The Complete Guide to Google Business Profile Optimisation

When someone in Nairobi searches for "dentist near me" or "best restaurant in Westlands," Google shows a map with three local businesses prominently displayed above the regular search results. This "Local Pack" is powered by Google Business Profile (formerly Google My Business), and appearing in it can dramatically increase your business visibility, foot traffic, and phone calls. It is completely free to use, yet the majority of Kenyan businesses either have not claimed their profile or have left it unoptimised.

Claiming and Verifying Your Profile

Visit business.google.com and search for your business. If it already appears, claim it. If not, create a new listing. Google requires verification to prove you are the legitimate owner — this is typically done by postcard (a card with a verification code sent to your business address), phone, or email verification.

The verification step is critical. An unverified profile cannot be fully managed, and its visibility is limited. If you have not claimed your profile, someone else could potentially claim it, or it could display incorrect information. Many Kenyan businesses have duplicate or unclaimed listings showing outdated addresses and phone numbers.

Complete Every Section

Google rewards complete profiles with higher visibility. Fill in every available field: accurate business name exactly as it appears on your signage, correct address with proper formatting, phone number, website URL, operating hours including special hours for holidays, business description using relevant keywords naturally, attributes like parking availability and payment methods, and services or products you offer.

Your business category is particularly important. Choose the most specific primary category available. A business that selects "Digital Marketing Agency" rather than just "Marketing Agency" will rank higher for relevant searches. You can add additional secondary categories too.

Photos and Visual Content

Businesses with photos receive 42 percent more requests for directions and 35 percent more clicks to their websites. Upload high-quality photos of your exterior (so customers can find you), interior, team, products, and work in progress. Add new photos regularly — freshness signals activity and relevance to Google. Google Business Profile also supports short videos, which can further differentiate your listing.

Reviews Strategy

Reviews are the most influential factor in local search rankings and customer decision-making. Actively request reviews from satisfied customers by sharing a direct link to your review page. Respond to every review — positive and negative — promptly and professionally. Do not buy or fake reviews as Google detects and penalises this.

Posts and Updates

Google Business Profile Posts let you share updates, offers, events, and products directly on your listing. These posts appear when someone views your profile in search results and can include calls to action, images, and links. Post at least weekly to signal that your business is active and engaged.

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