Optimising your Google Business Profile, step by step
Your Google Business Profile is often the first thing local customers see. Complete each section properly with this step-by-step guide.
- Published
- Reading time
- 2 min read
Key takeaways
- Your primary category is one of the most important choices on your profile.
- Photos, services and hours should reflect reality and stay current.
- Respond to reviews to show customers you care.
A Google Business Profile is a free listing that can appear in Google Search and Maps. For local businesses it often brings more calls and visits than the website itself. Here is how to complete each part well.
1. Claim and verify
Search for your business on Google Maps. If a profile exists, claim it; otherwise create one. Complete verification, which confirms you are the owner.
2. Business name
Use your real business name exactly as customers see it on signage and documents, without extra keywords or locations.
3. Categories
Your primary category strongly affects which searches you appear for. Choose the most specific one that describes your main business, such as "Family law attorney" rather than "Lawyer" if that's what you do. Add secondary categories for other genuine services.
4. Address or service area
Businesses that receive customers at their premises show an address. Service-area businesses, those that visit customers, can hide their address and list the areas they serve.
5. Hours
Set regular hours, and update holiday and special hours in advance. Wrong opening hours lead to frustrated customers and negative reviews.
6. Contact details and links
Add your phone number and website. If you take bookings or orders online, add those links too.
7. Services and products
List your services with short descriptions and, where possible, prices. Add products with photos if you sell physical goods.
8. Description
Write a clear description of what you do, who you serve and what makes you different, in plain language. Avoid stuffing in keywords or adding links.
9. Photos and videos
Upload real photos: exterior so people recognise the building, interior, team, products and examples of work. Add new photos regularly.
10. Reviews
Ask customers for reviews with your profile's review link. Reply to all reviews: thank people for positive ones, and respond calmly and helpfully to negative ones.
11. Updates
Use posts to share offers, events and news. They keep your profile active and give customers a reason to choose you.
12. Keep it accurate
Check the profile monthly. Anyone can suggest edits to public profiles, so watch for changes you didn't make.
Our local SEO service can audit and manage your profile alongside your website.
Frequently asked questions
How long does Google Business Profile verification take?
It varies by business and method. Google may verify by phone, email, video or postcard, and some businesses need additional checks.
Can I add keywords to my business name?
No. Your profile name should match your real-world business name. Adding keywords breaks Google's guidelines and can lead to suspension.
