When someone searches for “plumber near me”, “Italian restaurant Glasgow” or “accountant Dublin”, Google often shows a map with a handful of local businesses before any normal search results. Those listings come from Google Business Profile — and for local businesses, it can be the single most valuable free marketing tool available.
Here is how to make the most of it.
Step 1: Claim and verify your profile
Search for your business on Google Maps. If a listing already exists, claim it; if not, create one at business.google.com. Google will ask you to verify that you are genuinely the business owner — often by video, phone, email or post, depending on your business.
Step 2: Choose the right business type
- Storefront businesses (shops, restaurants, salons) show their address.
- Service-area businesses (plumbers, cleaners, mobile hairdressers) can hide their address and instead specify the areas they serve — for example Bristol, Bath and North Somerset.
- Hybrid businesses can do both.
Do not use a virtual office or a P.O. box as your address. It breaches Google’s guidelines and can get your profile suspended.
Step 3: Get the basics perfect
- Business name: use your real business name exactly as it appears on your signage and documents. Adding keywords or locations to your name (“Best Plumber Bristol Cheap”) breaches Google’s guidelines.
- Categories: your primary category is one of the most important ranking factors. Choose the most specific category that fits, then add relevant secondary categories.
- Phone number: use a local number where possible.
- Website: link to your homepage or a relevant location page.
- Hours: keep them accurate, including special hours for holidays and fiestas.
- Description: explain what you do, who you serve and what makes you different, in natural language.
Step 4: Add services and products
List each of your services, with descriptions and prices where appropriate. This helps Google match your profile to more specific searches and helps customers understand what you offer.
Step 5: Add great photos
Profiles with good photos tend to attract more engagement. Upload:
- Your logo and a cover photo.
- Exterior photos, so people recognise your premises.
- Interior photos.
- Photos of your work, products and team.
Add new photos regularly. Real photos are far better than stock images.
Step 6: Collect and respond to reviews
Reviews are one of the most influential factors in local search and in customer decisions. Ask every happy customer for a review, make it easy with a direct link or QR code, and respond to every review — positive or negative — professionally. Our full guide to getting more Google reviews covers this in detail.
Step 7: Post updates
Google Business Profile lets you publish updates, offers and events. They appear on your profile and show that you are active. A weekly post — a recent project, a seasonal offer, an upcoming event — is a good habit.
Step 8: Fill in the attributes
Attributes such as “wheelchair accessible”, “outdoor seating”, “free Wi-Fi” or “language spoken” help customers decide. Fill in everything relevant.
Step 9: Keep your details consistent everywhere
Your business name, address and phone number should match exactly across your website, Google, Apple Maps, Bing Places, Facebook and local directories such as Yell, Thomson Local and trade bodies’ member lists. Inconsistent details can confuse both customers and search engines.
Step 10: Track your results
Your profile’s performance section shows how many people found you, what they searched for and what actions they took — calls, website visits, direction requests. Review it monthly.
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Need help?
Setting up and optimising Google Business Profiles is one of the quickest wins we deliver for local businesses. Contact us and we will review your profile for free.
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