This resource is intended to help you set up a well-optimized Google Business Profile (formerly “Google My Business”).
Google Business Profile is essential for local SEO. It helps you appear in the “local pack”— the map listings—when nearby customers search for your products or services. It also helps you compete for visibility in Google Maps results. It’s free, and setup is quick.
Important note about ownership: Ownership roles can be transferred, but the business owner should still be the primary owner whenever possible.
1. Create your Business Profile
Log into the Google account you will use to manage your business, go to Google Search or Google Maps, and search for your business name. If it doesn’t appear, click “Add your business to Google.” Complete the steps below.
Business Name
Enter your exact business name as it appears in the real world and on your signage and branding. Avoid adding extra keywords like cities or services to your name.
Primary Business Category
Just like keywords on your website, the business category affects local ranking. Choose the most accurate primary category from Google’s list—you can add secondary categories later.
Primary vs Secondary Categories
Your primary category should represent your main service and has the strongest ranking influence. Secondary categories can support related services, but adding too many may dilute relevance. Choose your primary category based on what most customers hire you for.
Location
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If customers visit your location, select Yes
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If you serve customers at their location or have no office, select No
IF YES (brick-and-mortar): Enter your address exactly as it appears everywhere else online. Consistency is important for SEO.
IF NO (service-area business): Add your service areas such as cities, regions, or provinces. You can update these later.
Region
Enter the region in which your business is based. This generally should match your phone number’s area code.
Contact information
Add your website and business phone number. The phone number is optional, but including it helps with local SEO and conversions. Make sure these match the information on your website exactly.
Opening date
You can add the month and year your business opened. This helps customers see how long you have been established, and can boost credibility.
Finish setup
Click Finish to begin managing your profile.
2. Verify Your Business
Google may verify your listing by:
- Postcard
- Video recording
- Live video call
- Phone
Follow the instructions provided in your profile. Verification ensures only legitimate businesses can manage listings.
3. Optimize Your Listing
Optimizing your profile improves your chances of appearing in the top three positions of the local pack, increases the chances of earning clicks, and increases customer trust and engagement.
Business Details
You can edit your profile directly in Google Search or Google Maps after verification.
Service Areas
Add, remove, or update cities and regions as your business grows.
Hours
Ensure hours are always accurate—many customers rely on these instead of calling, and will get frustrated (or even leave a negative review) if they show up when it says you’re open and you are closed.
Special Hours
Use this for holidays or temporary changes to avoid customers arriving when you’re closed.
Phone Number
Add a number that customers can reach you at directly.
Website
Add your homepage or custom landing page link.
UTM tracking on website link: Add UTM parameters so you can use Google Analytics to measure website visits and conversions coming from your Business Profile. This doesn’t change how the link works for users.
Appointment Links
Add your booking link, calendar link, or contact page.
Products
You can add product listings directly to your profile. Local Inventory Ads are available for large catalogues but aren’t required in most cases.
Services
List your services with short descriptions. You can optionally include pricing.
Add services with pricing: Pricing ranges or “starting at” amounts help set expectations and reduce unqualified leads. They also add relevance for specific service-based searches.
Attributes (“From the Business”)
Select relevant attributes such as accessibility, ownership type, payment options, etc.
Bio/Business description
Add a short paragraph describing:
- What you do
- Who you serve
- Why customers should choose you
Q&A Management
The Q&A section allows public questions about your business. Monitor it regularly and answer questions so incorrect information doesn’t appear. You can also seed common FAQs proactively.
Messaging
Turn on messaging so customers can text you directly from your profile. Only enable this if you can reply promptly, since slow responses discourage inquiries.
Opening Date
Add when your business started to increase trust.
Profile Completeness
Google encourages fully completing profiles, and often shows a progress indicator. Profiles with more complete information tend to perform better. Fill out every possible field.
4. Photos & Visuals
Add:
- Logo
- Cover photo
- Interior photos
- Exterior photos
- Team photos
- Before/after examples
- Product/menu shots
- Branded images
Quality visuals can increase clicks and conversions.
5. Ongoing Tips & Best Practices
Reviews
Reviews strongly influence local ranking and customer trust.
Best practices:
- Request reviews ethically
- Never incentivize reviews
- Respond to every review
- Handle negative reviews calmly and professionally
- Report fake or spam reviews when necessary
Posts / Updates
Posts (now called Updates) may not directly increase rankings, but they improve engagement and conversions. Share promos, events, new services, and helpful content.
6. Policy Reminders
- Do not keyword-stuff your business name
- Do not use PO boxes or virtual offices for service-area businesses
- Your listed address must be staffed during stated hours
- “Review gating” (only asking happy customers to review) is prohibited
Keyword Stuffing Warning
Only use your real business name—not added cities or services. Violations can result in suspension.
Duplicate or Spam Listings
Duplicate profiles confuse customers and hurt rankings. Request merges for duplicates and report spam competitors impersonating real businesses.
