How to Set Up Your Google Business Profile (Free)

When someone nearby searches for what you do, the businesses that appear on the map, with opening hours, photos and reviews, are using a free Google Business Profile. For a local business it often matters as much as your website. Setting one up takes about 20 minutes, plus a few days for Google to check it. Here's how.

Before you start

A Google account you'll keep. Use one you control long-term, ideally one for the business, not a personal account you might stop using, and not your web designer's.
Your business name, exactly as you trade. The same name as on your signs, invoices and website.
Your website address and the contact details you want customers to use.
A few good photos: your logo, your premises or your work.

1. Check whether you already have a profile

Search Google Maps for your business name and town. If your business already appears, someone (perhaps a previous owner, or Google itself) has created a listing. Open it and choose Claim this business or Own this business? rather than creating a second one. Duplicates confuse customers and Google.

2. Create the profile

Go to business.google.com and sign in.
Choose to add your business and enter its name.
Pick the category that best describes what you do, such as "Plumber", "Sports massage therapist" or "Café". This is one of the most important choices, so pick the most specific one that fits. You can add more categories later.

3. Location or service area

If customers come to you (a shop, studio or office), add your address so you appear on the map.
If you go to your customers, or work from home, say you don't have a location customers visit, then list the towns or areas you serve. Your home address stays hidden.

4. Contact details and website

Add your phone number if you want calls (it's optional) and your website address. Use the same name, address and phone number everywhere your business appears online, including your own website. Consistent details help Google trust that the listings are the same business.

5. Verify your business

Google needs to confirm the business is real and that you're entitled to manage it. It will offer one or more ways to verify, which can include a short video showing your business, your premises or your tools, or a code sent by phone, email or post. Follow the instructions on screen. Verification can take anywhere from a few minutes to several days, and your profile won't appear publicly until it's done.

6. Complete your profile

Profiles with full details tend to get more views and enquiries. Add:

Opening hours, including any holiday hours.
A description: a few plain sentences about what you do and where. Write it for customers, not search engines.
Your services or products, with short descriptions.
Photos: your logo, a cover photo, and real photos of your premises, team or work.

Don't add extra keywords or town names to your business name. It's against Google's guidelines and can get a profile suspended.

7. Ask for reviews

Reviews are one of the biggest factors in local search, and they're what people read before they call. Your profile has an Ask for reviews option that gives you a link to share. Send it to happy customers by email or text, add it to your invoices or email signature, and reply to every review, good or bad, politely.

8. Keep it up to date

Update your hours when they change, especially over bank holidays.
Add new photos now and then.
Answer questions customers ask on your profile.
Check it every month or two. Anyone can suggest edits to a listing, and Google sometimes accepts them.

Your website and your profile work together

Your Google Business Profile gets you seen in local searches; your website is where people go to find out more. Link to your website from the profile, and make sure your website shows the same business name, area and contact details. If you'd like a website built for your business, see our Website Design service. If you already have one, we can host it and move it across for free.