When someone searches "accountant near me" or "plumber Logan", Google usually shows a map with three businesses before the normal results. That's often where the calls come from. Getting into those three spots depends largely on your Google Business Profile, the free listing that powers your presence in Maps and local search.
Here's how to set it up properly.
How Google decides who shows up
Google says local results are based on three things:
- Relevance: how well your profile matches what someone searched
- Distance: how close you are to the searcher, or the location in their search
- Prominence: how well known your business is, including reviews, links and your website
You can't move your office, but you can do a lot about relevance and prominence.
Step 1: Claim and verify your profile
Search for your business on Google. If a profile exists, claim it. If not, create one at business.google.com. Google will ask you to verify that you own the business, which can involve a phone call, an email, a video or a postcard.
Use your real business name, exactly as it appears on your signage and website. Adding keywords to your business name, like "Smith Plumbing Best Plumber Brisbane", breaks Google's guidelines and can get your profile suspended.
Step 2: Choose the right categories
Your primary category is the single most important choice. Pick the one that best describes your main service, like "Mortgage broker", "Accountant" or "Plumber". Then add a few secondary categories for other genuine services.
Look at the businesses already ranking for your main search and note their categories. It's a good guide to what Google expects.
Step 3: Fill in every section
A complete profile helps both Google and customers:
- Services: list each one with a short description
- Service areas: the suburbs or regions you cover, if you travel to customers
- Hours: including public holidays
- Description: what you do, who you help and where, in plain English
- Website: link to your homepage, or to a location page if you have several offices
- Phone: the same number as on your website
Step 4: Keep your details identical everywhere
Your name, address and phone number should match exactly across your Google profile, website footer, Facebook page and directory listings. Small differences, like "Rd" and "Road" or an old phone number, create doubt. Our free website check checks this.
Step 5: Add real photos
Upload photos of your team, office or shopfront, vans, and finished work. Real photos build trust and give people a reason to click. Add new ones every month or two.
Step 6: Get reviews, the right way
Reviews are one of the strongest signals for both Google and customers. The best approach is simple:
- Ask at the right moment, usually right after a job goes well.
- Make it easy by sending a direct review link (your profile lets you copy one).
- Reply to every review, good or bad, politely and briefly.
Never buy reviews, write them yourself or offer rewards for them. It breaks Google's rules and Australian consumer law treats fake reviews as misleading conduct.
Step 7: Stay active
Post updates, offers or news through your profile now and then, answer questions, and keep your hours current. An active profile signals a business that's open and engaged.
Common mistakes
- Keywords stuffed into the business name
- The wrong primary category
- A PO box or virtual office as your address
- Duplicate profiles for the same location
- Ignoring reviews, especially negative ones
- A website with different contact details
Your website still matters
Your profile and website work together. Google uses your website to understand what you do and where, so each service needs its own clear page, and your contact details should match your profile exactly. Location pages help if you serve several areas.
We set up and optimise Google Business Profiles as part of our Google Business Profile service, and it's included in our Premium website package.
This article is general information only and isn't legal, financial or technical advice for your situation. Questions? Talk to us.