In today’s competitive digital space, having a strong online presence is no longer optional — it’s essential. For Melbourne businesses, one of the most powerful tools to improve local visibility and attract customers is your Google Business Profile (GBP). Formerly known as Google My Business (GMB), this free listing is a key part of local SEO in Melbourne, helping your brand show up when potential customers search for products or services “near me.”
Whether you run a café in Carlton, a salon in South Yarra, or an accounting firm in the CBD, optimizing your Google Business Profile can make a huge difference in attracting local customers. Let’s explore practical, actionable Google Business Profile optimization tips tailored for Melbourne brands.
1. Claim and Verify Your Google Business Profile
The first step in optimizing your Google Business Profile Melbourne listing is to ensure you have claimed and verified it. Visit google.com/business and search for your business name.
If it already exists, claim it; if not, create a new profile.
Verification (usually via postcard, phone, or email) confirms to Google that your business is legitimate and active.
Pro Tip:
Use your official business name — avoid keyword stuffing. Google may suspend listings with unnatural names.
2. Complete Every Section of Your Profile
A fully completed profile performs better in search. Fill out every section, including:
- Business Name
- Category & Subcategories
- Address and Service Areas
- Business Hours (including holidays)
- Phone Number
- Website URL
- Products & Services
- Business Description
- Photos & Videos
Google tends to reward complete profiles by showing them higher in local search results. For Melbourne businesses, make sure your service area or address accurately reflects your local coverage — for example, “serving St Kilda, Richmond, and Southbank.”
3. Write a Keyword-Rich Business Description
Your business description is your digital elevator pitch. Use it to clearly explain what you offer, who you serve, and where you operate.
Include relevant keywords naturally — such as Google Business Profile Melbourne, local SEO Melbourne, and digital marketing in Melbourne — but keep the tone conversational.
Example:
“Based in Melbourne CBD, XYZ Digital offers expert SEO and web design services to help local businesses grow online visibility and attract more clients.”
This approach helps both Google and your potential customers understand what your business is about.
4. Choose the Right Business Categories
Choosing the correct primary and secondary categories helps Google match your profile to the right searches.
For instance, if you’re a Melbourne café, select “Café” as your primary category and secondary ones like “Coffee shop” or “Breakfast restaurant.”
If you’re a plumber, use “Plumber” and “Emergency plumbing service.”
Always keep your categories updated as your business expands or changes focus.
Pro Tip:
Use Google’s auto-suggestions — they reflect what users commonly search for in Melbourne.
5. Add High-Quality Photos and Videos
Images and videos play a vital role in attracting attention. According to Google, businesses with photos receive 42% more direction requests and 35% more website clicks than those without.
For Melbourne brands, showcase:
- Your storefront (helps customers recognize your location)
- Team photos
- Menu items or products
- Customer service moments
- Short video tours
Tip: Use bright, natural lighting — Melbourne’s café culture and scenic backdrops can help make your visuals stand out beautifully.
6. Collect and Respond to Customer Reviews
Reviews are one of the strongest local ranking signals in Google’s algorithm.
Encourage happy customers to leave positive feedback — this not only boosts your credibility but also influences purchase decisions.
How to encourage reviews:
- Send follow-up emails after a purchase or service
- Add a “Leave a Review” link on your website or email signature
- Offer small incentives (like discount codes) for honest reviews
Always respond to reviews — both positive and negative.
For instance:
“Thank you for your kind words, Sarah! We’re glad you enjoyed our coffee and look forward to seeing you again in Carlton.”
This builds trust and shows you value customer feedback, which is key for local SEO Melbourne.
7. Post Regular Updates
Use the Google Posts feature to share updates, promotions, or events — similar to how you’d post on social media.
For Melbourne businesses, this can include:
- Upcoming events or sales
- New menu launches
- Seasonal offers (e.g., “Winter Sale for Melbourne Shoppers”)
- Holiday hours
Posting regularly signals to Google that your business is active and engaged.
Aim to post once a week — it can significantly improve visibility in the local pack.
8. Optimize for “Near Me” Searches
Melbourne consumers often use “near me” queries like “hairdresser near me” or “best pizza near Melbourne CBD.”
To rank for these, include natural mentions of your suburb or neighbourhood in:
- Your business description
- Product/service listings
- Posts and updates
Example:
“We provide premium catering services across Melbourne’s eastern suburbs, including Hawthorn, Camberwell, and Kew.”
This helps Google associate your business with relevant local searches.
9. Use UTM Parameters for Tracking
Want to know how much traffic your Google Business Profile drives to your website?
Add UTM parameters (tracking tags) to your website link.
Example:https://www.yourwebsite.com/?utm_source=google&utm_medium=organic&utm_campaign=gmb
You can then track performance in Google Analytics — see how many visitors came from your profile and how they engaged with your site.
10. Add Products and Services
If you sell specific products or services, list them individually within your profile.
For example, a Melbourne florist could add “Wedding Bouquets,” “Corporate Flower Arrangements,” or “Same-Day Delivery in Melbourne CBD.”
Each product or service creates more opportunities to appear in relevant searches.
Be descriptive and include pricing where possible — transparency helps conversions.
11. Enable Messaging
Google allows customers to message your business directly through your profile.
Enable this feature if you can respond promptly — it’s a great way to capture leads fast.
Many Melbourne consumers prefer messaging for quick questions like “Are you open today?” or “Do you deliver to Southbank?”
12. Monitor Insights and Performance
Your Google Business Profile dashboard provides valuable insights — such as:
- How customers find your listing (search vs. maps)
- What keywords they used
- How many requested directions or clicked your website
For Melbourne businesses, these insights help tailor future marketing strategies.
For example, if most searches come from “Richmond,” consider running local ads or creating a landing page for that suburb.
Conclusion
Optimizing your Google Business Profile is one of the simplest yet most powerful ways to strengthen your local SEO in Melbourne. A well-maintained profile improves visibility in Maps and Search, builds trust, and drives more foot traffic and website visits.
To recap:
- Claim and verify your profile
- Add accurate and complete information
- Post regularly and gather reviews
- Use keywords strategically for your Melbourne audience
By following these Google Business Profile optimization tips, your Melbourne brand can stand out in local search results and attract more customers — right where they’re searching.