A Google Business Profile (formerly Google My Business) is the free listing that shows your business in Google Maps and the local pack, with your address, hours, reviews and photos. For any business that serves customers locally, it is the most important asset in local SEO.
Setting up your profile
- Go to business.google.com and search for your business; claim it if it exists.
- Enter the exact business name you use in the real world.
- Choose whether customers visit you, you visit them, or both.
- Add your address or service area, phone number and website.
- Verify by video, phone, email or postcard, as Google requests.
Optimising every field
Categories
The primary category is one of the strongest ranking factors. Pick the most specific option (“Emergency plumber” rather than “Plumber” if it fits), then add relevant secondary categories.
Business description
Up to 750 characters. Describe what you do, who you serve and what makes you different. Write for people; do not stuff keywords.
Services and products
List every service with a short description and, where possible, prices. These help you appear for specific searches.
Hours
Keep regular and holiday hours accurate. Being shown as closed costs clicks and trust.
Photos and videos
Upload real photos of your premises, team, work and products, and add new ones monthly. Listings with photos get more requests for directions and website clicks.
Attributes
Add relevant attributes such as wheelchair accessible, women-led, free Wi-Fi or online appointments.
Posts
Share offers, events and updates. Posts keep the profile active and give searchers more reasons to choose you.
Reviews
Ask every satisfied customer for a review with a direct link, and reply to every review, good or bad. Review quantity, rating and recency all matter. Our guide to online reviews and SEO covers this in detail.
Keep NAP consistent
Your name, address and phone number must match your website and directory listings exactly. See NAP citations.
Mistakes that cause suspension
- Adding keywords or locations to the business name.
- Using a virtual office, PO box or co-working address you do not staff.
- Creating duplicate listings for the same location.
- Offering incentives for reviews or posting fake ones.
Tracking performance
The Performance section shows searches, views, calls, direction requests and website clicks. Add UTM tags to your website link so you can see profile traffic separately in analytics.
Frequently asked questions
Can I have a profile without a shop?
Yes, as a service-area business with a hidden address.
How often should I update it?
Add photos or posts at least monthly and review details quarterly.
Related terms
See schema markup, SEO KPIs and the SEO encyclopedia.
Mr. SEO
Mr. SEO is the webmaster at SEO TT - SEO tips and tricks, a publication about all things SEO related.