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How to Use Google My Business to Attract Local Customers

For many Australian businesses, the first step in winning a nearby customer is appearing when someone searches on Google Maps or Google Search. A well-maintained Google Business Profile can place a café, tradesperson, retailer or professional service in front of people who are ready to call, visit or request a quote.

The platform is free, but visibility does not happen automatically. Google uses information such as your business category, location, opening hours, reviews, website content and customer activity to decide which local listings deserve attention. Accuracy and regular updates therefore matter as much as the initial setup.

This is especially valuable in a country where buying habits vary by location. A customer in inner Melbourne may search for a nearby service while walking or using public transport, whereas someone in outer Brisbane or regional New South Wales may need driving directions, parking information and a phone number before making contact.

Google Business Profile also works alongside your website, social media and email marketing. When these channels present the same business name, address, services and brand message, customers are more likely to trust the information and take the next step.

Claim and verify your business profile

Start by claiming the listing that represents your business. Search for the business name on Google and Google Maps, then follow the verification process. Depending on the business and its history, Google may offer verification by phone, email, video or postcard. Use a real business address where customers can visit or where the business is legitimately operated.

Businesses that travel to customers, such as electricians, cleaners and mobile mechanics, can set a service area rather than displaying a residential address. This distinction is important because misleading location details can damage trust and may breach Google’s guidelines. Select the most accurate primary category, then add relevant secondary categories without choosing options simply because they appear popular.

Complete every useful field in the profile. Add a local phone number, website, trading hours, holiday closures and a concise description of what the business provides. Australian customers often check hours before travelling, particularly around public holidays such as Anzac Day, Easter and the Christmas period.

Verification is only the beginning. Review the listing from a customer’s perspective on both desktop and mobile. Check that the map pin, directions, phone link and booking or enquiry buttons work correctly, since a small error can send a prospective customer to the wrong suburb or an outdated page.

Write information that matches local search intent

Your business description should explain who you serve, where you operate and what makes your offer useful. Use natural phrases connected with the services customers actually search for, such as “emergency plumber in Parramatta” or “family dental clinic near Geelong”. Avoid filling the description with repeated keywords, promotional claims or telephone numbers.

Local search intent is often specific. Someone looking for a vacuum cleaner may need product advice, same-day delivery or a repair service rather than a general retail shop. A specialist retailer can support this intent with helpful pages, such as vacuum buying advice, when the resource genuinely assists visitors and fits the business context.

Add products and services inside the profile where appropriate. Include clear names, short explanations, prices when practical and links to relevant website pages. A landscaping company might list garden maintenance, paving and tree pruning separately, while a beauty salon could list individual treatments instead of using one broad “services” entry.

Use the questions and answers feature to address recurring concerns. Explain accepted payment methods, accessibility, parking, appointment requirements, delivery areas and whether walk-ins are welcome. These details reflect everyday Australian buying habits, where customers may compare several providers quickly from a mobile phone.

Use photos and posts to show the real business

High-quality photographs make a listing more credible and help customers recognise the business when they arrive. Upload a clear exterior image, reception or shopfront, team photographs, products, completed work and any important facilities. Images should be recent, well lit and free from heavy text overlays.

For a café in Sydney, photographs of the menu, seating and takeaway counter can answer practical questions before a visit. A tradesperson in Perth might gain more value from before-and-after project images, branded vehicles and equipment photographs. The best images demonstrate what customers can expect rather than simply decorating the profile.

Google Business Profile posts can highlight seasonal services, new stock, events, offers and useful announcements. Keep each post focused on one message and link it to the most relevant page on your website. A post about winter heating checks should lead to a heating service page, not a generic home page.

Publish updates consistently, but do not post for the sake of activity. A few meaningful updates each month are more useful than a burst of vague promotional messages. Remove expired offers and check that every button leads to a working page.

Build trust through reviews and responses

Reviews influence both customer confidence and local visibility. Ask genuine customers for feedback after a completed purchase or service, using a direct Google review link in an email, receipt or follow-up message. The request should be polite and open, with no pressure to leave a particular rating.

Never buy reviews, create fake testimonials or offer rewards in exchange for positive feedback. These practices can breach platform rules and undermine the reputation you are trying to build. A smaller collection of authentic reviews is more valuable than a large collection that looks manufactured.

Respond to every review where possible, including neutral and negative comments. Thank customers for positive feedback and mention a relevant detail without copying the same response each time. For a complaint, acknowledge the concern, avoid revealing private information and invite the person to contact the business directly so the issue can be investigated.

A calm response can reassure future readers even when the original review remains visible. It also demonstrates that the business pays attention after the sale. If a review contains threats, offensive content or clearly unrelated material, report it through Google’s appropriate process rather than arguing publicly.

Keep business details consistent everywhere

Google compares information across your website, directories, social pages and other online references. Keep the business name, address, phone number and opening hours consistent. Even minor differences, such as using an old shop name or a second phone number, can create uncertainty for search engines and customers.

Review your online footprint whenever the business moves, changes its trading name or expands into another suburb. Update the Google profile first, then revise the website, social accounts, industry directories and email signatures. A website maintenance service can help coordinate these changes across a broader web presence; a useful starting point is the site map for understanding how pages are organised.

Details worth checking each month

A consistent presence also supports local landing pages on your website. If you serve both Canberra and the surrounding region, explain the actual coverage and differences in service rather than copying one page repeatedly with suburb names changed. Genuine local information gives visitors a reason to stay and contact the business.

Measure actions and improve the listing

Use the performance information in your Google Business Profile to see how people find and interact with the listing. Pay attention to searches, calls, direction requests, website visits and messages. These actions reveal more than impressions alone because they show whether visibility is producing genuine interest.

Connect website analytics and campaign tracking where possible. Tagged links can help distinguish traffic from Google Business Profile posts, organic search, paid advertising and other sources. Compare results over time, while allowing for seasonal changes such as summer tourism, school holidays or end-of-financial-year spending.

Test improvements methodically. If many people request directions but few call, your location information may be working while your service message needs refinement. If customers visit the website but do not enquire, review the landing page, contact form, pricing information and mobile experience.

Practical profile improvements to test

Local marketing works best as an ongoing routine rather than a one-time listing exercise. Set a monthly calendar reminder to check messages, review new feedback, update posts and confirm important details. Coordinate these tasks with website promotion, email campaigns and offline activity so every channel supports the same offer.

A complete Google Business Profile gives Australian customers the information they need at the moment they are deciding where to spend money. Claim the listing, verify every detail, add authentic local content and monitor the actions that matter. With regular attention and a website that supports the profile, your business can turn nearby searches into calls, visits and lasting customer relationships.