Google Business Profile Optimisation: The 2025 Guide for Australian Businesses
Written by: Simon Kelly
If you manage marketing for a service-based business in Australia, there is one thing you can’t afford to ignore in 2025: your Google Business Profile (GBP).
With Google’s rollout of AI-powered Search in Australia, the way local results are displayed has evolved. Google now draws information from multiple trusted sources, including your website, reviews, and your Google Business Profile.
That means your profile isn’t just a listing anymore, it’s one of your most powerful AI Search and SEO tools.
According to BrightLocal, 98% of consumers read online reviews for local businesses, and nearly half discover new businesses through Google Maps.
Backlinko found that profiles with complete information and regular updates receive up to 5x more views than incomplete listings.
To help you take advantage of these changes, we’ve created a free downloadable Google Business Profile Optimisation Checklist. It’s a practical step-by-step guide to help you set up, optimise, and track your profile for maximum local visibility.
- Google’s AI-powered Search prioritises complete and trustworthy business profiles
- Optimising your GBP improves rankings in local search and Google Maps
- Active management (posts, reviews, FAQs) builds authority and engagement
- Consistency across your website and listings strengthens SEO performance
The Impact of AI-Powered Search on Local Visibility
Google’s new AI Overviews are designed to serve faster and more contextually relevant results. In practice, this means Google rewards businesses that demonstrate trust, relevance, and completeness across their profiles.
An incomplete or outdated profile signals unreliability. A verified, information-rich profile with recent photos, positive reviews, and accurate data signals authority.
The better optimised your profile, the more likely your business is to appear in AI-generated local results and the Google Map Pack listings.
Part 1: Set Up Your Google Business Profile
Even if you already have a profile, it’s worth revisiting the basics. Here’s what our checklist covers in detail.
1. Claim and Verify Your Listing
Start at google.com/business and claim your business. Verification is essential because it confirms legitimacy and unlocks full control of your listing.
2. Keep Your Business Name Consistent
Use your exact legal or trading name, matching what appears on your website, signage, and social media. Avoid adding keywords since that can trigger penalties.
3. Add Your Full NAP (Name, Address, Phone)
Consistency is critical for local SEO. Your NAP should match exactly across your website, directories, and social platforms. Learn more in our Local SEO intro guide.
4. Choose the Right Categories
Your primary category tells Google what you do. Be specific. For instance, “SEO agency” ranks better than “marketing company.” Add secondary categories to reflect your services.
5. Write a Clear Business Description
Use this section to explain who you help, what you offer, and where you operate. Keep it natural, informative, and location-specific (for example, “serving Melbourne and surrounding areas”).
6. Link to High-Intent Pages
Instead of linking to your homepage, connect to the most relevant page, like your service or booking page. It improves conversions and user experience.
Part 2: Optimise Your Google Business Profile
Once the foundation is solid, the next step is to enhance visibility and engagement.
1. Add High-Quality Photos and Videos
Include professional images of your team, workspace, and projects. According to Google, listings with photos get 42% more requests for directions and 35% more click-throughs to websites. Update visuals regularly to keep things fresh.
2. Manage and Respond to Reviews
Encourage satisfied clients to share detailed, keyword-rich reviews. Always reply, even to negative feedback. It shows credibility and responsiveness. Read our guide: How to Get More Google Reviews
3. Use Google Posts
Post short updates, announcements, or event news. Frequent posting signals activity, boosts engagement, and can increase your visibility in AI search results.
4. Add FAQs
Use the Q&A section to pre-empt common questions like, “Do you work with Melbourne-based businesses?” or “What services do you offer?” This helps Google’s AI understand your expertise and expand your visibility in search.
5. Keep Your Information Current
Regularly update business hours, contact details, and offerings. Outdated details erode trust and can hurt rankings.
6. Monitor Performance
Track metrics under the “Insights” tab: search views, calls, messages, and direction requests. These reveal how people find and interact with your listing.
7. Optimise for AI-Driven Search
Google’s AI prioritises complete and active profiles. Make sure yours includes all fields, from opening hours to FAQs. Add Schema markup on your website to reinforce consistency between your site and GBP.
Learn more and get our AI Search Optimisation Checklist here.
How to Track Your Results
Use Google Business Insights to monitor performance metrics like:
- Search impressions
- Calls and messages
- Direction requests
- Website clicks
- Photo views and engagement
Pair these insights with Google Analytics or UTM tracking to see which actions lead to real conversions.
Over time, you can correlate GBP improvements with increased leads or store visits.
Mistakes To Avoid
Even well-intentioned businesses slip up on the details. Avoid these traps:
- Using inconsistent names or phone numbers (inconsistency creates a poor user experience)
- Stuffing keywords into your business name (your profile could get blocked)
- Ignoring negative reviews (it’s your chance to show others how you respond)
- Failing to update seasonal hours (inaccurate data can be penalised)
- Neglecting regular posts or image updates (old profiles don’t get seen as much)
A neglected profile quickly loses ranking strength and credibility.
Get Help To Grow In Local Search
At SGD, we combine Google Business Profile optimisation with a holistic SEO and web strategy that helps Australian businesses grow.
Through our SEO services, we help your business appears where it matters most – when people are ready to buy.
Our clients see measurable results:
“Within a few months, we saw a significant increase in organic traffic and improved search engine rankings.” — Peter Sok, Financial Controller at Polesy
You don’t need to guess what works. We’ll build and maintain a strategy that ensures you’re visible and competitive in every local search.
FAQs
Google’s AI-driven search now rewards profiles with complete, trustworthy data and regular updates. The algorithm also considers review sentiment, business activity, and local authority.
AI Overviews combine website data, reviews, and GBP content to generate answers. Businesses with rich, accurate profiles are more likely to appear in these sections, improving click-through opportunities.
Aim for at least one post per week and photo updates every few months. Regular activity signals to Google that your business is active and reliable.
Yes. Reviews are a key trust signal. According to BrightLocal, 87% of consumers won’t consider a business with low ratings, and positive reviews can directly boost visibility.
Use our Google Business Profile Optimisation Checklist to confirm you’ve verified your listing, added consistent NAP data, uploaded visuals, gathered reviews, and maintained activity for AI-driven search.
