Google Business Profile: optimisation beyond the basics (UK)

The basics of GBP are well documented. The gains after that come from disciplined execution: accurate attributes, structured products or menus, proactive Q&A, and a photo schedule that proves ongoing activity to users and to Google.

Attributes and services — be precise

• Pick secondary categories only when they reflect real revenue lines.
• Use the services list to mirror how customers describe work — not internal jargon.
• Opening hours special dates: set them early for bank holidays to avoid silent churn.

Q&A and review cadence

Seed honest FAQs in Q&A before competitors seed misleading ones. Reviews should grow steadily; sudden spikes and silence both look unnatural next to traffic.

“Treat GBP like a second homepage — someone will read only this before they call.”