How to Set Up and Optimise Your Google Business Profile

Before creating a new profile, search Google Maps for your business name and address. If a listing already exists — often generated automatically from data sources — you must claim it rather than create a duplicate. Duplicate listings confuse Google's algorithm and split your reviews between two entries.

To claim an existing listing, click "Own this business?" on the Google Maps entry and follow the prompts. To create a new listing, go to business.google.com and click "Add your business to Google". Enter your business name, category, address, and phone number. Choose your primary category carefully — it is the most influential factor in which local searches trigger your listing to appear. For a plumber, "Plumber" outperforms "Home Services" or "Contractor" as the primary category.

If your business serves customers at their location rather than at a fixed premises (e.g. a mobile dog groomer or a landscaper), you can hide your address and instead define a service area by postcode, city, or radius. Google will still show your business in local results for that area.

Google must verify that you are the genuine owner of the business before your profile goes live in search results. The most common verification method is a postcard sent to your registered business address, containing a five-digit code that you enter in your Google Business Profile dashboard. Postcards typically arrive within five business days in the UK.

Some businesses are offered instant verification by phone or email, particularly if the phone number or email matches existing Google data about the business. If your business has a verified website with Google Search Console, instant verification is sometimes available. Check all available options before waiting for a postcard.

Until your profile is verified, it will not appear in Google local search results or on Google Maps. Do not make major changes to your profile while waiting for verification — changing your name or address resets the verification process and you will need to wait for a new postcard.

A fully completed Google Business Profile significantly outperforms an incomplete one in local search rankings. Google's algorithm rewards profiles that provide comprehensive, accurate information because they give users a better experience.

At minimum, complete: business name (exactly as it appears on your signage and website — consistency matters), address, phone number, website URL, primary and secondary categories, business hours (including special hours for bank holidays), and a business description (up to 750 characters). In your description, include your main services and locations served in natural, readable language. Do not keyword-stuff — Google penalises this.

Add your products or services using the Products/Services tabs. These appear directly on your listing and provide additional opportunities to appear in specific product or service searches. Adding attributes — "wheelchair accessible", "free Wi-Fi", "outdoor seating", "women-owned" — also improves relevance for filtered searches.

Businesses with photos on their Google profile receive 42% more requests for directions and 35% more click-throughs to their website than those without, according to Google's own data. Upload a high-quality cover photo (1024x576px minimum, landscape orientation), a logo, interior photos, exterior photos, and at least three to five work or product photos.

Google Posts — short updates visible on your profile — keep your listing fresh and can promote offers, events, new products, or seasonal services. Posts expire after seven days (offer posts expire on the date you set), so aim to publish at least two posts per month. Consistent posting signals to Google that your profile is actively managed, which correlates with higher local ranking.

Avoid stock photos. Google's systems can detect generic imagery, and users respond far better to authentic photos of your actual premises, team, and work. A well-lit photo taken on a modern smartphone of a real finished job outperforms a professional stock image every time.

Review volume, recency, and your response rate are all confirmed Google local ranking signals. Responding to reviews — positive and negative — demonstrates that you are actively engaged with customers and directly influences how often your profile appears in the local "3-pack" (the map and three listings shown above organic search results).

For positive reviews, write a personalised response that mentions a specific detail from the review and thanks the customer by first name if they used it. Avoid copying and pasting the same reply — identical responses are easily spotted and undermine the authenticity you are trying to project.

For negative reviews, respond within 24 hours, acknowledge the issue, apologise for any inconvenience, and invite the customer to contact you directly to resolve it. Never argue publicly. A measured, professional response to a one-star review is often more persuasive to prospective customers than the negative review itself. Flag reviews that contain false information or violate Google's policies for removal — this is separate from responding.