How to set up your Google Business Profile

When someone searches for “florist near me” or “plumber in Ripon”, the first thing they usually see isn’t a list of websites. It’s a map with three businesses on it. Those come from Google Business Profiles. It’s free, it takes about half an hour, and for most local businesses it’s the single most useful thing you can do online.

Before you start

• Use a Google account you’ll keep, ideally one for the business rather than a personal one you might lose access to.
• Have your business name, phone number, website address and opening hours ready.
• Decide whether customers come to you, or you go to them (or work remotely). This changes how you set up your address.

Step by step

1. Go to Google Business Profile. Search for “Google Business Profile” or go to business.google.com and choose to add your business. First check your business isn’t already listed; if it is, claim that listing instead of creating a second one.
2. Enter your real business name. Use the name on your signage, invoices and website. Don’t add keywords or locations (“Smith Plumbing Harrogate Best Plumber”). It’s against Google’s guidelines and can get your profile suspended.
3. Choose your main category. Pick the most specific one that fits, such as “Hairdresser” rather than “Beauty salon” if hair is what you do. You can add extra categories later.
4. Add your location, or hide it. If customers visit you, add your address. If you go to them or work from home, say you don’t serve customers at your address and add service areas instead (towns, cities or regions, up to 20). Google still needs your address to verify you, but it won’t show it publicly.
5. Add your phone number and website. Use the same details that appear on your website, so everything matches.
6. Verify your business. Google chooses the method. It’s often a short video in which you show your location or workspace, your tools or equipment and something that proves the business is yours. Sometimes it’s a postcard with a code, a phone call or an email. Verification can take a few days, so don’t worry if your profile doesn’t appear straight away.

Fill in everything (this is where most profiles fall short)

• Opening hours, including special hours for bank holidays and Christmas.
• Business description: up to 750 characters about what you do, who for and where. Plain English, no links and no special offers.
• Services or products, with short descriptions and prices if you’re happy to share them.
• Photos: your logo, a cover photo and real photos of your work, your premises or your van. Real beats stock every time.

After setup: keep it alive

• Ask every customer for a review, not just the happy ones (Google doesn’t allow picking), and reply to every review, good or bad, politely and briefly.
• Keep your details up to date, especially opening hours. Few things annoy customers more than turning up to a closed door.
• Post an update now and then: a new service, a recent job or seasonal opening hours.

Common mistakes to avoid

• Stuffing keywords into the business name.
• Using a virtual office or PO box as your address.
• Creating duplicate profiles for the same business.
• Using different names, numbers or addresses on your profile, website and directories.
• Ignoring reviews, especially the negative ones.

Your profile works best with a website

Your Google Business Profile and your website support each other. The profile gets you onto the map, and the website gives people somewhere to go for the full picture. Google also looks at whether the two match. If you don’t have a website yet, read Do I need a website if I’m on Facebook?

Rather not do it yourself? I’ll set up your profile properly for £75, with printed review cards for £20 more, and keep it fresh for £19 a month. It’s also included in my Business and Complete packages. See how my Google profile help works.