SEO · · 7 min read
Google Business Profile: the local SEO checklist for Melbourne businesses
For local service businesses, the map results can drive more calls than your website. Here’s how to set up and run your profile properly.
Marcus · SEO & Content Strategist
Why your Google Business Profile matters
When someone searches "dentist near me" or "electrician South Melbourne", the first thing they usually see is a map with three businesses listed underneath. That map pack is powered by Google Business Profile, and for local service businesses it can drive more calls than the website itself.
The best part is that it's free. Most businesses just haven't set it up properly.
Get the basics right
- Claim and verify your profile. Search your business name on Google and follow the prompts if you haven't already.
- Use your real business name. Adding keywords or suburbs to your name breaks Google's guidelines and can get your profile suspended.
- Choose the most specific primary category that genuinely describes your main service, then add relevant secondary categories.
- Keep your name, address and phone number identical everywhere: your website, social profiles and directories.
- Set accurate hours, including public holidays. Few things lose trust faster than turning up to a closed door.
- If you visit customers rather than having them come to you, set a service area and hide your address.
Fill in everything
Google rewards complete profiles, and so do customers. Work through each section:
- Services, with a short description of each
- Products, if you sell them
- A business description written for people, covering what you do and where
- Booking or quote links
- Attributes like accessibility, payment options and languages spoken
Photos do more than you think
Upload real photos of your team, your premises, your work and your vehicles. Avoid stock photos. Profiles with fresh, genuine photos look active and trustworthy, and people spend time looking at them before they call.
Add new photos regularly, monthly if you can. It's one of the easiest signals that the business is alive.
Reviews are the engine
Reviews influence both where you appear and whether people choose you. Build a simple habit:
- Ask every happy customer, at the moment they're happiest
- Send a direct review link by text or email so it takes one tap
- Reply to every review, good and bad, politely and quickly
- Never buy reviews or offer incentives for them. It breaks Google's policies and can mislead customers under Australian Consumer Law
Post updates
Google Business Profile lets you publish posts: offers, news, events and updates. They don't need to be long. A monthly post with a good photo keeps your profile fresh and gives people one more reason to get in touch.
Connect it to your website
Your profile and website should support each other. Link to the most relevant page, which is often a service or location page rather than the homepage. Make sure your site mentions the suburbs you serve, and embed a map on your contact page.
Track what's working
The performance section shows how many people found you, called you, asked for directions or clicked through to your website. Check it monthly and you'll quickly see which changes move the needle.
Want a second opinion on your profile? Book a call and we'll show you the quickest wins for your business.
Book a 20 minute call
WRITTEN BY
Marcus · SEO & Content Strategist
Plans the keywords, pages and articles that help clients get found on Google and in AI search.