Search Google for "pizza near me" or "barber shop Bristol." What do you see before the regular results? A map with three highlighted businesses — each with a photo, rating, address, and a direct call button. This is called the Local Pack.
For a local business, appearing in those three results can mean dozens of new customers every month — completely free of charge.
What is Google Business Profile?
Google Business Profile (formerly Google My Business) is a free listing for your business in Google's ecosystem. Once set up correctly, it appears in three places simultaneously:
- In search results — on the right side as a business card with a map and key details.
- On Google Maps — when someone searches for businesses nearby or in a specific location.
- In the Local Pack — those three highlighted results above the organic search results.
The profile contains your business name, address, opening hours, phone number, photos, customer reviews, and a direct button for navigation or calling. It's often the first place a potential customer will encounter your business.
Why reviews are absolutely crucial
When deciding who to show in the Local Pack, Google considers three main factors: proximity, relevance, and prominence. Customer reviews directly impact that third factor.
A business with 50 reviews at 4.8 stars will almost always outrank a business with no reviews — even if the latter is geographically closer to the user or has a more detailed profile.
Importantly, it's not just about the number of reviews, but also their recency. Google favours businesses that consistently earn new reviews over those that collected 30 reviews two years ago and nothing since.
How to collect reviews effectively?
- Ask directly — the most effective method. After completing a job, ask the customer: "Would you be able to leave us a review on Google? It really helps us." Most satisfied customers will do it if you ask.
- Send a link by text or email — a direct link to your review form removes the barrier of "I don't know how to do it." You can generate this link in your Google Business Profile dashboard.
- QR code sticker — if you have a physical location, place a sticker near the till or exit with a QR code linking to your review page. Customers scan it with their phone and leave a review in under a minute.
- Respond to reviews — both positive and negative. Google rewards profile activity, and potential customers read responses to negative reviews just as carefully as the reviews themselves.
What affects your position on Google Maps?
Google bases local rankings on three main factors:
Proximity — The closer your business is to the user at the time of searching, the higher it appears in results. You have limited control over this factor — unless you open a branch in another area.
Relevance — Does your profile match what the user is searching for? Google analyses your business categories, description, keywords in reviews, and business name. If you run a hair salon but the word "hairdresser" doesn't appear in your description — your chances of appearing for "hairdresser Bristol" are significantly reduced.
Prominence — How active and well-known is your business online? This includes the number and quality of reviews, frequency of posting photos and updates, links to your website from other places online, and overall profile activity.
How to optimise your profile step by step
Whether you're starting from scratch or improving an existing profile, here's what to do:
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Create or claim your profile — go to business.google.com and check whether your business already exists in the database. If it does, claim it through verification. If not, create a new listing.
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Fill in every field — name, address, phone number, opening hours, website. Every empty field is a missed opportunity.
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Choose precise categories — your primary category should accurately describe your core business. You can add secondary categories too (e.g. primary: "Hair salon", secondary: "Barber shop").
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Write a business description — 750 characters where you naturally use keywords describing your services and location. Don't stuff keywords artificially — Google detects it and it may hurt your rankings.
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Add photos — at minimum a logo, cover photo, and several photos of your premises or work. Profiles with photos receive significantly more clicks than those without.
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Post updates regularly — Google Business allows you to publish news, offers, and events. Regular posts signal to Google that your profile is active and maintained.
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Collect reviews consistently — not as a one-off effort, but as a regular part of your customer service process.
Google Business Profile vs website — does one replace the other?
Short answer: no. They are complementary tools, not interchangeable ones.
A Google Business profile attracts attention in local search results and gives customers basic information. A website builds trust, presents your full offer, and collects enquiries. Together, they create a complete online presence.
A business with a well-configured Google profile and a professional website is visible in two different places simultaneously — and much harder to miss.
Want us to handle the setup and optimisation of your Google Business profile? Check out our Google Business management service or get in touch — free consultation within 24 hours.