When someone searches "plumber in Manchester" or "best coffee near me," Google shows a map with three local results right at the top of the page. This is called the Local Pack — and appearing there is often more valuable than ranking anywhere in the regular search results below it.

The key to appearing there is your Google Business Profile (sometimes still called Google My Business). It's free, it's powerful, and most local businesses either haven't set it up, or have set it up badly.

What is a Google Business Profile?

It's your official listing on Google — the panel that appears on the right of search results showing your business name, address, phone number, opening hours, photos, and customer reviews. It's what shows up when someone searches directly for your business name, or when Google decides you're relevant to a local search nearby.

A verified, well-optimised profile can drive more customer calls, more website visits, and more footfall — all at no cost to you.

The basics: what your profile must have

Think of your Google Business Profile as an official ID card for your business online. Google uses it to decide whether to show you to people searching locally. The more complete and accurate it is, the better your chances of appearing.

Consistent name, address, and phone number

This sounds obvious, but it's where many businesses fall down. Your business name, address, and phone number must be identical across your Google profile, your website, and every other online directory where you appear. Even small differences — "St." versus "Street," or a missing unit number — can weaken your local rankings.

The right business category

Your primary category tells Google what kind of business you are. Choose too broadly and you won't show up for the searches that matter most. A hair salon should choose "Hair Salon," not just "Beauty Salon." An electrician should choose "Electrician," not just "Contractor." You can add secondary categories too — use them to cover everything you offer.

Up-to-date opening hours

Nothing frustrates a customer more than travelling to a business that Google said was open, only to find it closed. Keep your hours accurate — and update them for bank holidays and seasonal changes. Google actively rewards profiles that are kept fresh.

Photos

Businesses with photos on their Google profile receive significantly more clicks and enquiries than those without. You don't need a professional photographer — a few clear, recent pictures of your premises, your finished work, or your team are enough. Add a proper cover photo and your logo as a minimum.

3–7
days for Google to verify a new Business Profile in the UK, after which your listing becomes active in Maps and local search
Free
to set up and maintain — the most cost-effective local marketing tool available to any UK business

The part most businesses ignore: reviews

Reviews are one of the strongest ranking signals in local search. A business with 30 genuine five-star reviews will almost always outrank a competitor with a sparse, unreviewed profile — even if the competitor has a better website.

The key is to actively ask for them. After a job goes well, send your customer a direct link to your Google review page. Most happy customers are glad to leave one — they just need a gentle nudge and an easy link to click.

Asking satisfied customers for a review takes seconds — and makes a significant difference to your local ranking.
Pro tip Responding to reviews — both positive and negative — improves your local ranking and shows potential customers that you're attentive and professional. A brief, genuine response to a five-star review ("Thank you — great to work with you!") takes thirty seconds and makes a real difference to how your business is perceived.

Keeping your profile active

A Google Business Profile isn't a one-time job. Google favours businesses that keep their profile updated. Post occasional updates — a seasonal offer, a completed project, a new service you've added. Update your hours whenever they change. Add new photos every few months. These small actions consistently signal to Google that your business is active and engaged.

Does a Google Business Profile work without a website?

It helps on its own — but the two work best together. Google's algorithm for local rankings uses your website as a key supporting signal. A business with a verified Google profile and a website that matches the same address, name, and services will consistently outrank a business with a profile alone.

The website also gives potential customers somewhere to go for more detail — your full service list, prices, testimonials — before they decide to call. Without it, some customers will move on rather than call a business they know nothing about.

Setting up and properly optimising a Google Business Profile takes care to get right. The verification process, category selection, and ongoing management all have their quirks — and getting the details wrong can actually hurt your ranking. Many businesses find it easier and faster to have it handled professionally from the start.