The Local Advantage: How to Boost Your Visibility with SEO & Google My Business

Introduction

If customers can’t find you online, they’ll find someone else. For SMEs competing in the UK market, Google My Business (GMB) is one of the most powerful (and free) tools to increase visibility, drive leads, and grow. In this step-by-step guide, I’ll show you exactly how to set up and optimise your Google My Business profile so your business gets discovered.

Why Google My Business Matters for SMEs

1. 46% of Google searches are local, meaning “near me” queries.

2. A complete GMB profile is 70% more likely to attract visits.

3. Reviews and photos on GMB can directly influence purchasing decisions.

Put simply: if you’re not on Google My Business, you’re invisible to local searchers.

Step-by-Step Guide: Setting Up Google My Business the Right Way

Step 1: Claim Your Profile

• Go to Google Business Manager.

• Click “Start Now”.

• Sign in with your Google account (preferably a business Gmail account).

• Enter your business name. If it already exists, Google will ask you to claim it; if not, create a new listing.

Pro Tip: Use your official business name exactly as registered or exactly as it appears on all public domains and signage. Avoid keyword stuffing, as Google penalises this.

Step 2: Add Your Business Information

Fill in every detail you can. Google rewards completeness.

• Business Address: Use your exact physical location (or service area if you’re mobile/remote).

• Phone Number & Website: Make sure these match what’s on your website and social media (consistency is key for SEO).

• Business Category: Choose the most accurate category (e.g., “Restaurant,” “E-commerce Consultant”).

• Opening Hours: Be precise and remember to update if they change. Also, update your availability during the holidays to keep your customers informed.

• Services/Products: Add descriptions of what you offer.

Pro Tip: Consistency across your online presence (NAP - Name, Address, Phone) is critical for ranking.

Step 3: Verify Your Business

Google will ask you to verify your listing. Options include:

• Postcard by mail (most common).

• Phone verification (available for some businesses).

• Email verification (limited cases).

• Video verification (rare, but required if you share an address with other registered businesses).

Pro Tip: Don’t skip verification. Your profile won’t appear live until this step is complete.

Step 4: Add Photos & Media

Visuals boost engagement and trust.

• Logo: Upload a high-quality version for branding.

• Cover Photo: Showcase your business personality.

• Interior/Exterior Photos: Helps customers recognise your location when they’re trying to get there with Google Maps.

• Team/Work Photos: Builds credibility and relatability.

Pro Tip: Businesses with photos get 42% more requests for directions and 35% more clicks to their websites.

Step 5: Post Updates & Offers Regularly

Treat GMB like a mini social media platform.

• Share new products, offers, or events.

• Post weekly updates (blog links, promotions, announcements).

• Use high-quality visuals and short, clear text.

Pro Tip: Active listings signal to Google that your business is trustworthy and relevant.

Step 6: Encourage and Manage Reviews

Reviews = local SEO gold.

• Ask happy customers to leave reviews.

• Respond to every review (positive or negative).

• Use polite, professional responses to show you value feedback.

Pro Tip: A steady stream of fresh reviews keeps your profile ranking higher.

Additionally, reviews are not just great for SEO; they’re good for service delivery and improvement. Received a negative review? Fix the problem to create more happy customers.

Step 7: Optimise Your Profile with Keywords

• Naturally, include location keywords (e.g., “London marketing agency”) in your description.

• Add service-specific keywords where relevant.

• Avoid keyword stuffing. Write for humans first.

Step 8: Monitor Insights

Google provides analytics (“Insights”) for your GMB profile:

• How customers find you (search queries).

• Where they view your listing (search vs maps).

• What actions they take (calls, clicks, directions).

Use this data to refine your marketing and content strategy.

Case Example: Local SME Success

Blitzkrieg Shop, a retail business in Glasgow, grew traffic by more than 20% in 3 months after setting up GMB properly and posting weekly updates.

We treated Blitzkrieg’s GMB like we did our Instagram, posting regularly and updating our offers and events. 

We encouraged reviews by putting the review link QR code on the counter and asking customers to simply scan and leave a quick review.

Many customers said they “found them on Google” after searching “music store near me.”

In Conclusion

Google My Business is one of the simplest, most effective ways for SMEs to boost local visibility. When set up and optimised correctly, it can drive more calls, website clicks, and store visits, all without costing a penny.

Want to ensure your Google My Business profile is fully optimised? Book a Local SEO audit with Gold Leaf Consult today, and let’s get your business discovered.