Get more calls, reviews, and visibility from your Google Business Profile — without the jargon or corporate waffle.
For local businesses and trades, your Google Business Profile is more important than your website. When someone searches "plumber near me" or "electrician Belfast", they don't see your website first — they see the Map Pack. Those 3 businesses at the top with the map, reviews, and phone number.
The problem? Most Google Business Profiles are set up once and never touched again. Wrong categories. No posts. Poor photos. Inconsistent information. And then business owners wonder why their phone isn't ringing.
That's where Google Business Profile optimisation comes in. It's the process of getting your profile ranked, trusted, and converting searchers into customers — properly. This page explains what it actually means, why it matters, and how I help UK trades and local businesses get it sorted.
(In plain English, not marketing speak)
Here's something most people don't realize: you can have 50 five-star reviews and still not rank #1.
Why? Because Google's algorithm looks at everything:
Reviews are important — but they're just one piece of a much bigger puzzle. If the rest of your profile is broken, those reviews aren't doing half the work they could be.
Google uses three main factors to determine who appears in the Map Pack:
1. Relevance — Does your profile match what the person is searching for? This comes down to your business categories, services list, and description.
2. Distance — How close are you to the searcher? You can't control this, but you can control your service areas and ensure your address is correct.
3. Prominence — How well-known and trusted is your business? This includes reviews, citations (mentions of your business elsewhere online), consistency of your NAP (Name, Address, Phone), and how much engagement your profile gets.
Most businesses get 1 out of 3 right — usually just the address. Proper Google Business Profile optimisation means nailing all three.
The difference? One gets you found. The other leaves you wondering why your competitors with fewer reviews are getting all the calls.
(And why they're costing you customers)
I see this all the time. A plumber listed as "General Contractor". An electrician under "Home Improvement". A heating engineer with no secondary categories at all.
Why it matters: Your primary category is the single most important ranking signal. If it's wrong, you're invisible for the searches that matter most.
Example: A plumber in Belfast who picks "Plumbing Supply Store" instead of "Plumber" will never rank for "plumber near me" — even with 100 five-star reviews.
Your services section should list what people actually search for, not what sounds professional in your head.
People don't search for "domestic plumbing solutions" — they search for "blocked toilet", "leaking tap", or "boiler repair".
Bad services list:
Good services list:
Google loves active businesses. If your profile hasn't been updated in months, you're telling Google (and potential customers) that you're not really bothered.
That means:
Meanwhile, your competitors who are staying active are climbing above you — even if they have fewer reviews.
This is the big one. Most businesses "set it and forget it" — and then wonder why they're not ranking.
Here's what happens when you leave your profile alone:
The good news? These are all fixable. And once they're sorted, you'll see the difference in your rankings, calls, and enquiries.
I see this all the time — and I know exactly how to fix it.
Let's Fix Your Profile(This isn't a one-and-done job)
Google Business Profile optimisation isn't like building a website where you launch it and walk away. It's more like maintaining a garden — you need to keep it tidy, updated, and growing. Here's how I work with trades and local businesses:
First, I go through your entire profile with a fine-tooth comb. This isn't a quick tick-box exercise — it's a proper audit.
What I fix:
Google loves active profiles. Businesses that stay active rank higher. Simple as that.
What I do regularly:
This is what separates profiles that rank from profiles that just exist.
Reviews are the #1 ranking factor — but most businesses handle them terribly. I set up a simple, repeatable system that works.
What this includes:
Most people mess this up. I make it easy — and it works.
I don't just "do SEO" and disappear. I monitor your profile's performance and keep you updated on what's working.
What I track:
You get clear, jargon-free updates via WhatsApp — no confusing dashboards or reports you'll never read.
Your Google Business Profile stays optimised, your rankings improve over time, and you get more calls from people searching for exactly what you do — without you having to think about it.
That's the difference between "doing SEO" and having someone who actually knows what they're doing handle it for you.
(Not everyone — and that's okay)
If you're a plumber, electrician, builder, roofer, heating engineer, landscaper, or any other trade that relies on local customers finding you on Google — this is for you.
You know your phone should be ringing more. You see competitors with worse reviews getting more calls. You're tired of wondering why your Google Business Profile isn't working.
You're a good fit if:
Beyond trades, this works for any local service business that shows up in Google Maps: solicitors, accountants, vets, locksmiths, garages, cleaners, estate agents, gyms — you get the picture.
If people Google your service + your location and you want to be in that top 3 Map Pack, I can help.
This is perfect if:
Let's be honest: you didn't start your business to learn about Google algorithms. You started it to do the work you're good at.
You want results, not homework. You don't want to sit through 6-hour courses or figure out what "schema markup" means. You just want your phone to ring more.
This is for you if:
That's exactly who I work with. People who want honest help, not sales pitches. No long-term contracts. No jargon. Just results you can feel.
If you're a local business serious about getting more calls from Google, I'd love to help.
No pressure. No contracts. Just honest advice and practical help.
(Honest talk, no guarantees)
I'm not going to promise you #1 rankings in 30 days. Anyone who does is lying to you. What I will promise is consistent, honest work that improves your visibility over time.
Here's what you can realistically expect when we work together:
Timeframe: Most businesses start seeing movement in the Map Pack within 4-8 weeks. Full results take 3-6 months.
What you'll notice:
Important: Google doesn't work on a fixed timeline. Some businesses see results faster than others depending on competition, current profile state, and how active your area is. I'll keep you updated on what I'm seeing.
This is what actually matters. Not rankings — enquiries.
What typically happens:
Real talk: Some businesses see a 30-50% increase in calls within 3 months. Others take longer. It depends on your starting point, competition, and how well your profile converts once people find it.
I don't just disappear and "do SEO" in the background. You'll see exactly what's improving.
How I keep you updated:
Bottom line: You'll always know what's happening with your profile. If something's working, I'll tell you. If something's not, I'll tell you that too — and what I'm doing about it.
Anyone promising instant #1 rankings is lying. Google doesn't work that way. What does work is consistent, proper optimisation over time — the kind that actually gets your phone ringing.
If you're looking for overnight miracles, I'm not your guy. But if you want steady, reliable improvement from someone who knows what they're doing and won't bullshit you — let's chat.
Message Phil on WhatsAppCommon questions about Google Business Profile optimisation
Message me on WhatsApp and let's have a chat about what's going on with your profile. No pressure, no sales pitch — just a friendly conversation about how I can help.
Message Phil on WhatsAppPrefer email? phil@philcarrick.com
No Contracts
Work together as long as it makes sense
Plain English
No jargon or marketing waffle
Real Results
More calls, more reviews, better rankings