Google Business Profile (GBP) is completely free. It puts your business on Google Maps and in local search results. It lets customers leave reviews, see your opening hours, and contact you directly from Google. And yet a huge number of small businesses either haven't claimed their listing or haven't optimised it properly.
This guide walks you through every step, from claiming your listing to getting the most out of it.
Why Google Business Profile Matters
Around 46% of all Google searches have local intent, meaning people are looking for something nearby. When someone searches "marketing agency Leeds" or "photographer near me", the first results they see aren't regular website links. They're the local pack: a map and three business listings right at the top of the page.
Getting into that local pack is one of the most impactful things a small business can do for its visibility, and Google Business Profile is the primary way you get there.
Step 1: Claim Your Listing
Go to business.google.com and sign in with a Google account. Search for your business name. If it already appears (Google sometimes creates listings automatically), click "Claim this business". If it doesn't exist yet, click "Add your business to Google".
Step 2: Choose the Right Business Category
This is one of the most important decisions in your GBP setup. Your primary category tells Google what type of business you are, and it directly affects which searches you appear in.
Be specific. If you're a photographer who specialises in portraits, choose "Portrait photographer" rather than just "Photographer". You can add secondary categories too, use these for any additional services you offer.
Step 3: Add Your Address or Service Area
If you have a physical premises customers visit, add your address. If you're a service-area business (you go to your clients rather than them coming to you), you can hide your address and define a service area instead: a radius, specific cities, or regions.
Be accurate here. Google verifies business locations, and inconsistency across your online presence (website, directories, social profiles) will hurt your local rankings.
Step 4: Verify Your Business
Google needs to verify that your business is real and at the address you've specified. For most businesses this is done by postcard, Google sends a card with a verification code to your address, which you then enter in your GBP dashboard. This takes 5 to 14 days.
Some businesses are eligible for faster verification by phone or email. Check which options are available to you when you go through the process.
Step 5: Fill Out Every Section Completely
Google favours complete profiles. Once verified, make sure you fill in:
- Business name: Use your real trading name, not keyword-stuffed variations
- Description: 750 characters to describe what you do and who you serve. Use natural language and include relevant keywords, but write for humans first.
- Opening hours: Keep these updated, including bank holidays
- Phone number: Use a local number if possible
- Website URL
- Services or products: List them individually with descriptions
- Attributes: Things like "women-led", "wheelchair accessible", etc.
Step 6: Add Photos
Businesses with photos receive significantly more clicks and direction requests than those without. Add:
- A logo
- A cover photo
- Photos of your premises or workspace
- Photos of your products or work
- Team photos
Use real photos, not stock images. Google can detect stock photos and they don't perform as well. If you don't have professional photos yet, read our guide on what brand photography is and whether you need it.
Step 7: Get Reviews (and Respond to Them)
Reviews are one of the biggest ranking factors in local search. Ask happy customers to leave a review, you can share a direct link to your review page to make it easy. Don't offer incentives; Google's guidelines prohibit it.
Respond to every review, positive and negative. A brief, professional response shows you're engaged and builds trust with people reading the reviews before deciding whether to contact you.
Step 8: Post Updates Regularly
Google lets you post updates, offers, events, and new products directly to your GBP listing. These appear in search results and keep your listing looking active. Aim for at least one post per month.
The Ongoing Maintenance
Setting up your GBP is the start, not the finish. Keep your hours updated, respond to new reviews promptly, add photos regularly, and post updates when you have news or offers. Google rewards consistency.
If you'd like us to set up and optimise your Google Business Profile as part of a wider SEO project, get in touch. It's included as part of our SEO service.