Guides · · 2 min read
How to optimise your Google Business Profile and get more reviews (2026)
A practical guide to your business listing on Google: name, categories, description, service area, photos, posts and a policy-compliant system to ask for reviews.
When someone searches for your company or “your service + your city”, the first thing they often see isn’t your website — it’s your Google Business Profile. That’s where they decide whether to call, visit your site or keep looking. Google and AI assistants also use it to describe who you are.
1. Basic details: consistent and real
- Name: your real business name, no keywords or cities — the most common cause of suspensions.
- Primary category: the one that best describes what you sell, plus secondary categories for related services.
- Description: up to 750 characters, no links. What you do, for whom and what sets you apart.
- Website: add UTM parameters (for example
?utm_source=google&utm_medium=organic&utm_campaign=gbp) to see in Analytics how many visits and enquiries come from your profile. - Consistency: name, address and phone must match your website, profile and directory listings. Outdated directory data confuses Google and AI.
2. Address or service area
If customers visit you, show your address. If you work at the customer’s location or remotely, hide the address and set your service area. Showing an address where you don’t serve the public breaks the guidelines.
Do your profile and website tell the same story? The free audit checks visible reviews, contact options and trust signals on your site.
Run the free audit →3. Photos, logo and cover
Upload a square logo, a horizontal cover with your brand and real photos of your team, work and product. Remove old photos that no longer represent you.
4. Services and products
Add each service with a short description and, where possible, a price.
5. Posts
Share updates, offers or events with an image and a button. One or two a month show activity and drive traffic to specific pages.
6. Reviews: the factor that matters most
BrightLocal’s annual survey shows the vast majority of consumers read reviews before choosing a business, and Google is where they read them most.
- Copy your official link from the “Ask for reviews” button.
- Send it to every customer after a job or purchase.
- Remind once a few days later.
- Reply to every review within 48 hours.
Prohibited: incentives, asking only happy customers, self-reviews or buying reviews.
7. Measure what it brings
The profile’s performance panel shows searches, calls, website clicks and direction requests. With the UTM link, Analytics shows what those visitors do on your site and how many become enquiries.
At Ekualia we include this in the Start plan and in our local SEO and reputation service.
Frequently asked questions
Can I add keywords to my business name on Google?
No. Google requires your real business name — the one on your website, signage and invoices. Adding keywords or cities breaks the guidelines and can get the profile suspended. Use the category, services and description to say what you do.
How do I ask for reviews without breaking the rules?
Use your profile's official review link (the 'Ask for reviews' button) and send it to all customers, not only happy ones. Offering discounts or gifts in exchange, or posting your own or employees' reviews, is prohibited.
Should I reply to negative reviews?
Yes, always — calmly and in public. A professional reply to criticism often builds more trust than a profile with no negative reviews at all.
How does your website score?
Audit it free in 30 seconds: over 20 business and technical checks, and what to fix first.
