Google Business Profile is a free service by Google that lets business owners manage their online presence on search and maps. It’s an essential tool that determines who wins and loses in local search.
Gaining visibility and earning customer trust is becoming increasingly more difficult, so it’s not only vital to claim your profile, but to optimise and maintain it so that you stand out from the pack.
In this beginner’s guide you’ll learn what Google Business Profile is, why it’s so important and how to set yours up for success.
What is Google Business Profile?
Google Business Profile, formerly Google My Business, is a free service that allows business owners to appear on Google Search and Maps. It lists your business for “near me” and local searches, helping you attract new customers.
You can add photos, products, services, location(s) and contact information to your profile, as well as manage customer reviews and share news, offers, or events via regular updates.
A Google Business Profile boosts local SEO, while giving customers the confidence to make a purchase.
Why you need a Google Business Profile
A Google Business Profile is essential for local SEO. It puts your business on local search results and Google Maps, helping customers nearby who are searching for your products and services find you easily.
It is your shop window on Google which drives phone calls, website clicks and direction requests directly from the search engine results page (SERP) and map pack.
The core benefits of a Google Business Profile are:
- Local Map Pack: Lists your business in the top map results for “near me” and local searches.
- Trust Signals. Features reviews, business location(s) and verified information that build trust with Google and it’s users.
- Conversion Actions. Drives phone calls, website clicks and direction requests all from within the platform.
- Ease of Contact: Customers can contact you easily, or link through to your website for more information.
- Activity Signals. Frequent updates show Google your business is authentic and active.
How to set up your profile
You can create a free listing by logging into the Google Business Profile portal and signing into your Google Account.
- Sign In: Sign in to the Google account you will use to manage your business.
- Add your business name: Enter your business name. If it appears in the drop-down menu, select it to claim it. If it is not listed, click Add your business to Google.
- Choose a business category: Choose your primary business category carefully, as this ensures the right customers find you.
- Add location or service area: Choose whether you have a physical location that customers visit, or if you travel to your customers. Enter your address or service area.
- Add contact information. Add your name, address, phone number and website URL, so that customers can find you easily and contact you.
- Complete the remaining sections. Add high-quality images, product and service information, and social links. Complete the profile fully.
- Verify your profile. Choose a verification method (phone, email, or video) and follow the on-screen instructions to confirm you are the business owner.
Best practices
The following best practices will help you to optimise your Google Business Profile:
- Consistent NAP data: Ensure your name, address and phone number are identical across your site, profile and third-party assets.
- Complete each section: Give as much information as you can by completing each section fully.
- Add photos: Make your business stand out with high-quality photos of your products, team, or location.
- Collect reviews: Continue to collect customer reviews and reply to each promptly.
- Post updates: Share weekly news, offers, or events on your profile.
- Maintenance: Maintain an accurate and up to date profile.
Conclusion
Google Business Profile is a free and non-negotiable tool for any local business. It’s pivotal to your search engine optimisation efforts, and determines how much business you will win (and lose) from local searches.
Set up is simple and it’s easy to maintain, so take the small amount of time that’s required to complete your profile with as much detail as possible.
As with any kind of marketing, you shouldn’t copy others or try to blend in. Analyse the competition then create a profile that really stands out – emphasising what makes your business unique and why it’s the best choice for the customer.
Frequently Asked Questions
To access your Google Business Profile, log in directly via the Google Business Profile portal. You can also access GBP by logging into your main Google account and using the apps navigation menu located next to your profile picture.
Yes, setting up, editing and maintaining a Google Business Profile is completely free. You pay nothing to access all of the available features, including listing on Google Search and Maps, adding media and business information, and responding to reviews.
Many people cut corners with their GBP, failing to complete each section fully, add rich media, or maintain an accurate and up to date listing. If it doesn’t resonate, or have any reviews, it won’t do much for your business.