Search for almost any local service, like “nail salon Southport” or “electrician Robina”, and look at what appears first. Usually it’s not a list of websites. It’s a map with a handful of businesses underneath, each with their star rating, opening hours and a button to call.
Those listings come from Google Business Profile, and for local businesses it’s one of the most valuable free tools available. Here’s how to set yours up properly.
Why it matters so much
Your Google Business Profile is often the very first impression someone gets of your business, sometimes before they ever see your website. It shows up in Google Search and Google Maps, and it lets people call you, get directions, read reviews and visit your website in a single tap.
For local searches, a complete, active profile with good reviews can make the difference between being in that top handful and being invisible.
Step 1: Claim and verify your profile
Search for your business name on Google. If a profile already exists, claim it. If not, create one at Google Business Profile. Google will ask you to verify that you own the business, which can involve a video, a phone call, an email or a postcard, depending on your business.
Work from home or visit clients? You can set yourself up as a service-area business, hide your home address and list the suburbs or regions you serve instead.
Step 2: Choose the right categories
Your primary category is one of the most important choices you’ll make. Pick the most specific one that describes your main service, such as “Nail salon” rather than “Beauty salon”, or “Website designer” rather than “Marketing agency”. Then add secondary categories for your other services.
Step 3: Complete every section
Google favours complete profiles, and so do customers. Fill in:
- Business name, exactly as it appears in real life. Don’t stuff keywords into it, as that can get your profile suspended.
- Phone number and website. Use the same details as on your website and everywhere else online.
- Opening hours, including holiday hours, so nobody turns up to a closed door.
- Business description. Explain what you do, who you help and where, in natural language.
- Services or products, with short descriptions.
- Booking or appointment link, if you take online bookings.
Keep your details identical everywhere
Your business name, phone number and address should match exactly across your website, Google Business Profile, Facebook, Instagram and directories. Different numbers or old addresses confuse customers and make Google less confident about your business.
Step 4: Add great photos
Profiles with real, recent photos tend to get more attention. Add your logo, a cover photo, your work, your team, your space and your products. Real photos always beat stock images, because people want to see what they’ll actually get.
Step 5: Build a steady stream of reviews
Reviews are one of the strongest local signals, both for Google and for the person deciding whether to choose you.
- Ask every happy client. The best time is right after you’ve delivered something they love.
- Make it easy. Copy the review link from your profile and send it by text or email.
- Reply to every review, good and bad. Thank people warmly, and respond to criticism calmly and professionally.
- Never buy or fake reviews. It breaks Google’s rules and can get reviews removed or your profile suspended.
A thoughtful reply to a negative review often builds more trust than ten five-star reviews with no response.
Step 6: Keep it active
A profile that’s updated regularly looks like a business that’s open and thriving. Share updates about new services, offers, events or recent work, add new photos as you go, and check your profile every month to make sure nothing has been changed by suggested edits.
Step 7: Connect it to your website
Your Google Business Profile and your website work best together. Make sure your website clearly shows your location and service areas, has a page for each main service, and includes your contact details in the footer. When the two tell the same story, Google can be more confident recommending you.
Want help showing up locally?
Local visibility is a big part of my SEO services, from optimising your Google Business Profile to building the service pages that help you rank in your area. If you’re not sure how your business currently appears, book a complimentary website audit and I’ll take a look.
