Google Business Profile: the most underused tool in local marketing
If you run a local business and you want to appear when someone nearby searches for what you offer, your Google Business Profile is more important than your website.
That is not an exaggeration. It is just how local search works in 2026. And most business owners are not treating it that way.
What the map pack is and why it matters
When someone searches for a local service, "plumber Guildford", "cafe near me", "accountant Reigate", Google shows a map with three business listings before the organic results. That is the map pack.
Being in it generates significant call and click volume. Research consistently shows the map pack receives more clicks than the organic results below it for local searches. If you are not there, you are invisible to a large proportion of people who are actively looking for exactly what you do. what good local SEO actually looks like
Why most GBP listings underperform
The typical Google Business Profile is filled in at setup and never touched again. The name, address and phone number are correct. Everything else is either missing, outdated or was never added in the first place.
That is a problem because Google rewards active listings. Businesses that update their profile regularly, respond to reviews, upload fresh photos and use the posts feature consistently get better visibility than ones that sit dormant.
Your GBP is not a set-and-forget form. It is a living asset.
What a fully optimised listing actually looks like
Category selection: your primary category should be the most specific option available. "Builder" is weaker than "General contractor." "Cafe" is weaker than "Coffee shop." Secondary categories add further context and help Google understand the full range of what you offer.
Services: list every service with a description. These appear in search results and help Google match your listing to relevant queries, including ones you might not have thought to target.
Photos: minimum ten high-quality images. Cover photo, logo, interior, exterior, team, work in progress, finished projects. Updated at least monthly. Google's algorithm consistently favours listings with recent, relevant photography over static ones.
Reviews: the number, recency and rating of your reviews are all ranking signals. A business with 50 reviews averaging 4.8 stars will consistently outrank one with 8 reviews averaging 4.2, all else being equal. Building a review request process into your post-job workflow is one of the highest-return things a local business can do. how to get more Google reviews for your local business
Questions and answers: add the questions your customers ask most often, with clear answers. These appear on your listing and help prospects before they even click through to your website.
Posts: use the posts feature to share updates, seasonal offers and news at least twice a month. It signals to Google that the business is active and engaged, which feeds directly into map pack visibility.
The difference it makes
A dormant GBP listing and a properly maintained one can be the difference between appearing in the map pack and not appearing at all for your most valuable local search terms.
For most local businesses, the map pack is where the highest-intent customers are. These are people who have already decided they need what you offer and are comparing their options. Getting in front of them at that moment, before they click on a competitor, is worth a significant amount of effort.
How Makeproper handles GBP
For clients on SEO retainers, GBP optimisation and ongoing management is part of the package. We set it up properly, build a review generation process into your workflow and keep the listing active month to month. what to expect when you work with Makeproper
If you want to know how your current listing compares to competitors in your area, get in touch. We are happy to take a look.
