If you're a local business looking to attract more customers online, your Google Business Profile (GBP) is one of the most powerful marketing tools available—and it's completely free.
Whether you're a plumber in Barry, a café in Penarth, a solicitor in Cardiff or a retailer in Bridgend, having a fully optimised Google Business Profile can significantly increase your visibility in local search results and on Google Maps.
Many businesses create a profile and never touch it again. Unfortunately, this means they're missing out on valuable enquiries, phone calls, website visits and customers.
In this guide, we'll explain exactly how to set up, optimise and manage your Google Business Profile, along with practical local SEO tips that can help your business stand out across Cardiff and the Vale of Glamorgan.
Why Google Business Profile Matters for Local SEO
When someone searches for services like:
"Web design Cardiff"
"Electrician near me"
"Accountant Barry"
"Hairdresser Bridgend"
Google often displays the Local Pack—the map with three business listings—before the traditional search results.
Appearing here can dramatically increase:
Website traffic
Phone enquiries
Direction requests
Customer trust
Local visibility
For many SMEs, a well-optimised Google Business Profile generates more leads than social media.
What is Google Business Profile?
Google Business Profile (formerly Google My Business) is a free listing that allows businesses to appear across Google Search and Google Maps.
It includes information such as:
Business name
Address
Phone number
Website
Opening hours
Reviews
Services
Products
Photos
Questions & Answers
Posts and updates
Think of it as your business's digital shop window.
Step 1: Claim and Verify Your Business
If you haven't already claimed your profile:
Find your business
Search Google for your business name.
If it already exists:
Claim ownership
Complete verification
If it doesn't:
Create a new profile from scratch.
Verification usually takes a few days depending on Google's chosen method.
Step 2: Choose the Correct Business Categories
This is one of the biggest ranking factors.
Your primary category tells Google exactly what your business does.
For example:
Website Designer
Accountant
Electrician
Dentist
Estate Agent
Then add relevant secondary categories where appropriate.
Avoid adding unrelated categories simply to appear in more searches.
Step 3: Complete Every Section
Google rewards complete profiles.
Fill in:
Business description
Use natural language that explains:
What you do
Who you help
Where you work
What makes you different
For example:
"We provide affordable web design and SEO services for small businesses across Cardiff, Barry, Bridgend and the Vale of Glamorgan, creating bespoke websites that help businesses generate more enquiries online."
Notice this naturally includes keywords without sounding forced.
Opening hours
Keep these accurate.
If your hours change over Christmas or Bank Holidays, update them.
Google favours businesses with accurate information.
Contact details
Ensure your:
Website
Telephone number
Address
Email (if applicable)
are all consistent across every online directory.
This consistency is known as NAP (Name, Address and Phone Number) consistency and is an important part of SEO.
Step 4: Add High-Quality Photos
Businesses with photos receive considerably more engagement than those without.
Include images of:
Your premises
Show customers where they'll find you.
Your team
People buy from people.
Professional team photos help build trust.
Your work
Before and after photos.
Completed projects.
Products.
Installations.
Finished websites.
Logo and branding
Keep your branding consistent across all platforms.
Aim to upload fresh photos every month.
Step 5: Write an SEO-Friendly Business Description
A good business description should answer:
Who are you?
What do you offer?
Where do you work?
Why should someone choose you?
Avoid stuffing keywords.
Instead, naturally reference locations like:
• Cardiff
• Barry
• Penarth
• Cowbridge
• Bridgend
• Vale of Glamorgan
This helps Google understand your service area.
Step 6: Collect More Google Reviews
Reviews are one of the strongest trust signals in local SEO.
Not only do they influence rankings, but they also influence purchasing decisions.
Encourage satisfied customers to leave reviews after completing work.
The best reviews mention:
The service provided
The location
Their experience
The outcome
For example:
"Alex designed our new website in Cardiff and we've already seen an increase in enquiries."
These naturally reinforce local relevance.
Step 7: Respond to Every Review
Whether positive or negative, always reply.
Google likes active businesses.
Potential customers also notice businesses that engage with clients.
Keep responses professional, helpful and personal.
Step 8: Publish Google Posts Regularly
Many businesses don't realise Google Business Profile includes its own mini social platform.
You can publish:
News
Company updates
Offers
Promotions
Discounts
Events
Networking events
Local exhibitions
Business shows
Tips
Helpful advice relevant to your industry
Posting regularly tells Google your business is active.
Step 9: Add Your Services
Rather than simply saying "Website Design", expand each service.
For example:
Web Design Cardiff
Bespoke websites designed to help local businesses generate more enquiries.
SEO Services
Helping businesses improve their Google rankings and attract more local customers.
The more detailed your services are, the more opportunities Google has to match your business to relevant searches.
Step 10: Monitor Performance
Google Business Profile provides useful insights including:
Website clicks
Calls
Direction requests
Search terms
Photo views
Customer actions
Review these monthly to understand what's working.
Common Google Business Profile Mistakes
Avoid these common errors:
Leaving information incomplete
Using keyword-stuffed business names
Ignoring reviews
Uploading poor-quality photos
Never posting updates
Incorrect opening hours
Inconsistent contact information
Forgetting to update services
Small improvements can have a surprisingly large impact.
Why Your Website Still Matters
A Google Business Profile helps customers find you.
Your website convinces them to choose you.
A professional website builds credibility, showcases your expertise and converts visitors into enquiries.
At it’seeze Websites Cardiff, we build fast, responsive websites with SEO built in from the start, helping local businesses across Cardiff, Barry, Bridgend and the Vale of Glamorgan grow online.
Frequently Asked Questions
Is Google Business Profile free?
Yes. Google Business Profile is completely free to create, manage and optimise.
How long does it take to improve local rankings?
Results vary depending on competition, but businesses that actively optimise their profile often begin seeing improvements within a few weeks to a few months.
How often should I update my Google Business Profile?
Ideally every week. Add new photos, publish posts, update services and respond to reviews regularly.
Can I rank without a website?
Yes, but having a professionally designed website significantly improves your chances of ranking well and converting visitors into customers.
Do Google reviews improve SEO?
Reviews are an important local ranking factor. Regular, genuine reviews help build trust and increase visibility in local search results.
Ready to Improve Your Local SEO?
If you'd like to attract more customers across Cardiff, Barry, Bridgend or the Vale of Glamorgan, it’seeze Websites Cardiff can help.
We create bespoke, SEO-friendly websites and provide ongoing SEO support designed specifically for small and medium-sized businesses. Whether you need a new website, want to improve your Google rankings or need help optimising your Google Business Profile, we're here to help.
Get in touch today for a friendly, no-obligation chat and discover how we can help your business get found online.
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