Rayborne / Knowledge base / Google Business Profile
Google Business Profile · 8-minute read
How do you optimise a Google Business Profile?
A strong profile starts with accurate information and improves through clear services, genuine photos, reviews and regular maintenance.
Start with correct basic data
A Google Business Profile is free, but not every profile is set up properly. Check company name, address or service area, telephone number, website, normal and special opening hours and description. Use your real company name; additional keywords or place names that are not officially part of your name may cause problems.
Choose an accurate primary category
The primary category helps Google understand what type of business you run. Do not automatically choose the widest option. If there is an exact category for your core activity, it is usually better. Add additional categories only for real activities. A profile should reflect your company, not every search term you hope to rank for.
Make services concrete
The service section is often left empty, even though it gives customers and Google valuable context. A roofing company can list roof renovation, repair, flat roofs, insulation and leak detection. A landscaping company can list gardening, maintenance, pruning, lawn laying and fences. Write in plain customer language.
Write a useful description
Explain briefly what you're doing, for whom, in what region and what distinguishes you. Avoid a wall of repeated keywords. 'roofer Ghent roofing Ghent' is less useful than a simple explanation of your services, experience and service area. People and search engines benefit from clear context.
Add real photos
Use your profile as a visual showcase: team, workshop, vehicles, projects, before-and-after results, shop, office or completed work. Choose clear, well-lit images that show what customers can expect. Photos are part of an active profile, but add them because they help customers—not as a standalone ranking trick.
Build a fair review process
Create a direct review link or QR code and link it to a logical moment such as completion, appointment or project completion. Ask for a fair experience; do not buy reviews and do not offer a reward in exchange for a five-star rating. Respond professionally to feedback, because customers also see these conversations.
Check your website and measure performance
Your website and profile must show the same core business. If you claim a service on Google that is nowhere on your site, the overall context is weaker. Check your profile performance for searches, views, website clicks, calls and direction requests. That's how you look beyond stars.
Make maintenance a routine
Optimization is not a single setup. New services, photos, temporary hours, reviews and changes in your company require follow-up. For example, plan a profile check every quarter and make one person responsible for correct data.
Frequently asked questions
Related questions, answered briefly
How do I improve my profile strength indicator?
Complete relevant fields accurately, but do not treat a progress indicator as a ranking guarantee.
Is Google My Business still important?
The product is now called Google Business Profile and remains important for visibility in Search and Maps.
How do I keep the profile active?
Check details, reply to reviews and add useful current photos and updates when the business has something relevant to share.
Can another person manage the profile?
Yes. Add that person through official user management and retain primary ownership yourself.
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Request your free analysis →This guide is based on Google's public explanation about local ranking, managing reviews and Google Business Profiles. Last checked: 7 October 2026.