One powerful but often underused tool for improving local search visibility is Google Business Profile (GBP). If you’re an e-commerce business based in the United Kingdom looking to attract local customers, enhance your Google search presence, and manage your brand reputation – all without spending a fortune – GBP is your answer.
So, what is GBP, and why should it be a cornerstone of your digital marketing strategy? Let’s dive in.
What Does Google Business Profile (GBP) Stand For?
Google Business Profile (GBP) – formerly known as Google My Business – is a free tool provided by Google that enables businesses to manage how they appear in Google Search and Google Maps.
From working with numerous e-commerce clients across the UK, we’ve seen firsthand how a well-optimised GBP listing can lead to:
- Increased traffic from local shoppers
- Better visibility on mobile searches
- More reviews and engagement
- Higher conversion rates
Whether you have a physical location or serve customers online in a specific area, your GBP acts as a digital storefront. If you’re wondering how to dominate local search, the answer often starts with a fully optimised GBP, complete with accurate info, consistent branding, and plenty of positive reviews.
What is Google Business Profile?
A Google Business Profile is the actual profile that shows up when someone searches for your business name or a relevant keyword in Google. This listing includes your:
- Business name
- Address (if applicable)
- Operating hours
- Website
- Phone number
- Customer reviews
- Photos
- Services
For businesses that deliver within specific regions in the UK, this is invaluable. It signals credibility, local relevance, and helps build trust before users even click on your website.
How Does Google Maps Business Profile Work for Businesses?
GBP integrates directly with Google Maps, so when someone nearby searches for a product or service you offer, your profile has the potential to appear in the local pack – the top three map results.
What Are the Benefits of Using Google Local Listing?
Here are the key benefits for e-commerce businesses using a Google Local Listing:
- Increased local visibility – Appear in map results when customers search nearby
- Customer engagement – Enable customers to call, message, or leave reviews
- Visual showcase – Add images of products, premises, or team members
- Social proof – Build trust through reviews and ratings
- Insights – Access data on how customers found your listing and what actions they took
What Features Does Google Places Listing Offer to Businesses?
While “Google Places” has now evolved into GBP, the platform still offers features like:
- Adding or updating business details
- Posting updates and offers
- Responding to reviews
- Uploading high-quality photos and videos
- Using keywords to appear in relevant searches
- Setting up FAQs directly in your listing
These tools allow you to create a rich and engaging business profile, all of which enhance your digital presence across the UK.
Why is Google Business Page Important for Local SEO?
After analysing hundreds of GBP listings, we found a strong correlation between a fully optimised profile and higher rankings in local search results.
Local SEO focuses on increasing your visibility for geographically-related searches. Having a properly set-up Google Business Page is one of the most important ranking factors.
How Can Google Company Profile Help Improve Online Visibility?
- Appears in the local map pack (top 3 results)
- Enables product/service keywords in listings
- Displays verified information that Google trusts
- Connects to your Google reviews, influencing consumer decisions
What Role Does Google My Business Account Play in Digital Marketing?
GBP isn’t just a listing – it’s a full marketing platform. It:
- Acts as a local landing page
- Collects and displays customer reviews
- Showcases promotions or events
- Encourages user-generated content
- Provides performance insights for ongoing improvement
Optimising your Google My Business Account should be as essential as managing your website or social media.
How Do You Set Up a Google Search Business Profile for Your Business?
Setting up your GBP is straightforward. Follow these steps:
- Visit: https://www.google.com/business
- Sign in with your business Google account
- Search for your business or add it manually
- Choose a category that matches your business
- Add your location (optional for online businesses)
- Enter contact details and website URL
- Verify your business via phone, email, or postcard
- Optimise your profile by:
- Adding descriptions with keywords
- Uploading images
- Adding FAQs
- Encouraging reviews
Tip: Keep your business information consistent across all platforms (your site, social media, and GBP) for the best results.
Why Should Businesses Optimise Their Google Maps Listing?
Optimising your Google Maps listing ensures:
- You rank for relevant local keywords
- You appear in voice search (e.g., “Hey Google, find nearby [product/service]”)
- Customers find you with accurate info, leading to better experiences
In the UK, where local competition can be fierce, this kind of precision makes all the difference.
FAQ
How long does it take for GBP to show up on Google?
It can take 3-7 business days after verification, but sometimes listings appear sooner.
Is GBP free for businesses in the UK?
Yes, completely free. However, you can enhance visibility through paid Google Ads if needed.
Can an online-only business use GBP?
Yes, if you serve a specific geographical area or provide local delivery, you can list yourself as a service-area business.
How can I get more reviews on my Google Business Profile?
Ask happy customers directly via email, text, or after purchase. Include a review link for convenience.
What should I do if I get a bad review?
Respond professionally. You can also refer to our article on removing bad reviews from Google Business Profile.
Conclusion
Understanding what GBP is and how it can be optimised is crucial for any business in the UK, from local shops to e-commerce stores and service providers. It’s not just a free listing – it’s a powerful visibility tool that directly impacts your local search performance and customer acquisition strategy.
Now is the time to take advantage of GBP if you’re not already using it to its full potential.
Get started with your GBP optimisation today.
