When someone in your area searches for a sparky, a plumber or a roofer, the first thing they usually see is a map with three local businesses under it. Those spots get a large share of the calls. Most of them are won through a free tool: your Google Business Profile. This guide explains how to set up and improve a Google Business Profile for tradies in Australia, so more locals find you, trust you and pick up the phone.
What a Google Business Profile does for a tradie
Your Business Profile is the listing that shows your business on Google Search and Google Maps. It holds your name, phone number, service area, hours, photos and reviews. For many customers it is the first and only thing they look at before they call. A complete profile with good reviews can win you jobs even before someone visits your website.
It is also free. There is no cost to create or manage a profile, and Google says clearly that there is no way to request or pay for a better local ranking. What you can control is how complete, accurate and active your profile is.
How Google decides who shows up
The Google guide to improving your local ranking explains that local results are based mainly on three things:
- Relevance: how well your profile matches what the person searched for
- Distance: how far your business is from the searcher or the location in their search
- Prominence: how well known your business is, including reviews and how often you are mentioned across the web
You cannot move your business closer to every customer. You can make your profile more relevant and more prominent. The steps below focus on exactly that.
Step 1: Claim and verify your profile
Start at the Google Business Profile getting started guide. Search for your business first, because a listing may already exist. Claim it if it does, or create a new one if it does not. Then verify it. Google says verification tells it you are allowed to represent the business, which makes your profile more likely to show up in search results.
Keep only one profile for your business. Duplicate listings confuse Google and your customers, and they can cause problems with how your business appears on Maps.
Step 2: Set it up as a service area business
Most tradies travel to the customer. Google calls this a service area business, and it gives plumbers and cleaning services as examples. The Google help page on service areas says that if you do not serve customers at your business address, you should remove the address from your profile.
That means you can work from home without showing your home address to the public. Instead, you list the areas you cover. A few things to know:
- You can add up to 20 service areas, such as suburbs, cities or postcodes
- You cannot set a radius around your base, so list the actual areas
- Pick the areas you really want work in, not every suburb in the state
- Edits can take up to 48 hours to show
Step 3: Choose the right categories
Your primary category is one of the strongest relevance signals. Choose the one that best describes your main trade, such as Plumber, Electrician or Roofing contractor. Google's guidelines for representing your business say to choose the fewest categories it takes to describe your core business. Add a second category only if it is a real part of your work.
Step 4: Fill in every detail
Google says businesses with complete and accurate information are more likely to show up in local results. Go through every section of your profile and fill it in properly.
Business name
Use your real business name, the same one on your van, invoices and signage. Do not add suburbs or keywords to the name. Google's guidelines say your name should match how your business is known in the real world, and keyword stuffing can get a profile suspended.
Phone number and website
Use a local number that someone actually answers. Every missed call from your profile is a lost lead, often to the next tradie on the list. Link to a page on your website that matches the services people search for.
Hours
Set your real hours, and update them for public holidays and the Christmas break. If you offer emergency call outs, say so clearly in your description and services.
Services and description
List each service you offer, for example hot water repairs, blocked drains and gas fitting. Then write a short, honest description of what you do, where you work and what makes you different. Mention your licence if your trade needs one. Write it for customers first, not for Google.
Step 5: Add real photos
Photos show customers what you do and help them trust you before they call. Add photos of your team, your vehicles, your tools and finished jobs. Before and after shots work well for trades. Use real photos of your own work, and keep adding new ones every month or two so your profile looks active.
Step 6: Get more Google reviews
Reviews are one of the biggest things customers look at, and they help your prominence. The best time to ask is right after a job is finished and the customer is happy. Google's tips to get more reviews suggest sending customers a review link or a QR code.
A simple routine that works for many tradies:
- Ask in person when you finish the job
- Send a text the same day with your review link
- Put the QR code on your invoice or business card
- Reply to every review, good or bad
Be careful about one rule. Google strictly prohibits offering discounts, free work or any other incentive in exchange for reviews. Reviews must reflect a genuine experience. Offering a reward can get reviews removed and put your profile at risk.
Replying to reviews
Google says replying shows customers you value their feedback. Keep replies short, polite and specific. For a negative review, stay calm, thank them, explain what you will do, and offer to sort it out offline. Future customers read these replies and judge how you handle problems.
Step 7: Keep your profile active
A profile that was set up once and forgotten slowly falls behind. Set a reminder to check it every month. Add new photos, post a recent job or update, answer any questions, and make sure your hours and phone number are still right. Small, regular updates keep your information fresh.
Connect your profile to your website
Your Business Profile and your website work together. Your website should show the same business name and phone number, list your services and service areas, and give customers an easy way to call or book. Our guide to local SEO for plumbers in Melbourne covers the website side in more detail, and it applies to most trades.
Once the calls start coming, make sure you can answer them. Many tradies are on a roof or under a house when the phone rings. Our article on an AI receptionist for tradies explains how to stop missing those calls.
Common mistakes to avoid
- Leaving the profile unverified or half finished
- Adding suburbs or keywords to your business name
- Showing a home address when customers do not visit you
- Choosing too many categories that do not fit your work
- Offering discounts in exchange for reviews
- Never replying to reviews
- Letting your phone go to voicemail during work hours
Doing it yourself or getting help
You can set up and manage a Google Business Profile yourself in an afternoon. Keeping it active, collecting reviews and linking it to a website that converts takes more time. SEOMAX helps Australian tradies with local SEO, websites and lead follow up through SEOMAX's own software, so more of the people who find you actually become jobs.
Frequently asked questions
Is a Google Business Profile free for tradies?
Yes. Creating and managing a Google Business Profile is free. Google also says there is no way to pay for a better local ranking.
Do I have to show my home address?
No. If customers do not visit you, set your profile up as a service area business and remove the address. You then list the suburbs, cities or postcodes you serve.
How many service areas can I add?
You can add up to 20 service areas. Google does not allow a radius around your base, so you list the actual areas you cover.
Can I offer a discount for a Google review?
No. Google strictly prohibits offering incentives such as discounts or free services in exchange for reviews. Ask every happy customer instead, and make it easy with a review link or QR code.
How long does it take to show up on Google Maps?
It depends on verification, how complete your profile is, and how many competitors are in your area. Some changes show within a couple of days, while building reviews and prominence takes ongoing effort.
Can SEOMAX help with my Google Business Profile?
Yes. We help Australian tradies with local SEO, websites and lead follow up. Request a free demo website to see what yours could look like.
Get a free demo website
Want more local calls from Google? We will build a free demo website for your business so you can see it before you decide, with no obligation. Request your free demo or call 03 8400 0295.
