If you run a local business and you haven't set up your Google Business Profile, you're invisible to a huge portion of potential customers. It's free, it takes 30 minutes, and it's one of the most impactful things you can do for local visibility.

Here's how to set it up properly.

What Is Google Business Profile?

Google Business Profile (formerly Google My Business) is the listing that appears when someone searches for your business or searches for services in your area. It's the box on the right side of search results with your business name, hours, reviews, and photos. It's also what shows up on Google Maps.

When someone searches "plumber near me" or "coffee shop Leeds," Google shows a map with local businesses. Getting into that map pack can dramatically increase calls and visits.

Why It Matters

46% of all Google searches have local intent. If you're not showing up for local searches, you're missing nearly half of all potential customers searching for what you offer.

Step 1: Claim or Create Your Listing

Go to business.google.com and sign in with a Google account (create one if needed).

Search for your business name. You might find:

  • An existing listing: Someone may have created it, or Google auto-generated it. Claim it.
  • No listing: Create a new one.

If claiming an existing listing, you'll need to verify you own the business (usually by postcard, phone, or email).

Step 2: Enter Your Business Information

Fill out every field completely. Incomplete profiles rank lower and look less trustworthy.

Business Name

Use your exact business name — not a keyword-stuffed version. "Dave's Plumbing" is correct. "Dave's Plumbing - Best Emergency Plumber Leeds 24/7" will get your listing suspended.

Category

Choose the most specific primary category that fits. "Hair Salon" is better than just "Salon." You can add secondary categories too.

Tip: Search for competitors and see what categories they use.

Address

If customers visit your location, add your full address. If you're a service-area business (you go to customers), you can hide your address and just specify service areas instead.

Service Areas

If relevant, list all the areas you serve. Be specific: "Leeds, Wakefield, Bradford, Huddersfield" rather than just "West Yorkshire."

Hours

Add accurate opening hours. Update them for holidays. Incorrect hours frustrate customers and hurt your reputation.

Phone Number

Use a local number if possible. Make sure it matches the number on your website.

Website

Link to your main website homepage.

Step 3: Add Photos

Businesses with photos get 42% more requests for directions and 35% more website clicks. Don't skip this.

Aim for at least 10 photos including:

  • Logo: Your business logo, square format
  • Cover photo: Best representation of your business
  • Exterior: What your premises look like from outside (helps people find you)
  • Interior: Inside your shop/office/workshop
  • Team: You and your staff (people trust people)
  • Products/Services: What you sell or examples of your work

Use real photos, not stock images. Quality matters, but authenticity matters more.

Step 4: Write Your Business Description

You get 750 characters to describe your business. Use them well:

  • Mention what you do and who you serve
  • Include your location/service areas naturally
  • Highlight what makes you different
  • Don't stuff keywords unnaturally
  • No promotional language, links, or special offers (against guidelines)

Example: "Family-run plumbing business serving Leeds and West Yorkshire since 2010. We specialise in boiler repairs, bathroom installations, and emergency callouts. Fully qualified, Gas Safe registered, with thousands of satisfied customers across the region."

Step 5: Add Services/Products

Google lets you list specific services or products. Use this feature — it helps you show up for specific searches.

For each service, you can add:

  • Service name
  • Price or price range
  • Description

Be comprehensive. List everything you offer, even if it seems obvious.

Step 6: Collect Reviews

Reviews are crucial for local SEO and customer trust. Businesses with more positive reviews rank higher and get more clicks.

How to Get Reviews

  1. Ask. Most happy customers will leave a review if asked. They just don't think of it.
  2. Make it easy. Send customers a direct link to your review form. You can get this from your Google Business Profile dashboard.
  3. Time it right. Ask after a positive interaction when satisfaction is highest.
  4. Follow up. A gentle reminder a few days later can prompt action.

Responding to Reviews

Reply to every review — positive and negative.

For positive reviews: Thank them specifically, mention something about their experience.

For negative reviews: Respond professionally, acknowledge the issue, offer to resolve it offline. Never argue publicly.

Review Warning

Never offer incentives for reviews (discounts, freebies) — it's against Google's terms and can get your listing penalised. Just ask genuinely.

Step 7: Post Regular Updates

Google Business Profile has a "Posts" feature — like social media for your listing. Use it to share:

  • Special offers or promotions
  • New products or services
  • Events
  • Company news
  • Helpful tips related to your industry

Posts expire after 7 days (except events and offers), so regular posting keeps your profile active. Even once a week makes a difference.

Step 8: Answer Questions

Anyone can ask questions on your Google Business Profile, and anyone can answer — including competitors or random people giving wrong information.

Monitor your Q&A section and answer questions promptly and accurately. You can also add your own FAQs by asking and answering questions yourself.

Ongoing Maintenance

Your profile isn't "set and forget." Keep it current:

  • Update hours for holidays and special occasions
  • Add new photos regularly (at least monthly)
  • Post updates weekly if possible
  • Respond to new reviews within 24-48 hours
  • Check for and answer new questions
  • Update services if your offerings change

Common Mistakes to Avoid

  1. Keyword stuffing your business name. Will get you suspended.
  2. Using a PO Box or virtual office address. Against guidelines for most businesses.
  3. Creating multiple listings for one location. Will confuse Google and hurt rankings.
  4. Neglecting negative reviews. Unanswered complaints look worse than the complaint itself.
  5. Inconsistent information. Your name, address, and phone should match your website exactly.

The Bottom Line

A properly optimised Google Business Profile is the single most effective free marketing tool for local businesses. It puts you in front of people actively searching for what you offer, builds trust through reviews, and drives real customers to your door.

If you haven't set yours up, do it today. If you have one but it's incomplete, spend 30 minutes optimising it. The impact can be immediate and significant.