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Mastering Google My Business Optimisation for UK Local Search

Google My Business is now called Google Business Profile, but the principle is unchanged: it is the free listing that appears in Google Maps and local results. A complete, accurate and active profile is the most effective single step most local businesses can take.

Published by SEO Consultants · Last reviewed

Profile checklist

  • Business name exactly as it appears in the real world, with no added keywords.
  • The most accurate primary category, plus relevant secondary categories.
  • Address, or service areas if you visit customers.
  • Phone number and website, with consistent details everywhere else.
  • Opening hours, including bank holidays and special hours.
  • Services or products with clear descriptions.
  • A helpful business description.
  • Real photos of your premises, team and work.

Keeping it active

  • Publish updates and offers.
  • Answer questions in the Q&A section.
  • Reply to reviews promptly and professionally.
  • Check for suggested edits from the public that could change your details.

Reviews: what is allowed

You can ask all customers for reviews. You must not offer incentives, ask only happy customers selectively in a way designed to manipulate ratings, or post fake reviews. The UK's Digital Markets, Competition and Consumers Act 2024 also prohibits fake reviews.

Next steps

Make sure your details match on the main UK business directories, and read about our local SEO service.

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