How to Set Up Google Business Profile — Step by Step Guide

86% of consumers use Google Maps to find local businesses. If your Google Business Profile is incomplete or missing, you are handing customers directly to your competitors.

Step 1: Create Your Profile

Go to business.google.com and click "Manage now." Sign in with a Google account — use your business email if you have one, not a personal Gmail. Click "Add your business to Google" and enter your business name exactly as it appears on your signage and website.

Step 2: Choose Your Business Category

Your primary category is the single most important field for local search ranking. Choose the most specific category that accurately describes your main business — not the broadest. You can add up to 9 secondary categories for additional services.

Example: A restaurant should use "Italian Restaurant" not just "Restaurant." An accountant should use "Certified Public Accountant" not just "Accountant."

Step 3: Add Your Location and Service Area

If customers visit your physical location, add your full address. If you visit customers (like a plumber or cleaner), do not add an address — instead set a service area covering the cities or zip codes you serve.

If you have both a physical location and serve customers at their location, add both. This gives you maximum visibility for both "near me" and service area searches.

Step 4: Verify Your Business

Google requires verification before your profile goes live. Verification methods vary by business and location:

• Postcard: Google mails a card with a verification code. Takes 5-14 days.
• Phone call or SMS: Instant verification for eligible businesses.
• Video: Record a short video showing your business location. Usually approved within 24 hours.
• Live video call: Google calls you on video to verify your location.

Step 5: Optimize Every Field

Most businesses fill in 30-40% of available fields. A fully complete profile gets significantly more visibility. Fill in every field:

• Business description (750 characters) — include your main services and location naturally
• Business hours — keep these accurate and update for holidays
• Phone number — use a local number, not a toll-free number
• Website URL
• Services or menu — list every service with descriptions
• Attributes — "Women-led," "LGBTQ friendly," payment methods, etc.

Step 6: Add Photos

Profiles with photos receive 42% more requests for directions and 35% more website clicks than those without. Add:

• Exterior photos (so customers can find you)
• Interior photos
• Team and staff photos
• Product or work photos
• At least one photo per week going forward

Step 7: Get Your First Reviews

Reviews are the single biggest factor in local search ranking after category and proximity. To get your first reviews: share your review link directly with recent customers via email or WhatsApp. Never offer incentives for reviews — Google prohibits this and can remove reviews and penalise the profile.

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