Google Business Profile (still often called "Google My Business" because Google can't stop renaming it) is the listing that appears when someone searches for your business or for a service in your area.
For local businesses, it's the most valuable bit of digital real estate Google offers. And — for most Essex SMEs — it's the bit they're leaving on the table.
1. Claim and verify properly
If you haven't already, go to business.google.com and claim your listing. Verify by postcard (most reliable) or video (faster, but rejected more often).
If you've got duplicate listings — a common mess — flag them for merge. Don't just leave them.
2. Fill in every field
Every. Single. Field. Categories (primary and secondary), services, attributes, opening hours, holiday hours, photos, products, business description, founded date, social links.
Google ranks listings partly based on completeness. A half-finished GBP is leaving rankings on the table.
3. Pick the right categories
Primary category drives most of your visibility. If you're a plumber, your primary should be "Plumber" — not "Heating contractor". Use secondary categories for everything else you do.
4. Get the photos right
Real photos of your team, your premises, your work. Stock photography hurts. Aim for at least 25 photos in the first month, then 1–2 new ones a week.
5. Run a deliberate review strategy
Every customer should get a review request. The easiest method: a short link (a "Google review link" you can pull from GBP) sent by SMS or email after the job is done. Reply to every review — good and bad.
6. Post weekly
GBP Posts are an underused ranking signal. Two short posts a week is enough — updates, offers, recent jobs, FAQ answers.
7. Check Insights monthly
GBP Insights tells you what people are searching, where they're calling you from, and what photos they're clicking. Use it.
What to expect
If your GBP is currently a mess, expect visible local-pack lift inside 8–12 weeks of doing the above properly. For most Essex SMEs this is the fastest, cheapest, highest-ROI marketing they can do.
