If you run a local business, you’ve probably heard that you “need SEO” and that you “should set up your Google Business Profile”. Both are true – but the real magic happens when your website SEO and Google Business Profile (GBP) work together. Your website helps you show up in organic search results, while your GBP helps you stand out in maps and local listings, where ready‑to‑buy customers are often looking
What is a Google Business Profile and why does it matter?
A Google Business Profile is the free listing that shows your business name, reviews, address, phone number and website in Google Maps and the local “3‑pack”. It’s often the first thing someone sees when they search for a business like yours, especially on mobile.
When your profile is fully set up and optimised, Google has more confidence about who you are, what you do and where you’re based. That makes it more likely to show you for local searches, which can lead to more calls, direction requests and website visits.
How your website SEO and GBP support each other
Think of your website and GBP as two sides of the same local SEO coin.
Your website:
Helps you rank in organic results, explain your services in detail and convert visitors into enquiries or bookings.Your Google Business Profile:
Helps you appear in map and “near me” searches, show off reviews and give people quick ways to contact you.
When your website and GBP are aligned – same business name, services, location and keywords – Google has a much clearer picture of your business. That can boost both your local and organic visibility and make you look more trustworthy than a competitor with patchy or inconsistent information.
Key parts of your Google Business Profile to get right
Here are the most important areas to focus on in your GBP.
Core business information
Make sure your business name, address, phone number, website and opening hours are accurate and match what’s on your website. Consistency helps Google and potential clients trust that your information is reliable.Services section
Use the Services area to list what you actually do, using simple, clear language your clients would use. This not only helps people understand your offer quickly, it also gives Google more context about the types of searches your business should appear for.Photos and branding
Add photos that show your real business – your team, your work, your logo and your premises (if you see clients in person). Strong, up‑to‑date visuals help build trust and make your listing stand out in a crowded local search.
Reviews – social proof that boosts rankings and trust
Reviews do double duty: they help you rank better locally and they help people feel safe choosing you.
From a ranking point of view, a steady flow of genuine, positive reviews is a strong local signal.
From a human point of view, people read reviews to see if you’re reliable, easy to work with and get real results.
Make it easy for clients to leave a review by sending them a direct link after you’ve wrapped up work. Reply to every review – especially the good ones – to show you value feedback and are actively managing your online presence.
Google Business Profile posts – staying active and visible
GBP posts are a simple way to keep your profile fresh and highlight what’s going on in your business.
You can use posts to:
Share recent projects or case studies.
Promote seasonal offers or limited‑time packages.
Highlight new blogs or resources on your website.
Answer common questions your clients ask.
Regular posts are a positive engagement signal for Google and give potential clients extra reasons to click through to your website. They also make your business look active and up to date, which builds confidence.
What are UTM links and how do they help?
UTM links (UTM parameters) are small tags you add to the end of a URL so you can see exactly where website visitors came from in your analytics. For example, instead of sending people to:
https://yourwebsite.co.nz/contact
you might use:
https://yourwebsite.co.nz/contact?utm_source=google&utm_medium=gbp&utm_campaign=local-seo
When someone clicks that link from your Google Business Profile, your analytics tool can record that this visit came specifically from your GBP listing. Over time, you can see how many enquiries or bookings started with a GBP click versus organic search, social media or email campaigns.
This is powerful because it lets you see which parts of your local SEO are actually driving results, so you can focus your energy in the right places.
Bringing it all together
When your Google Business Profile and website SEO are working together, you’re more likely to show up:
In the maps and “near me” results when someone searches locally.
In organic search results for your key services and locations.
With strong reviews and helpful information that make it easy for people to choose you.
You don’t have to do everything at once. Start by getting the basics right – complete profile, clear services, good reviews and regular posts – and make sure your website and GBP tell the same story. Then, as you’re ready, you can layer on more local content, better tracking with UTM links and more advanced SEO.
A Tailored Virtual Support example
At Tailored Virtual Support, I’ve applied this same approach to my own business. I’ve optimised my Google Business Profile so it clearly explains what I do, who I help and how to contact me, and I keep it active with regular updates, services and posts. This makes it easier for local clients to find me and quickly decide if I’m the right fit for them.
If you’d like the same kind of joined‑up approach for your business, you can check out my Local SEO packages – they’re designed to bring together Google Business Profile optimisation, local website improvements and ongoing support, so you can show up more often in front of the right local clients.
