How to set up a Google Business Profile properly

When someone searches for a service near them, Google usually shows a map with three businesses underneath it. Those listings come from Google Business Profiles. They are free, and for many local businesses they bring in more enquiries than the website does.

1. Check you do not already have one

Search for your business name on Google Maps. If a profile already exists, perhaps created automatically or by a previous owner, claim it rather than making a second one. Duplicate profiles confuse Google and can get both suspended.

2. Use your real business name

Enter your business name exactly as it appears on your signage, van or paperwork. Do not add keywords or towns, so not "Smith Plumbing Norwich Emergency Plumber". It is against Google's rules, and it is one of the most common reasons profiles get suspended.

3. Pick the right main category

Your main category has a big effect on which searches you appear for. Choose the one that best describes what you do, then add a few secondary categories for other services. Be specific: "Electrician" beats "Contractor".

4. Address or service area?

If customers come to you, add your address. If you go to them, set yourself up as a service-area business, list the towns or counties you cover, and hide your address. You still give Google an address for verification, but customers will not see it. Do not use a PO box or a virtual office address, which Google does not allow.

5. Verify the profile

Google will ask you to prove the business is real. These days that is often a short video showing your premises, van, tools or signage, but follow whatever options Google offers you. Until you are verified, your profile will not show properly.

6. Fill in everything

• Services: list each service you offer, with a short description.
• Description: a few plain sentences about what you do and where. No keyword stuffing.
• Hours: keep them accurate, including bank holidays.
• Website and phone: make sure they match what is on your website exactly.

7. Add real photos

Your work, your team, your van, your premises. Real photos build trust and profiles with photos tend to get more clicks. Avoid stock images.

8. Start collecting reviews

Use the "Ask for reviews" link in your profile and send it to happy customers after each job. Reply to every review, good or bad, politely. Never buy reviews, swap them with other businesses or offer discounts in return for them. It breaks Google's rules and UK consumer law.

9. Keep it active

Post an update, offer or photo every week or two. An active profile looks like an active business, to customers and to Google.

Setting up your profile is included with every website we build, and we look after it monthly on our local SEO plans. If you would rather we sorted it for you, get in touch.

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