If you run a local business and you haven't set up your Google Business Profile yet, this is the most valuable thing you can do today and it's completely free.
What is Google Business Profile?
Google Business Profile (formerly Google My Business) is the panel that appears on the right side of search results when someone Googles your business name and the listing that appears on Google Maps when someone searches for businesses like yours nearby. It shows your address, opening hours, phone number, photos and reviews. It's often the first thing a potential customer sees before they even visit your website.
Why most local businesses ignore it
Usually because they don't know it exists or they think setting it up is complicated. It isn't. The whole process takes about 30 minutes and the ongoing upkeep is minimal. The businesses that set it up and keep it updated consistently appear higher in local search results than businesses that haven't bothered.
How to set it up
Go to business.google.com and sign in with a Google account. Search for your business name if it already exists (Google often creates listings automatically) you'll claim it; if not, you'll create it. Add your address, phone number, website, opening hours and a description. Upload at least 5 photos your premises, your products, your team. Then verify your listing, which Google usually does by sending a postcard to your business address with a code.
Getting reviews
Once you're set up, the most important ongoing activity is getting reviews. Ask every happy customer to leave one. The businesses that dominate local search results almost always have significantly more reviews than their competitors. Even a handful of genuine 5-star reviews can make a dramatic difference to how often you appear and how often people click.
Keeping it updated
Update your opening hours for bank holidays. Add new photos every few months. Post updates when you have news. Google rewards active profiles. This takes about 10 minutes a month and keeps your listing relevant.
Choosing the right category
When you set up your profile, you will be asked to choose a primary category. Be specific. "Web Design Agency" ranks better than "Business" and "Italian Restaurant Edinburgh" ranks better than "Restaurant". You can add secondary categories too, which is worth doing if your business covers more than one service area. Google uses your categories to decide when to show your listing, so getting this right makes a real difference to who finds you.
The Q&A section
Most business owners don't realise that anyone can add questions to your Google Business Profile and anyone can answer them, including people who have never been near your business. Check this section regularly and add your own questions and answers. Things like opening hours, parking, whether you take card payments and how to book are all worth pre-answering. It saves customers a phone call and gives Google more useful content to index.
Google Posts
You can publish short posts directly to your Business Profile, similar to social media updates. These appear in your listing and can include offers, events or general updates. They expire after a week unless renewed. Not every business needs to use this feature but if you have regular offers or seasonal news it's a free way to get that information in front of people who are already looking at your listing.
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