Many Australian SMEs overlook a powerful, and often free, lead generation tool: Google Business Profile (formerly Google My Business). It’s not just about getting on Google Maps; it’s about actively shaping how potential customers find and choose you. We see businesses consistently increase phone calls and website visits simply by optimising their profile.
Think of your Google Business Profile as a mini-website directly within Google Search and Maps. When someone searches for a service like “plumber Melbourne” or “best coffee shop near me”, your profile is what appears in that prominent local pack. Here’s how to make it work for you:
- Complete Every Section: Don’t leave anything blank. Accurate business name, address, phone number (NAP consistency is vital!), website link, and opening hours are fundamental. A detailed business description, using relevant keywords customers actually search for, is also crucial.
- Photos are Powerful: High-quality photos of your business – inside and out, your team, your products – dramatically increase engagement. We recommend regularly adding new photos to keep your profile fresh and appealing.
- Manage and Respond to Reviews: Online reviews heavily influence purchasing decisions. Encourage customers to leave reviews, and *always* respond to them, both positive and negative. A thoughtful response shows you value feedback and are actively engaged.
- Utilise Google Posts: These are like mini-ads within your profile. Share updates, promotions, events, or new products. Posts expire after seven days, so consistent posting is key to staying top-of-mind.
Beyond these basics, pay attention to the ‘Questions & Answers’ section. Monitor it regularly and proactively answer common questions potential customers might have. This positions you as an authority and provides valuable information upfront. Google is continually evolving its algorithms, and we anticipate even greater emphasis on visual content and user interaction in 2026 and beyond.
Optimising your Google Business Profile isn’t a ‘set it and forget it’ task. It requires ongoing attention and updates. However, the return on investment – increased visibility, more leads, and ultimately, more customers – makes it a cornerstone of any effective local marketing strategy. Your next step? Claim or verify your profile today and start optimising!
