How to Set Up Your Google Business Profile (and Show Up in Maps)

When someone nearby searches "coffee shop near me" or "plumber in [your town]", the businesses that appear on the map come from Google Business Profile. It's free, and for local businesses it can bring in more customers than your website.

Step 1: Create or claim your profile

1. Go to google.com/business and sign in with a Google account. Use a business account you'll keep, not a personal one you might lose access to.
2. Search for your business name. If it already exists (Google sometimes creates listings automatically), claim it. If not, add it.
3. Choose your business category. This matters a lot. Pick the most specific one: "Italian restaurant", not just "Restaurant".

Step 2: Add your location or service area

• Customers visit you (shop, café, salon): add your exact address so you appear on the map.
• You visit customers (plumber, cleaner, mobile hairdresser): set a service area and hide your home address.
• Some businesses do both.

Step 3: Verify your business

Google needs to confirm you're real and that you're who you say you are. Depending on your business, Google may ask you to verify by phone, email, or a short video showing your business location, signage and tools. Some businesses get a postcard.

Follow whatever method Google offers you. Until you're verified, your profile may not show up properly.

Step 4: Fill in everything

Complete profiles rank better and convert better. Add:

• Opening hours, including holiday hours
• Phone number and website
• Services or menu with prices if you can
• A clear description in plain language. What you do, who for and where
• Attributes like wheelchair access or outdoor seating

Step 5: Add real photos

Profiles with photos get noticeably more clicks. Add:

• Your storefront (so people recognize it)
• Inside your premises
• Your products or work
• Your team

Use real, recent photos. Avoid stock images.

Step 6: Get reviews (the right way)

Reviews are one of the strongest local ranking factors.

1. Ask happy customers. A short link or QR code at the counter or on receipts makes it easy.
2. Never buy fake reviews or offer discounts for reviews. Google can remove your reviews or suspend your profile.
3. Reply to every review, good and bad, politely. Need help wording replies? See ways small businesses can use AI.

Step 7: Keep it alive

• Post updates with offers, events or new products occasionally.
• Answer questions people ask on your profile.
• Update hours whenever they change. Nothing loses a customer faster than arriving at a closed shop.

Ranking tips that actually work

• Choose the right primary category.
• Keep your name, address and phone number identical everywhere online.
• Link to your website, and make sure the website lists the same details. Need a site? See the best website builders for small businesses.
• Earn steady reviews, not 50 in one week.

It's free, takes under an hour and keeps working for you every day. If you only do one marketing task this month, make it this one.