How to Set Up Your Google Business Profile

Your Google Business Profile, formerly known as Google My Business, is the free listing that appears when people search for your business or find you on Google Maps. For local businesses it is one of the most important assets you can manage. Here is how to set it up well.

Before you begin

Make sure you qualify. Google generally expects businesses to have in-person contact with customers, either at a location or by traveling to them. Check Google's current guidelines before you start, since policies change.

Step 1: Search and claim

Search for your business name in Google Search or Maps while signed in to a Google account. If a listing already exists, claim it rather than creating a duplicate. If not, add your business and follow the prompts.

Step 2: Enter accurate basic details

Add your business name exactly as it appears in the real world. Do not add extra keywords or locations to the name, since that breaks Google's guidelines and can cause suspension. Then enter your address, or your service areas if you travel to customers, your phone number, and your website. Keep these identical to the details on your site, as explained in NAP consistency.

Step 3: Choose categories carefully

Your primary category has a strong influence on which searches you appear for. Pick the one that best describes your main business, then add a few secondary categories that accurately describe other services.

Step 4: Verify your business

Google needs to confirm you are legitimate. Depending on your situation, verification may be by postcard, phone, email, or video. Follow the instructions and complete verification promptly.

Step 5: Add hours and attributes

Enter regular opening hours, plus special hours for holidays. Add attributes that apply, such as wheelchair access or online appointments.

Step 6: Write a clear description

Use the description to explain what you do, who you serve, and what makes you different. Write naturally and avoid stuffing keywords or including promotional links where not allowed.

Step 7: Add photos

Upload real photos of your premises, team, products, and work. Profiles with good photos tend to look more trustworthy. Avoid generic stock images.

Step 8: List services and products

Add your main services, with brief descriptions and prices where possible.

Step 9: Keep it active

Respond to reviews, answer questions, and post updates. Check your listing regularly for incorrect edits suggested by others. See how to get more Google reviews ethically.

Link it with your website

Make sure your website's contact page matches the profile and includes a link back. Add local business schema for extra clarity.

Track results

The profile dashboard shows how customers find you and what they do, such as calling or requesting directions.

The bottom line

A complete, accurate, active Google Business Profile is the cornerstone of local SEO. Take an hour to set it up properly, then keep it fresh.