Top 13 GMB listing optimisation strategies for Australian businesses

As a business owner, there’s nothing more frustrating than watching your potential customers choose your competitors simply because they popped up first in a Google search. But what if you could change that? By optimising your Google My Business (GMB) — now called Google Business Profile (GBP) — listing, you can boost your visibility, attract more locals, and stay ahead of the pack.

Many Australian businesses lose customers daily because their GBP isn’t properly set up or optimised. With Google seeing more local discovery searches and “near me” queries, an incomplete or poorly managed GBP means missing out on real revenue opportunities.

In this blog post, we’ll walk you through proven Google My Business optimisation strategies to help your Australian business rank higher, attract more customers, and stand out in local searches.

Ready to dominate Google’s local search results? Let’s dive in!

Why Australian businesses must focus on GMB listing optimisation

Optimising Google business listings can help Australian businesses boost local search visibility, convert leads faster, and improve revenue while strengthening the online reputation of the brand. 

Let’s explore these in detail. 

Boost local visibility

With 97% of Australians searching for local businesses online, appearing in Google’s local pack (the top three map results) can significantly boost your visibility. Whether you run a café in Melbourne, a legal firm in Sydney, or a trades business in Brisbane, an optimised Google Business Profile boosts your search engine optimisation efforts and ensures more potential customers find you

Convert leads faster

A well-optimised Google My Business listing provides potential customers with all the essential details upfront—location, operating hours, contact info, and even booking options. This reduces friction and helps users make faster purchasing decisions.

Improve revenue

Businesses appearing in the top three local search results see higher engagement, more website visits, and increased foot traffic—all of which lead to more conversions and revenue. Optimising your listing ensures Google ranks your business above competitors.

Strengthen online reputation

Google prioritises local businesses with frequent and high-quality reviews. By optimising your Google My Business profile and managing reviews, you build a stronger online presence, improve customer trust, and increase brand credibility.

How GMB listing optimisation helps local SEO?

Optimising your Google Business Profile is one of the most effective ways to supercharge your local SEO efforts. Here’s how it helps:

• Relevance: Google prioritises businesses that closely match a search query. Including the right keywords in your business description, posts, and Q&A section significantly boost visibility.
• Proximity: Location plays a critical role in your business appearing in local search results. Optimising your profile with accurate address details and service areas helps ensure you appear in searches for local customers.
• Prominence: Businesses with more reviews, higher engagement, and frequent updates rank better. Keeping your GMB profile actively boosts your rankings in local search results.
• Consistency: A business with consistent NAP (Name, Address, Phone Number) details across directories, websites, and listings gains Google’s trust and ranks higher.

How to set up or claim your Google Business Profile in Australia

Before optimising your listing, you must set up a new Google Business Profile or claim an existing one. Follow these steps:

1. Setting up a new Google Business Profile

If your business is not already listed on Google, create a profile from scratch:

• Go to Google Business Profile and sign in with your Google Business account.
• Click “Add Your Business to Google.”
• Enter your business name and choose a primary category that best describes your business (e.g., “Café” or “Electrician”).
• Add your physical address (for storefronts) or select “Service Area Business” if you provide services at customer locations.
• Enter your phone number and website so that  customers can contact you.

Pro tip: Australian businesses operating in service areas (like electricians in Melbourne or plumbers in Perth) should hide their physical address and set up service areas instead.

2. Claiming an existing Google Business Profile

If your business is already listed on Google but you don’t have access, follow these steps:

• Search for your business name on Google Search or Google Maps.
• Click  “Own this business?” on the profile.
• Follow the prompts to request ownership from the current manager.
• You can claim the business listing and proceed with verification.

3. Verifying your Google Business Profile

To access all features of Google Business Profile—including reviews, insights, and messaging—you must verify your business listing. Verification options include:

• Postcard verification (The most common method is for Google to send a postcard with a code to your business address).
• Phone or email verification (Available for some businesses).
• Instant verification (If you’ve previously verified your business with Google Search Console).

Pro tip: Until verification is complete, your profile won’t appear in search results, and you won’t have access to GMB features. Make sure you verify your profile as soon as possible.

GMB listing optimisation strategies you need in 2025

Optimising your business listing can be a daunting task, especially if you have multiple business locations to manage. That is why we bring you the complete list of strategies to help you shine in the target market. Here is what you can do:

1. Audit your existing Google My Business listings for optimisation scope 
2. Ensure NAP consistency
3. Select the right business categories 
4. Write a compelling business description
5. Add high-quality photos and videos 
6. Collect and respond to reviews
7. Share regular updates using Google Posts 
8. Invite customers to connect outside of Google with website and social links 
9. Enable messaging for direct inquiries 
10. Add product and service details 
11. Optimise for voice search
12. Allow and manage bookings 
13. Track performance and improve 

Let’s explore each of these strategies in detail. 

1. Audit your existing Google My Business listings for optimisation scope 

You can only know what to improve when you know what is lacking. Optimisation begins with auditing your Google My Business account, and here is what you must check for: 

• How consistent is your NAP (Name, address, and phone number) information is across all online platforms
• How complete your information is on the profile across attributes, bookings, connected information, and website address 
• How effective is the information for convincing clients to choose your business with photos, updates, and Posts
• How optimised the profile descriptions are for local search engine optimisation-related keywords

You can use Birdeye’s audit tool to identify areas for improvement, such as low-performing profiles,missing data, discrepancies, and any reputation concerns.

2. Ensure NAP consistency

It is important that your Name, Address, and Phone number (NAP) be consistent across all platforms – website and directories like Yellow Pages, True Local, and Yelp Australia to your social media accounts. 

Google ranks local businesses with consistent NAP, trusting them to be a relevant and accurate resource for the local search query. Even minor discrepancies (e.g., “St” vs. “Street”) can confuse Google’s algorithm and hurt rankings.

Pro tip: Managing multiple Google My Business accounts can be challenging, especially when maintaining consistency for each profile with 50+ directories. Birdeye Listings AI helps you automatically manage NAP consistency and seamlessly update all relevant details in real-time from a central dashboard. 

3. Select the right business categories

Choosing the most relevant primary and secondary business categories can significantly impact search visibility. Google prioritises businesses with accurate category selections, making it easier for potential customers to find you.

• Primary category: Use Google’s category suggestions and select the most relevant one for your industry.
• Secondary category: It helps expand your reach—e.g., a Sydney café could list “Coffee Shop” as the primary category and “Brunch Restaurant” as a secondary one.

4. Write a compelling business description

Your business description should highlight key services, unique selling points, and location-specific keywords.

Example of a Brisbane-based dental clinic:
“Bright Smiles Dental provides expert cosmetic and general dentistry in Brisbane. Our services include teeth whitening, Invisalign, and emergency dental care. Book an appointment today!”

Figuring out the right description can be challenging, especially if you want to hit all the right notes to rank higher in local search results. One way to streamline this is with Birdeye Listings AI’s description generator that helps create  effective descriptions with a single click. 

5. Add high-quality photos and videos

The photos on your Google Business Profile help potential customers understand your brand, products, services, and other aspects of your business clearly without requiring them to visit your website. 

You can convert visitors into leads by engaging them longer with the right photos and videos. 

Best practices for adding photos to your Google My Business profile include: 

• Upload 10 high-quality images showcasing your storefront, products, or services.
• Include a 360° virtual tour if possible.
• Professional photos of the interior and menu items boost engagement for restaurants in Sydney, Gold Coast resorts, or retail shops in Adelaide.

Follow these steps to add business photos to your profile:

1. Access your business profile via the search dashboard or Google business profile manager. 
2. Click on the “Photo” button. 
3. Choose the appropriate section – posts, updates, or product photos are some choices Google offers. 
4. You can also refresh branding images in the logo and cover photo section. 
5. Click “Save” to continue. 

6. Collect and respond to reviews

Google reviews are crucial for both attracting potential customers and boosting your search rankings. A well-managed review strategy can help your business outrank competitors for key local searches.. 

Businesses in Australia can gain a strong competitive advantage over their peers and rivals by actively soliciting reviews and managing them well. 

Some of the best ways to optimise your Google business profile with reviews are: 

• Asking all customers to leave a review on your business profile by integrating your CRM tools into your communication systems like SMS, email, etc. 
• Always respond to all customer reviews – positive and negative. Express gratitude for positive feedback while you address any concerns your clients may express in negative reviews. 
• Work with review management tools like Birdeye Reviews AI to set up review response templates, use AI to create custom responses to reviews, and monitor reviews in real-time. 
• Make the response process as easy as possible for your clients. Share Google reviews QR codes, short links, and more so that reviews can come in with a single click. 
• Prioritise providing a solid customer experience to everyone who contacts your business. Over 40% of customers say they would be willing to leave a review and recommend business to friends if they have a positive experience. 

7. Post regular updates using Google Posts

Your business profile on Google can be more than just a place to showcase location details and customer reviews.  Google Posts functions like mini social media updates on your profile. You can use this feature to: 

• Share promotions, events, business offers, or blog updates (e.g., “End-of-season sale in our Perth store—20% off this week!”).
• Showcase your brand in a detailed and engaging manner. 

Keep it short and include a strong call to action with each post. 

Here is how you can add Google posts to your business profile: 

1. Access your GMB account. 
2. Next, click “Add update” and choose the right section to upload the relevant content. 
3. Choose between “Updates”, “Offers”, and “Events”. 
4. Save and continue. 

Pro tip: Streamline posting to your Google business profile by using a social media management tool like Birdeye Social AI that allows you to connect your social accounts and Google listing. 

8. Invite customers to connect outside of Google with website and social links 

An optimised GMB listing ensures customers get all the information they need to better understand your brand. You can link your website and social profiles to the Google business profile so customers can access all your information from a central hub. 

A connected website improves customer experience, boosts credibility and search rankings, and allows potential customers to get to know your brand better.

For best results: 

• Optimise your website for mobile devices, as most Google searches come from a mobile device. 
• If possible, use UTM parameters to track traffic from your Google Business Profile. This data can help you measure the effectiveness of your optimisation efforts.

9. Enable messaging for direct inquiries

Australian customers appreciate fast responses, and being able to deliver on that ensures they have a good experience with your business from the get-go. You can do that by connecting your texting number and even Whatsapp to the business profile. 

Here is how you can do this: 

1. Navigate to your Google My Business account 
2. Click “Edit profile”. 
3. Move to the “Contact” tab and scroll down to the chat option. 
4. Link your business texting number or Whatsapp number as required by the forms. 
5. Click “Save” to activate messaging. 

Pro tip: While connecting your phone to the profile is a good step, it doesn’t end there. Ensure your team knows to respond promptly to all customer queries and  messages. You can also set up an automated messaging service like Birdeye Messaging AI to send out instant responses, monitor inboxes, and convert leads faster. 

10. Add product and service details 

Whether you are a service-based business or a retail store, you can make the most of your Google My Business account by showcasing your service lists and products. Make sure to add detailed descriptions, photos, videos, and other information to help customers make an informed decision. 

For example, car dealerships in Australia can list the latest models in stock, while a med spa or clinic can list the services it offers such as dental cleaning, braces, and more. 

You can add this information by navigating to the dashboard and choosing the “Add products” or “Edit services” option as necessary. 

11. Optimise for voice search

Voice assistants like Google Assistant, Siri, and Alexa are becoming a part of every customer journey. And that is making voice search a major factor in local SEO and customer discovery searches. Studies show that 58% of Australians use voice search to find local businesses, making it crucial to optimise your Google Business Profile for voice queries.

Here’s how you can optimise your business information for voice search seamlessly: 

• Use conversational keywords – Voice searches are longer and more natural (e.g., “Where can I find the best plumber near me?”). Add question-based phrases in your GBP description and Q&A section.
• Focus on “near me” searches – Ensure your address, service areas, and business hours are accurate to rank for location-based queries.
• Answer FAQs on GBP – Google pulls from GBP Q&A and reviews to answer voice searches. Add common customer questions and ensure reviews mention key services.
• Optimise for mobile & speed – Voice searches mostly happen on mobile. Keep GBP details updated, enable messaging, and ensure fast-loading web pages.
• Encourage natural language reviews – Google prioritises listings with detailed, relevant reviews. Ask customers to mention business location and services in reviews.

12. Allow and manage bookings 

The convenience of booking time with your business directly from Google has a higher chance of convincing customers to choose your business. This begins by integrating a booking system with your Google business profile. 

You can choose any Google-certified appointment management service that can either display the available slots or help you better manage your waiting room and resources. 

13. Track performance and improve

While you audit your listings at the beginning of the optimisation process, keeping track of what happens with the improvements and how to tweak the profile better is equally important. 

Monitoring and using Google Business Profile Insights can help you understand:

• How customers find your listing (search or maps)
• What actions do they take (calls, website visits, directions)
• Peak times for searches (great for running promotions)

Adjust your local marketing strategy based on real-time data to improve rankings and conversions.

How to enhance your GBP profile with competitive analysis

Knowing how your competitors perform on Google can help you fine-tune your GMB listing and gain a competitive edge. Here’s how:

• Analyse competitor categories: Use Google’s ‘Suggest an edit’ feature to check what categories top-ranking competitors are using and apply relevant ones to your profile.
• Review competitor keywords: Competitor business descriptions often include high-ranking keywords. Identify and integrate relevant keywords in your own description.
• Monitor competitor reviews: Look at customer pain points in competitor reviews and highlight your business strengths in your profile updates.
• Track engagement on competitor posts: See what types of Google posts competitors publish and create more engaging and promotional content.

How Birdeye helps Australian businesses optimize their GMB listings

Birdeye is the top-rated reputation management solution for Australian businesses looking to streamline their GMB listing management and strengthen their presence on Google. With tools for listings, reviews, competitor analysis, and social media management, Birdeye offers a comprehensive solution. 

Here is a quick overview of how Birdeye Listings AI and Reviews AI come together to help businesses in Australia get the most out of their Google business profiles: 

With Birdeye Listings AI, Australian businesses can:

• Ensure your business details are accurate, consistent, and fully optimised across 50+ directories, including Google, Apple Maps, and Bing. 
• Automatically update any change in business location, phone number, and other pertinent business information.
• Leverage AI to generate SEO-friendly descriptions.
• Monitor and optimise local search rankings.

With Birdeye Reviews AI, Australian businesses can:

• Automate review requests and get more Google reviews effortlessly.
• Respond to reviews using AI-powered responses to enhance reputation management.
• Monitor and analyse reviews to improve customer experience and ranking factors.

Birdeye’s impact on Australian businesses

Many Australian businesses have transformed their local presence using Birdeye’s AI-powered tools. Here are some success stories:

Baird Real Estate – 340% increase in Google reviews

Baird Real Estate, a property management firm in Newcastle, struggled with collecting reviews. After using Birdeye’s automated review requests, they saw a 340% increase in Google reviews, leading to higher rankings and more client inquiries.

Advanced Skin & Cosmetic Tattoo – 4.9-star rating with automated review management

This Melbourne-based cosmetic clinic improved its Google star rating from 4.2 to 4.9 using Birdeye’s automated review collection and AI-assisted response system. More positive reviews led to increased client trust and bookings.

Aston Legal Group – Dominating local search with GMB optimisation

Aston Legal Group, a family law firm in Melbourne, used Birdeye’s GMB optimisation and review management to rank higher in Google’s local pack. Their visibility increased by 60%, leading to higher case inquiries.

FAQs on GMB listing optimisation

Conclusion

Optimising your Google Business Profile is essential for better rankings, more customers, and higher engagement. From choosing the right categories and collecting reviews to posting updates and tracking performance, these above strategies will help your business stand out in Australian local searches.

Strengthen online reputation with GMB listing optimisation in Australia

A well-maintained Google Business Profile builds trust, increases visibility, and enhances customer experience. Whether you’re a retail store in Sydney, a medical practice in Brisbane, or a trades business in Perth, investing in GMB optimisation is crucial for long-term growth.

Birdeye provides a comprehensive suite of GenAI tools to simplify and enhance your Google Business Profile optimisation efforts. Here’s how you can use these tools to maximize efforts:

Birdeye Reviews AI: Manage customer reviews, analyze review sentiment, spot areas for improvement, and get actionable insights to improve customer satisfaction. AI responses also help maintain timely communication and build trust with their audience.

Birdeye Listings AI : Ensure consistency, accuracy, and local SEO keyword optimization across multiple locations. Spot discrepancies, update your Google Business Profile, and sync changes from a central dashboard.

Birdeye Insights AI: Analyze data from reviews, surveys, and other customer feedback to identify trends and opportunities. Get reports and actionable recommendations tailored to your business needs, and refine customer experience to stay ahead of competitors.

With Birdeye’s GenAI tools, you can streamline Google Business Profile management, enhance your online reputation, and attract more customers effortlessly.

Boost your local rankings and easily attract more customers—try Birdeye today.