As of December 2025, optimising your Google Business Profile (GBP) for local search in Australia involves a strategic focus on rich content and direct customer interaction. Google continues to prioritise profiles that offer comprehensive, up-to-date information and demonstrate strong engagement.

Key strategies for 2025 include maximising the use of the ‘Products’ and ‘Services’ features with detailed descriptions and pricing (where applicable), and regularly posting updates, offers, and event information. Encouraging and responding to customer reviews is crucial, as genuine interactions build trust and improve visibility. Furthermore, ensure your business attributes are meticulously selected to match user search queries, and consider leveraging GBP’s Q&A feature to proactively address common customer queries.

The goal for Australian businesses in 2025 is to present a complete, engaging, and trustworthy digital shopfront that directly answers local search intent.