Google My Business optimisation, now called Google Business Profile, is not just about updating your opening hours. When managed strategically, it becomes a strong part of your off-page SEO, particularly for improving local search results. Off-page SEO refers to actions taken outside your own website to improve its position in search rankings.
Here is how improving your Google Business Profile can boost your wider SEO strategy.
Businesses with complete and accurate profiles are more likely to appear in Google’s local search results, including the Local Pack (the top three map results) and Google Maps. Adding categories, attributes, photos, posts and reviews helps Google understand your business, increasing your chances of appearing in these key spots.
Google looks at prominence, which includes signals such as reviews, online mentions and customer interactions. A regularly updated profile with fresh posts, prompt review responses and regular engagement shows your Google Business Profile is active and relevant, which can help improve local rankings.
Customer reviews are a major off-page signal. Many people read reviews before choosing a local business. High ratings and consistent feedback build trust with both customers and Google. Citations, which are mentions of your business on other websites and directories, also help confirm your legitimacy.
A well-optimised Google Business Profile includes links to your website, booking system and contact options. These links can drive potential customers straight to your most relevant pages, bypassing your homepage. This often leads to higher quality visits because people are clicking with intent to take action.
Although your Google Business Profile is not a direct backlink, it can lead to being featured on other websites, news pages and directories. These citations are important off-page SEO signals. A reliable, up-to-date profile makes it easier for others to reference your business accurately.
Google Business Profile works alongside other off-page efforts such as:
How Google My Business Optimisation Impacts Off-Page SEO
| Impact Area | Role of Google Business Profile | SEO Benefit |
| Local Pack Inclusion | Completeness and accuracy boost visibility | Higher ranking in map-based results |
| Engagement Signals | Posts, reviews and clicks show activity | Signals relevance and freshness |
| Reviews and Citations | Positive feedback builds credibility | Improves trust with both users and Google |
| Referral Traffic | Links in profile drive visits | Higher quality, intent-driven traffic |
| External Mentions | Acts as a source for directory and media citations | Supports domain authority and local relevance |
Google Business Profile optimisation is a core part of off-page SEO. It strengthens your presence on Google and across the wider web, builds trust, and supports your authority in local searches.
Yes. Google Business Profile optimisation has a direct impact on SEO, especially for local searches. A verified and well-optimised profile improves your visibility in Google Maps and the Local Pack (the top three local map results). Keeping your profile accurate, adding reviews, and posting regular updates increases the chances of your business appearing in front of local customers.
Yes. Off-page SEO remains an important part of search engine optimisation. While search algorithms change, factors such as backlinks (links from other websites), citations, social mentions and activity on your Google Business Profile still influence how search engines judge your website’s authority and trustworthiness. Off-page SEO works alongside your on-page SEO to build long-term visibility and credibility.
Google My Business is central to local SEO. It shapes how your business appears in local searches and on Google Maps. A complete, well-maintained profile increases your chances of appearing in the Local Pack, drives visitors to your premises, and builds trust through customer reviews. It is also a valuable source of citations, which are key to supporting your SEO performance.
In SEO, Google My Business is used to create and maintain a strong presence in local search results. It helps search engines confirm your business details and link your brand to location-based searches. Optimising your profile improves relevance, proximity and prominence — three of the main factors that determine local rankings.
Backlinks are often considered the most important element of off-page SEO. High-quality backlinks from relevant, trusted websites act as endorsements for your content. These links help search engines assess your credibility and can improve your rankings, particularly in competitive searches.
To improve off-page SEO, you should focus on gaining high-quality backlinks and increase brand mention. You can do this by publishing useful content, contributing guest articles, running digital PR campaigns and building partnerships with others in your industry. It is also important to monitor your backlink profile, remove harmful links and look for new opportunities. Other things you can do is make sure you collect customer reviews and ensure your business details everywhere they are on the internet. This means checking all directories/citations to ensure your NAP (name, address and phone number) are always written exactly the same.
Other things you can do is follow the Google Business Profile optimisation tips we’ve given you in this article.
The quality of backlinks is the most important factor. Search engines give more weight to links from reputable and relevant websites. Factors such as the authority of the linking website, where the link appears, the text used for the link, and whether the link was gained naturally all influence its SEO value.
Off-page optimisation refers to actions taken outside your own website to improve its search ranking potential. This includes building backlinks, gaining social media engagement, collecting online reviews, working with influencers, and managing citations. The goal is to strengthen your website’s authority and reputation through trusted external signals.
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