When someone searches for a service “near me,” the first results they usually see are the Google Maps listings, known as the local pack. Those listings come from Google Business Profile (formerly Google My Business), and for many local businesses they drive more calls than the website itself.
The good news: your profile is free, and most of your competitors haven’t fully optimized theirs. Here’s how to set yours up the right way.
Step 1: Create or Claim Your Profile
- Go to Google Business Profile and sign in with a Google account you’ll keep long term (ideally a business account, not a personal one an employee controls).
- Search for your business name. If a listing already exists, claim it. If not, create a new one.
- Choose whether you have a storefront customers visit, or whether you serve customers at their location (a service-area business). Service-area businesses can hide their street address.
Step 2: Verify Your Business
Google requires verification before your profile can fully appear. Depending on your business, Google may ask you to verify by video recording, phone, text, email, or mail. Follow the instructions exactly. Verification videos usually need to show your signage or vehicle, tools of your trade, and proof you manage the business.
Step 3: Choose the Right Categories
Your primary category is one of the most important local ranking factors. Pick the category that best describes your main service (for example, “Plumber” rather than “Contractor”). Then add secondary categories for other services you genuinely offer. Look at the top-ranking competitors in your area to see which categories they use.
Step 4: Complete Every Section
Fill out everything Google gives you:
- Business name: Use your real business name. Adding keywords that aren’t part of your legal name violates Google’s guidelines and can get your profile suspended.
- Phone number and website: Link to your most relevant page. Multi-location businesses should link each profile to its location page.
- Hours: Keep regular and holiday hours accurate.
- Service areas: List the cities or regions you actually serve.
- Services and products: Add each service with a short description.
- Business description: Explain what you do, who you serve, and what makes you different in plain language.
- Attributes: Add relevant attributes such as veteran-owned, women-owned, or online appointments.
Step 5: Add High-Quality Photos
Profiles with real photos look more trustworthy and tend to get more engagement. Upload your logo, a cover photo, your team, your work, your vehicles, and your storefront if you have one. Skip stock photos. Add new photos regularly.
Step 6: Get and Respond to Reviews
Reviews influence both rankings and whether people call you. Ask every happy customer for a review, make it easy with a direct review link, and reply to every review, positive or negative, professionally. Read our full guide on how to get more Google reviews.
Step 7: Post Updates
Google Posts let you share offers, events, and updates right on your profile. Posting regularly keeps your profile active and gives customers another reason to choose you.
Step 8: Keep Your NAP Consistent
Your business Name, Address, and Phone number should match exactly across your website, Google, Facebook, Yelp, Apple Maps, Bing, and industry directories. Inconsistent information confuses customers and search engines.
Step 9: Connect Your Profile to a Strong Website
Your Google Business Profile and website work together. A fast, mobile-friendly website with clear service pages and location information helps your profile rank. If your site is outdated, see how much a new small business website costs.
Common Google Business Profile Mistakes
- Stuffing keywords into the business name.
- Using a virtual office or P.O. box as your address.
- Letting an ex-employee or old agency own the profile.
- Ignoring reviews and questions.
- Choosing a primary category that’s too broad.
How Long Until You See Results?
Some changes, like adding categories and photos, can improve visibility within weeks. Competitive markets take longer and usually require consistent reviews, strong website content, and local citations working together.
Want Help With Local SEO?
Optimizing your profile is one part of local SEO. The rest includes your website, service area pages, citations, and reviews. CDD Services helps small businesses rank in Google Maps and local search. Learn about our local SEO services or book a free consultation.
