You’ve ticked the basics.
Google Business Profile? Set up (hopefully…if not here’s how)
Photos? Uploaded.
Opening hours? Yep.

And yet, when you Google your own business…Nada. You’re not in the top 3. You’re not even on the first page.

Meanwhile, your competitors are right there. High up in the local pack, collecting clicks and calls like confetti.

If that’s hitting a little too close to home—this post is for you. Because what most local business owners don’t realise is that it’s not about doing everything.

It’s about knowing what actually impacts rankings. And what’s just… filler.

So, what if you could stop wasting time on profile tweaks that don’t matter—and instead double down on the handful of actions that drive visibility and trust?

Below, we’re unpacking the real deal: Every part of your Google Business Profile, ranked from S-tier (essential) to F-tier (ditch it)—so you can focus where it counts.

Let’s dive in.

🥇 The Top Tier Moves That Actually Drive Rankings

1. Your Primary Category

This is the biggest needle-mover on your profile.

It’s how Google understands what you do—and who they should show your listing to.

Pro tip: Don’t pick something vague like “Law Firm” if you’re a criminal lawyer. Pick “Criminal Defence Attorney.” The more specific and accurate, the better.

If you only optimize one thing—make it this.

2. Your Business Name (Yes, Really)

Here’s a little-known (but wildly powerful) trick: If your business name includes what you do + where you do it—you’ll rank higher for those terms.

But wait—don’t just stuff keywords into your name.

Google will catch it and could suspend your profile. Instead, register a legal “doing business as” name, update your logo and website, and then reflect that in your profile.

It’s a bit of admin—but it works like magic.

3. Your Reviews

Everyone knows reviews matter—but here’s what really matters:

A high overall rating (4.7 or above is ideal)
A steady stream of recent reviews
Authentic, relevant detail in what people say

And yes—reply to them. Every one.
It’s not just polite—it shows Google you’re active and engaged.

🧠 Solid Strategies Worth Prioritising

Keep Your Photos Fresh

Google uses AI to interpret the content of your photos.

A dusty photo from 2020 isn’t cutting it.

Show your space. Your team. Your products. Even behind-the-scenes.

Want bonus points? Post a short video. Google loves video.

Link to Your Website

Seems obvious, but this is an underrated ranking booster.

Your Google Business Profile only tells part of the story—your website rounds it out.

Make sure your site is optimized, mobile-friendly, and consistent with your business name and address.

Add Your Additional Categories

Think of this as your supporting cast.

If “Chiropractor” is your lead role, maybe “Sports Injury Clinic” or “Massage Therapist” are your backups.

Stay relevant—don’t overdo it.

Fill in Services (With Detail)

If you haven’t added services under each category, now’s the time.

Use clear, human-friendly descriptions. No keyword stuffing. Just explain what you do in simple terms.

For example: “Teeth Whitening using LED light tech. Visible results in under an hour.”

Yes, this one can move the ranking needle.

✨ These Won’t Help Rankings—But They Will Help Conversions

Not everything on your profile exists to boost your position on Google. Some things are there to help convert browsers into buyers.

And that matters, too.

Google Posts

They don’t impact your ranking. But they do show up on your profile.

Use them to:

Highlight a promo or special
Repurpose a social post
Share a client story

Basically: free ad space. Use it.

Appointment URL

No, it doesn’t affect your position.

But it does make it easier for people to book or contact you.

Link it to your contact page or booking system—even a form works.

Business Description

This field doesn’t influence search at all.

But it can sway a potential customer.

So ditch the buzzwords. Just explain what your business does, who it’s for, and why someone should trust you. Short. Sharp. Human.

🚫 And Here’s What You Can Ignore (Seriously)

There are some lingering myths in the local SEO world that just won’t die. So let’s set the record straight.

Service Area Lists

Adding a million suburbs doesn’t help.

Google doesn’t use this info for ranking—you’re just drawing a red outline on the map.

Geo-Tagged Images

Google wipes photo metadata on upload.

Geotagging your images = waste of time.

Stuffing Keywords into Review Replies

This isn’t 2012.

Google doesn’t scan your responses for ranking keywords. Keep it conversational.

Reporting Spammy Competitors

It can work—but it’s rare.

Success rate? Less than 20%. Unless someone’s violating big-time, don’t spend your energy here.

TL;DR: What to Actually Focus On

Here’s your cheat sheet to climb the local rankings:

✅ Choose the right Primary Category
✅ (Legally) Optimize your Business Name
✅ Get real, recent, consistent reviews
✅ Post fresh photos and short videos
✅ Link to your website
✅ Fill in your services with clarity
✅ Add additional categories wisely

And for conversions?

🟡 Add appointment links
🟡 Post updates
🟡 Use your business description to connect, not confuse

Want Help Putting This Into Action?

💬 Curious how your profile stacks up right now?
Request a free GBP audit →

🎯 Need help rewriting your services section to actually convert?
Book a profile polish session →

📥 Want to build reviews on autopilot?
We can handle that with our SEO services →

Final Word

Google Business Profile is free.

It’s powerful.

And when it’s set up with strategy? It can drive leads, calls, and clicks while you sleep.

No hacks. No jargon. Just a few key tweaks that’ll help your local business actually get seen.

How to Outrank 99% of Your Local Competitors Using Google Business Profile (No Fancy Tools Needed)