How to set up your Google Business Profile, step by step

When someone searches for a local business, Google often shows a map with three businesses before the normal results. Those come from Google Business Profile, a free listing every local business can claim. For many small businesses it brings more calls than the website itself.

1. Check if a profile already exists

Search Google Maps for your business name. A profile may already exist, created by Google or a customer. If it does, use the option to claim it. If not, create a new one from Google Business Profile. Google's help centre explains how to add a new profile or claim an existing one [1].

2. Choose the right name and category

Use your real business name, exactly as customers know it, without extra keywords. Then pick the main category that best describes what you do, and add secondary categories for other services. Categories have a big effect on which searches you appear for. Google's guidelines say the name should reflect your real-world business name and must not include extra information such as taglines or locations [2].

3. Address or service area

If customers come to you, add your address. If you go to them (builders, roadside assistance, cleaners), set a service area instead and hide the address. You can do both if you have a shop and also visit customers. This matters especially for roadside assistance and car services and builders.

4. Verify

Google needs to confirm the business is real. Depending on your business, it may ask for a postcard, a phone call, an email or a short video. Follow the instructions carefully; the profile will not show fully until it is verified. The available verification methods are listed in Google's help centre [3].

5. Fill in every field

Google confirms that businesses with complete and accurate information are more likely to show up in local search results [4].

• opening hours, including holiday hours
• phone number and website address
• a description of what you do, in plain language
• services or products, with prices where possible
• attributes such as accessibility or payment options

The more complete the profile, the more often it is shown.

6. Add real photos

Your premises inside and out, your team, your work, your products. Add new photos regularly. Profiles with good photos get more attention. See what photos to use.

7. Collect and answer reviews

Ask happy customers for reviews and answer every review, good or bad, politely. More in how to get more Google reviews.

8. Keep it alive

Update hours, post news or offers and answer questions. An abandoned profile looks like an abandoned business. A strong profile also supports website pages by city.

A verified, complete and active Google Business Profile is the cheapest local marketing there is.

Connect it to a strong website

The profile and the website support each other. The profile brings people in; the website convinces them. Make sure your site has a page for each service and loads fast on a phone: SEO for a business website: where to start. If your site is not showing up at all, read why your website is not on Google. It is also worth adding your business to Apple Maps through Apple Business [5] and to Bing through Bing Places [6].

References

1. Google Business Profile Help. "Add or claim your Business Profile." support.google.com
2. Google Business Profile Help. "Guidelines for representing your business on Google." support.google.com
3. Google Business Profile Help. "Verify your business on Google." support.google.com
4. Google Business Profile Help. "Tips to improve your local ranking on Google." support.google.com
5. Apple. "Apple Business." business.apple.com
6. Microsoft Bing. "Bing Places for Business." bingplaces.com