search on Google Maps or click map results from Google Search. This is especially valuable for businesses with a physical location or a defined service area.
For example, a customer searching for “computer repairs near me” may use Maps to compare distance, ratings, photos and opening hours. If your profile is complete and appealing, you are more likely to earn their click, call or visit.
3. Accurate Business Information Across Google
Incorrect business information can cost you customers. If your phone number is wrong, your opening hours are outdated or your address is inconsistent, potential customers may become frustrated and choose a competitor.
Google Business Profile allows you to manage important information such as your business name, address, phone number, website, hours, holiday hours, service areas and business categories.
Keeping this information accurate is essential. It helps customers contact you easily and helps Google understand your business better. It also supports consistency across the web, especially when other platforms reference or compare your business information.
4. More Customer Trust Through Reviews
Reviews are one of the most powerful features of Google Business Profile. Customers often rely on reviews before choosing a business, especially when they are comparing several similar providers.
A strong review profile can increase trust, improve click-through rates and influence buying decisions. Reviews provide social proof. They show that other people have used your business and were willing to share their experience.
Responding to reviews is just as important. A thoughtful response to a positive review shows appreciation. A professional response to a negative review shows accountability and care. Even when a review is not ideal, your response can influence future customers who are reading it.
Businesses should actively encourage genuine customers to leave honest reviews. This should be done ethically, without offering incentives or pressuring customers. The goal is to build a steady stream of authentic feedback.
5. Stronger Customer Engagement
Google Business Profile gives customers several ways to interact with your business. Depending on your settings and business type, they may be able to call you, visit your website, request directions, send a message, book an appointment, browse services or view products.
These actions reduce friction. Instead of forcing customers to search through your website for basic information, your profile gives them quick access to the next step.
This is especially useful for mobile users. Someone searching on a smartphone can call your business, check directions or read reviews within seconds. If your profile is incomplete, you may lose that opportunity.
6. Useful Insights Into Customer Behaviour
Google Business Profile includes performance data that shows how people interact with your listing. You can see information such as how customers found your profile, what actions they took, how many people viewed it and how many clicked to call, visit your website or request directions.
These insights can help you understand which services attract attention, whether your profile is generating enquiries and how customers are engaging with your business on Search and Maps.
This information is valuable for local SEO planning. If certain search terms, locations or actions are performing well, you can use that knowledge to improve your website content, service pages, posts and broader digital marketing strategy.
7. More Opportunities to Promote Services and Products
Google Business Profile allows many businesses to list services, products, menus or offerings. This helps customers understand exactly what you provide before contacting you.
For service businesses, adding detailed services can improve relevance and clarity. For retailers, product listings can showcase what is available. For restaurants or hospitality businesses, menus and photos can help customers decide whether to visit.
The more useful and complete your profile is, the easier it is for customers to choose you.
Important Google Business Profile Features to Use
Business Information
Your business information is the foundation of your profile. This includes your business name, address, phone number, website, opening hours, categories and service areas.
Make sure this information is accurate, consistent and aligned with your website. Do not add unnecessary keywords to your business name. Your profile should represent your real-world business name and details.
Choose your primary category carefully. This is one of the most important profile settings because it helps Google understand what your business does. Add secondary categories where relevant, but avoid selecting categories that do not accurately describe your business.
Business Description
Your business description should explain who you are, what you do, who you help and where you operate. It should be clear, professional and customer-focused.
Avoid stuffing the description with keywords. Instead, write naturally and include your most important services and locations where appropriate.
For example, a Perth-based IT support company might mention managed IT services, cybersecurity, cloud solutions, Microsoft 365 support and local support for Perth businesses.
Photos and Videos
Photos help customers form an impression of your business. High-quality images can make your profile more appealing and trustworthy.
Add photos of your office, storefront, team, products, completed work, service vehicles or customer areas where relevant. Businesses that rely on visual trust, such as restaurants, clinics, trades and retail stores, should pay special attention to photos.
Your logo and cover image should also be professional and up to date. Avoid blurry, outdated or irrelevant images.
Posts and Updates
Google Business Profile posts allow you to share updates, offers, events, announcements and news. These posts can help keep your profile fresh and give customers more reasons to engage.
You can use posts to promote seasonal offers, new services, events, business updates, blog articles or important announcements. For example, a local SEO agency might post about a new article on website optimisation, while a retail business might promote a limited-time offer.
Posts should be concise, useful and supported by a clear call to action.
Services
The services section is especially important for professional service providers, trades, agencies, healthcare providers and consultants.
Add your key services with clear descriptions. This helps customers understand what you offer and may improve your relevance for related searches.
For example, an IT company might include managed IT services, business cybersecurity, Microsoft 365 support, cloud backup, help desk support and network management.
Products
The product feature can be useful for retailers and service-based businesses that want to showcase packages, solutions or featured offerings.
Even if you do not sell physical products, you may be able to present service packages as products, depending on your business category and Google’s available features.
Each product should include a clear name, image, description and link where appropriate.
Reviews
Reviews need ongoing management. Do not ignore them.
Respond to positive reviews with appreciation and respond to negative reviews professionally. Avoid emotional or defensive replies. A good response acknowledges the customer’s experience, offers a way to resolve the issue and shows future readers that your business takes feedback seriously.
It is also useful to create a review request process. For example, after a successful job, project or purchase, you can send customers a direct review link and politely ask for feedback.
Questions and Answers
Customers may ask public questions on your profile. These questions and answers can be seen by others, so it is important to monitor them.
Provide helpful, accurate answers. You can also add common questions yourself and answer them, creating a useful mini-FAQ on your profile.
This can help reduce repetitive enquiries and improve customer confidence.
Messaging and Bookings
Depending on your business type and settings, you may be able to enable messaging, booking links or appointment options.
These features can increase conversions by allowing customers to take action directly from your profile. However, only enable messaging if you can respond promptly. Slow responses can create a poor customer experience.
How to Optimise Your Google Business Profile
Claim and Verify Your Profile
The first step is to claim or create your Business Profile and complete Google’s verification process. Verification confirms that you are authorised to manage the profile.
Without verification, you may have limited control over how your business appears on Google.
Complete Every Relevant Section
A half-finished profile does not inspire confidence. Complete as many relevant sections as possible, including business information, categories, services, description, photos, opening hours, website, contact details and attributes.
Google’s profile tools may also highlight missing information. Treat these recommendations as useful prompts.
Keep Your NAP Consistent
NAP stands for name, address and phone number. These details should be consistent across your website, Google Business Profile, social media profiles, directories and citation listings.
Inconsistent details can confuse customers and weaken trust. If your business moves location, changes phone numbers or updates opening hours, update your profile immediately.
Use Local Keywords Naturally
Your profile should include relevant service and location terms, but only where they fit naturally.
For example, instead of writing “Best SEO Perth SEO Company Perth Local SEO Perth,” write a professional description such as: “We provide SEO, web development and digital marketing services for businesses across Perth and surrounding suburbs.”
This approach is better for readability and trust.
Add Fresh Photos Regularly
Fresh photos show that your business is active. Add new images when you complete projects, update your office, launch products, attend events or refresh your branding.
Avoid relying on the same old photos for years. An active profile is more appealing to customers.
Build a Review Strategy
Reviews should not be left to chance. Create a simple process for requesting reviews from satisfied customers.
This might include a follow-up email, SMS, invoice note or thank-you message with a direct review link. Make the process easy and polite.
Do not buy fake reviews or ask staff to create misleading reviews. Authentic feedback is always better for long-term reputation and compliance.
Post Regular Updates
Use posts to keep your profile active. You do not need to post every day, but regular updates can help show that your business is engaged and current.
A monthly or fortnightly posting schedule is a good starting point for many local businesses.
Monitor Performance
Check your profile performance regularly. Look at how customers find you, what actions they take and which parts of your profile generate engagement.
Use these insights to improve your content, website and local SEO strategy.
Common Google Business Profile Mistakes to Avoid
Using an Incorrect Business Name
Some businesses try to add extra keywords to their business name. This can breach Google’s guidelines and make the profile look unprofessional.
Use your real business name as it appears in the real world.
Choosing the Wrong Category
Your primary category has a strong influence on how Google understands your business. Choose the most accurate category, not the category you wish you ranked for.
Ignoring Reviews
Unanswered reviews can make your business look disengaged. Responding to reviews shows that you value customer feedback.
Forgetting Holiday Hours
Customers often check Google before visiting during holidays. If your hours are wrong, they may arrive when you are closed and leave frustrated.
Update special hours for public holidays, seasonal closures and temporary changes.
Letting Photos Become Outdated
Old images can misrepresent your business. Keep your profile visually current.
Not Linking to the Right Website Page
For many businesses, the homepage is fine. However, some profiles may perform better when linked to a specific location page, service page or booking page.
For example, if you have multiple locations, each profile should link to the correct local landing page.
Google Business Profile and Your Website Should Work Together
Your Google Business Profile should not replace your website. The two should support each other.
Your profile helps customers discover your business quickly. Your website gives them deeper information, builds authority and supports broader SEO.
For best results, make sure your website includes clear contact information, location details, service pages, testimonials, FAQs and local content. Your business name, address and phone number should match your profile.
If you serve multiple areas, consider creating high-quality location pages that explain your services in each area. Avoid thin or duplicated pages. Each page should provide useful, specific information.
Why Local Businesses in Perth Should Prioritise Google Business Profile
Perth businesses operate in a competitive local market. Whether you provide IT support, accounting, legal services, home improvement, hospitality, healthcare or retail, customers are searching online before making decisions.
A strong Google Business Profile helps your business appear where local customers are already looking. It can drive phone calls, website visits, direction requests and in-store visits.
For businesses with limited marketing budgets, it is also one of the most cost-effective local SEO tools available. The platform is free to use, but the value depends on how well it is managed.
A neglected profile may only provide basic information. An optimised profile can become a consistent source of leads and customer engagement.
How Computing Australia Group Can Help
Managing your Google Business Profile takes time, consistency and local SEO knowledge. It is not enough to create a listing and forget about it.
At Computing Australia Group, our SEO team can help you build, optimise and maintain your Google Business Profile. We can assist with profile setup, business information, service optimisation, posts, review management, local citations and ongoing local SEO strategy.
We can also help ensure your website and Google Business Profile work together to improve visibility, build trust and generate more enquiries.
If you want more local traffic, more calls and a stronger presence on Google Search and Google Maps, our experienced SEO team in Perth can help.
Contact Computing Australia Group today to discuss your Google Business Profile and local SEO strategy.
Jargon Buster
Local SEO: Search engine optimisation aimed at improving your website rankings in local searches is called local SEO.
NAP: In business terms, NAP stands for Name, Address and Phone number of your business site.
Chris Karapetcoff
FAQ
What is Google Business Profile?
Google Business Profile, formerly known as Google My Business, is a free tool that helps businesses manage how they appear on Google Search and Google Maps.
Why is Google Business Profile important for local SEO?
It helps your business appear in local searches, Google Maps results and “near me” searches, making it easier for nearby customers to find and contact you.
How can Google Business Profile help my business get more customers?
How often should I update my Google Business Profile?
You should update it whenever your business details change and regularly add posts, photos, offers and service updates to keep the profile active.
Do Google reviews affect local SEO?
Yes, reviews can influence customer trust and local visibility. A steady flow of genuine reviews and professional responses can improve your online reputation.
