When someone searches for a business like yours on Google, what appears? For local businesses, the answer often isn’t a website—it’s a Google Business Profile. That box on the right side of search results showing your hours, location, photos, and reviews can determine whether someone calls you or your competitor.
Google Business Profile (formerly Google My Business) is free, powerful, and underutilized by most small businesses. This guide covers everything you need to know to set up and optimize your profile for maximum visibility.
What Is Google Business Profile?
Google Business Profile is a free tool that lets you manage how your business appears across Google Search and Google Maps. When someone searches for your business name or for businesses like yours in your area, your profile can appear in several places.
The Local Pack is the map with three business listings that appears for local searches like “coffee shops near me” or “plumber in Austin.” These prominent placements drive significant traffic to local businesses.
The Knowledge Panel is the information box that appears on the right side of search results when someone searches for your specific business name. It shows your hours, address, phone number, photos, reviews, and more.
Google Maps listings show your business when people search directly in Maps, increasingly common as people use their phones to find nearby businesses.
A complete, optimized profile helps you appear in these high-visibility placements and gives potential customers the information they need to choose you.
Why Google Business Profile Matters
The impact of Google Business Profile on local businesses is substantial.
Visibility in local search determines whether customers find you. According to Google’s own data, searches including “near me” have grown dramatically, and people who perform local searches often visit a business within a day.
First impressions form before your website. Many customers see your Google Business Profile before (or instead of) visiting your website. An incomplete or inaccurate profile creates doubt before you’ve had a chance to make your case.
Reviews build trust visibly. Your Google reviews appear prominently and influence decisions. A business with dozens of positive reviews has an advantage over one with few or none.
Free marketing with high intent reaches people actively looking for what you offer. Unlike social media or advertising where you interrupt people, Google Business Profile reaches people already searching for businesses like yours.
Direct customer actions happen from the profile itself. Customers can call you, get directions, visit your website, or message you directly from your profile without additional steps.
Setting Up Your Google Business Profile
If you haven’t claimed your profile yet, here’s how to get started.
Step 1: Check If a Profile Exists
Search for your business name on Google. If a Knowledge Panel appears on the right side, a profile exists—you just need to claim it. If nothing appears, you’ll create a new profile.
Even if you never created a profile, one may exist. Google creates basic listings from various data sources. Claiming an existing profile is easier than starting from scratch.
Step 2: Create or Claim Your Profile
Go to google.com/business and sign in with a Google account. Use an account you control long-term—not an employee’s personal account that might leave with them.
If claiming an existing profile, search for your business and click “Claim this business.” If creating new, click “Add your business” and follow the prompts.
You’ll enter:
- Business name — Use your real-world business name, not a keyword-stuffed version
- Business category — Choose the most specific accurate category
- Location information — Address for storefronts, service areas for businesses that go to customers
Step 3: Verify Your Business
Google needs to confirm you’re authorized to manage this business. Verification methods vary by business type.
Postcard verification is the most common method. Google mails a postcard with a verification code to your business address. This takes about five days. Don’t change your business information while waiting—it can restart the process.
Phone verification is available for some businesses. Google calls or texts a code to your business phone number.
Email verification is occasionally offered, with a code sent to an email address associated with your business.
Video verification is a newer option where you record a video showing your location and business.
Instant verification may be available if you’ve already verified your business with Google Search Console.
Complete verification promptly. Until verified, you can’t fully manage your profile or respond to reviews.
Step 4: Complete Your Basic Information
Once verified, fill out every relevant field in your profile.
Business name should be your actual business name as it appears in the real world. Don’t add keywords, locations, or taglines that aren’t part of your legal business name—this violates Google’s guidelines and can get your profile suspended.
Address should be exact and match how mail is delivered. For service-area businesses that don’t have a storefront customers visit, you can hide your address while still specifying the areas you serve.
Service area defines where you’ll travel to customers if you’re a service-area business. Be realistic—claiming too large an area can hurt your visibility in areas you actually serve.
Phone number should be a local number when possible. Use a phone number that reaches your business directly, not a call center or answering service.
Website URL should link to your homepage or a relevant landing page. Make sure the link works.
Hours of operation should be accurate and complete. Include special hours for holidays—customers rely on this information. Nothing frustrates people more than showing up to a closed business that Google said was open.
Optimizing Your Profile
A complete profile is good. An optimized profile is better. These steps help you stand out and rank higher in local search.
Choose Categories Strategically
Your primary category is the most important. It should be the most specific accurate description of what your business is. “Italian Restaurant” is better than “Restaurant” if that’s what you are.
You can add additional categories for other things you do. A hardware store might add “Locksmith” if they offer that service. But don’t add categories for things you don’t actually do—it can hurt your relevance for searches where you should appear.
Review your categories periodically. Google adds new categories, and a more specific option may become available.
Write a Compelling Business Description
Your description can be up to 750 characters. Use it to explain what makes your business unique, what you offer, and why customers should choose you.
Write for customers, not search engines. While you can naturally include relevant terms, keyword stuffing looks spammy and violates guidelines.
Focus on what differentiates you. Don’t waste space on generic claims like “great customer service” that every business makes. What specifically can you offer that others can’t?
Include a call to action when appropriate, though keep it soft—this isn’t advertising copy.
Add High-Quality Photos
Businesses with photos get significantly more engagement than those without. Google reports that businesses with photos receive 42% more requests for directions and 35% more website clicks.
Essential photos include:
- Exterior (helps people recognize your location)
- Interior (shows the atmosphere)
- Team photos (humanizes your business)
- Products or services (shows what you offer)
Photo quality matters. Use well-lit, in-focus images. Professional photography is ideal but not required—smartphone photos work if they’re good quality.
Add photos regularly. Fresh content signals an active business. Aim to add new photos monthly if possible.
Geotagging helps. Photos taken at your location with a smartphone automatically include location data, which can help Google associate them with your business.
The cover photo and logo appear prominently, so choose these carefully. Your logo should be recognizable at small sizes.
Manage and Respond to Reviews
Reviews significantly impact both your search ranking and customer decisions. Managing them well matters.
Ask for reviews from satisfied customers. The best time is right after a positive interaction. Make it easy by sending a direct link to your review page—you can find this link in your Google Business Profile dashboard.
Respond to all reviews promptly and professionally. Thank customers for positive reviews with personalized responses that reference specifics from their feedback. For negative reviews, respond calmly, acknowledge the concern, and offer to make it right. Never argue or get defensive—other potential customers are reading.
Don’t fake reviews or offer incentives for them. Google prohibits this, and violations can result in penalties or removal of reviews.
Address legitimate negative feedback. If customers consistently mention the same problem, fix the underlying issue rather than just managing the perception.
The Federal Trade Commission provides guidance on review practices and endorsement disclosures that businesses should understand.
Use Google Posts
Google Posts let you share updates, offers, events, and products directly on your profile. They appear in your Knowledge Panel and can help you stand out.
Post types include:
- Updates — General announcements or news
- Offers — Promotions with optional coupon codes
- Events — With dates, times, and descriptions
- Products — Highlight specific items you sell
Posts expire after seven days (except events, which expire after the event date), so regular posting keeps your profile fresh.
Effective posts are concise with compelling images and clear calls to action. A post about a sale should include the discount, what’s on sale, and how to take advantage.
Don’t overpost. One or two quality posts per week is plenty. Posting constantly can look spammy.
Add Products and Services
If applicable to your business, list your products or services with descriptions and prices. This helps customers understand your offerings and can help you appear in more specific searches.
For restaurants, add your menu. Google has specific menu features, and complete menu information can significantly impact visibility for food-related searches.
Keep pricing current. Outdated prices frustrate customers and damage trust.
Enable Messaging
Google Business Profile allows customers to message you directly. Enabling this feature makes it easier for customers to reach you but requires commitment to respond promptly.
Set up automated welcome messages to acknowledge inquiries immediately, but follow up personally as soon as possible. Google tracks response times and may disable messaging if you’re consistently slow.
Only enable messaging if you can actually monitor and respond to messages. An ignored message is worse than not offering the option.
Complete the Q&A Section
Google Business Profiles include a Q&A feature where anyone can ask and answer questions about your business. Monitor this section—you want to be the one answering questions about your business, not random people who may be wrong.
Seed the section with common questions and answers. Think about what customers frequently ask and proactively add those Q&As. This provides useful information and reduces repetitive inquiries.
Add Attributes
Attributes are specific features of your business that help customers find what they need. Available attributes vary by category but may include:
- Accessibility features — Wheelchair accessible, etc.
- Amenities — Wi-Fi, parking, outdoor seating
- Payment options — Credit cards, NFC payments
- Service options — Delivery, curbside pickup
Complete all relevant attributes. They help you appear in filtered searches and give customers useful information.
Common Mistakes to Avoid
These errors can hurt your visibility or get your profile suspended.
Keyword stuffing your business name by adding extra words like “Best Pizza Restaurant Chicago” when your business is actually called “Tony’s Pizzeria” violates guidelines and risks suspension.
Choosing inaccurate categories to appear in more searches backfires. Google’s algorithm considers relevance, and appearing for searches you can’t satisfy hurts your overall ranking.
Inconsistent information across the web confuses Google. Your name, address, and phone number (NAP) should be identical everywhere—your website, social profiles, directories, and Google Business Profile.
Ignoring negative reviews makes you look unresponsive. Even if you can’t satisfy an unhappy customer, your professional response shows other potential customers how you handle problems.
Setting and forgetting your profile allows information to become outdated and competitors to surpass you. Regular attention keeps your profile effective.
Using a virtual office or P.O. Box as your address violates Google’s guidelines for most businesses. You need a real location where you conduct business or meet customers.
Creating multiple profiles for one location to try to dominate search results will likely get all your profiles suspended.
Tracking Performance
Google Business Profile includes insights that show how customers find and interact with your profile.
Search queries show what terms people used when your profile appeared. This helps you understand how customers are finding you and what they’re looking for.
Profile views track how many people saw your profile on Search and Maps. Monitor trends over time rather than fixating on daily numbers.
Customer actions measure what people did after viewing your profile, including website visits, direction requests, and phone calls. These actions indicate genuine interest and intent.
Photo views compared to competitors show whether your visual content is engaging relative to similar businesses.
Use these insights to refine your approach. If certain posts drive more engagement, do more like them. If specific search terms bring views, make sure your profile content addresses those topics.
Local SEO Beyond Google Business Profile
Your Google Business Profile doesn’t exist in isolation. Other factors influence your local search visibility.
Website optimization matters because Google connects your website to your profile. Make sure your site:
- Includes your business name, address, and phone number
- Has location-specific content if you serve specific areas
- Is mobile-friendly and loads quickly
- Includes relevant keywords naturally in content
Citations are mentions of your business on other websites—directories, industry sites, local business associations. Consistent NAP information across citations helps Google trust your business information. Key directories include Yelp, industry-specific directories, local chamber of commerce, and Better Business Bureau.
The Google Search Central documentation provides comprehensive guidance on SEO fundamentals that complement your profile optimization.
Backlinks from other websites, especially local and relevant ones, signal authority. Getting mentioned in local news, partnering with complementary businesses, and joining local business organizations can help.
Reviews on other platforms like Yelp and Facebook contribute to your overall online reputation, even though Google reviews matter most for Google visibility.
Maintaining Your Profile
Optimization isn’t a one-time task. Ongoing attention keeps your profile effective.
Weekly tasks:
- Respond to new reviews
- Answer any questions in Q&A
- Check messages if enabled
Monthly tasks:
- Add new photos
- Publish Google Posts
- Review and update any changed information
- Check insights for trends
Quarterly tasks:
- Audit all information for accuracy
- Review and update categories if needed
- Check competitor profiles for ideas
- Update seasonal information (holiday hours)
Annual tasks:
- Comprehensive review of all profile content
- Update business description if offerings have changed
- Refresh older photos
- Review and improve based on full-year performance data
Handling Special Situations
Some businesses face unique challenges with Google Business Profile.
Service-area businesses that go to customers rather than having customers come to them can hide their address while still appearing in relevant local searches. Clearly define your service areas during setup.
Businesses with multiple locations should create separate profiles for each location. Each profile should have its unique address, phone number, and any location-specific information. Managing multiple profiles gets complex—consider using the Google Business Profile Manager for bulk management.
Home-based businesses may or may not want to display their address depending on whether customers visit. If you don’t meet customers at home, hide your address and set service areas instead.
New businesses should claim and optimize their profile immediately, even before opening. You can indicate you’re not yet open while building out your profile, then update when you launch.
Rebranded businesses should update their profile carefully. Change the business name only after updating signage and other references. Drastic changes can trigger re-verification.
Getting Started
If you don’t yet have a Google Business Profile, create one today. It takes less than an hour for initial setup, and the visibility benefits begin as soon as you’re verified.
If you have a profile but haven’t optimized it, work through this guide systematically. Start with accurate basic information, then add photos, complete all sections, and establish a routine for ongoing management.
Track your starting metrics so you can measure improvement. Note your current review count, average rating, and profile views before making changes.
Your Google Business Profile is often the first impression potential customers have of your business. Make it count.