How to Set Up Your Google Business Profile Properly

For most local businesses, your Google Business Profile (the box with your map pin, hours, photos and reviews) does more for enquiries than your website does. It's free, and most profiles are only half finished. Here's how to do it properly.

1. Claim and verify it

Search for your business name on Google. If a profile already exists, claim it. If not, create one at Google Business Profile. Google will ask you to verify that you're the owner. Follow whichever method it offers you, and don't skip it, because unverified profiles barely show.

2. Choose the right primary category

This is one of the most important settings. Pick the category that most closely describes your main service ("Plumber", not "Contractor"), then add a few accurate secondary categories. Look at what local competitors who rank well have chosen.

3. Fill in everything

• Business name exactly as it appears on your signage. Don't stuff keywords into it, as that can get the profile suspended
• Phone number, website and accurate opening hours (including holiday hours)
• Service area if you travel to customers. You can hide your address if you work from home
• Services, with short plain descriptions
• A business description that says what you do and where

4. Add real photos

Your work, your premises, your van, your team. Real photos help people trust you, and profiles with photos tend to get more clicks. Add a few new ones every month or two.

5. Get and reply to reviews

Ask happy customers for a review. A short link or QR code makes it easy. Reply to every review, good or bad, politely and briefly. Never buy or fake reviews: it breaks Google's rules and customers can usually tell.

6. Keep it consistent with your website

Your name, area and phone number should match your website and any directory listings exactly. Link the profile to the most relevant page of your site.

7. Keep it alive

Post updates, offers or recent jobs occasionally, and check your profile every month for suggested edits from the public. Google sometimes accepts those automatically.

Want a check-up?

Run through the free 10-point Local SEO Checklist, or if you're in Norfolk see local SEO for Norfolk businesses. An SEO audit includes a full review of your profile.