Why your Google Business Profile matters
When people search for a service "near me" or in a specific town, Google usually shows a map with a handful of businesses above the regular results. Those spots are driven largely by your Business Profile. Google says local ranking is based mainly on relevance, distance and prominence. You can't change distance, but you can improve the other two.
1. Claim and verify your profile
Search for your business on Google. If a profile exists, claim it. If not, create one at business.google.com and complete verification. Unverified profiles have limited visibility and can be edited by others.
2. Use your real business name
Enter your business name exactly as it appears on your signage and website. Stuffing keywords into the name breaks Google's guidelines and can get your profile suspended.
3. Choose the right primary category
Your primary category is one of the strongest relevance signals. Pick the one that best describes your core service, then add secondary categories for other services you genuinely offer.
4. Add your services and products
List each service with a short description. This helps Google match your profile to more specific searches.
5. Set your service area or address
If customers visit you, show your address. If you travel to customers, set a service area and hide the address. Keep it realistic.
6. Keep name, address and phone consistent
Your business name, address and phone number (often called NAP) should match exactly across your profile, your website and directories. Inconsistent details weaken trust signals.
7. Write a useful description
Explain what you do, who you help and where, in plain language. Mention your main services naturally. No links or promotional fluff.
8. Upload real photos regularly
Add your logo, a cover photo, photos of your team, your work and your premises. Real photos build trust far more than stock images. Add new ones every month.
9. Publish posts
Google posts let you share offers, updates and events directly on your profile. Posting regularly shows the profile is active. This fits neatly into a social media auto-posting routine.
10. Get reviews and reply to every one
Review count, rating and recency all affect prominence and click-through. Ask every happy customer, and reply to every review, good or bad. See how to get more Google reviews.
11. Add your hours, booking link and Q&A
Keep opening hours accurate, including holidays. Add a booking or contact link. Answer common questions in the Q&A section before customers have to ask.
Connect it to your website
Your profile and website support each other. Link your profile to the most relevant page, and make sure the website repeats the same details, services and locations. Our local SEO guide covers the website side.
We set up and optimise Google Business Profiles as part of our web design packages. Book a free call if you want us to look at yours.
Frequently asked questions
Is a Google Business Profile free?
Yes. Creating and managing a Google Business Profile is free.
How do I rank higher in Google Maps?
Choose the right primary category, complete every section, keep your details consistent, add photos and posts regularly, and earn a steady flow of reviews.
Can I have a Google Business Profile without an address?
Yes. Service-area businesses can hide their address and show the areas they serve instead.