Why this matters before anything else

For a local business, a well filled out Google Business Profile often does more for how often you're found than your actual website. It's what shows up when someone searches your business name, or searches for what you do plus a location ("plumber Durham," for example), often before they ever click through to your site.

How to set one up

Step 1: Claim or create your profile. Search your business name on Google. If a profile already exists (sometimes Google creates a basic one automatically), you can claim it. If not, go to google.com/business and create a new one.

Step 2: Verify your business. Google will usually verify you by postcard sent to your business address, though phone or email verification is sometimes available depending on your business type.

Step 3: Fill in every section. Business name, category, service area or address, phone number, website link, and opening hours. Leaving sections blank is a missed opportunity, since a complete profile ranks better and converts better than a sparse one.

Step 4: Add photos. A shop front, your team, examples of your work. Profiles with photos get significantly more engagement than those without.

Step 5: Write a clear business description. A short, honest description of what you do and who you serve, in your own words rather than generic marketing language.

Step 6: Ask for reviews. This is the single most impactful ongoing task. A steady flow of genuine reviews from real customers does more for local rankings and trust than almost anything else on this list.

Common mistakes to avoid

  • Leaving the profile half filled out, then forgetting about it
  • Using a P.O. box or a fake address for businesses that don't want their home address public, which can get a profile suspended
  • Ignoring reviews, both positive and negative, rather than responding to them
  • Choosing a vague or incorrect primary category, which affects what searches you appear for

FAQs

Do I need a Google Business Profile if I already have a website?

Yes. They serve different purposes. Your website is where people go once they've decided to learn more about you. Your Google Business Profile is often what gets them to that decision in the first place, particularly for local searches.

How long does it take to show results?

A newly verified profile can start appearing in local search fairly quickly, but ranking well against established competitors usually takes ongoing effort, particularly around gathering genuine reviews.

Can I manage my Google Business Profile myself, or do I need help?

Most small businesses can manage the basics themselves. Where it helps to have support is in the initial setup, choosing the right category, and building an ongoing habit of asking for reviews and posting updates.