May 15, 2026
If you run a business in the Sutherland Shire and have not set up your Google Business Profile properly, you are handing customers to your competitors every day.
Google Business Profile controls what appears when someone searches for your business name, or searches for what you do near them. It shows your address, phone number, opening hours, photos, and reviews. It appears in Google Maps, in local search results, and increasingly in Google's AI-generated answers.
The good news: it is free. The bad news: most businesses set it up once and never touch it again, which is almost as bad as not having it at all.
Your profile does four things. It tells Google where you are. It tells Google what you do. It gives potential customers a reason to choose you. And it influences whether you appear in the local pack, the group of three businesses that appear at the top of local search results.
Appearing in that top three can dramatically change how many calls and enquiries you receive. Businesses in the local pack get the majority of clicks for searches like "electrician Cronulla" or "physio Miranda". If you are not in there, most searchers will not scroll down to find you.
If you have not claimed your profile, go to business.google.com and search for your business. Google may have already created a basic listing based on public data. Claim it, verify it (usually via postcard or phone), and then fill in every section completely.
Your business name should match exactly what appears on your signage and website. Your address and phone number should be identical to what is listed on your website and any other directories. Inconsistencies confuse Google and reduce your chances of ranking.
Choose your primary category carefully. It has the biggest influence on what searches you appear for. If you are a plumber, "plumber" should be your primary category, not "home services" or "contractor". Add secondary categories where relevant.
Incomplete descriptions. Your business description should explain what you do, who you help, and where you operate. Write for a potential customer, not a search engine.
No photos, or poor quality photos. Profiles with photos receive significantly more clicks and calls. Add photos of your work, your premises, and your products. Update them regularly.
Not using the Posts feature. Google Posts let you share updates and offers directly in your profile. Most businesses ignore this entirely. Posting once a week signals to Google that your business is active.
Ignoring the Q&A section. Customers can ask questions on your profile. Add your own questions and answers covering the things customers most commonly ask.
Not responding to reviews. Responding to every review shows Google and potential customers that you are engaged. It also gives you a chance to address complaints professionally.
Post updates at least twice a month. Add new photos when you complete notable work. Respond to every review within 24 hours. Review your profile analytics monthly to understand what searches are bringing people to your listing.
Google Business Profile is one part of a broader local SEO strategy. On its own it will improve your visibility. Combined with a well-optimised website, consistent directory listings, and a steady flow of genuine reviews, it becomes a reliable lead generation tool.
If you want help auditing or optimising your Google Business Profile, get in touch. Brendan offers a free digital marketing audit for Sutherland Shire businesses covering your profile, your website, and your local search visibility.
