If you’re running a local business in Sydney, your Google Business Profile (formerly Google My Business) is one of the most important marketing tools you have. It’s free, it appears in Google search results and Google Maps, and it can drive significant customer enquiries if set up properly.
But most Sydney businesses either haven’t claimed their profile, or they’ve claimed it and left it half-finished with no photos, no reviews, and outdated information.
Here’s how to optimise your Google Business Profile to get more visibility, more clicks, and more customers.
Complete Profile Setup Checklist
A complete profile ranks better and converts better than a partially filled-out one. Here’s everything you need to fill in.
Business Name
Use your actual registered business name. Don’t stuff keywords into it (“Best Plumber Sydney CBD” violates Google’s guidelines and can get your profile suspended).
Correct: “Harris Plumbing”
Wrong: “Harris Plumbing – Emergency Plumber Sydney CBD”
Business Category
Choose your primary category carefully. This affects when your profile appears in search results.
You can select one primary category and up to 9 additional categories. Your primary category should be the most specific one that describes your main service.
Examples:
- Plumber (not “Home Improvement” or “Contractor”)
- Web Designer (not “Marketing Agency” unless that’s your primary service)
- Accountant (not “Financial Consultant” unless you specifically offer consulting)
Use additional categories for secondary services (e.g., a plumber might add “Gasfitter” and “Drainage Service”).
Business Description
You have 750 characters to describe your business. Use them wisely.
Include:
- What you do
- Who you serve (location, type of customer)
- What makes you different
- How long you’ve been in business
Bad example: “We are a Sydney-based plumbing company offering all types of plumbing services. Contact us today!”
Good example: “Harris Plumbing has served Sydney’s Inner West since 2008. We specialise in emergency repairs, bathroom renovations, and hot water system installations for residential and commercial properties. All our plumbers are licensed, insured, and arrive on time with fully stocked vans so we can fix most issues in one visit.”
The good example is specific, includes useful information (licensed, insured, fully stocked vans), and covers multiple services without being vague.
Service Areas
If you serve customers at their location (plumbers, electricians, cleaners, etc.), set your service areas.
You can list specific suburbs or set a radius around your business address. For Sydney businesses, listing specific suburbs usually works better because it helps you appear in “near me” searches.
Example for an Inner West plumber:
- Marrickville
- Newtown
- Leichhardt
- Annandale
- Stanmore
- Petersham
- Dulwich Hill
- Ashfield
Don’t claim every suburb in Sydney if you don’t actually service them. Google can detect this and may penalise your rankings.
Business Hours
Set accurate hours for every day of the week. Include special hours for holidays.
If you offer 24/7 emergency service, you can mark your business as “Open 24 hours” or set specific emergency hours.
Update your hours during holidays (Christmas, New Year’s, Easter, etc.) so customers know when you’re actually available.
Contact Information
Add your primary phone number, website URL, and appointment booking link (if applicable).
Make sure your phone number matches what’s on your website. Inconsistent information across platforms confuses Google and can hurt your rankings.
Attributes
Attributes are features of your business that help customers decide if you’re right for them.
Enable all relevant attributes:
- Wheelchair accessible entrance
- Free Wi-Fi (for cafes, restaurants, retail stores)
- Outdoor seating
- Accepts credit cards
- Accepts contactless payments
- LGBTQ+ friendly
- Family-friendly
- Good for kids
- Appointment required
- Free parking
Attributes appear in search results and help customers filter businesses, so enabling accurate ones increases the chances customers will click on your profile.
Products and Services
You can add specific services with descriptions and prices (if applicable).
For a web design business:
- Brochure Website Design – $3,500-$7,000 – Professional website design for small businesses
- E-commerce Website – $8,000-$18,000 – Online stores with shopping cart and payment processing
- SEO Services – From $800/month – Improve your Google rankings and get more organic traffic
Adding services with prices helps customers understand what you offer and sets expectations before they contact you.
Photo Optimization
Photos are one of the most important parts of your profile. Businesses with photos get 42% more requests for directions and 35% more clicks to their website than businesses without photos.
Types of Photos to Upload
Logo
Upload your business logo as a square image (minimum 250 x 250 pixels, recommended 1024 x 1024 pixels). This appears next to your business name in search results.
Cover Photo
This is the main image that appears at the top of your profile. Use a high-quality photo that represents your business.
Dimensions: 1024 x 576 pixels (horizontal orientation)
Good cover photos:
- Your storefront or office exterior
- Your team at work
- A hero shot of your best product or service
- A before/after comparison (for trades, renovations, etc.)
Avoid stock photos or generic images. Use real photos of your actual business.
Additional Photos
Upload at least 10-20 additional photos showing:
- Your team members
- Your products or services
- Your workspace or office
- Completed projects or work examples
- Customer interactions (with permission)
- Your delivery vehicles or equipment (if relevant)
Photo Quantity Recommendations
Google doesn’t publish a specific number, but businesses with more photos tend to rank better and get more engagement.
Minimum: 10 photos
Good: 20-30 photos
Excellent: 50+ photos
Add new photos every 1-2 months to keep your profile fresh and active.
Photo Specs and Quality
- Format: JPG or PNG
- Minimum size: 720 x 720 pixels
- Recommended size: 1024 x 1024 pixels (square) or 1024 x 576 pixels (horizontal orientation)
- File size: Under 5 MB
Use high-quality photos (well-lit, in focus, professional-looking). Blurry phone photos from 2015 don’t help your profile.
Photos That Violate Google’s Guidelines
Don’t upload:
- Stock photos (Google can detect these and may remove them)
- Photos with heavy filters or excessive editing
- Photos with promotional overlays (text, logos, phone numbers, etc.)
- Photos that aren’t of your actual business
Review Management Strategies
Reviews are critical. Businesses with more (and better) reviews rank higher in local search results and get more clicks.
A study by BrightLocal found that 87% of consumers read online reviews for local businesses, and 79% trust reviews as much as personal recommendations.
How to Get More Reviews
Ask Happy Customers Directly
The best time to ask for a review is right after you’ve delivered great service and the customer is happy.
In person: “I’m glad you’re happy with the work. Would you mind leaving us a Google review? It really helps other people find us.”
By email: Send a follow-up email 2-3 days after completing a job with a direct link to your Google review page.
Example email:
Hi [Name],
Thanks for choosing Harris Plumbing for your hot water system installation. We hope everything is working perfectly.
If you have a minute, we’d really appreciate it if you could leave us a Google review. It helps other Sydney homeowners find us when they need a reliable plumber.
[Link to Google review page]
Thanks again,
[Your Name]
Make It Easy
Don’t make customers search for your business on Google. Give them a direct link to your review page.
To get your review link:
- Go to your Google Business Profile
- Click “Get more reviews” (in the Reviews section)
- Copy the link
Share this link in emails, text messages, or on your website.
How Many Reviews Do You Need?
More is better, but quality matters too. Aim for:
- 10+ reviews to build initial credibility
- 25+ reviews to compete with other local businesses
- 50+ reviews to dominate local search results
Getting 2-4 reviews per month is a realistic goal for most small businesses.
How to Respond to Reviews
Responding to reviews (both positive and negative) shows you care about customers and helps build trust.
Responding to Positive Reviews
Keep it short, genuine, and personalised. Don’t copy-paste the same response to every review.
Example 1:
“Thanks so much, Sarah! We’re glad we could fix your hot water system quickly. Let us know if you need anything else.”
Example 2:
“Appreciate the kind words, Michael. It was great working with you on the bathroom renovation. Enjoy the new space!”
Responding to Negative Reviews
Negative reviews hurt, but how you respond matters more than the review itself. A professional, helpful response can turn a negative into a positive.
Steps for responding to negative reviews:
- Acknowledge the issue
- Apologise (even if you don’t think you were wrong)
- Offer to resolve it
- Take the conversation offline
Bad response: “This review is unfair. We did everything we could and the customer was unreasonable.”
Good response: “We’re sorry to hear you weren’t happy with our service. We always aim to exceed expectations, and it sounds like we fell short this time. I’d like to understand what went wrong and see how we can make it right. Please call me directly at [phone number] so we can discuss this.”
This response shows future customers that you care about resolving issues, even if the original customer doesn’t respond.
Response Time
Respond to reviews within 24-48 hours. Fast responses show you’re active and engaged.
What About Fake or Unfair Reviews?
If you receive a review that violates Google’s policies (spam, fake, from someone who isn’t a customer, etc.), you can flag it for removal.
Go to the review, click the three dots, and select “Flag as inappropriate”. Google will review it (this can take several days or weeks).
Note: Google won’t remove negative reviews just because you disagree with them. They only remove reviews that violate their content policies.
Post Frequency Recommendations
Google Business Profile allows you to publish posts (announcements, offers, events, updates). These appear in your profile and can boost engagement.
How Often Should You Post?
Post at least once per week. More frequent posting (2-3 times per week) can improve visibility.
Posts expire after 7 days (for offers and events) or disappear from the main feed after a week, so regular posting keeps your profile active.
Types of Posts
What’s New Posts
Share updates about your business:
- New services or products
- New team members
- Business milestones (“We’ve served 500+ Sydney customers!”)
- Seasonal announcements (“Now taking bookings for spring renovations”)
Offer Posts
Promote special deals or discounts:
- “10% off bathroom renovations booked this month”
- “Free website audit for new clients”
- “$50 off your first service call”
Include a clear call-to-action and an end date for the offer.
Event Posts
Announce events, open houses, or workshops:
- “Free small business website workshop – Nov 15, 6pm”
- “Grand opening celebration – all welcome”
Post Format
Each post can include:
- Text (up to 1,500 characters, but shorter is better)
- Photo or video
- Call-to-action button (Learn More, Book, Order, etc.)
Keep text under 150-200 characters. Most people skim posts, so short and punchy works better.
Example Posts
Example 1 (Offer Post):
“Book your website redesign by Nov 30 and save $500. We’ll create a fast, mobile-friendly site that turns visitors into customers. Limited spots available.”
[Photo of a recent website project]
[CTA button: “Book Now”]
Example 2 (What’s New Post):
“We’re now offering emergency plumbing services 24/7. Burst pipe at 2am? We’ll be there. Call [phone number] anytime.”
[Photo of plumber with van]
[CTA button: “Call”]
Common Sydney Business Mistakes
Here are the mistakes I see Sydney businesses make with their Google Business Profiles.
Mistake 1: Not Claiming the Profile
Google creates profiles automatically for businesses. If you haven’t claimed yours, it exists but you can’t control the information.
Search for your business name on Google. If a profile appears, click “Claim this business” or “Own this business?” and follow the verification process.
Mistake 2: Inconsistent NAP Information
NAP stands for Name, Address, Phone. If your business name, address, or phone number is different on your website, Google Business Profile, and other directories (Yelp, Yellow Pages, Facebook, etc.), Google gets confused and your rankings suffer.
Make sure your NAP information is exactly the same everywhere. Don’t use “123 Smith St” on your website and “123 Smith Street” on Google. Pick one format and use it consistently.
Mistake 3: No Photos
Profiles without photos look abandoned and get fewer clicks. Upload at least 10-20 photos as soon as you claim your profile.
Mistake 4: Ignoring Reviews
Not responding to reviews (especially negative ones) makes you look like you don’t care. Respond to every review, even if it’s just a quick thank you.
Mistake 5: Stuffing Keywords Into Business Name
Google’s guidelines are clear: use your actual business name, not “Best Plumber Sydney Inner West 24/7 Emergency Service”.
Violating this guideline can get your profile suspended, which means you disappear from search results entirely.
Mistake 6: Setting the Wrong Primary Category
Your primary category affects which searches your profile appears in. Choosing the wrong one (or being too broad) means you’ll show up for irrelevant searches and miss relevant ones.
Be as specific as possible. “Web Designer” is better than “Marketing Agency” if web design is your main service.
Mistake 7: Not Updating Holiday Hours
Customers showing up to a closed business because Google said you were open is a sure way to lose trust and get negative reviews.
Update your hours at least a week before Christmas, New Year’s, Easter, and any other times you’ll be closed.
Tracking Performance
Google Business Profile includes insights that show how customers are finding and interacting with your profile.
Check your insights at least once per month to see:
- How many people viewed your profile
- How many people clicked to your website
- How many people called you
- How many people requested directions
- Which search queries triggered your profile
If you notice certain searches driving traffic, you can adjust your website content or profile description to target those terms more effectively.
Final Thoughts
Your Google Business Profile is one of the highest-value marketing tools available, and it’s completely free. Spend 2-3 hours setting it up properly (complete information, good photos, service listings), then spend 30 minutes per week posting updates and responding to reviews.
A well-optimised profile can drive 10-50+ customer enquiries per month, depending on your industry and location. For most Sydney businesses, that’s worth far more than the small time investment required.
Need help optimising your Google Business Profile? Sites By Design can set it up, upload photos, create posts, and manage reviews on your behalf. Get in touch and we’ll get your profile working for you.
