Google Business Profile (formerly Google My Business) is the most underused marketing tool available to Australian local businesses. When someone searches "plumber near me" or "best cafe in Surry Hills," your Google Business Profile is often the first thing they see. Before your website, before your social media, before anything else.
Why it matters so much
Google Business Profile appears in local search results, Google Maps, and the Knowledge Panel on the right side of search results. For local businesses, this prime real estate is free and incredibly powerful. A complete, active profile with good reviews can generate more leads than paid advertising.
Optimisation checklist
- Complete every field. Business name, address, phone, website, hours, description, categories. Google ranks complete profiles higher.
- Choose the right categories. Your primary category is the most important ranking factor you control. Be specific. "Mortgage Broker" not just "Financial Services."
- Add photos regularly. Businesses with photos receive 42% more requests for directions and 35% more website clicks. Add new photos every week.
- Post weekly. Google Business posts appear on your profile and signal to Google that your business is active. Share offers, events, updates, and tips.
- Respond to every review. Positive and negative. Timely, professional responses to reviews are a ranking signal and build trust with potential customers reading them.
Google Business as a content channel
Most businesses treat their Google Business Profile as a set-and-forget directory listing. The smart ones treat it as a marketing channel. Weekly posts about your services, seasonal offers, team updates, and customer success stories keep your profile fresh and give Google signals that you're an active, relevant business.
Connecting with Brand and Go
Brand and Go connects to Google Business Profile through the Google Business API. You can create and schedule Google Business posts from the same dashboard as your social media content, ensuring your Google presence stays as active as your social presence. One content idea, published to your social channels and Google Business simultaneously.