If you run a local business in Melbourne and you haven't fully set up your Google Business Profile, you're leaving money on the table every single day. This free tool from Google determines whether your business shows up in the local map pack — the three businesses displayed at the top of search results when someone searches "plumber near me" or "café Fitzroy."
Most businesses have a basic profile, but very few have optimised it properly. Here's how to use it to its full potential.
What Is a Google Business Profile?
Google Business Profile (formerly Google My Business) is a free listing that shows up when someone searches for your business or a related category in your area. It displays your address, phone number, hours, photos, reviews, and a link to your website. When optimised, it can put your business in the map pack — above the regular organic results.
Step 1 — Claim and Verify Your Profile
If you haven't claimed your profile, search for your business name on Google. If a profile already exists, claim it. If not, create one at business.google.com. You'll need to verify via postcard, phone, or video — this proves you actually operate at the address. Verification is essential. Unverified profiles have limited visibility.
Step 2 — Complete Every Section
Google rewards completeness. Fill in:
- Business name (use your real trading name — don't stuff keywords)
- Category (be specific — "Italian Restaurant" beats "Restaurant")
- Address and service area
- Phone number and website
- Opening hours (including holidays)
- Business description (750 characters — use natural language, include your suburb)
- Products and services
Many Melbourne businesses skip the products/services section. Don't. This is prime real estate that helps Google understand exactly what you offer.
Step 3 — Add Photos (Seriously)
Businesses with photos receive 42% more direction requests and 35% more website clicks than those without. Add a professional cover photo, your logo, interior and exterior shots, team photos, and images of your products or work. Aim for at least 10 photos. Update them regularly — Google notices activity.
Step 4 — Get Reviews (And Respond to Them)
Reviews are the single biggest factor in local pack ranking. More reviews, higher average rating, and regular fresh reviews all signal to Google that your business is active and trusted.
How to get reviews:
- Ask every happy customer directly — in person, via SMS, or email
- Create a short link to your review page and put it in email signatures and receipts
- Use a QR code at your counter or on business cards
- Follow up with a polite reminder if they haven't left one after a week
Always respond to reviews — positive and negative. Responding to negative reviews professionally shows prospective customers that you take service seriously. Never argue or get defensive. A calm, helpful response can actually turn a bad review into a trust signal.
Step 5 — Post Regularly
Google Business Profile lets you post updates, offers, events, and news directly to your listing. These posts appear in your profile and can influence clicks. Post at least twice a month — share new products, seasonal promotions, or helpful tips. Think of it as a mini social media feed that appears in Google search results.
Step 6 — Use the Q&A Section
Anyone can ask — and answer — questions on your profile. Check this section regularly and answer questions promptly. Better yet, pre-populate it with common questions your customers ask: parking availability, whether you take card payments, your cancellation policy. This saves time and signals activity.
Quick checklist for an optimised Google Business Profile:
- Profile fully claimed and verified
- All sections completed (hours, description, services)
- Minimum 10 photos added
- 10+ reviews with responses
- Posting at least twice per month
- Q&A section populated with common questions
- Website link pointing to correct URL
The Local Pack vs. Organic Results
The local map pack (the 3 businesses shown with a map) is separate from regular organic rankings. A business with a well-optimised Google Business Profile can appear in the map pack even without a particularly strong website — though having a fast, well-built website does contribute. This is why a small café on Smith Street can outrank a large chain for "coffee Fitzroy" — because their profile is more active and better rated.
How KY Web Helps With Local Visibility
When we build websites for Melbourne businesses, local SEO is always part of the picture. We ensure your website and your Google Business Profile work together — consistent NAP (name, address, phone) data, location pages that align with your service areas, and schema markup that helps Google understand your business. If you'd like a free audit of your local presence, get in touch.