Your Google Business Profile is the single most important asset for local SEO in Melbourne. It determines whether you appear in the coveted local pack, Google Maps, and increasingly, in AI-generated local recommendations.
This comprehensive guide covers every optimisation technique that works in 2026, from basic setup to advanced strategies that give Melbourne businesses a competitive edge.
Why GBP optimisation Matters More Than Ever
Google Business Profile results dominate local search. When someone searches "plumber near me" or "best coffee Melbourne CBD," GBP listings appear before organic results. With AI assistants now pulling local business information from GBP data, optimisation impacts both traditional and AI search visibility.
Key Stat: 76% of people who search for something nearby on their smartphone visit a related business within a day. Your GBP is often the first impression these potential customers see.
Essential GBP optimisation Checklist
1. Complete Every Section
Google rewards complete profiles. Fill out every available field:
- Business name (exactly as it appears in the real world)
- Primary and secondary categories (be specific)
- Description with Melbourne-focused keywords
- Services and products with descriptions
- Business hours (including special hours)
- Attributes relevant to your business
2. Optimise Your Business Description
Your 750-character description should naturally incorporate local keywords while explaining what makes your business unique. Mention Melbourne, your specific suburbs served, and your key services.
3. Photo optimisation
Businesses with photos receive 42% more requests for directions. Upload:
- High-quality cover and profile photos
- Interior and exterior shots
- Team photos showing real people
- Product/service photos
- Regular updates (aim for weekly)
4. Review Management Strategy
Reviews are a critical ranking factor. Develop a systematic approach:
- Ask satisfied customers for reviews at the right moment
- Respond to every review within 24-48 hours
- Address negative reviews professionally
- Use review insights to improve your service
Advanced GBP Strategies for Melbourne
Google Posts
Weekly posts signal to Google that your business is active. Share offers, events, updates, and blog content. Include calls-to-action and local keywords.
Q&A Section
Proactively populate your Q&A section with common questions and answers. This provides helpful information and gives you control over the narrative.
Products and Services
Use the products and services sections to showcase your offerings with descriptions, prices, and photos. This helps Google understand what you offer and can appear in relevant searches.
Measuring GBP Performance
Track these metrics in your GBP Insights:
- Search queries that trigger your listing
- Views on Search vs. Maps
- Customer actions (calls, directions, website clicks)
- Photo views compared to competitors
For technical aspects of local SEO including schema markup and NAP consistency, check our Technical SEO guides.