If you run a local business on the Central Coast, in Newcastle, Sydney – or anywhere, really – one of the fastest ways to win more customers is by showing up in the Google Maps Local 3-Pack. That’s the section you see at the very top of Google results, where three highlighted businesses appear alongside the map.
Think about it: when was the last time you scrolled past those top three? Exactly. The 3-Pack is prime real estate – and with the right Google Business Profile SEO strategy, your business can claim one of those spots.
In this guide, I’ll walk you through:
- What Google Business Profile SEO actually is.
- Why it matters more than ever for local businesses.
- The ranking factors that make the difference.
- Practical tips, advanced hacks, and common mistakes to avoid.
What is Google Business Profile SEO?
Google Business Profile SEO is all about optimising your GBP (formerly Google My Business) so it ranks higher in local searches and has a better chance of landing in the Local 3-Pack.
Unlike traditional SEO that focuses on your website, GBP SEO is about the details inside your profile:
- Your categories.
- Services.
- Reviews.
- Photos.
- Posts and updates.
Here’s a quick example: imagine two plumbers in Newcastle. One has an incomplete profile with no photos and two old reviews. The other has a fully fleshed-out profile, regular posts, updated hours, and 50 glowing reviews. Which one do you think Google is going to highlight?
That’s why GBP optimisation is such a game-changer.
Why Google Business Profile SEO Matters For Local Businesses.
The Local 3-Pack is where local buying decisions happen. If someone in Terrigal searches “best café near me” or a homeowner in Hamilton types “emergency plumber Newcastle,” they’ll almost always click one of the top three map listings.
If your business isn’t in that pack, you’re invisible to a huge chunk of potential customers.
Here’s why this matters:
- Visibility = trust. Customers trust what they see first.
- Action-ready. GBP listings have “Call,” “Directions,” and “Website” buttons — instant conversions.
- Competitive edge. Even small businesses can outrank bigger ones with the right optimisation.
For many of our clients on the Central Coast and in Newcastle, optimising their Google Business Profile was the single biggest driver of phone calls and store visits – even before running ads.
Google Business Profile Ranking Factors.
So what makes Google decide which businesses appear in that coveted 3-Pack? It comes down to a few core factors:
- Relevance – Does your profile actually match the search? (e.g., “SEO agency Central Coast” vs just “Marketing agency.”)
- Distance – How close are you to the person searching? Google wants to show nearby options.
- Prominence – How established and trusted your business looks online (reviews, citations, backlinks).
- Profile completeness – Google rewards businesses that put in the work and keep their profile up to date.
- Engagement – Posting updates, responding to reviews, adding new photos – all signs that your business is active.
👉 Pro tip: You can’t change your physical location, but you can absolutely improve relevance, prominence, and engagement with smart optimisation.
Google Business Profile SEO Tips & Hacks.
Here’s where things get practical.
1. Claim and Verify Your Profile.
Unverified profiles don’t get visibility – it’s as simple as that. Take the time to verify through Google (postcard, phone, or email). A Central Coast salon we worked with saw a jump in calls within weeks of verifying their GBP.
2. Nail Your Categories.
Categories are a major ranking factor.
- Pick a primary category that matches your main service.
- Add secondary categories for other offerings.
- Check what your competitors in the 3-Pack are using.
For example, a Newcastle fitness studio might set “Gym” as the primary category and add “Personal Trainer” and “Yoga Studio” as secondary ones.
3. Keep Your Business Info Spot-On (NAP).
Google hates inconsistency. Make sure your Name, Address, and Phone number (NAP) are identical everywhere – from your website to directories. Bonus: use a local number instead of a generic 1300 line to strengthen local signals.
4. Showcase Your Services & Products.
Fill in the services tab with detailed descriptions. A Sydney digital agency could list “SEO Sydney,” “Google Ads Management,” and “Website Design” – with a few sentences for each. The more detail, the better.
5. Make Reviews Your Secret Weapon.
Reviews aren’t just for trust – they’re a ranking signal.
- Ask every happy customer for a review (QR codes in-store work wonders).
- Reply to every review, weaving in keywords naturally.
- Example: “Thanks for trusting us with your SEO in Newcastle, John – we’re thrilled with the results too!”
6. Post Like You Mean It.
Think of Google Posts like social media for your GBP. Post updates weekly – new offers, seasonal promos, events, or even just news. A café in Newcastle might share daily specials; a Central Coast builder could highlight a new project.
7. Photos & Videos That Pop.
Businesses with photos get significantly more clicks. Don’t just add one logo and call it a day – upload:
- Team photos.
- Before-and-after shots.
- Customer experiences.
- 30-second video intros.
8. Use the Q&A Section Proactively.
You can (and should) seed your own FAQs. A tradie might add:
Q: Do you offer 24/7 emergency plumbing in Newcastle?
A: Yes, we’re available 24/7 across Newcastle and the Hunter.
9. Track Insights & Learn.
GBP Insights shows you what searches people use to find you. If lots of people are finding you through “SEO services Central Coast,” that’s a signal to double down on content and posts around that term.
Advanced Google Business Profile Hacks.
Ready to go beyond the basics? These tricks can push you past competitors.
Optimise for the Local 3-Pack
- Create location-specific landing pages on your site.
- Get listed in local directories and industry associations.
- Add LocalBusiness schema to your website.
Add UTM Tracking
By tagging your GBP links with UTM codes, you’ll know exactly how many calls, visits, and leads are coming from your profile in GA4.
Geo-Tag Images
Before uploading, geotag your photos with your business coordinates. A Sydney café can tag images with its exact CBD address, signalling location relevance.
Use Multiple Categories
Don’t box yourself in. If you’re a Newcastle agency, you might choose “SEO Agency” as primary, with “Advertising Agency” and “Marketing Consultant” as secondary.
Build Prominence with Mentions
Google values businesses that look established online.
- Partner with local groups.
- Get mentions in local media.
- Keep building positive reviews.
Common Mistakes to Avoid
- Keyword stuffing your business name – “Best SEO Agency Central Coast Newcastle Sydney” will only get you flagged.
- Picking the wrong category – don’t choose “Consultant” if you’re clearly a “Plumber.”
- Ignoring reviews – unanswered negatives hurt your reputation and rankings.
- Inconsistent NAP – even small differences confuse Google.
- Letting your profile go stale – no updates = lower rankings.
- Linking to the wrong page – always point to your most relevant service or location page, not just your homepage.
FAQs - Google Business Profile SEO.
Most businesses see improvements in weeks, but consistent optimisation usually pays off in 3-6 months.
It’s the three highlighted businesses that appear at the top of local Google searches, along with the map.
Yes - both the number of reviews and how you respond to them are major ranking factors.
Absolutely. Businesses with updated, high-quality photos attract more clicks, calls, and visits.
Proximity is a factor, but strong optimisation, reviews, and citations can extend your visibility radius.
Conclusion.
Your Google Business Profile SEO could be the difference between being overlooked and being the first choice. Whether you’re a Central Coast tradie, a Newcastle café, or a Sydney professional, optimising your GBP helps you:
- Rank in the Local 3-Pack.
- Get more calls and enquiries.
- Build credibility and trust with customers.
At Data Driven Digital, we help local businesses stop guessing and start growing with proven SEO, Google Ads, and digital marketing strategies.
Get in touch today for a free strategy chat and let’s get your business into the Local 3-Pack.