Learn · How-To

How to Optimise Your Google Business Profile for AI Search

Your Google Business Profile (GBP) is the single highest-impact, lowest-cost step in Generative Engine Optimisation. It feeds directly into Google's AI Overviews and local recommendations — and most of it can be completed in a single afternoon, with no developer required.

1. 1

   Claim and verify your business profile

   Search for your business on Google Maps or go to business.google.com and claim your listing. Verification is usually done by postcard, phone, or email, and typically takes a few days. Until your profile is verified, Google treats it as unmanaged and won't surface it confidently in AI-generated recommendations.

2. 2

   Complete every available field

   Fill in your business name, address, phone number, website, opening hours (including holiday hours), and service areas exactly as they appear elsewhere online. Inconsistent details across platforms — even small differences like "St" vs "Street" — create confusion for AI systems trying to confirm your identity.

3. 3

   Choose accurate primary and secondary categories

   Your primary category is the strongest signal Google uses to match your business to relevant searches and prompts. Pick the most specific category that matches your core offering, then add secondary categories for additional services. Avoid broad categories if a more specific one exists.

4. 4

   Write a clear, factual business description

   Use the 750-character description field to explain what you do, who you serve, and what makes you different — in plain language, with specific facts rather than vague marketing claims. AI systems reward specificity: "family-run accounting firm specialising in small business tax since 2014" beats "leading accounting experts".

5. 5

   Add at least 10 high-quality photos

   Upload photos of your premises, team, products, and work in progress. Profiles with more photos receive significantly more requests for directions and website visits, and visual content helps verify legitimacy — a factor AI systems consider when deciding whether to recommend a business.

6. 6

   List your products and services with descriptions

   Use the Products and Services sections to list everything you offer, each with a short description and price if applicable. This structured information is exactly the kind of specific, verifiable detail that AI systems can extract when answering "who offers X" style prompts.

7. 7

   Post updates regularly

   Use the Posts feature to share offers, news, events, and updates at least once every 1-2 weeks. Active profiles signal an operating, trustworthy business — and recent posts give AI systems fresher information to draw on than a static profile that hasn't changed in years.

8. 8

   Respond to every review

   Reply to all reviews — positive and negative — promptly and professionally. Review responses add fresh, relevant text to your profile and demonstrate active management. A pattern of thoughtful responses also reinforces the trust and experience signals that both traditional SEO and GEO reward.