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Must-Dos to Rank Higher and Get More Jobs

These are the essential actions you must take to improve your Google Business Profile ranking and attract more customers. Follow these steps in order to maximize your visibility and bookings.

Quick Reference: All 10 Must-Dos​

#ActionPriorityWhat It Does
1Complete Every SectionCRITICALFill all profile fields - incomplete profiles don't rank
2Get VerifiedCRITICALVerify your business - unverified listings rank poorly
3Collect ReviewsCRITICALGet 50+ reviews, respond to all - #1 ranking factor
4Upload PhotosHIGHAdd 50+ photos - businesses with photos get 35% more clicks
5Post RegularlyHIGHPost weekly minimum - shows active business
6Answer Q&AMEDIUMCheck weekly, answer all questions - helps ranking
7Use KeywordsHIGHOptimise for local searches customers use
8Enable MessagingMEDIUMRespond within 1 hour - Google tracks response time
9Track PerformanceMEDIUMCheck monthly - see what's working
10Stay ConsistentMEDIUMKeep NAP identical everywhere - Google checks

1. Complete Every Section of Your Profile ✅​

Priority: CRITICAL

An incomplete profile won't rank well. Google favors fully optimized listings.

What to Complete:​

SectionWhat to AddWhy It Matters
Business NameExact registered name (no keywords!)Use "ABC Plumbing Ltd" not "ABC Plumbing - Best in London"
Business CategoryMost specific primary categoryChoose "Plumber" not "Contractor"
Additional CategoriesUp to 9 more relevant categoriesHelps you appear in more searches
Business Description750 characters maxDescribe services, areas, what makes you different
Business HoursAccurate hours for every dayInclude special hours for holidays
Phone NumberLocal number (not tracking number)Must match your website
Website URLLink to website or booking pageRequired for full profile
Service AreasList all areas (up to 20)Helps local ranking
AttributesAll that apply"Accepts Credit Cards", "Licensed", "Insured", "Emergency Service"

How to Do This:​

  1. Go to Google Business Profile

    • Visit business.google.com and sign in
    • Or search for your business on Google and click "Claim this business" if you haven't already

  2. Edit Your Business Information

    • Click on your business name in the dashboard
    • Click "Edit profile" or the pencil icon next to any section
    • Fill in each section one by one:

    Business Name:

    • Click "Business name"
    • Enter your exact registered business name (e.g., "ABC Plumbing Ltd" not "ABC Plumbing - Best Plumber in London")
    • Click "Save"

    Business Category:

    • Click "Business category"
    • Type your trade (e.g., "Plumber", "Electrician", "Builder")
    • Select the most specific option (choose "Plumber" not "Contractor")
    • Click "Add another category" to add up to 9 more categories
    • Click "Save"

    Business Description:

    • Click "Business description"
    • Write up to 750 characters about:
      • What services you offer
      • Areas you serve (mention specific towns/cities)
      • What makes you different (licensed, insured, years of experience, etc.)
      • Example: "Professional plumbing services in London and surrounding areas. Licensed, insured, and available 24/7 for emergencies. 15+ years experience in residential and commercial plumbing, boiler repairs, and bathroom installations."
    • Click "Save"

    Business Hours:

    • Click "Hours"
    • For each day, click and select your opening and closing times
    • If you're closed on certain days, mark them as "Closed"
    • Click "Add special hours" for holidays or unusual times
    • Click "Save"

    Phone Number:

    • Click "Phone number"
    • Enter your local business phone number
    • Make sure it matches the number on your website
    • Click "Save"

    Website:

    • Click "Website"
    • Enter your website URL (e.g., www.yourbusiness.com)
    • If you don't have a website, you can create a free Google website
    • Click "Save"

    Service Areas:

    • Click "Service areas" or "Service radius"
    • Click "Add service area"
    • Type the town or city name where you work
    • Add up to 20 service areas total
    • Click "Save"

    Attributes:

    • Click "Attributes" or scroll down to find attributes
    • Check all boxes that apply:
      • "Accepts Credit Cards"
      • "Licensed"
      • "Insured"
      • "Emergency Service"
      • "Wheelchair Accessible"
      • "Wifi Available" (if applicable)
      • Any other relevant attributes
    • Click "Save"

  3. Review Everything

    • Go through your profile and make sure every section is filled
    • Check that all information is accurate
    • Click "Publish" or "Save" to make changes live

2. Get Verified ASAP 🔐​

Priority: CRITICAL

Unverified listings rank poorly and can be removed. Verification is mandatory.

  • Request verification immediately after creating your profile
  • Complete verification by postcard, phone, or email (whichever Google offers)
  • Don't skip this step - it's the foundation of ranking

How to Do This:​

  1. Start Verification

    • Go to business.google.com
    • Sign in and select your business
    • You should see a banner or notification saying "Verify your business"
    • Click "Verify now" or "Get verified"

  2. Choose Verification Method

    • Google will offer you different verification options:
      • Postcard (most common) - Google sends a code to your business address
      • Phone - Google calls you with a code
      • Email - Google emails you a code
      • Video verification - For some businesses

  3. Complete Verification

    If using Postcard (most common):

    • Make sure your business address is correct
    • Click "Mail" or "Postcard"
    • Wait 5-7 business days for the postcard to arrive
    • The postcard will have a 5-digit code
    • Go back to Google Business Profile and click "Enter code"
    • Type in the 5-digit code
    • Click "Verify"

    If using Phone:

    • Click "Phone"
    • Make sure your phone number is correct
    • Click "Verify"
    • Answer the call from Google
    • They'll give you a code or ask you to press a number
    • Enter the code in your Google Business Profile

    If using Email:

    • Click "Email"
    • Check your email inbox
    • Open the email from Google
    • Click the verification link or enter the code
    • Return to Google Business Profile and confirm

  4. After Verification

    • Once verified, you'll see a checkmark next to your business name
    • Your business will start appearing in Google search results
    • You can now fully edit and manage your profile

Note: If you don't receive your postcard after 2 weeks, you can request a new one. Make sure your address is correct and your mailbox is accessible.

3. Collect and Manage Reviews ⭐​

Priority: CRITICAL

Reviews are the #1 ranking factor for local businesses.

Must-Do Actions:​

  • Ask Every Customer - Send a review link via text or email after completing work
  • Respond to All Reviews - Both positive and negative (within 24-48 hours)
  • Aim for 50+ Reviews - More reviews = better ranking
  • Maintain 4.5+ Star Rating - This is the minimum for serious consideration
  • Use Review Keywords - Ask customers to mention your services (e.g., "plumber", "electrician") in reviews

How to Get Reviews:​

  1. Get Your Review Link

    • Go to business.google.com
    • Sign in and select your business
    • Click "Get more reviews" or go to "Home"
    • Look for "Share your business profile"
    • Copy the review link (it will look like: https://g.page/r/YOUR_BUSINESS_ID/review)
    • OR search for your business on Google, click "Share" and copy the link

  2. Send the Link to Customers

    • Via Text: After completing a job, send a text like: "Hi [Name], thanks for choosing us! If you're happy with the work, we'd love a quick review: [paste link]"
    • Via Email: Include the review link in your invoice or follow-up email
    • In Person: Show the customer how to leave a review on their phone

  3. Make It Easy

    • Include the link in your invoice template
    • Send a follow-up text 2-3 days after job completion
    • Only ask satisfied customers (don't ask if there were issues)

  4. How Customers Leave Reviews

    • They click your link
    • Or search for your business on Google
    • Click "Write a review"
    • Select star rating (1-5)
    • Write their review
    • Click "Post"

How to Respond to Reviews:​

  1. Find Reviews

  2. Respond to Each Review

    • Click "Reply" under each review
    • For positive reviews:
      • Thank them by name
      • Mention the specific service if relevant
      • Example: "Thanks John! Really glad we could fix your boiler quickly. Appreciate the review!"
    • For negative reviews:
      • Stay professional and polite
      • Apologise if appropriate
      • Offer to resolve the issue offline
      • Example: "Hi Sarah, sorry to hear about your experience. We'd like to make this right. Please call us on [phone number] so we can discuss."

  3. Click "Post reply" to publish your response

Tip: Respond within 24-48 hours. Google tracks response time and it affects your ranking.

4. Upload High-Quality Photos 📸​

Priority: HIGH

Businesses with photos get 35% more click-throughs and rank higher.

What Photos to Add:​

  • Before/After Photos - Showcase your work quality (minimum 10-20 photos)
  • Team Photos - Build trust with faces
  • Work in Progress - Show professionalism
  • Tools/Equipment - Demonstrate expertise
  • Logo - Your business logo
  • Cover Photo - Professional banner image

Photo Best Practices:​

  • Use high-resolution images (720x720px minimum)
  • Add photo descriptions with keywords
  • Update photos monthly to show fresh activity
  • Aim for 50+ photos total

How to Upload Photos:​

  1. Go to Your Photos

    • Visit business.google.com
    • Sign in and select your business
    • Click "Photos" in the left menu
    • Or click "Add photo" button

  2. Upload Photos

    • Click "Add photos" or the camera icon
    • Choose "Upload from computer" or "Take photo" (if on mobile)
    • Select the photos you want to upload (you can upload multiple at once)
    • Wait for them to upload

  3. Add Photo Descriptions

    • After uploading, click on each photo
    • Click "Add description" or "Edit"
    • Write a description with keywords:
      • Example: "Bathroom renovation completed in London - before and after transformation"
      • Example: "Emergency boiler repair service - 24/7 plumber available"
    • Click "Save"

  4. Organise Your Photos

    • Logo: Upload this first - it shows as your business icon
    • Cover Photo: Upload a banner image (this is the large photo at the top)
    • Regular Photos: Upload your work photos, team photos, etc.

  5. Photo Requirements

    • Format: JPG or PNG
    • Size: At least 720x720 pixels (bigger is better)
    • File Size: Under 5MB per photo
    • Quality: Clear, well-lit photos work best

  6. Upload Schedule

    • Upload 10-20 photos to start
    • Add 2-3 new photos each month
    • Aim for 50+ photos total over time

Tip: Use your phone's camera - modern phones take high-quality photos. Make sure photos are well-lit and show your work clearly.

5. Post Regularly (Weekly Minimum) 📝​

Priority: HIGH

Regular posts signal an active business and improve rankings.

What to Post:​

  • Project Showcases - Before/after photos of completed work
  • Service Updates - New services or seasonal offers
  • Customer Testimonials - With permission
  • Tips & Advice - Helpful trade-specific information
  • Special Offers - Promotions, discounts, or seasonal deals
  • Business Updates - New equipment, team members, or certifications

Posting Schedule:​

  • Minimum: 1 post per week
  • Ideal: 2-3 posts per week
  • Best: Daily posts during busy seasons

How to Create Posts:​

  1. Access Posts

    • Go to business.google.com
    • Sign in and select your business
    • Click "Posts" in the left menu
    • Or click "Create post" button

  2. Choose Post Type

    • What's New - General updates, project showcases
    • Offer - Special deals, discounts, promotions
    • Event - Open houses, special events
    • Product - Specific services or products

  3. Create Your Post

    • Add Photo: Click "Add photo" and upload a relevant image
    • Write Text: Write your post (keep it short and engaging, 100-300 words)
    • Add Call-to-Action: Choose "Call", "Book", "Order online", "Learn more", etc.
    • Add Button Link: If you want a link, add your website URL or booking page

  4. Post Examples for Tradesmen:

    Project Showcase:

    • Photo: Before/after of completed work
    • Text: "Just completed this bathroom renovation in [Area]! New tiles, fixtures, and plumbing. Available for bathroom and kitchen renovations across [Your Service Areas]. Call for a free quote!"
    • Button: "Call" or "Visit website"

    Service Update:

    • Photo: Your van or team
    • Text: "Now offering 24/7 emergency boiler repairs! Available across [Areas]. Licensed and insured. Call anytime for emergency plumbing services."
    • Button: "Call"

    Special Offer:

    • Photo: Relevant service image
    • Text: "Spring Special: 10% off all boiler services this month! Book your annual service now. Offer valid until [date]."
    • Button: "Book"

  5. Preview and Publish

    • Click "Preview" to see how it will look
    • Make sure everything looks good
    • Click "Publish" to make it live
    • Your post will appear on your Google Business Profile for 7 days

  6. Posting Tips

    • Post at least once per week
    • Use high-quality photos
    • Include your location/service area in posts
    • Use keywords naturally (e.g., "plumber in London", "electrician near me")
    • Keep it professional but friendly

Tip: Set a reminder on your phone to post weekly. You can schedule posts in advance or post them right after completing a job.

6. Answer Questions in Q&A 💬​

Priority: MEDIUM

Q&A helps with ranking and converts browsers to customers.

  • Check Q&A section weekly
  • Answer every question (even if you think it's obvious)
  • Add common questions proactively
  • Use keywords naturally in your answers

Common Questions to Pre-Answer:​

  • "What areas do you serve?"
  • "Do you offer emergency services?"
  • "Are you licensed and insured?"
  • "What payment methods do you accept?"
  • "How quickly can you respond?"

How to Use Q&A:​

  1. Find the Q&A Section

    • Search for your business on Google
    • Scroll down on your Google Business Profile
    • Look for "Questions & answers" section
    • Or go to business.google.com and search for "Q&A"

  2. Answer Customer Questions

    • When someone asks a question, you'll get a notification
    • Go to the Q&A section
    • Click on the question
    • Click "Answer"
    • Write a helpful, detailed answer
    • Use keywords naturally (e.g., "Yes, we offer emergency plumbing services 24/7 across London and surrounding areas")
    • Click "Post"

  3. Add Your Own Questions (Pre-Answer)

    • Click "Ask a question" in the Q&A section
    • Type a common question (e.g., "What areas do you serve?")
    • Click "Post"
    • Immediately answer it yourself:
      • Click "Answer"
      • Write a helpful answer (e.g., "We serve [list your areas]. We're available for emergency and scheduled work throughout these areas.")
      • Click "Post"

  4. Answer Examples:

    "What areas do you serve?"

    • "We provide plumbing services across London, including [Area 1], [Area 2], [Area 3], and surrounding areas. We're available for both emergency and scheduled work."

    "Do you offer emergency services?"

    • "Yes! We offer 24/7 emergency plumbing/electrical services. Call us anytime for urgent repairs. We typically respond within 1-2 hours."

    "Are you licensed and insured?"

    • "Absolutely. We're fully licensed and insured. We're registered with [relevant body, e.g., NICEIC for electricians, Gas Safe for gas engineers] and carry full public liability insurance."

    "What payment methods do you accept?"

    • "We accept cash, card payments, and bank transfers. Payment is required upon completion of work unless agreed otherwise."

    "How quickly can you respond?"

    • "For emergency calls, we typically respond within 1-2 hours. For scheduled work, we can usually book you in within 24-48 hours depending on availability."

  5. Check Weekly

    • Set a reminder to check Q&A every week
    • Answer any new questions within 24 hours
    • Add new questions if you notice patterns

Tip: Answer every question, even if it seems obvious. This helps with SEO and shows you're active and helpful.

7. Optimise for Local Keywords 🔍​

Priority: HIGH

Use keywords customers actually search for.

Where to Use Keywords:​

  • Business Description - Include "[Service] in [Area]" naturally
  • Service Listings - Create detailed service descriptions
  • Post Content - Use keywords in your regular posts
  • Photo Descriptions - Add keyword-rich captions

Example Keywords for Tradesmen:​

  • "Emergency plumber [your area]"
  • "Licensed electrician [your area]"
  • "24/7 [service] [your area]"
  • "[Service] near me"

How to Add Keywords:​

  1. In Your Business Description

    • Go to business.google.com
    • Click "Edit profile"
    • Click "Business description"
    • Include keywords naturally:
      • Example: "Professional emergency plumber in London. Licensed and insured plumbing services across Greater London. Available 24/7 for boiler repairs, blocked drains, and bathroom installations."
    • Click "Save"

  2. In Service Listings

    • Click "Services" or "Add service" in your profile
    • For each service, write a detailed description:
      • Example Service: "Emergency Boiler Repair"
      • Description: "24/7 emergency boiler repair service in London. Fast response times, licensed gas engineers, all makes and models. Available for urgent boiler breakdowns and heating emergencies."
    • Click "Save" for each service

  3. In Your Posts

    • When creating posts, include keywords naturally:
      • "Emergency plumber available 24/7 in [your area]"
      • "Licensed electrician serving [your areas]"
      • "Professional [your trade] near me"
    • Don't stuff keywords - use them naturally in sentences

  4. In Photo Descriptions

    • When uploading photos, add descriptions with keywords:
      • "Bathroom renovation by licensed plumber in London"
      • "Emergency boiler repair service - 24/7 available"
      • "Professional electrical work - NICEIC registered electrician"

  5. Keywords to Use

    • Your trade: "plumber", "electrician", "builder", etc.
    • Your location: "[Your city]", "[Your area]", "near me"
    • Services: "emergency", "24/7", "licensed", "insured"
    • Combine them naturally: "Emergency plumber in London", "Licensed electrician near me"

8. Enable and Use Messaging 💬​

Priority: MEDIUM

Quick responses improve rankings and conversion rates.

  • Enable messaging in your Business Profile
  • Respond within 1 hour (Google tracks response time)
  • Use professional, helpful language
  • Set up quick replies for common questions

How to Enable Messaging:​

  1. Enable Messaging

    • Go to business.google.com
    • Sign in and select your business
    • Click "Messages" in the left menu
    • If messaging isn't enabled, click "Turn on messaging"
    • Follow the prompts to enable it

  2. Set Up Quick Replies

    • In the Messages section, click "Quick replies" or "Saved replies"
    • Click "Add quick reply"
    • Create replies for common questions:

    Example Quick Replies:

    • "Hello" → "Hi! Thanks for your message. We're available for [your services] in [your areas]. How can we help you today?"
    • "Quote" → "Thanks for your interest! We'd be happy to provide a quote. Can you tell me a bit about the job? We'll then arrange a convenient time to visit."
    • "Emergency" → "We offer 24/7 emergency services. Please call us on [phone number] for immediate assistance."
    • "Availability" → "We typically respond to emergency calls within 1-2 hours. For scheduled work, we can usually book you in within 24-48 hours."

  3. Respond to Messages

    • You'll get notifications when someone messages you
    • Open the Messages section
    • Click on the conversation
    • Type your reply
    • Use quick replies by clicking the lightning bolt icon
    • Click "Send"

  4. Response Time Tips

    • Respond within 1 hour - Google tracks this and it affects ranking
    • Set up notifications on your phone for new messages
    • Use the Google Business app for easier messaging on mobile
    • Be professional and helpful in all responses

  5. Message Best Practices

    • Always greet the customer by name if they've provided it
    • Answer their question directly
    • Offer to help further (e.g., "Would you like me to call you to discuss this?")
    • Include your phone number if they need immediate help
    • End with a call to action (e.g., "Feel free to call us anytime!")

Tip: Download the Google Business Profile app on your phone to get instant notifications and respond quickly, even when you're on the job.

9. Track Your Performance 📊​

Priority: MEDIUM

Monitor what's working to improve rankings.

Check Monthly:​

  • Search Queries - See what customers searched to find you
  • Views - How many people saw your profile
  • Clicks - How many clicked to call, visit website, or get directions
  • Reviews - Track review growth and rating trends

What to Look For:​

  • Increase in views and clicks = ranking improvement
  • Popular search terms = opportunities to optimise content
  • Low click-through rate = profile needs optimisation

How to Check Your Performance:​

  1. Access Insights

    • Go to business.google.com
    • Sign in and select your business
    • Click "Performance" or "Insights" in the left menu

  2. Review Key Metrics

    How Customers Find Your Business:

    • Click "Discovery"
    • See how many people found you via:
      • Direct search (searched your business name)
      • Search (found you in search results)
      • Maps (found you on Google Maps)
    • What this means: More "Search" and "Maps" = better ranking

    Search Queries:

    • Click "Search queries" or scroll down
    • See what people searched to find you:
      • Example: "plumber near me", "emergency electrician London"
    • What this means: Use these popular terms in your posts and descriptions

    Customer Actions:

    • See how many people:
      • Visited your website
      • Called you
      • Requested directions
      • Messaged you
    • What this means: More actions = better profile = better ranking

    Photo Views:

    • See how many people viewed your photos
    • What this means: More photo views = customers are engaged

  3. Review Your Reviews

    • Click "Reviews" in the left menu
    • See your review summary:
      • Total number of reviews
      • Average star rating
      • Review growth over time
    • What this means: More reviews and higher ratings = better ranking

  4. Check Monthly Trends

    • Look at the date range selector (top right)
    • Compare this month to last month:
      • Are views increasing? ✅ Good sign
      • Are clicks increasing? ✅ Good sign
      • Are you getting more reviews? ✅ Good sign
      • Are search queries showing? ✅ Good sign

  5. Take Action Based on Insights

    • Popular search terms: Use these in your posts and description
    • Low click-through: Improve your photos and description
    • Few calls: Make sure your phone number is visible and correct
    • Few reviews: Step up your review asking strategy

Tip: Check your performance on the 1st of each month. Set a reminder on your phone. This helps you see what's working and what needs improvement.

10. Maintain Consistency Across Platforms 🌐​

Priority: MEDIUM

Google checks consistency across the web.

Keep Consistent:​

  • Business Name - Same exact name everywhere
  • Address - Identical format on website, directories, social media
  • Phone Number - Use the same number everywhere
  • Hours - Keep hours consistent across all platforms

How to Ensure Consistency:​

  1. Create Your Standard NAP (Name, Address, Phone)

    • Write down your exact business information in one format:
      • Name: "ABC Plumbing Ltd" (use this exact format everywhere)
      • Address: "123 High Street, London, SW1A 1AA" (use this exact format)
      • Phone: "020 1234 5678" (use this exact format)

  2. Check Your Website

    • Go to your website
    • Find where your business information is displayed
    • Make sure it matches your Google Business Profile exactly:
      • Same business name
      • Same address format
      • Same phone number format
    • Update if needed

  3. Check Social Media

    • Go to your Facebook, Instagram, LinkedIn, etc.
    • Check your "About" or "Contact" sections
    • Make sure all information matches exactly
    • Update if needed

  4. Check Citation Directories

    • Go through your citations (Yelp, Yell.com, FreeIndex, etc.)
    • Check each one and make sure:
      • Business name is identical
      • Address format is identical
      • Phone number format is identical
    • Update any that don't match

  5. Common Inconsistencies to Fix:

    Use this table to check your consistency:

    What❌ Wrong (Inconsistent)✅ Right (Consistent)
    Business Name"ABC Plumbing"; "ABC Plumbing Services"; "ABC Plumbing Ltd"Use ONE format everywhere: "ABC Plumbing Ltd"
    Address"123 High St"; "123 High Street"; "London SW1A 1AA"; "London, SW1A 1AA"Use ONE format everywhere: "123 High Street, London, SW1A 1AA"
    Phone Number"020 1234 5678"; "+44 20 1234 5678"; "02012345678"Use ONE format everywhere: "020 1234 5678"
    HoursDifferent hours on different platformsSame hours everywhere

  6. Create a Checklist

    • List all places where your business information appears:
      • Google Business Profile
      • Your website
      • Facebook
      • Instagram
      • Yelp
      • Yell.com
      • FreeIndex
      • Other citation sites
    • Check each one monthly
    • Update any inconsistencies immediately

  7. Use a Spreadsheet

    • Keep a document with your standard NAP
    • When updating information anywhere, refer to this document
    • This ensures you always use the same format

Tip: When you update your information on Google Business Profile, update it everywhere else at the same time. This prevents inconsistencies from creeping in.

Ranking Priority Checklist​

Use this table to track your progress:

TaskStatusPriority
Profile 100% complete (all sections filled)[ ]CRITICAL
Business verified by Google[ ]CRITICAL
10+ reviews with 4.5+ star average[ ]CRITICAL
20+ high-quality photos uploaded[ ]HIGH
Posted at least 4 times this month[ ]HIGH
Answered all Q&A questions[ ]MEDIUM
Keywords in description and posts[ ]HIGH
Messaging enabled and responding quickly[ ]MEDIUM
Checked performance insights this month[ ]MEDIUM
Business info consistent everywhere[ ]MEDIUM

Quick Wins for Immediate Ranking Boost​

  1. Add Your Service Area - This is quick and hugely impacts local ranking
  2. Respond to Old Reviews - Shows you're active
  3. Add 10 Photos Today - Immediate visual impact
  4. Post About a Recent Job - Shows current activity
  5. Add 5 Attributes - Helps with specific searches

Remember​

Consistency is Key - Google rewards businesses that stay active. Don't set it up and forget it. Regular updates signal to Google that you're an active, legitimate business worth ranking.

Quality Over Quantity - Better to have 20 great photos than 100 poor ones. Better to have 10 detailed reviews than 50 one-word reviews.

Be Patient - Rankings can take 3-6 months to improve significantly. Stick with these must-dos, and you'll see results.