Critical. A fully optimised Google Business Profile drives 15 to 35% of local adviser organic traffic and influences AI Overviews for "near me" queries. Set it up, verify, add photos, post weekly, and collect reviews where compliantly possible.
Core optimisation 1. Verify the listing (postcard, video or phone). 2. Complete every field (services, hours, attributes). 3. Add 15+ photos of office, team and meetings. 4. Post weekly updates (product news, blog links, offers). 5. Collect Google reviews where FCA-compliant (no incentivising).
Services section List every named service separately: "Pension Transfer Advice", "Equity Release", "IHT Planning", "Mortgage Advice". These feed the category + intent matching in Google AI Overviews.
Reviews - Encourage at point of completed advice (compliant). - Never incentivise reviews. - Respond to every review within 48 hours.
Local pack impact A complete profile with 20+ reviews typically ranks in the local 3-pack for "financial adviser near me" within 3 to 9 months.