Increase your local SEO for free
By Steph Briggs – Freelance Marketing Manager
Let’s talk about something small that can make a very big difference to your digital marketing strategy — your Google Business Profile.
Not particularly glamorous. Not trend-driven. But wildly effective.
If someone Googles “reflexology near me” or “wedding florist Ayrshire,” what shows up first?
A map.
A few highly rated businesses.
Contact details, photos, and reviews.
That’s Google Business Profile in action — and if yours isn’t claimed or updated, you’re handing visibility (and potential customers) to someone else.
What is Google Business Profile (GBP)?
Your Google Business Profile is your free listing that appears in Google Search and Google Maps when someone looks for your business or the services you offer. It shows:
- Your business name and location
- Google Maps pin (crucial for being found locally!)
- Phone number, website, and new WhatsApp messaging
- Opening hours (including holiday updates)
- Reviews and ratings
- Products and services
- Photos and posts
- Links to your social media profiles
It’s your local SEO secret weapon — helping potential customers find and trust you before they ever visit your website or socials.
Why it's critical for Local SEO (and what that means)
Local SEO (Search Engine Optimisation aka being ranked on Google) helps your business show up when someone nearby searches for something you offer — whether you’re a:
- Permanent makeup artist in Prestwick
- Aromatherapist in Ayr
- Estate agent in Troon
- Florist delivering across South Ayrshire
- Shop selling candles, cards, or artisan gifts
And here’s the kicker: a Google Business Profile linked to Google Maps is one of the first things your ideal client will see.
Having an optimised profile gives you a better shot at showing up in the “map pack” (those top 3 businesses under the map), which is prime digital real estate.
How to Optimise Your Google Business Profile
Here’s how to make sure your GBP does the hard work for you — even while you sleep.
- Claim and Verify Your Listing
Head to google.com/business, log in with your Google account, and claim your business. You’ll need to verify it (usually via postcard or phone call).
- Complete Every Detail
This is where most small businesses go wrong. Make sure you:
- Choose the right business category
- Add a full business description (include keywords naturally like “wedding florist South Ayrshire” or “eco beauty salon Ayr”)
- Update contact details — phone, WhatsApp, email, website
- Add your address or service area
- Link to Facebook, Instagram, and LinkedIn
- Keep Your Hours and Info Updated
Update regularly with holiday hours, last-minute closures or new services. Out-of-date info = lost sales.
- Add Products or Services
List what you sell or do, even if you don’t have an eCommerce website. Great for therapists, shops, trades, consultants and more. It gives Google more context and makes life easier for your clients.
- Upload Eye-Catching Photos
Images build trust. Add shots of your shop front, interior, products, treatment room, or happy customers (with permission!).
- Ask for Reviews (and respond to them!)
A glowing Google review is gold dust. Ask happy clients, and don’t be shy. Respond to every review — it shows professionalism and helps boost rankings.
- Use Weekly Posts
Think of it like a mini blog. Share:
- New products or treatments
- Special offers
- Events or markets you’re attending
- Tips or seasonal updates
Fresh content signals to Google that your business is alive, well, and active — which gives you a ranking boost.
WhatsApp, Maps & Socials — It All Works Together
Google now lets you connect your WhatsApp Business account, making it easier for people to message you directly from their search.
Plus, when you keep your Google Business Profile active, you appear more prominently in Google Maps — ideal for footfall-based businesses like cafés, salons, and shops.
And with linked social media profiles, you create a full-circle experience: someone finds you on Google, checks your latest photos or posts, and gets in touch immediately.
This is where good digital marketing support makes a big difference, it’s about creating seamless visibility across all the places your customer might look.
Why It Matters — Even If You’re Already on Instagram
Look, I love a good scroll as much as the next marketer, but here’s the truth:
- Social media content disappears fast.
- Google content sticks.
- People searching on Google are ready to buy, book or visit.
Your Google Business Profile supports your website, enhances your SEO, and works 24/7 to get you found, without you needing to post daily or chase trends.
If you’re a time-poor small business owner who wants smarter marketing, not more of it, this is a no-brainer.
Let’s make your content sparkle (and sell). ✨
One Free Tool, Endless Possibilities
If you do one thing for your digital marketing this month — make it this.
I’ve even written a free downloadable checklist which you can find in my downloads section
Google Business Profile is free, powerful, and seriously underused. And with a few smart tweaks, it can:
✅ Get your business on the map (literally)
✅ Build trust with potential customers
✅ Improve your SEO and Google ranking
✅ Drive more traffic to your website and social media
✅ Support sustainable, long-term growth
Need help getting yours set up or optimised?
I offer simple digital marketing support packages for small businesses — including local SEO, content creation, website tweaks and more.
Drop me a message — let’s get you visible, found, and fabulous.
Let’s make your marketing easier.
Let’s make it sparkle. ✨
Steph