Client Resource

Your Google Business Profile

Your Google Business Profile is often the very first thing people see when they search for your business. And it's completely free. Here's how to set it up and keep it working for you.

When someone searches for your business by name (or searches for what you do in your area), there’s a good chance the first thing they see isn’t your website. It’s your Google Business Profile: the card that shows up on the right side of search results or at the top of Google Maps, with your name, address, hours, photos, and reviews.

It’s free, it’s powerful, and a surprising number of businesses either haven’t claimed theirs or have left it half-finished. Here’s how to get it right.

Claim it before someone else does

Google often creates a business listing automatically from public data. If you haven’t claimed yours, it already exists. Anyone can suggest edits to it, and you have no control over what it says until you claim it. Takes about 15 minutes to fix that.

Setting up your profile

1

Go to business.google.com

Sign in with a Google account. This account will be permanently tied to your listing, so use one you own and will keep (ideally your business Google account rather than a personal Gmail you might eventually abandon).

2

Search for your business name

If your business already shows up in the results, click “Claim this business.” If it doesn’t appear, click “Add your business to Google.” Either way, Google walks you through the next steps.

3

Choose your business category carefully

Be specific. “Marketing Agency” beats “Business.” “Italian Restaurant” beats “Restaurant.” Your primary category is one of the most important local ranking signals Google uses to decide when to show your listing, so choose the most accurate one you can.

4

Add your location or service area

If customers come to you, add your address. If you go to them (plumbers, photographers, consultants, etc.), set up a service area instead. You can list the cities or counties you serve without publishing a home address.

5

Verify your listing

Google needs to confirm you’re a real business at that location. The current standard method is a short video walkthrough: you’ll record a clip showing your business location, any signage, and yourself. It sounds more involved than it is; most verifications are approved within a few days.

The things that actually move the needle

Once your profile is live and verified, completeness matters. Google’s own guidance is that complete profiles get more visibility, and from what I’ve seen working with clients on local SEO, that tracks. Here’s where to focus your energy:

  • Photos: Real photos outperform stock every time. An exterior shot so people can find you, an interior shot, team photos if you have them, and examples of your work or products. Aim for at least five to start; add more over time.
  • Hours: Keep them accurate. Update for holidays before the holiday, not after. Customers who show up when you’re closed because Google said you were open don’t forget that.
  • Business description: You get 750 characters. Write naturally, describe what you actually do, and mention the area you serve. No keyword stuffing; just write for a human who’s deciding whether to call you.
  • Attributes: Depending on your category, you’ll see options like “Wheelchair accessible,” “Women-owned,” “Free Wi-Fi,” and others. Fill these out. They show up in search results and filter options.
One thing to avoid

Don’t keyword-stuff your business name. “Joe’s Plumbing – Best Plumber in Raleigh NC Emergency 24/7” violates Google’s guidelines. If reported, your listing can be suspended. Just use your actual business name.

Reviews: The Part Most People Ignore

Reviews are probably the single biggest driver of both local search ranking and customer trust, and they’re largely within your control to influence. Not by gaming them, but just by asking.

Most happy customers will leave a review if you ask directly and make it easy. Google provides a direct review link in your GBP dashboard. Copy it and keep it handy. You’d be surprised how many five-star reviews never get written simply because nobody asked for them.

Respond to every review, positive and negative. A thoughtful response to a negative review often does more for your reputation than the negative review itself hurts it. Keep responses brief, don’t be defensive, and take the resolution offline when appropriate.

Never do this

Don’t pay for reviews, post fake reviews, or ask employees and immediate family to post them. Google has gotten very good at detecting inauthentic review activity. A suspended listing is worse than starting from zero. Recovery is a real hassle.

Keeping it current

A GBP listing isn’t a “set it and forget it” thing. A few things worth staying on top of:

  • Update holiday hours before the holiday (check the Special Hours feature in your dashboard)
  • If your address, phone number, or hours change, update GBP the same day you update your website
  • Add new photos every few months (listings with recent activity tend to perform better)
  • Check for suggested edits periodically. Anyone can suggest a change to your listing, and Google sometimes applies them. Review your profile a few times a year to make sure nothing has drifted.

Giving me access

If you’d like my help optimizing your profile, or if we’re connecting it to your website analytics, you’ll need to add me as a manager. Here’s how:

1

Open your Google Business Profile dashboard

Go to business.google.com and make sure you’re signed in with the account that owns the listing.

2

Go to Business Profile Settings → Managers

Click “Add” and enter the email address I’ll provide. Set the role to “Manager” (not “Owner”). You keep ownership; I just get the access I need to help.

3

Send the invitation

I’ll accept it from my end. Let me know once you’ve sent it and I’ll watch for the notification.

Secure your Google account first

Your GBP lives inside your Google account, so your listing is only as secure as that account is. Make sure it’s protected with a strong password and two-factor authentication. The Passwords & 2FA guide covers exactly how to do this.

That said, even if you manage your GBP entirely on your own, the basics above will put you ahead of most local businesses. It’s one of the highest-return free things you can do for your online presence.

Questions about this? Reach out — I'm happy to walk you through it.