Google says local results are mainly based on relevance, distance and prominence. A complete profile helps Google understand what the business does, while accurate hours, photos and reviews help customers decide whether to make contact.
No individual change guarantees a better position. The steps below focus on information the business can control and link to the official Google source behind each recommendation.
Claim and verify the correct profile
Find the existing profile before creating a new one. Claim it through Google's ownership flow and complete the verification method Google offers. If someone else controls the listing, request access instead of creating a duplicate profile.
Do this now: Check that the verified owner is the business, then add any agency or staff member as a manager rather than sharing the main password.
Official source: Google local ranking guidance
Choose accurate primary and secondary categories
Choose the most specific category that describes the core business as the primary category. Add secondary categories for other genuine parts of the business. Do not select categories for services the business does not provide.
Do this now: Review categories when the offer changes. Google confirms that the categories selected affect local ranking.
Official source: Google Business Profile category guidance
Complete the business details and hours
Use the real business name, phone number, website and regular hours. Add special hours for public holidays and shutdown periods. If the business offers after-hours callouts, describe the actual availability rather than using an unsupported 24/7 claim.
Do this now: Test the phone and website links from the public profile, then schedule a quarterly check of the details.
Official source: Google local ranking guidance
Set the service area accurately
A business that visits customers and does not serve them at its address should hide that address and use a service area. Google allows up to 20 cities, postcodes or other areas. It does not allow a radius, and advises that the overall area generally stays within about two hours of the business base.
Do this now: List areas the business genuinely serves. Do not create extra profiles for different suburbs unless each location meets Google eligibility rules.
Official source: Google service-area guidance
List the services or products customers can buy
Use the Services or Products section when it is available for the category. Add clear names and factual descriptions for the work or products the business actually sells. Prices or ranges should be included only when they can be kept current.
Do this now: Match the profile wording to the website service pages so customers do not encounter conflicting offers.
Official source: Google local ranking guidance
Add real photos and videos
Use photographs of completed work, the team, vehicles, premises and products. Google recommends adding photos and videos because they help customers understand what the business offers. Avoid presenting supplier or stock imagery as the business's own work.
Do this now: Choose a clear cover image, then add new work when there is something genuinely useful to show. There is no official minimum photo count.
Official source: Google local ranking guidance
Ask genuine customers for honest reviews
Google lets businesses create a direct review link or QR code and share it through receipts, thank-you emails, chat, WhatsApp or Facebook. Ask after the customer has experienced the completed work. Do not offer a discount, prize or free service in exchange for a review.
Do this now: Save the review link inside the normal job-completion workflow and record when a request has been sent.
Official source: Google review link and QR code guidance
Reply to reviews without manipulating them
Thank customers for useful feedback and respond calmly when a problem is raised. Keep private job details out of the public reply. If a review violates Google's content policy, use the reporting process rather than arguing with the reviewer.
Do this now: Use a consistent reply process, but write each response for the actual customer experience. Never ask staff or suppliers to create customer reviews.
Official source: Google review best practices
Use posts for current customer information
Posts can share updates, offers and event details on Search and Maps. Use them when the business has current information worth publishing. Google says posts older than six months are archived unless a date range is set. It does not state that weekly posting is a ranking requirement.
Do this now: Publish completed work, seasonal availability or a genuine offer. Keep the details current and remove anything that could mislead a customer.
Official source: Google Business Profile post guidance
Keep the profile and website consistent
The website and profile should agree on the business name, phone number, address or service area, hours and services. Use one authoritative website for the business. Correct old public listings when they contain a previous number, address or trading name.
Do this now: Search the business name and phone number, then fix conflicting information at its source. Do not create directory listings purely to manufacture links.
Official source: Google business representation guidelines
Common questions
How long does it take for Google Business Profile changes to show up in rankings?
Google does not publish a standard ranking timetable for profile changes. It says approved service-area edits may take up to 48 hours to appear, while other edits can require review. A visible edit is not the same as a ranking change.
Do I need a physical shopfront to have a Google Business Profile?
No. A tradie who visits customers can use one service-area profile and hide the business address. Google currently allows up to 20 service areas defined by cities, postcodes or other areas. A radius cannot be used.
What's the single highest-impact thing I can do this week?
Start with complete and accurate business information and the most specific correct primary category. Google says relevance depends on how well the profile matches the search, while distance and prominence also affect local results.
Can I lose my Google Business Profile ranking by doing nothing?
Google does not publish an inactivity penalty. However, outdated hours, services or contact details can make the profile less useful, and competitors can become more relevant or prominent while the business information remains unchanged.
Should I respond to negative reviews or just ignore them?
Respond calmly when a reply can help the customer or clarify the next step. Do not publish private job details or pressure the customer to change the rating. Flag a review only when it violates Google's content policies.
If you'd rather someone just fix all this for you
Work through the ten checks once, then review the profile whenever the services, phone number, hours or service area change. A quarterly accuracy check is usually more useful than posting for the sake of activity.
Kovus builds websites and local-search systems for Australian trade and local-service businesses. Business Profile setup is handled alongside the website so the public information, services and enquiry paths agree.