Most Irish tradespeople set up a Google Business Profile and then ignore the photos section. This is a mistake. Photos are one of the biggest ranking signals Google uses, and they directly influence whether someone clicks your profile or your competitor’s.
Here’s what you need to know about photos and why they matter for local SEO.
Why Photos Matter More Than You Think
Google tracks how people interact with your profile. Profiles with good photos get more views and more clicks. When your profile gets clicked, Google sees that as a signal that your business is relevant and trustworthy. This directly affects your ranking in local search results.
Think of it this way. When someone searches for “painter in Dublin,” Google ranks businesses partly by how many people actually click on them. A profile with 12 photos and clear before-and-after shots will get more clicks than one with 3 blurry images. More clicks mean better ranking.
What Photos to Upload
Start with these types:
Exterior and branding: A clear photo of your shop front, van, or logo. This tells people who you are at a glance.
Completed work: Your best projects. If you’re a painter, show freshly painted rooms. If you’re a plumber, show installed heating systems. Quality and clarity matter here.
Before and after: This is powerful for visual trades. A kitchen renovation before and after is worth more than ten generic photos. Landscapers, tilers, builders, and decorators should prioritize before-and-afters.
Team photos: If you have employees, include them. Shows you’re an established business, not just a one-person operation. Keep them professional but not stiff.
Process photos: Show yourself at work. People want to see the tradesperson, not just the finished result.
How Many Photos Should You Upload?
Aim for 20 or more to start. This sounds like a lot, but spread across all the categories above, it’s manageable. Start with your best 10 and add 10 more over the next month.
Google rewards profiles that are actively maintained. If you upload photos once and never again, Google notices. Add 2-3 new photos every month. Seasonal work? Perfect excuse to upload fresh photos regularly.
The Secret Weapon: Photo Naming
Before you upload a photo, rename it on your computer. Instead of “IMG_4523.jpg,” use something like “painter-dublin-interior-walls.jpg” or “plumber-boiler-installation.jpg.”
Google reads file names. When you use keywords in your photo file names, you’re telling Google what the photo is about. This helps your ranking for those keywords. If you’re a roofer in Cork, rename a roof photo to “roofer-cork-slate-roof.jpg.”
This takes two minutes and costs nothing.
Keep Photos Fresh
Set a reminder to add new photos every month. This signals to Google that your business is active and current. It also gives you fresh content to share on social media.
If you rebranded, updated your van, or completed a major job, upload it. Google’s algorithm favors recently updated profiles over stale ones.
What NOT to Do
Stock photos: Do not use them. Google’s systems can detect stock images, and so can customers. A generic photo of a smiling tradesperson in perfect lighting tells customers nothing about your actual work.
Blurry or dark photos: If you’re going to upload a photo, make sure it’s clear and well-lit. A blurry photo is worse than no photo.
No before-and-afters for visual trades: If you’re a painter, landscaper, or builder and you’re not uploading before-and-afters, you’re leaving money on the table. These convert better than anything else.
Ignoring the CTA photo: Some trades add a photo with their contact details overlaid. This is optional, but it can work. A photo that says “Call 086 123 4567” in large text gets clicked.
Which Trades Benefit Most From Photos?
If your work is visual, photos are critical. Painters, landscapers, tilers, builders, roofers, and kitchen fitters should prioritize this. These trades sell with their eyes, not their words.
Plumbers, electricians, and engineers can also benefit, but the impact is smaller. Still do it.
The Bottom Line
Photos are free. Uploading 20 of them takes about 10 minutes if you already have them on your phone. The ranking boost and extra clicks are worth far more than the time investment.
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Written by Maebh Collins
ACA qualified, Dundalk-based. I build websites and write SEO content for trade businesses across Ireland and the UK. If you have questions, get in touch.