Google Business Profile Optimisation: Setting Up for Local SEO Success in NZ

In the competitive landscape of New Zealand’s digital market, Local SEO emerges as a critical strategy for businesses aiming to enhance their visibility in Google search and connect with local customers. This approach elevates a business’s presence in Google search and engine results and tailors it to the local community, ensuring that businesses’ social media links align with their target audience’s needs and searches. At the heart of most businesses’ successful Local SEO efforts lies Google Business Profile (GBP), a powerful tool that bridges businesses and their local clientele.

Importance of Google Business Profile for Local SEO

What is Google Business Profile?

Google Business Profile is a free platform provided by Google that allows businesses to manage their online presence across Google, including Search and Maps. By creating and optimising a GBP listing, businesses can provide users with essential information such as their location, description, contact details, operating hours, and more. This additional information plays a crucial role in Local SEO, as it helps Google understand more about your business, what it offers, and, most importantly, where it is located. Additionally, maintaining up-to-date business profiles on Google Business Profile is crucial for companies aiming to manage their online presence effectively, enhancing visibility, engagement, and local SEO rankings.

The Role of Google Business Profile in Local SEO

A well-optimised GBP listing boosts a business’s visibility in several ways. First, it significantly increases the chances of a business’s keywords appearing in Google’s Local Pack, a set of three business listings that appear at the top of Google’s search results for local search queries. Being featured in keywords in the Local Pack can dramatically increase visibility and click-through rates.

Moreover, GBP listings contribute to visibility on Google Maps, as maps are a critical tool for local customers trying to find businesses nearby. An optimised GBP ensures that when customers search on maps for products or services you offer, your business is readily findable on the map, complete with directions, thereby enhancing physical traffic to visit your location.

Lastly, adding high-quality images to your GBP listing is crucial for enhancing visibility on Google Maps and search results, accurately representing your business offerings and making your profile stand out. GBP impacts a business owner’s organic search rankings. For example, Google uses the information from GBP listings to understand better a business, which can influence where it ranks in the organic search results for relevant queries. Maintaining an accurate and comprehensive Google business profile can help improve your overall SEO efforts, not just those targeted locally.

Attracting Local Customers with a Google Business Profile

Beyond improving rankings and visibility for Google’s business profile, a robust GBP listing is vital for engaging with local customers. It provides a platform for businesses to post updates, share announcements, leave reviews, respond to reviews, and interact with their audience. This level of interaction is critical to attracting and retaining customers, as it builds trust and establishes your business as a credible and attentive entity in your local area. Furthermore, features like the ability to post photos and offers directly on your Google business profile can help draw in local customers, offering them a glimpse of what to expect when they choose your business.

In conclusion, Google Business Profile is not just an optional tool for Local SEO; it’s an essential asset for any business owner looking to thrive in New Zealand’s local market. By leveraging GBP to its full potential, businesses can significantly enhance their regional visibility, attract more local customers, and drive website and physical traffic, laying a solid foundation for sustained growth, sales, service, and success in their local community. Emphasising the importance of positive reviews is crucial for building trust and credibility, and responding to these reviews promptly demonstrates care for customers’ opinions, further enhancing a business’s reputation.

Detailed Step-by-Step Guide to Claiming and Optimising Your Business Profile on Google

Optimising your Google Business Profile (GBP) listing is a pivotal step for any business owner aiming to get online reviews, improve its local SEO, and attract more customers from its vicinity. Claiming and optimising Google Business Profiles is crucial for enhancing local SEO and visibility. Here’s a comprehensive guide to help you claim and improve your Google business profile.

Claim Your Listing

  1. Search for Your Business: Visit the Google Business Profile website and type your business name into the search bar. If your business appears in the dropdown menu, it means there’s already a listing that you can claim. If you still need to, you’ll have the option to create a new one.

  2. Claim or Create Your Listing: If you found an existing listing for your business, click on it and follow the prompts to claim it. If you create a new listing, you’ll be prompted to enter essential details like your business name, location, and category.

Verify Your Business

Verification is a critical step in proving to Google that the address for your business or service is legitimate and operates as you claim.

  1. Choose a Verification Method: Google offers several verification methods, including postcards by mail (most common), phone calls, or email. Choose the one that suits you best.

  2. Follow Through with the Verification Process: Make sure your business address is correct for postcard verification. Google will send a postcard with a verification code to the address provided. Ensure you can access the business phone number or email account listed on your GBP for phone or email verification.

  3. Please enter the Verification Code: Once you receive your code, enter it into your GBP account to verify your listing.

Optimise Your Listing

A fully optimised GBP listing provides potential customers with valuable and relevant information about your business or service. It can improve your visibility in search results.

  1. Complete Every Detail: Fill out every section of your profile, including business hours, services offered, and your business description. Make sure your information is accurate and matches that on your website and other online listings.

  2. Upload High-Quality Photos: Photos are crucial for engaging potential customers. Upload high-quality images of your business, products, and services. Businesses with photos receive more clicks to their website and requests for directions.

  3. Keep Your Listing Updated: Regularly update your profile information and photos to reflect any changes in your business, such as new hours, services, or special offers.

Collect and Respond to Reviews

Reviews online are not just user feedback; they are direct lines to your customers and an essential factor in their experience and local search ranking.

  1. Encourage Reviews: Ask satisfied customers to leave a positive review on your GBP listing. Provide a link to your GBP review section to make it easy.

  2. Respond to All Reviews: Engage with your customers by responding to all positive or negative reviews. This shows you value customer feedback and can improve your business’s reputation.

Post Regularly

GBP posts effectively engage with your audience, keeping links to your business and posts relevant in local search results.

  1. Utilise Feature: Share updates about promotions, new products, services, or events through GBP posts. This keeps your customers informed and engaged with your business.

  2. Create Engaging Content: Make your posts stand out using eye-catching images and compelling text. Encourage customer interaction by asking questions or inviting feedback.

By following these steps, you can claim, post, verify, and optimise your My Business listing, enhancing your visibility in local search results, attracting more local customers and sales, and ultimately growing your business.

Tips for Maintaining and Updating Your Listing to Improve Local Search Visibility

Maintaining an up-to-date and engaging Google Business Profile (GBP) listing is essential for improving your business profile’s local search visibility. Here are some tips to ensure your listing remains valuable for your Local SEO efforts.

Keep Business Information Up-to-Date

  • Hours of Operation and Contact Details: Regularly review and update your business hours, contact details, and other essential information. This is particularly important during holidays, special events, or any unforeseen changes in operation. Accurate information helps prevent customer frustration and ensures Google views your business as reliable.

Regularly Add New Photos and Posts

  • Engaging and Current Listing: Fresh content keeps your listing interesting for potential customers. Adding new photos of your products, services, or business premises can attract more attention. Similarly, updating your GBP posts with news, offers, or events keeps your audience informed and engaged, encouraging online and in-person repeat visits.

Monitor and Respond to Customer Reviews

  • Enhance Reputation and Visibility: Promptly respond to all customer reviews, thanking customers for positive feedback and addressing any concerns raised in negative reviews. This improves your reputation and signals to Google that you’re active and customer-focused, potentially boosting your visibility in search results.


From claiming your GBP listing to optimising and maintaining it, these steps are crucial for leveraging Google Business Profile for your Local SEO success. An optimised and maintained GBP listing can significantly enhance your business profile’s visibility in local searches, attracting more customers to your business.

As the the mobile device and digital landscape evolves, so does the importance of Local SEO in connecting with local audiences. Therefore, actively managing your mobile GBP listing should be a continuous effort integral to your overall local SEO strategy.


If you still need to optimise Google Business Profile listing, now is the time to take action. Begin by claiming your listing, then follow the steps outlined to optimise your business profile on Google by search. Maintain and post a link to it, ensuring your business stands out in local searches.

For those seeking to dive deeper into Local SEO or require personalised service, consider contacting professional Local SEO services or a consultation. Whether you’re looking to refine your strategy or explore advanced tactics, expert advice can help you maximise your Local SEO success and drive more traffic and local business your way.

This guide provides a comprehensive roadmap for local businesses leveraging Google Business Profile for local search success. By following these practical steps and advice, you can improve the effectiveness of your GBP listing, enhance your business profile visibility in local searches, and connect more effectively with your local customers.