Introduction
Did you know that 76% of people who search for a local business on their phone visit one within 24 hours? (Think with Google). Imagine a customer searching for a plumber in St Albans. They grab their phone, type “plumber near me,” and within seconds, Google shows them a list of businesses. The ones with complete and optimised Google Business Profiles (GBP) stand out—while others get lost in the mix.
If your Google Business Profile isn’t fully optimised, you could be missing out on potential customers. This is a key part of Local SEO and can help you attract more customers in St Albans, Hertfordshire and beyond.
Why Your Google Business Profile Matters for Local SEO
Your Google Business Profile is more than just a listing—it’s your digital shopfront on Google Search and Google Maps. It provides potential customers with key business information, including:
Business hours
Contact details
Location and directions
Customer reviews
Photos of your business and services
The Impact of an Optimised GBP
Businesses with a complete Google Business Profile are 2.7x more likely to be considered reputable.
Customers are 70% more likely to visit and 50% more likely to consider purchasing from businesses with a complete Business Profile. (Source: Google Business Profile Help)
These statistics highlight why a well-optimised Google Business Profile is crucial for improving your local search rankings, increasing credibility and driving more customer engagement.
How to Optimise Your Google Business Profile
1. Claim and Verify Your Profile
If you haven’t already, claim your GBP on Google Business Profile Manager. Verifying your business helps build trust and improves your local search rankings.
2. Complete Every Section
Make sure your profile is fully completed with accurate details, including:
Business name - Ensure it matches your website and other listings.
Phone number - Use a local number if possible.
Website URL - Link to your homepage or a relevant service page.
Business hours - Keep them updated.
Business Description - Include a brief, keyword-rich description of your business. (e.g., We are a top-rated digital marketing agency in St Albans, offering expert SEO services to help businesses improve their online visibility and local search rankings.)
3. Add High-Quality Photos
Businesses with photos receive 42% more requests for directions and 35% more clicks to their website. Upload high-quality images showcasing:
Your services and products
Your business location (interior and exterior)
Your team in action
(Source: Google Business Profile Help)
4. Collect and Respond to Reviews
Reviews play a major role in local SEO and customer trust. Here’s how to manage them effectively:
Encourage happy customers to leave reviews on your GBP.
Respond to every review (both positive and negative) professionally.
Use keywords naturally in responses (e.g., Thanks for choosing us for SEO services in St Albans! We’re glad you’re happy with the results.)
5. Use Google Posts and Special Offers
Regularly updating your GBP keeps it active and signals to Google that your business is engaged. Use Google Posts to:
Announce special offers and promotions
Share business updates and events
Promote blog posts or services
For example, an SEO agency in St Albans could post case studies, recent client wins or SEO tips to attract local business owners.
Real Results: Case Study
One of our clients, In 2 Ed, a teaching agency in North London, saw a massive increase in calls after optimising their Google Business Profile with us.
February 2023: Before working with us, their GBP recorded just 2 calls and 13 website clicks for the entire month.
February 2025: After consistent optimisation, they received 59 calls (a 2,850% increase) and 73 website clicks (a 462% increase).
Sustained Growth: Over the past six months, they’ve averaged 34 calls and 50 website clicks per month, proving that a well-managed GBP drives consistent customer engagement and business growth.


Take Control of Your Local SEO Today
Optimising your Google Business Profile isn’t just about being online—it’s about standing out, building trust and attracting more local customers.
Want to rank higher in local searches and get more enquiries?
Need expert help from a proven digital marketing agency in St Albans?
Let’s make your business the go-to choice for local customers. Get in touch today and start growing your business with a powerful Local SEO strategy.
FAQs: Google Business Profile and Local SEO
1. How does Google Business Profile help with local SEO?
Google Business Profile improves local search rankings by making your business more visible in Google Maps and local search results. A fully optimised GBP increases engagement, credibility and traffic to your website.
2. What are the most important Google Business Profile ranking factors?
Relevance (How well your profile matches the search intent)
Distance (How close your business is to the searcher’s location)
Prominence (How established your business is online – reviews, citations, etc.)
3. How often should I update my Google Business Profile?
At least once a month but ideally once a week. Regular updates, new photos, posts and responding to reviews help maintain your ranking and engagement.
Want to dominate local SEO in St Albans and beyond? Contact us today for expert Google Business Profile optimisation and digital marketing services.