Google Business Profile: the 2026 local SEO guide

Google Business Profile is the single most undervalued asset in local marketing. For most Somerset service businesses, it drives more enquiries than the website. Here's how to set it up properly in 2026.

Categories first, everything else second

Primary category is the most powerful ranking signal in GBP. Pick the most specific match (not "Marketing Consultant" if "SEO Consultant" exists). Add up to 9 secondary categories that genuinely apply.

Photos compound

Upload one new photo per week minimum. Real photos of work, team, location, products — not stock. Google's "popular times" and image-based local pack features both feed off photo activity.

Reviews and responses

Build review requests into invoices and follow-ups. Reply to every single review within 48 hours. The reply copy is indexed and contributes to category relevance.

Posts, products and services

Post weekly. Add every service as its own service entry with original copy. Add products if relevant. Use the Q&A section proactively — answer common questions before customers ask.

Frequently asked questions

How often should I post on Google Business Profile?

Once a week is the sweet spot for most small businesses. Posts last 7 days in the main view, so weekly cadence keeps the profile looking active without consuming much time.

Do Google Business Profile posts help SEO?

Yes — indirectly. Posts contribute to keyword relevance, engagement signals and prominence in the local pack. They don't dramatically move rankings on their own, but consistent posting compounds.

Should I add my address if I'm a mobile business?

No. Set yourself as a service-area business and hide the address. Then list every town you genuinely serve. Listing a fake address risks suspension.