Google Business Profile Optimisation UK: The 2026 Checklist

Your Google Business Profile is where the majority of local search discovery happens. For most UK service businesses, more customer first-contact occurs via GBP (click to call, request directions, or visit website) than from any other digital channel. Yet most UK businesses claim their GBP, add basic information, and then ignore it entirely.

Category selection is the most consequential GBP optimisation decision. Google says local results are based mainly on relevance, distance and popularity in its local ranking guidance. Choose the most accurate primary category for your business. Use the most specific applicable category, 'Employment Solicitor' rather than 'Solicitor'; 'Pilates Studio' rather than 'Fitness Centre'; 'Italian Restaurant' rather than 'Restaurant'. Use relevant secondary categories without diluting your primary category's signal. Google explains how local results work in its local ranking guidance.

Business name: your GBP business name should match exactly how your business is registered and how it appears on your website. Adding keyword modifiers to your business name (e.g. 'Smith Plumbing. Bristol Emergency Plumber') is against Google's guidelines and can result in listing suspension. Keyword stuffing in the business name is detected and penalised.

Photos: add accurate, useful images that help customers recognise the business or understand its products and services. Follow Google’s photo and video guidance, including its content and technical requirements. There is no universal photo count that guarantees stronger local rankings.

Reviews: the primary lever for GBP prominence alongside category and proximity. Review velocity (recent reviews) matters as much as total review count. Build a systematic review acquisition process: a post-service text message with a direct review link, staff training to request feedback verbally at the moment of highest satisfaction, and a monthly reminder email to your most recent customers. Respond to reviews professionally and in keeping with Google’s review content policy.

Updates: use Business Profile posts when you have timely news, offers, or events that will help customers. Google explains how to create and manage posts. Choose a cadence your business can maintain; posting frequency is not a guaranteed ranking lever.

Questions and answers: the Q&A section of your GBP allows anyone to ask and answer questions publicly. Check this section regularly, as incorrect answers can appear on your profile. You can answer common questions with accurate, useful information that helps customers make a decision.

Verification and ownership: ensure your GBP is verified and that you are the primary owner. Unverified listings have limited functionality and are at risk of edits from third parties. If your listing was created by Google automatically or claimed by a previous business owner, request ownership transfer through the Google Business Profile support process.

GBP insights: review your monthly GBP performance data, search queries that surfaced your listing, phone calls, direction requests, and website clicks. This data reveals which service categories are generating discovery impressions and which are underperforming relative to your expectations, allowing you to adjust content strategy on your website and GBP accordingly.