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Want to stand out locally in 2025?
Start with your Google Business Profile (GBP).
Here’s a quick guide to why it’s crucial and how to optimise it:
- Why GBP Matters: It boosts your visibility on Google Maps and local searches, especially in the Local 3-Pack.
- New Features in 2025:
- Video Profile Verification
- QR Codes for Reviews
- AI-powered Image Backgrounds
- WhatsApp/SMS Integration
- Product Studio with AI
- Set Up Your Profile:
- Add your business name, category, location, service areas, and contact details.
- Verify via phone, email, video, or postcard.
- Keep Info Updated: Consistency in your Name, Address, and Phone number (NAP) is key.
- Engage Customers:
- Respond to reviews within 7 days.
- Use high-quality photos, videos, and even virtual tours.
- Track Performance: Use GBP tools to monitor views, clicks, and search data.
Pro Tip: Regularly update your hours for NZ holidays and secure your account with two-factor authentication.
A well-maintained GBP helps you rank higher and attract more local customers.
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How to Optimize Your Google Business Profile in 2024
Create and Verify Your GBP Listing
Setting up your Google Business Profile (GBP) is a key step to ensuring your business appears accurately in local search results.
The process has become more flexible, offering various ways to verify your business identity.
Set Up Your Profile
Head over to google.com/business and select ‘Manage now’.
You’ll need to fill in some essential details about your business:
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| Required Information | Description |
| Business Name | Your official trading name |
| Primary Category | The category that best describes your business |
| Physical Location | Your street address, if applicable |
| Service Areas | Suburbs, towns, or regions you serve |
| Contact Details | Your phone number and website link |
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Tip: Double-check all your details before submitting.
As Aaron Smith, a Tyre Expert, mentions: “Verification postcards usually take about 2 weeks to arrive” [12].
NZ Business Verification Steps
In New Zealand, businesses have access to several verification methods in 2025.
Here’s a quick overview:
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| Verification Method | Best For |
| Phone/Text | Quick verification for retail businesses |
| Online services (make sure to check your spam folder) | |
| Live Video Call | Real-time verification for physical premises |
| Recorded Video | Remote businesses that can provide video proof |
| Postcard | Traditional option – may take up to 14 days |
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“With these methods, it’s easier than ever to get your business verified. And since having a verified profile is the best way to improve your SEO, it’s something you should handle as soon as possible”, says Hannah from Budget Car Sales in Auckland [13].
Set Up Service Areas
If your business operates in multiple locations or serves customers on the go, you can define your service area based on:
- Specific suburbs or towns
- A radius around your location
- Larger regions or districts
Pro Tip: Once your profile is verified, enable two-factor authentication to secure your account and prevent unauthorised access [3].
Before creating a new listing, check if your business is already listed by clicking ‘Own this business?’ in the sidebar. This ensures you claim an existing profile and avoid duplicates [3].
“If you’re targeting local customers, then a Google Business Profile listing is essential to your business’s ongoing success” [2].
After verification and setting up your service areas, keep your business details updated to boost local engagement and visibility.
Add and Update Business Information
Keeping your Google Business Profile (GBP) details up-to-date is crucial for improving your local search visibility and building trust with potential customers.
Match Your Contact Details
Your business’s Name, Address, and Phone number (NAP) should be consistent across all online platforms. Any discrepancies can hurt your local search rankings and confuse potential customers.
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| NAP Element | Best Practice | Example |
| Business Name | Use your official trading name | “Wellington Cafe” not “The Wellington Café & Restaurant” |
| Address | Include unit or suite numbers | Level 2, 123 Cuba Street, Te Aro, Wellington 6011 |
| Phone Number | Use E.164 format | +64 4 123 4567 |
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Pro Tip: Include your NAP details in plain text in your website footer.
This helps maintain consistency across platforms and reinforces your online presence [5].
Once your contact details are sorted, the next step is selecting the right business categories.
Select Business Categories
After ensuring your NAP details are consistent, choosing the right categories is key to improving your local rankings.
Google provides a wide range of categories to help businesses define their services.
Your primary category is the most influential for local rankings, while secondary categories help you appear in searches for additional services.
Here’s a quick breakdown:
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| Category Type | Maximum Allowed | Impact |
| Primary | 1 | Most important for rankings |
| Secondary | Up to 9 | Broadens your search reach |
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Write Your Business Description
Your business description is an opportunity to connect with potential customers.
Use up to 500 characters to create a clear, engaging summary of what you offer.
Focus on these key points:
- Highlight your unique selling points.
- Mention your main products or services.
- Include your geographic focus if you’re a local business.
“Your business description allows you to share what makes your business unique, what you offer, and who your target audience is. This section is essential for converting curious searchers into potential clients.” – Helen Laidlaw, [15]
Tip: Avoid overly promotional language or stuffing keywords.
Instead, naturally include 1-2 relevant keywords and maintain a conversational tone that appeals to your local audience.
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Add Photos and Videos
Adding visual content to your Google Business Profile (GBP) boosts visibility and encourages customer interaction.
Photo and Video Guidelines
To ensure your photos and videos display correctly, follow these specifications:
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| Media Type | Technical Requirements | Best Practice |
| Photos | 720×720 px (recommended) | Use clear, well-lit images |
| Photo Size | 10 KB – 5 MB | Optimise for fast loading |
| Photo Format | JPG or PNG | Compress files for better performance |
| Videos | Up to 30 seconds | Highlight key features or services |
| Video Size | Up to 75 MB | Prioritise high-quality visuals |
| Video Resolution | 720p or higher | Maintain a professional appearance |
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Pro tip: Geotag your images and include metadata with your Name, Address, and Phone number (NAP) for better local search results.
To make your visual content stand out:
- Capture clear exterior shots of your storefront.
- Showcase your most popular products or services.
- Include photos of your team in action to personalise your brand.
- Highlight busy periods to show an active, thriving business.
- Regularly update seasonal or event-specific images.
For a more engaging experience, consider offering a virtual tour of your business.
Create Virtual Tours
Virtual tours are becoming an essential tool for local businesses.
In fact, 44% of consumers use mapping tools when searching for nearby businesses [8].
“Listings with photos and a virtual tour are twice as likely to generate interest.” – Google [8]
Here’s how to create an effective virtual tour:
- Hire a Professional
Work with a Google Trusted Photographer to capture high-quality, 360-degree images of your space. - Optimise Your Tour
Highlight key areas of your business and ensure the tour provides an authentic and welcoming experience. This builds trust and helps potential customers feel more confident about visiting. - Maximise Exposure
Once your virtual tour is ready:- Embed it on your website and share it across your social media platforms.
- Include it in your email newsletters to reach a broader audience.
Important: Regularly check your GBP dashboard to ensure your photos, videos, and other media comply with Google’s guidelines and remain visible [7].
Keep your business details accurate and complete to avoid issues with logo or media display.
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Handle Reviews and Customer Messages
Managing feedback effectively is key – 93% of consumers expect businesses to respond to reviews promptly [10].
Write Review Responses
Replying to reviews shows your dedication to customer satisfaction. In fact, businesses that respond to reviews are seen as 1.7 times more trustworthy than those that don’t [11].
Here’s a quick guide to crafting responses that leave a positive impression:
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| Response Element | Best Practice | Example |
| Timing | Reply within 7 days | “Thank you for your feedback from your visit last Tuesday…” |
| Tone | Professional and friendly | “Kia ora [Name], we really appreciate your feedback…” |
| Structure | Thank, acknowledge, and address concerns | “Thanks for sharing; we understand your concern and are addressing it by…” |
| Sign-off | Add a personal touch | “Ngā mihi, [Your name], Store Manager” |
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Using this approach ensures your responses are consistent, polite, and engaging.
Address Negative Reviews
While positive reviews are great for building trust, how you handle negative ones can make all the difference.
Research shows that 95% of customers will keep supporting a business if their concerns are resolved [11].
Here’s how to tackle negative reviews effectively:
- Respond Quickly: Look into the issue and reply as soon as possible.
- Maintain Professionalism: Stay calm, focus on solutions, and avoid defensive or emotional responses [9].
- Take It Offline: For serious complaints, share contact details and resolve the matter privately [9].
Tip: Regularly monitor your Google Business Profile for new reviews.
Studies reveal that 89% of consumers are more likely to choose a business that responds to all reviews [11].
For better efficiency, enable Google Business Profile notifications.
This helps you meet the expectations of around 53% of customers who value quick responses [11].
Track Performance with GBP Tools
Keeping an eye on your Google Business Profile (GBP) performance is key to improving your local visibility.
With Google Search and Maps commanding over 80% of their respective markets [12], understanding how users interact with your profile can make a big difference.
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Read Performance Reports
The GBP Performance Metrics tool offers a clear view of how customers engage with your profile.
It breaks down data into three main categories:
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| Metric Category | What to Track | Why It Matters |
| Interactions | Phone calls, website clicks, direction requests | Tracks direct customer engagement |
| Views | Profile visits by device and platform | Measures how visible your profile is |
| Searches | Direct, branded, and discovery searches | Shows how customers are finding you |
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Here’s how to make the most of these insights:
- Monitor Search Patterns
Identify the search terms that lead customers to your profile. GBP updates this data monthly [12], giving you timely insights into what’s working. - Review Visitor Actions
Dive into how people are interacting with your listing. This includes details like:- Direction requests (including customer locations, cancellations, and even spam)
- Website clicks
- Phone calls
- Message response rates
- Review Historical Data
Compare your performance across different timeframes – be it one to six months or even year-over-year data [13]. This can help you spot trends and adapt accordingly.
These insights also come in handy when planning for changes during holiday periods.
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Update for NZ Holidays
Aligning your GBP with New Zealand holiday schedules is a simple but effective way to build trust with your customers.
Google flags profiles with potentially outdated hours during holidays, so keeping your information accurate is essential [14].
Here’s how to stay on top of it:
- Plan Ahead: Update your special hours for major New Zealand holidays at least three months in advance.
- Set Special Hours: Add specific holiday hours to reflect any changes.
- Confirm Regular Hours: Even if your hours remain the same, confirm them to ensure Google displays the correct information.
For temporary closures, you have a few options:
- Use the “special hours” feature for closures lasting up to six days.
- If your business will be closed for longer, mark it as “temporarily closed” [15].
- For modified trading days, include the exact hours to avoid confusion.
Fix Common GBP Problems
Once you’ve optimised and updated your Google Business Profile (GBP), it’s essential to tackle common issues to keep it running smoothly.
Prevent Account Suspension
Google often doesn’t explain why profiles are suspended, so if yours is, contact them immediately to resolve it.
To minimise the risk of suspension, steer clear of these common triggers:
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| Trigger | Prevention Strategy | Why It Matters |
| Business Name Manipulation | Stick to your exact registered name without adding extra keywords | Builds trust with Google and ensures compliance |
| Information Mismatch | Ensure details like name, address, and phone number are consistent across platforms | Avoids verification problems |
| Multiple Managers | Restrict access to only necessary team members | Reduces the chances of unauthorised changes |
| Outdated Information | Regularly update your business details | Keeps your listing accurate and reliable |
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Fix Duplicate Listings
Duplicate listings can confuse customers and harm your profile’s performance.
Here’s how to resolve them based on your business type:
For physical stores:
- Claim both listings using the same email address.
- Gather the URLs of the duplicate profiles for reference.
- Reach out to Google support and request a merge.
For service-based businesses:
- Claim and verify the profile you want to keep.
- Contact Google support to merge the duplicates into your preferred profile.
Dealing with duplicates quickly ensures your profile remains consistent and aligned with earlier updates.
Update Business Information
If errors persist after making updates, these troubleshooting steps can help:
Critical Changes to Double-Check:
- Ensure your business name, phone number, and address are identical across all platforms.
- Test all website links to confirm they are working properly.
- Verify that the service area boundaries you’ve set are accurate.
Important: If you change your verified business name or address, Google may require you to complete the re-verification process.
Be prepared for this step to avoid disruptions.
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Conclusion: GBP Success Tips for 2025
To keep your Google Business Profile (GBP) thriving in 2025, staying consistent with updates and actively engaging with your audience is essential.
Businesses that respond to reviews within 24 hours often see improved local search rankings, while detailed and updated profiles encourage stronger user interactions [6].
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| Focus Area | Key Actions | Impact |
| Visual Content | Upload diverse, high-quality photos and videos weekly | Builds trust and increases visibility |
| Review Management | Respond to all reviews within 24 hours | Boosts local search rankings |
| Profile Updates | Post weekly and verify information regularly | Ensures consistent engagement and visibility |
| AI Integration | Use automated suggestions and analytics | Enhances profile performance |
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These focus areas form the foundation of effective GBP management.
By combining these practices with detailed performance tracking and review strategies, businesses can create a robust and cohesive optimisation plan.
“With Google’s 2024 changes focused on authenticity, quality, and meaningful customer engagement, keeping your GBP optimised is more important than ever in 2025.” [6]
As local search trends evolve, visual content continues to dominate, making it a key driver for engagement and trust.
Key Performance Indicators:
- Maintain a minimum 4-star rating, ensure NAP (Name, Address, Phone) details are accurate, and keep interactions updated to boost local search performance [6].
- Track user interactions such as website clicks and requests for directions.
“User-generated content will continue to thrive … Businesses will need to embrace authentic interactions on social forums” [1].
For New Zealand businesses, staying ahead involves balancing tried-and-true optimisation techniques with emerging trends. Regularly refresh your profile, engage with customers promptly, and take advantage of AI-driven tools. By following these strategies, you can secure your place in the local market and achieve steady growth.
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FAQs
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How can I use the new AI-powered features in my Google Business Profile to boost local visibility in 2025?
Making the Most of AI-Powered Features in Your Google Business Profile
To get the best results from the new AI-driven tools in your Google Business Profile, focus on using features that boost local visibility and customer engagement. These tools can help you fine-tune your profile to better connect with your audience in New Zealand.
Start by tapping into AI-generated insights to refine your business description. Make sure it highlights what makes your business stand out while aligning with search trends in your area. AI can also assist in identifying the right keywords to optimise your profile, helping it rank higher in local searches. On top of that, AI-powered suggestions can guide you in crafting quick and professional responses to customer reviews, building trust and improving engagement.
Keep your profile current by updating important details like business hours (using the NZ date and time format), address information, and posting high-quality photos that showcase your products or services. By thoughtfully integrating these AI tools, you can stay competitive and draw in more local customers as you move into 2025.
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What are the best ways to manage and respond to customer reviews on my Google Business Profile?
Managing and engaging with customer reviews on your Google Business Profile is a smart way to build trust and boost your local visibility. Here’s how you can make the most of it:
- Keep an eye on reviews regularly so you can address feedback promptly and stay in the loop.
- Reply quickly, ideally within a week, to show customers that their opinions matter to you.
- Show gratitude for positive reviews by thanking customers and adding a personal touch to your responses – it makes them feel valued.
- When dealing with negative reviews, stay calm and professional. Acknowledge their concerns and, where possible, offer to resolve the matter privately.
- Always use a friendly and professional tone, steering clear of defensiveness or sharing too many details publicly.
By being attentive and thoughtful in your responses, you can turn reviews into a chance to boost your reputation and build stronger customer relationships.
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How can I verify and keep my Google Business Profile accurate to avoid issues like suspension or duplicates?
To keep your Google Business Profile (GBP) accurate and up-to-date, start by signing into your Google account and adding your business details.
Make sure your business name matches your official branding precisely, and use the correct address as recognised by Google Maps. Choose the most specific category that fits your business to make it easier for customers to find you.
After entering your details, Google will ask you to verify your location, typically by sending a postcard with a verification code. It’s important not to change your business name, address, or category during this period, as it could cause delays. Once the postcard arrives, log into your GBP account and enter the code to complete the verification process.
To avoid complications like suspension or duplicate listings, always keep your profile updated with accurate and current information. If you notice any duplicate listings, claim and remove them to ensure your business is represented by a single active profile.
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Extra Marketing Resources
► YouTube Channel – free Google, SEO, and Google Business Profile tips
► Substack – free resources and articles to help YOU build a better Google presence for your business