Why Your Google Business Profile Is a Game-Changer for Local SEO
Your Google Business Profile is a game changer for local SEO and potentially can unlock an easy and quick win for increased online visibility.
I’ve just finished working with a tattoo shop that serves a local area. The goal was simple: create a strong SEO strategy to generate more bookings, bring more people through the door, and raise their local business profile.
Aside from building out a clear strategic SEO map, one of the most important steps was optimising their Google Business Profile.
If your business serves a specific town, city, or neighbourhood and you want more local leads, not having a Google Business Profile (or having one that isn’t optimised) is leaving (as they say) money on the table. It’s an easy win. And when done right, it works hand in hand with your website SEO to make sure your business shows up when and where your clients are searching.
Why Google Business Profiles Matter for Local Visibility
Think about how people search today. Whether they’re using Google Search, Maps, or asking an AI tool for “tattoo shops in LA,” or “florists near me,” Google often surfaces local results before anything else.
Your Business Profile is what helps you appear in those results - in maps, AI summaries, and local packs. If it’s not there or not optimised, your competitors are the ones being found instead.
The tattoo shop I worked with already had a profile with over 100 fantastic five-star reviews (and yes, they were replying to them -which is a must). With some simple but strategic changes, we boosted their local visibility and created more opportunities for people to discover them.
Here’s what I focused on, and what you can do too.
1. Business Name: Include Your Location
This is a simple but powerful step. Including your town or city in your business name makes it easier for Google to understand where you’re based and who to show your listing to.
Example:
Ashbrook Strategy Ltd | Stockport
If there’s no location, local clients simply won’t find you.
2. Business Categories: Think Like Your Clients
Google gives you a list of categories to choose from — and you can select more than one.
Example for a design business:
Interior Designer
Building Design
Think about what your ideal client would actually type or say when searching for your services.
3. Description: Use Keywords Naturally
Your business description should include:
Your business name
Your location
Keywords that describe what you do
Links to your website and social media accounts
Keep it simple and natural. Don’t overstuff keywords. You want AI and search engines to clearly understand what you offer, where you are, and why it matters.
4. Reviews: Engage With Them
Reviews are essential for local SEO. Replying to them is just as important.
Why?
It shows your business is active and trustworthy.
It builds credibility for anyone searching (or asking AI).
It sends strong engagement signals to Google.
5. Post Updates Regularly
Your Google Business Profile isn’t just a static listing. You can post updates, and you should.
Easy ideas:
Link to your latest blog post.
Repurpose your Instagram or Facebook content.
Post photos from recent work or projects.
Share special offers or news.
Posting once a week helps your business look fresh and active, which both people and search engines love.
Why This Matters for AI Search
AI search tools pull information from trusted, clear, and well-structured sources. When your Google Business Profile is optimised with your location, keywords, reviews, and updates, it gives AI (and Google itself) the signals it needs to recommend your business in local search results.
In other words:
It makes it easier to be found in “near me” searches.
It improves your chances of being surfaced in AI overviews.
It supports your website SEO strategy without needing to constantly post on social media.
Your Next Step
Your Google Business Profile is one of the easiest ways to give your business an instant online lift. It’s a local SEO essential and a brilliant starting point if you want more leads, more bookings, and a stronger online presence.
When you pair a fully optimised profile with a strong, affordable SEO strategy, you’re setting your business up to be found 24/7 while taking the pressure off constant content posting.
I specialise in affordable SEO services for small businesses, creatives, and florists throughout the UK and beyond. If you want help setting up or refining your Google Business Profile, or building a bigger SEO strategy, get in touch.
Let’s make it easy for the right people to find you.
