Your Google Business Profile (once called Google My Business) is the listing that shows up in Google Maps and the map pack. For many local businesses, it brings in more calls than the website does.
A complete, accurate profile helps you show up in more searches and gives people a reason to choose you. Here’s how to optimise yours in ten steps.
Before you start: claim and verify your profile
Search for your business name on Google. If a profile appears, choose “Own this business?” to claim it. If not, add it at business.google.com. Google will ask you to verify that you run the business, often with a short video or a phone call.
If your business isn’t showing up at all, start with why your business isn’t showing on Google Maps.
1. Use your real business name
Use your name exactly as it appears on your signage, invoices and website. Adding keywords or suburbs (“Smith Plumbing – Best Plumber Newcastle”) breaks Google’s guidelines and can get your profile suspended.
2. Choose the right primary category
Your primary category is one of the strongest signals you control. Pick the most specific one that describes your main service: “Plumber”, not “Contractor”; “Family law attorney”, not “Lawyer”. Then add secondary categories for your other main services.
3. Set your address or service areas
If customers come to you, show your address. If you go to them, set up a service-area business: hide your address and add the suburbs and towns you cover. Google allows up to 20 service areas, so choose the places you really work.
4. Keep your hours accurate, including holidays
Set your regular hours, then add special hours for public holidays and closures, such as Christmas and the Australia Day long weekend. Nothing loses a customer faster than turning up to a closed door.
5. Add your website, phone and booking link
Use a phone number that’s answered during your listed hours, and link to the most useful page on your website: for a single-location business, usually the home page. If you take bookings online, add your booking link so people can book straight from Google.
6. List every service
Add each service you offer, with a short description. This helps Google match you to more specific searches, and shows customers straight away whether you do what they need.
7. Write a clear business description
You have up to 750 characters. Say what you do, where you do it and what makes you different, in plain words. Leave out links, prices and special offers; Google doesn’t allow them here.
8. Add real photos
Upload your logo, a cover photo and real photos of your team, your work, your vehicles and your premises. Stock photos don’t build trust. Add new photos every month or two, so the profile looks active.
9. Get reviews and reply to every one
Reviews help you rank and help people choose you.
Ask every customer, every time, with a direct link. Make one with our Google review link generator, and read how to get more Google reviews without breaking the rules. Reply to every review, good or bad, politely and within a few days. Our review reply generator can help you start.
10. Post updates regularly
Google Business Profile posts let you share news, offers and events right on your listing. Post at least once a month with a real photo, a few lines of text and one button, such as “Book” or “Learn more”. Keep phone numbers out of the post text, since Google often rejects posts that include them; the call button on your profile does that job.
Keep your details the same everywhere
Your business name, address and phone number should match exactly on your website, Google, Facebook and directories. Mismatches make it harder for Google to trust which details are right.
What not to do
- Don’t stuff keywords into your business name.It breaks Google’s guidelines and can get you suspended.
- Don’t use a fake or virtual address.Google’s guidelines don’t allow it.
- Don’t buy reviews or only ask happy customers.Both break Google’s rules.
- Don’t set it and forget it.Old hours, old photos and unanswered reviews tell customers you’re not paying attention.
How to check it’s working
Open your profile and look at Performance. It shows how many people found you, which searches they used, and how many called, clicked through to your website or asked for directions. Check it monthly and compare with the same month last year, since many businesses are seasonal.
Related service Google Business Profile & Reviews We set up and optimise your profile, ask every customer for a review and reply to every one. See the service →