Lesson 3 of 3 · Listing optimisation
Optimise your listing: categories, services, photos and posts
What it is
A claimed, verified, consistent listing is the foundation. Optimisation is filling it out so completely and honestly that both customers and algorithms understand exactly what you do, where you do it and why you are trustworthy. 1. Categories: choose the most specific honest primary category, then add only additional categories for services you genuinely offer. Your primary category is the single strongest relevance signal you control. 2. Services and products: list each service with a plain-language description and a price or price range where possible. These help you match longer, more specific searches. 3. Photos and video: add real photos of your work, team, premises and vehicles. Profiles with genuine, recent photos earn more calls and direction requests than profiles with none or only stock images. 4. Posts and updates: publish a short update, offer or seasonal reminder regularly. It shows customers and Google that the business is active. 5. Reviews: ask every happy customer, reply to every review politely, and never buy or invent reviews. A steady trickle of honest reviews beats a suspicious spike. 6. Questions and answers: add and answer the questions customers actually ask you, before someone else answers them wrongly.
Why it matters
Each completed field is another chance to match a search and another reason for a customer to choose you. Categories decide which searches you are eligible for, services and photos decide whether you look worth contacting, and fresh posts and reviews signal an active, reliable business. AI assistants also read this information when deciding which local businesses to recommend.
✓ Good example
Fictional Maple Leaf Plumbing & Heating sets "Plumber" as its primary category, adds "Drain cleaning service" and "Water heater installation" as additional categories, lists each service with a short description and starting price, uploads photos of real jobs each month and posts a seasonal maintenance reminder.
✗ Common mistake
Stuffing city names into the business name, choosing categories for services you do not offer, uploading stock photos, or offering gifts for five-star reviews. These are the most common reasons profiles get restricted or suspended.
You pass when: Your categories, services, photos, posts and reviews are complete, honest and current, and you have a monthly habit of keeping them that way.
Check it now with our free Google Business Profile checker.