Google Business Profile optimisation across Google, Bing & Apple Maps.
Watch to see what most small businesses get wrong — and how to fix it.
In this module of the Local SEO Course, Chris Dann walks through how to fully optimise your Google Business Profile for local search. From structuring your business name to include your service and location, to selecting the right primary and secondary categories using the GMB Everywhere Chrome extension. You'll learn how to write a strong 750-character description packed with relevant keywords, how to use the Posts and Products features to make your Google Maps listing stand out, and why consistency across your opening hours, contact details and directory citations matters far more than most business owners realise. The video also covers setting up your Bing business profile, what to do when it won't unsync from Google, and how to claim and complete your Apple Business Connect listing so iPhone users can find you. Whether you run a healthcare clinic, a local service business or a small shop, this step-by-step guide will help you build real visibility across all three local search platforms.
🔧 Resources & tools mentioned in this video:
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Big thanks to Natalie Heng of Clinical Massage London for being our case study 🙏 Natalie runs an excellent clinical & sports massage clinic in Stoke Newington, helping clients across North London with chronic pain, sports recovery, postural tension, and pregnancy-related aches. If you're nearby, give her a visit.
📍 Stoke Newington, London N16 8AD
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⏱️ Timestamps:
00:00 Introduction & Arbour Clinic case study
00:41 What is profile optimisation?
01:25 Setting up & verifying your Google Business Profile
02:08 Business name optimisation for SEO
02:45 Categories & using GMB Everywhere to research competitors
03:10 Writing your 750-character description & Opening Date
04:40 Location, service areas & opening hours
05:55 Watch out: Google auto-updates your profile
06:37 Address reformatting issues & how to fix them
07:19 Photos tab: why regular uploads matter
07:55 Posts feature: your profile's mini social feed & Performance
09:00 Products vs services: what users actually see
09:18 Why service businesses should use the Products tab
10:18 Bookings button & the review request link
10:55 Bing Business Profile: setup & verification
11:43 How Bing syncs to Google — and the problems it causes
12:28 Unsyncing your Bing profile from Google
13:10 Apple Maps: setting up Apple Business Connect
14:25 Summary & next steps
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