How to use Google Business Profile for growth

Learn how to use Google Business Profile to grow your business in the UK & USA. Proven local SEO tips to increase visibility, leads, and sales in 2025.

Introduction

Google Business Profile (GBP), formerly known as Google My Business, is one of the most powerful free digital marketing tools for local businesses in the UK and USA. When optimized correctly, it helps businesses increase local visibility, website traffic, phone calls, store visits, and customer trust.
This comprehensive guide explains how to use Google Business Profile strategically for measurable business growth in competitive UK and US markets.

1. Why Google Business Profile Matters for Local Growth

In both the UK and USA, over 85% of consumers search online before choosing a local business. Google prioritizes Google Business Profiles in local search results, especially for “near me” searches.

Key Benefits:

Appear in Google Local Pack (Top 3 results)
Increase calls, website visits, and directions
Build credibility through reviews
Improve local SEO rankings
Gain insights into customer behavior

2. Claim and Verify Your Google Business Profile

Claiming and verifying your Google Business Profile (GBP) is the first and most critical step to appearing in Google Search and Google Maps. Without verification, your business will not rank properly or gain customer trust—especially in competitive UK and USA markets.

This guide explains how to claim, verify, and secure your Google Business Profile correctly.

Why Claiming & Verifying Your Google Business Profile Is Important

A verified Google Business Profile allows you to:

Appear in local search results and Google Maps
Manage business information accurately
Respond to customer reviews
Receive calls, messages, and website clicks
Build trust with UK & US customers
Improve local SEO rankings

Google prioritizes verified businesses over unverified listings.

Step 1: Search for Your Business on Google

Go to Google Search
Type your business name + city
- Example: ABC Dental Clinic London
If your business appears:
- Click “Own this business?”
If it does not appear:
- Go to Google Business Profile
- Click “Manage now”
- Add your business manually

Step 2: Sign in With a Google Account

Use a business email, not a personal one
This account will control:
- Edits
- Reviews
- Ownership permissions

📌 Tip: Use an email linked to your domain (e.g., info@yourbusiness.com) for credibility.

Step 3: Enter Accurate Business Information

Fill in details carefully—accuracy matters for ranking.

Required Information:

Business Name (no keywords or extra words)
Business Category (primary category is crucial)
Physical Address (or service area)
Phone Number (local UK or US number)
Website URL

⚠️ Avoid keyword stuffing in your business name—this can lead to suspension.

Step 4: Choose Your Business Type

Google will ask how you serve customers:

Storefront location
Service-area business
Online business with customer contact

Choose correctly to avoid future verification issues.

Step 5: Verify Your Business (Most Important Step)

Verification confirms you are the legitimate business owner.

Common Verification Methods (UK & USA):

1. Postcard Verification (Most Common)

Google sends a postcard with a code
Arrives in 5–14 days
Enter the code in your GBP dashboard

2. Phone Verification

Receive an automated call or SMS
Available for some businesses only

3. Email Verification

Code sent to your business email
Limited availability

4. Video Verification (Increasingly Common in 2025)

Record your:
- Business signage
- Interior/exterior
- Location proof
Upload via Google

📌 Do not edit business details while waiting for verification—it may delay approval.

Step 6: Confirm Verification Status

Once verified:

You will receive a confirmation email
Your profile becomes visible publicly
You can now:
- Respond to reviews
- Add photos & posts
- Track insights
- Enable messaging

Step 7: Secure Your Profile (Ownership Settings)

After verification:

Add owners or managers if needed
Limit access to trusted users only
Keep login credentials secure

This prevents unauthorized changes or hijacking.

Common Mistakes to Avoid

❌ Using fake addresses
❌ Keyword-stuffed business names
❌ Wrong business category
❌ Changing info during verification
❌ Using shared or temporary emails

These mistakes can cause verification failure or suspension.

What to Do After Verification (Next Growth Steps)

Once verified, immediately:

Add photos and logo
Write optimized business description
Enable reviews and messaging
Publish your first Google post
Ensure NAP consistency across directories

Claiming and verifying your Google Business Profile is not optional for businesses in the UK & USA. It is the foundation of local SEO success, customer trust, and online visibility. A properly verified profile unlocks powerful growth opportunities—without spending money on ads.

3. Optimize Business Information (NAP Consistency)

NAP consistency—your business Name, Address, and Phone number—is one of the most critical factors in local SEO and Google Business Profile rankings. Inconsistent business information confuses search engines and customers, leading to lower visibility, lost trust, and reduced conversions.

This guide explains how to optimize NAP consistency properly to improve local rankings and business growth in the UK & USA.

1. What Is NAP Consistency and Why It Matters

NAP consistency means your business name, address, and phone number appear identically across all online platforms. Google uses this information to verify your business legitimacy and location.

Benefits of strong NAP consistency:

Higher Google Maps rankings
Better local search visibility
Increased customer trust
Fewer listing suspensions

2. Standardize Your Business Name, Address, and Phone Number

Use your official registered business name without keywords or extra text. Ensure your address formatting is consistent everywhere, including abbreviations and postal codes.

Use one primary local phone number for all platforms. For websites, include country codes:

UK: +44
USA: +1

Consistency across formats is critical.

3. Optimize NAP on Google Business Profile and Website

Your Google Business Profile should be the primary reference point for your business information. After updating GBP, match the same NAP format on your website, especially in:

Header and footer
Contact page
About page

Adding LocalBusiness schema markup helps search engines understand your details accurately.

4. Audit and Fix NAP Across Online Directories

Search for your business name online and identify outdated or duplicate listings. Update key directories such as:

Yelp
Bing Places
Apple Maps
Facebook Business
Industry-specific platforms

Remove or merge duplicate profiles to avoid confusion.

5. Monitor, Maintain, and Update Regularly

NAP consistency requires ongoing monitoring. Review your listings every 3–6 months and update all platforms immediately if your business name, address, or phone number changes.

Regular maintenance protects rankings and ensures customer confidence.

For businesses in the UK & USA, NAP consistency is a core local SEO requirement. Clean, accurate, and consistent business information strengthens search engine trust and supports long-term growth.

4. Choose the Right Business Categories

Categories directly influence which searches your business appears for.

Strategy:

Select one primary category (most important)
Add secondary categories only if relevant
Avoid misleading or unrelated categories

🔍 Businesses with optimized categories get more discovery searches in both UK & USA markets.

5. Write a High-Converting Business Description

Your business description should clearly explain:

What you do
Who you serve
Where you operate
Why customers should choose you

SEO-Friendly Tips:

700–750 characters
Include local keywords
Avoid promotional offers (Google guidelines)
Use professional, clear language

6. Use Photos and Videos to Increase Engagement

Listings with photos receive up to 42% more direction requests.

Upload:

Logo and cover image
Exterior & interior photos
Team photos (build trust)
Product or service images
Short videos (30–60 seconds)

📍 Geo-tagged images help improve local relevance in UK & US searches.

7. Publish Google Business Profile Posts Regularly

GBP Posts act like mini-ads inside Google Search.

Post Types:

Updates
Offers
Events
Product highlights
Educational content

🗓 Posting 1–2 times per week improves visibility and engagement.

8. Manage and Respond to Customer Reviews Professionally

Reviews are one of the top ranking factors for local SEO.

Growth Strategy:

Ask satisfied customers for reviews
Respond to every review
Thank positive reviewers
Address negative reviews calmly and professionally

⭐ Businesses with 4+ star ratings convert significantly better in both UK & USA.

9. Use Products and Services Section Strategically

Adding detailed services and products:

Improves keyword relevance
Enhances user experience
Increases conversion rates

Tips:

Use keyword-rich service titles
Add short descriptions
Include pricing where possible

10. Enable Messaging & Call Tracking

Direct communication boosts conversions.

Features to Activate:

Google Messaging (chat)
Call tracking
Appointment booking links

⚠️ Always respond quickly—slow responses reduce trust and ranking.

11. Monitor Insights and Performance Data

Google Business Profile provides valuable analytics.

Track:

Search queries
Phone calls
Website clicks
Direction requests
Photo views

Use this data to:

Improve content
Adjust keywords
Optimize posting strategy

12. Common Mistakes to Avoid (UK & USA)

❌ Keyword-stuffed business names
❌ Ignoring reviews
❌ Incorrect business category
❌ Inconsistent NAP information
❌ Not updating hours or services

Avoiding these mistakes protects your rankings and reputation.

Final Thoughts: Google Business Profile as a Growth Engine

For businesses in the UK and USA, Google Business Profile is no longer optional—it is a core growth tool. When optimized strategically, it drives local traffic, leads, and long-term brand authority without paid advertising.

By consistently updating your profile, engaging with customers, and tracking performance, your business can outperform competitors in local search results throughout 2025 and beyond.

——Best of Luck———-