If someone searches for a plumber in Reading, a hairdresser in Windsor or an accountant in Ascot, where do they look? Most people go straight to Google Maps. The businesses that appear at the top of that map pack get the calls, the bookings and the footfall. The ones further down, or missing entirely, get nothing.
You probably have a Google Business Profile already. Most Berkshire businesses do. But having a profile and having a profile that works are two different things. This guide walks through the optimisation steps that actually move the needle, in the order they matter.
Why the map pack matters
When a local search happens, Google shows three businesses in the map pack above the organic results. Those three positions capture most of the clicks. Being in that list at all is worth more than ranking on page one of the normal results, because the map pack is what people act on.
Google gives every business owner a free look inside this. The performance section of your profile shows how many people found you on Maps, how they searched, and what they did next. If you have never opened that tab, start there. It tells you whether your profile is bringing in customers or just sitting there.
Complete every field, properly
The first optimisation step is boring but essential: finish the profile. Category, services, products, attributes, opening hours, special hours for holidays, website, phone number. Every field you leave empty is a reason Google cannot match you to a search.
The category matters most. Choose the most specific category that fits, not the broadest. A “Plumbing and heating contractor” category beats “Contractor” every time, because it tells Google exactly which searches you should appear for. Add secondary categories too, but only the ones that genuinely describe what you sell.
Then add your services and products. These act as extra keywords on your profile, and they help you show up for searches you would otherwise miss.
Photos make the difference
Profiles with regular, good-quality photos get more clicks and more direction requests. Google’s own guidance has said this for years, and it still holds. The businesses that post fresh photos every few weeks consistently outperform the ones with three pictures from 2021.
What should you photograph? Your premises, your team, your work, your vehicles, your products. Avoid stock photos. Customers want to see what walking into your business is actually like. Add a new photo at least once a month, and make sure your logo and cover photo are current.
Reviews are the engine
Reviews are the single biggest factor in local ranking, and they are also what customers read before they pick up the phone. The goal is a steady flow of new reviews, not a burst followed by silence. We wrote in more detail about getting more online reviews and why they matter for local search.
Ask at the right moment. When a job finishes well, or a customer emails to say thanks, that is the moment to ask. Send a direct link to your review page, keep the ask simple, and make it easy. Then respond to every review, good or bad. A short, polite reply to a negative review does more for your reputation than ten positive reviews left unacknowledged.
Answer the questions before they are asked
The Q&A section on your profile is public. Anyone can ask a question, and anyone can answer it. If you are not watching it, a wrong answer from a stranger can sit there for months.
Post the questions customers actually ask you: Do you cover the whole of Berkshire? Are you insured? What areas do you serve? Then keep an eye on the section and answer new questions within a day or two. It is a small habit with an outsized effect on trust.
Use posts to stay visible
Your profile also has a posts feature, similar to a mini social feed. We covered this in depth recently in our guide to Google Business Profile posts. The short version: a post a week keeps your profile active, and active profiles get more exposure in local results.
Keep your details consistent
Finally, make sure your name, address and phone number match everywhere: your website, your social profiles, your invoices, any directories you appear in. Small inconsistencies confuse Google and erode the trust signals that local ranking depends on.
What to do this week
You do not need a marketing budget to improve your Google Business Profile. You need an hour and a list. Complete every field, add fresh photos, set up a review habit, answer the Q&A, post once a week, and check the performance tab monthly.
If you would rather hand it to a team that does this every day, that is what we do. SumFactors helps Berkshire businesses get found, get chosen and get more enquiries. Talk to us about your Google Business Profile, or about any part of your local search presence, and we will tell you honestly what will make the biggest difference.
