Google My Business & Local SEO for Australian Businesses: A Practical Guide
For local businesses across Australia—whether you're in a capital city suburb or a regional town—Google Business Profile (formerly Google My Business) and local SEO are two of the most effective ways to get found when people search for your services. This guide covers why your profile matters, how to claim and complete it, categories and attributes, getting reviews, using posts and updates, and how your website supports local search. Practical steps you can take without a big marketing budget.
Why Google Business Profile Matters
When someone searches for a plumber in Newcastle, a café in Bendigo, or a tradie in Darwin, Google often shows a local pack: a map and a list of businesses with photos, hours, and reviews. That listing comes from your Google Business Profile. Claiming and optimising it puts you in the running for those high-intent local searches.
Local pack and map visibility
Businesses that appear in the local pack get more clicks and calls. Your profile feeds that pack—so if you're not claimed or your info is wrong, you're missing out. Google for local business works best when your profile is complete and consistent with your website.
Claim and Complete Your Profile
Make sure your business is claimed on Google and that every field is filled in: business name, address, phone number, website URL, opening hours, and category. Add a short description and relevant photos (logo, premises, team, or work). Consistency matters: use the exact same name, address, and phone number on your website and anywhere else online.
Claiming and verifying
Go to Google Business Profile (business.google.com), search for your business or add it if it's not listed. You'll need to verify ownership—usually by postcard, phone, or email. Once verified, you can edit all details. If your business is already listed but you're not the owner, request access or report incorrect info.
NAP consistency
Name, Address, and Phone (NAP) must match exactly on your profile, your website, and any other directories. Inconsistencies can confuse Google and hurt local rankings. Check your website contact and service pages and align them with your profile.
Categories and Attributes
Choose the primary category that best describes your business (e.g. Plumber, Café, Electrician). You can add a secondary category if it fits. Use attributes to show what you offer—e.g. "Women-owned," "Wheelchair accessible," or "Online estimates." Accurate categories help Google show you for the right searches.
Get Reviews and Keep Your Info Updated
Reviews influence both rankings and whether people click through. Encourage happy customers to leave a review and respond to feedback professionally. Update your hours during holidays and if you change services so customers aren't left with wrong information.
Asking for reviews
Make it easy: send a short link to your Google review form after a job. Don't offer incentives for reviews—Google's guidelines prohibit it. Thank customers who leave reviews and address any negative feedback calmly and professionally.
- Keep hours accurate—especially during holidays and long weekends.
- Update services—if you add or stop offering something, change your profile and website.
- Add new photos—recent work, team, or premises keep your profile fresh.
Using Posts and Updates
Google Business Profile lets you publish short posts—offers, events, or updates—that appear on your listing. Use them to promote a seasonal offer, an open day, or a new service. Posts don't need to be long; a clear headline, a few lines of text, and a call-to-action button (e.g. "Book" or "Learn more") are enough. Regular posts signal an active business.
How Your Website Supports Local SEO
Your website should clearly state where you operate and what you offer, with contact details and a way to get in touch. Fast, mobile-friendly pages and clear service pages help both users and Google. A site that works well with your Google Business Profile reinforces your presence in local search. Link from your profile to your website and from your website to your profile where it makes sense.
Conclusion
Google Business Profile and local SEO help Australian businesses get found where it counts. Claim your profile, complete every field, get reviews, and keep your website aligned. Get a website that works with Google Business—request a free consultation and we'll outline how your site can support your local visibility.