Set up a Google Business Profile

Many local businesses rely on customers finding them online. A Google Business Profile helps your business show up in local search results and on Maps, making it easier for people to discover your services or products. This playbook walks you through setting up and optimizing your profile to attract local traffic.

1. Create or Claim Your Business Profile

The first step is to establish your business on Google. This involves either creating a new profile or claiming an existing one if Google has already listed your business.

• Visit the Google Business Profile manager. You'll need a Google account to proceed. If you don't have one, you can create one for free.
• Search for your business name. Type in your business name and address.
  • If your business appears: Select it and click "Manage now." You'll then go through a verification process to prove you are the owner.
  • If your business does not appear: Select "Add your business to Google." You'll then enter your business name, category, and other details.

Business Name: Use your exact, official business name. Do not add extra keywords or location information unless it's part of your legal business name. For example, "City Auto Repair" is good, "City Auto Repair Best Brakes" is not.

Business Category: This is very important for how customers find you. Choose the most specific category that describes your primary business. If you offer multiple services, pick the one that represents the core of what you do. You can add more secondary categories later. For example, a "Plumbing Service" is better than just "Service."

Location:

• If you have a physical storefront customers visit: Enter your full street address. Your business will appear on Google Maps at this location.
• If you serve customers at their location (e.g., a mobile mechanic, a home-based consultant) and don't have a storefront: You can specify service areas instead of a physical address. You'll list the cities, counties, or zip codes where you operate. Your address will not be publicly displayed.
• If you have both a storefront and serve customers at their location: Enter your storefront address and also specify your service areas.

2. Verify Your Business

After entering your initial business details, Google needs to confirm you are authorized to manage the profile. This verification step is crucial. Until your business is verified, your profile will not be fully visible to customers.

The most common verification method is by postcard:

• Request a postcard. Google will send a postcard with a verification code to your business address. This can take 5-14 business days.
• Enter the code. Once you receive the postcard, log back into your Google Business Profile manager and enter the unique code.

Other verification methods might be available depending on your business type and location:

• Phone or text: If this option appears, you'll receive a code via a call or SMS to your business phone number.
• Email: If this option appears, a code will be sent to an email address associated with your business.
• Video recording: Some businesses can verify by recording a short video that shows their location, equipment, and proof of management.
• Instant verification: If you've previously verified your business with Google Search Console, you might be instantly verified.

Choose the method that works best for you and follow the instructions carefully. Do not edit your business name, address, or category during the verification waiting period, as this can delay the process.

3. Complete Your Profile Details

Once verified, your goal is to fill out every section of your profile completely and accurately. The more information you provide, the better Google can understand your business and show it to relevant customers.

• Hours of Operation: Clearly state your opening and closing times for each day of the week. Include special hours for holidays if applicable.
• Phone Number: Provide a direct phone number where customers can reach you.
• Website: Add the URL of your business website. If you don't have one yet, it's a good idea to set one up. You can find resources on building a website and registering a domain on this site.
• Products/Services: List all the products or services you offer. Be specific. Instead of "Repair," list "Smartphone Screen Repair," "Laptop Diagnostics," etc.
• Business Description: Write a concise, compelling description of your business. Highlight what makes you unique and what customers can expect. Use keywords naturally, but don't stuff them. Keep it under 750 characters.
• Photos: This is one of the most impactful sections.
  • Logo: Upload your business logo.
  • Cover photo: Choose a photo that best represents your business. This is often the first image customers see.
  • Interior/Exterior Photos: Show the inside and outside of your business.
  • Product/Service Photos: Display your products, your team in action, or before-and-after shots of your work.
  • Aim for high-quality, well-lit photos that showcase your business professionally.

4. Encourage and Respond to Reviews

Customer reviews are vital for building trust and improving your local search ranking. Actively encourage satisfied customers to leave reviews and always respond to them.

• Ask for reviews: Politely ask customers to leave a review after a positive experience. You can include a link to your Google Business Profile review page in follow-up emails, on receipts, or with a small sign at your location.
• Respond to all reviews:
  • Positive reviews: Thank the customer for their business and specific feedback.
  • Negative reviews: Respond professionally and empathetically. Acknowledge their concern, apologize if appropriate, and offer to resolve the issue offline. Do not get into an argument. A thoughtful response can turn a negative experience into a positive impression for other potential customers.

Consistent engagement with reviews shows that you value your customers and are attentive to their feedback.

5. Use Posts and Q&A

Google Business Profile offers tools to keep your audience engaged and informed directly from your profile.

• Google Posts: These are short updates you can publish directly to your profile. Use them to:
  • Announce new products or services.
  • Share special offers or promotions.
  • Highlight upcoming events.
  • Post updates about your business (e.g., holiday hours, new staff).
  • Posts expire after seven days (or the event date), so aim for regular updates. Include a photo and a call to action when possible.
• Questions & Answers (Q&A): This section allows customers to ask questions about your business and for you or others to answer them.
  • Monitor this section: Check regularly for new questions.
  • Answer promptly and accurately: Your answers are public and can influence potential customers.
  • Proactively seed questions: You can also ask and answer common questions yourself to provide useful information upfront. For example, "Do you offer free estimates?" and then provide your answer.

6. Monitor and Update Your Profile Regularly

Your Google Business Profile is not a "set it and forget it" tool. Regular monitoring and updates are essential to keep it accurate, relevant, and effective.

• Check for suggested edits: Google or other users might suggest edits to your profile. Review these promptly and accept or reject them as appropriate.
• Update information: Whenever your business hours change, you add a new service, or get a new phone number, update your profile immediately.
• Add new photos: Keep your photo gallery fresh by adding new pictures of your business, products, or team.
• Review insights: The Google Business Profile manager provides insights into how customers find your business and interact with your profile. Use this data to understand what's working and where you can improve. For example, if many people are calling from your profile, ensure your phone is always answered professionally. If many are requesting directions, make sure your address is correct and easy to find.

Takeaways

• Verify your business: No visibility without verification.
• Complete all sections: Full profiles rank better and attract more customers.
• High-quality photos: Showcase your business visually.
• Encourage reviews & respond: Build trust and improve ranking.
• Use Posts and Q&A: Keep customers informed and engaged.
• Regular updates: Keep your information current and accurate.

A well-maintained Google Business Profile is a powerful tool for attracting local customers. As you build your online presence, consider establishing a professional email address for your business using your own domain name. This adds credibility and consistency to your communications. You can set up a custom domain and professional email through a domain registrar.