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Google Business Profile Optimisation: How to Secure More Jobs in 2025

Local service businesses across Australia are missing out on countless opportunities every day. The data tells a compelling story: while 46% of Google searches are from people looking for local businesses, half of all trade businesses haven’t even claimed their Google Business Profile. For tradesmen, this represents an enormous untapped opportunity.

This disconnect between consumer behaviour and business presence online is striking. With 80% of consumers searching for local businesses weekly and 32% searching daily, your presence (or absence) on Google Business Profile can make or break your local visibility. Simply having a website isn’t enough anymore—you need to be found when potential customers are actively looking for your services.

When someone searches for your trade, they’ll see the ‘Map Pack’—the prominent section at the top of Google’s search results showing a map and the top three local businesses. This prime position is where you want your business to appear when customers are ready to hire.

Google Business Profile Optimisation

You’ll either find yourself displayed here capturing new customers or watch as they click through to your competitors instead. With proper optimisation of your Google Business Profile and following fundamental Local SEO principles, you can improve your chances of appearing in these valuable positions and secure more jobs. In this guide, we’ll show you exactly how to set up, optimise, and maintain your profile to drive more business in 2025.

Setting Up Your Google Business Profile From Scratch

Visit business.google.com and click ‘Manage now‘. Enter your business name when prompted, then fill in your basic info. You’ll need your business phone number, website (if you have one), and physical address or service areas if you travel to customers. Google will need to verify your business – this might involve providing a short video of your business location to prove it’s a legitimate business address.

GBP Manage Now

Claiming an Existing Google Business Profile

If your business already has a Google Business Profile, follow the same process above. Type in your business name and click on your business when it appears in the list. Click ‘Request Access‘, then select your level of ownership and fill in some basic details about your connection to the business. The current admin will receive an email to approve your access request. Once approved, you’ll be able to manage and update all your business information.

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How to Optimise Your Google Business Profile

Complete Your Basic Information

To maximise your chances of appearing in local searches, every section of your profile needs to be filled out in detail. Google rewards businesses that provide comprehensive information, as it helps them connect searchers with the most relevant local businesses.

NAP Consistency

Your NAP (Name, Address, Phone number) must be identical across all your online listings. This means the exact same business name, address format, and phone number everywhere your business appears online. This consistency helps Google verify your business’s legitimacy and improves your chances of appearing in local search results.

Your NAP must match exactly across all online directories like Facebook, Yellow Pages, True Local, and any other business listings. Even small differences like spelling out “Street” versus using “St.” can impact your local search performance. When Google sees consistent information across multiple sources, they’re more confident about presenting your business to potential customers.

Service Areas

If you travel to your customers, clearly define the areas you service. You can add multiple suburbs, cities, or regions to ensure you show up in searches across your entire service area. This is particularly important for tradesmen who work across different locations.

When adding your service areas, be thorough and specific. List both your main city and every suburb you service. For example, if you’re a Gold Coast based tradesman, you should list: Gold Coast, Southport, Surfers Paradise, Labrador, Broadbeach and so on. This helps you appear in local searches when potential customers search for services in specific suburbs.

Products and Services

Break down and list every individual service you provide. For instance, rather than keeping it general, detail out specific services like air conditioning installation, switchboard upgrades, smoke alarm installation, and safety switch testing. Add a high-quality image and detailed description for each service you list—this helps potential customers understand your offerings while improving your visibility in local searches.

High-Quality Photos

Upload clear, professional photos that showcase your work. This includes:

⚡ Your business logo

⚡ Photos of your team

⚡ Examples of completed jobs

⚡ Your vehicles (if branded)

⚡ Equipment and tools

Operating Hours

Keep your business hours accurate and up-to-date. If you offer emergency services or have special holiday hours, make sure to include this information. This helps customers know when they can reach you and can prevent negative reviews from people trying to contact you outside of business hours.

Selecting Your Business Categories

The categories section of your Google Business Profile is arguably the most crucial element, yet it’s often overlooked or incorrectly filled out. This seemingly simple feature can significantly impact your local search visibility.

Primary vs Secondary Categories

Pay close attention to your primary category, as it carries the most weight. While you should never misrepresent your business, choosing the most relevant and specific categories used by top-ranking competitors can help improve your visibility.

Primary Categories

Using GMB Everywhere for Category Research

To fine-tune your secondary categories on Google Business Profile, we recommend using the Google Chrome extension called GMB Everywhere. This free tool streamlines the category selection process. Simply type in your main category, and GMB Everywhere will generate a list of related secondary categories ranked by search volume.

This data-driven approach helps you identify categories that are both relevant to your business and popular among searchers. Be sure to add as many of these suggested categories as possible, provided they accurately represent your services.

Secondary Categories

Customer Review Generation

Review management is a critical part of your Google Business Profile optimisation. Google reviews not only build trust with potential customers but are also a key ranking factor that can improve your visibility in local search results.

Reviews matter more than most tradies realise. Happy customers rarely think to leave a review unless asked, but most are glad to help if you make it easy. You probably have dozens of satisfied customers who’d be happy to put in a good word.

Our Review Generation Script

When asking for a review, here’s a simple yet effective message template:

You can send this in an email after finishing a job, or better yet, ask while you’re still on site and the customer is happy with your work. Add your unique Google review link at the end of the message—this makes it easy for customers to leave their feedback with just one click.

How to find your review link:

Get More Reviews

Then copy the link and add it to your email or text:

Review Link

Always respond to every review your business receives, whether positive or negative. Thank customers who leave positive feedback, and address any negative reviews professionally and courteously. How you handle feedback, especially complaints, shows potential customers your commitment to service quality.

Regular Posting to Your Google Business Profile

Regular updates to your Google Business Profile show both Google and potential customers that your business is active and engaging. When you finish a job, share photos of your completed work. These posts not only showcase your expertise but also help potential customers see the quality of your work.

Updates could include:

⚡ Photos of recently completed jobs

⚡ Special offers or promotions

⚡ Business news and updates

⚡ New services you’re offering

⚡ Team achievements or milestones

⚡Tips and maintenance advice

⚡Latest informational articles

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Frequently Asked Questions

Can I have multiple categories for my business?

Yes, you can select one primary category and multiple secondary categories. Choose categories that accurately represent your services. Ensure your primary category is the most relevant to your main business focus.

How often should I post updates to my profile?

Aim to post at least once a week to keep your profile active. Share photos of completed work, business updates, or new services. Regular posting shows both Google and potential customers that your business is active and engaged.

How can I respond to negative reviews?

Always respond professionally and promptly. Address their concerns, avoid being defensive, and offer to resolve the issue offline. A well-handled negative review can actually demonstrate your commitment to customer service.

Can I remove a review from my profile?

You cannot remove reviews simply because they are negative. However, you can flag reviews that violate Google’s policies (spam, inappropriate content, or fake reviews) for removal. Google will review these cases individually.

How many photos should I add to my profile?

Check how many photos your top-ranking local competitors have and aim to match or exceed their number. Always focus on quality over quantity, sharing professional images of completed work, your team, and vehicles. Having a strong visual presence helps you stand out in local search results.