The Impact of Google Business Profile on Local Ranking

Getting found on Google sounds simple enough, but for local businesses in Brisbane, it’s often harder than it should be. You might have great reviews, solid services, and the right location. So why do competitors keep showing up above you in local search results?

More often than not, it comes down to one thing: your Google Business Profile. This is the listing Google checks first when deciding which results appear in the map pack. And if yours isn’t properly optimised, it could be holding you back without you even realising it.

At MatterSolutions, we work with local businesses across Brisbane to fix exactly this. This article covers how your Google Business Profile impacts local SEO rankings, which features carry the most weight, and what you can do to start climbing.

How Search Engines Use Your Google Business Profile for Local Search Rankings

Search engines pull data from your Google Business Profile and measure it against three ranking factors: relevance, distance, and prominence. Every time someone runs a local search, Google checks your profile against all three before deciding where you show up.

In simpler terms, Google looks at your profile and asks three questions:

Relevance

Does your profile match what the person is actually searching for? If someone types “plumber in Brisbane” and your categories, services, and description all line up, Google sees that as a strong match. And the more complete and accurate your profile is, the better your chances here.

Distance

How close is your business to the person searching? This one is mostly out of your control, but it still plays a big role. Google uses the searcher’s location and compares it to your listed address to decide how relevant your proximity is.

Prominence

How well-known and trusted is your business online? Google looks at things like your review count, star rating, and how many websites link back to you (and that’s something Google doesn’t forgive easily). 

A business with a strong online presence will almost always outrank one that’s been sitting quietly. But if your profile is incomplete or outdated, Google sees that you’re not actively managing your business. That alone can push your listing down. 

Now, let’s look at the specific features that make a difference.

Google Business Profile Features That Boost Visibility in Your Local Area

Your Google Business Profile comes with built-in features that help you stand out in your local area, and the best part is that they don’t cost a thing. Not every feature carries the same weight, though, so it helps to know where to focus your effort.

Here’s a quick breakdown of what each feature does and why it counts:

Feature	What It Does	Why It Counts
Reviews & Ratings	Show customer feedback and star ratings on your listing	Directly influence your ranking and click-through rate
Google Posts	Let you share updates, offers, and news on your profile	Keep your listing active and engaging (though they don’t directly boost rankings)
Categories & Attributes	Tell Google what your business does and what you offer	Help Google match your profile to the right local searches

Your primary category carries the most weight here. 

Choosing the right one helps Google connect you with people searching for exactly what you provide. And pairing that with accurate business attributes, like“free Wi-Fi” or “wheelchair accessible,” gives your profile even more ranking relevance.

Once that’s established, it’s time to put it all into action.

How Brisbane Businesses Can Optimise Their Profile for Better SEO Rankings

Optimising your Google Business Profile comes down to a few practical steps that local businesses in Brisbane can action right away. None of these are complicated, but skipping them is one of the most common reasons profiles underperform.

Here’s where to start:

• Consistent NAP Details: Make sure your name, address, and phone number match exactly across your profile, website, and every online directory. Even small differences, like “St” versus “Street,” can confuse search engines and hurt your seo rankings.
• High-Quality Photos: Believe it or not, photos are very important for an online business. We’ve seen this firsthand with Brisbane clients, where simply adding professional images of the shopfront, team, and workspace led to noticeably more profile views and calls.
• Review Responses: Respond to every review, whether it’s positive or negative. Around 92% of Australian consumers read online reviews before reaching out to a business, so every reply you leave shows Google and potential customers that you’re active and engaged.

Get these three right and your profile already sits ahead of most competitors in your area.

Why SEO Companies With Industry Leading SEO Tools Get Better Results

SEO companies get better results because they have access to industry-leading SEO tools that reveal what you can’t see on your own. But to be honest, there’s only so much you can do by manually checking your profile and hoping for the best.

A dedicated SEO agency brings a completely different level of visibility. They track competitor profiles, monitor keyword trends, and measure local search performance in real time. That kind of ongoing analysis picks up ranking drops, missed opportunities, and technical issues well before they start costing you leads.

After running local campaigns for over two decades, we’ve found that the businesses seeing the strongest results are the ones that pair a solid profile with professional, data-driven support. It’s the difference between guessing and actually knowing what’s working.

Now that your profile is sorted, it’s time to look at the bigger picture of local SEO: strategy. 

Beyond Your Profile: Link Building, Social Media Marketing, and Local SEO Strategy

Your Google Business Profile is a strong starting point, but it works best when it’s backed by a broader seo strategy.

Link building is one of the most effective ways to strengthen your domain authority. Local backlinks from Brisbane directories, community websites, and industry listings all send trust signals to Google (yes, those links still count more than most people think). In fact, learning how to Market Your Restaurant and Attract More Customers often includes building strong local links that improve visibility and bring in targeted traffic.

Social media marketing plays a supporting role, too. It drives brand awareness and brings traffic to your site, which feeds back into your local SEO performance over time. When you combine a well-optimised profile with consistent link building, active social presence, and quality content, that’s when local rankings really start to move.

Get the Right SEO Services and Start Ranking Locally

A strong Google Business Profile puts your business in front of local customers right when they’re searching. But getting it there, and keeping it there, takes more than a one-time setup.

The right seo services give you a clear plan, ongoing optimisation, and the kind of local expertise that generic agencies can’t offer. If you’re serious about improving your visibility in local seo brisbane results, the best move is working with a team like Matter Solutions, which knows the local market and has the tools to back it up.