Getting Started with Google Business Profile

If you run a local business, your Google Business Profile is the single most important piece of online real estate you own. It’s free, it’s powerful, and most importantly—it’s where your customers are already looking for you.

When someone searches “plumber near me” or “best coffee shop in downtown,” Google doesn’t just show websites anymore. The first thing people see is the local map pack—those three businesses that appear with their ratings, hours, and photos right at the top of search results.

If you’re not there, you’re invisible to customers who are ready to buy right now.

Why Google Business Profile Matters More Than Ever

Your Google Business Profile (formerly Google My Business) is your digital storefront on Google. Think of it as your business card, storefront window, and reputation combined into one powerful listing.

Here’s what happens when your profile is complete and optimized:

• You appear in local map results when people search for services like yours
• Your phone number is clickable so customers can call you instantly
• Your reviews display prominently building trust before customers even visit
• Your business hours show up preventing frustrated visits when you’re closed
• Photos showcase your work giving customers a preview of what to expect
• Google Analytics shows you exactly how people find and interact with your listing

A complete Google Business Profile makes you 2.7x more likely to be considered reputable by consumers, according to Google’s own research.

But here’s the thing most business owners don’t realize: having a Google Business Profile isn’t enough. It needs to be complete, accurate, and actively managed to actually work for you.

The Real Impact: A Story

Let me tell you about Maria, a bakery owner we worked with last year. She had a Google Business Profile—technically. It was created years ago, had three old photos, incorrect hours, and she’d never responded to a single review.

She was getting maybe 2-3 calls per week from Google.

After we optimized her profile—added professional photos, corrected her hours, responded to reviews, and set up regular posts—her Google interactions tripled in the first month. She went from 2-3 calls per week to 6-8 calls per day.

Same business. Same location. Just a properly managed Google Business Profile.

Step-by-Step Setup Guide

Let’s get your profile set up properly from the start. Here’s exactly what to do:

1. Claim or Create Your Profile

First, check if a profile already exists for your business:

1. Go to google.com/business
2. Sign in with your Google account (use one you’ll always have access to)
3. Search for your business name and location
4. If it exists, claim it. If not, create a new one

2. Verify Your Business

Google requires verification to prevent fake listings. The most common method is postcard verification:

• Google mails a postcard to your business address
• It arrives in 5-14 days
• The postcard contains a verification code
• Enter the code in your Google Business Profile dashboard

Other verification methods include:

• Phone verification (for some businesses)
• Email verification (rare, for established businesses)
• Video verification (newer option)
• Instant verification (if you’ve verified your website in Google Search Console)

3. Complete Every Single Field

This is where most businesses fail. They claim the profile, verify it, and call it done. Big mistake.

Google’s algorithm favors complete profiles. Here’s what you need to fill out:

Basic Information:

• Business name (exactly as it appears on your storefront)
• Address (must match your physical location)
• Phone number (local number preferred over toll-free)
• Website URL
• Business category (choose the most specific one)

Hours of Operation:

• Regular hours for each day
• Special hours for holidays
• Mark if you’re open 24/7 or have seasonal hours

Business Description:

• Up to 750 characters
• Focus on what you do and who you serve
• Include services, specialties, and what makes you unique
• Use natural language—write for customers, not search engines

Here’s a good example:

Family-owned plumbing company serving the Westside since 1987. 
We specialize in residential plumbing repairs, water heater 
installation, and emergency services. Available 24/7 for urgent 
issues. Licensed, bonded, and insured with over 500 five-star 
reviews from local homeowners.

Services Menu:

• List all services you offer
• Include prices if you can (increases trust)
• Be specific: “Emergency Drain Clearing” is better than just “Plumbing”

Attributes:

• Check all that apply: wheelchair accessible, Wi-Fi, parking, etc.
• These help customers filter search results
• “Owned by” attributes (women-owned, veteran-owned, etc.) can help you stand out

4. Add High-Quality Photos

Photos are crucial. Businesses with photos receive 42% more requests for directions and 35% more click-throughs to their websites.

Here’s what to upload:

Logo (required)

• Square format, at least 720x720px
• Clean, professional quality
• Shows up in search results

Cover Photo (required)

• Landscape format, at least 1024x576px
• Should represent your business well
• This is the first image customers see

Additional Photos (highly recommended)

• Exterior - Show your storefront, building, signage
• Interior - Showcase your space, atmosphere, decor
• Products/Services - Your work, products, before/after shots
• Team - Photos of you and your staff build trust
• At Work - Show your process, expertise, professionalism

Photo guidelines:

• Use horizontal orientation (landscape)
• High resolution (at least 720px on shortest side)
• Natural lighting when possible
• No heavy filters or watermarks
• Show real photos, not stock images

Upload at least 10-15 photos to start, and add new ones regularly. Google loves fresh content.

Optimizing Your Profile for Maximum Visibility

Getting your profile set up is step one. Making it work for you requires ongoing optimization.

Choose the Right Categories

Your primary category is the most important ranking factor for local search. Choose the most specific category that describes your business:

• ❌ Too broad: “Restaurant”
• ✅ Better: “Italian Restaurant”
• ✅ Best: “Pizza Restaurant”

You can add up to 10 categories total. Add secondary categories for additional services, but keep them relevant.

Master Your Business Description

Your description is your elevator pitch. You have 750 characters—use them wisely.

Include:

• What you do (clear and specific)
• Who you serve (your ideal customer)
• What makes you different (your unique value)
• How long you’ve been in business (builds trust)
• Any certifications or credentials

Don’t include:

• HTML or special characters
• Promotional content (20% off!, Best in town!)
• Links or URLs
• Repetitive keywords (that looks spammy)

Keep Information Accurate and Updated

Nothing destroys customer trust faster than incorrect information. Make sure you:

• Update hours immediately when they change
• Add special hours for holidays (Thanksgiving, Christmas, etc.)
• Update your phone number if it changes
• Keep your website URL current
• Adjust your service area if you expand

Set a monthly reminder to review your profile and make sure everything is still accurate.

Using Google Posts to Stay Visible

Google Posts are like mini social media updates that appear directly in your Business Profile. They’re incredibly underutilized, which means they’re a huge opportunity.

You can post about:

• Updates - New services, expanded hours, team members
• Offers - Special deals, seasonal promotions, discounts
• Events - Classes, open houses, workshops, appearances
• Products - New arrivals, featured items, best sellers

Posts stay active for 7 days (events stay until the event date), then they archive. This means you need to post regularly—at least once per week.

Example post:

🎉 Spring Special: 15% off all HVAC tune-ups this month!

Beat the heat before summer hits. Our certified technicians will:
- Clean and inspect your system
- Replace filters
- Check refrigerant levels
- Ensure peak efficiency

Book now: (555) 123-4567

Include a call-to-action button: Call, Book, Learn More, or Sign Up.

Managing and Responding to Reviews

Reviews are the lifeblood of your Google Business Profile. They build trust, improve your ranking, and influence customer decisions.

The stats don’t lie:

• 93% of consumers say online reviews impact their purchasing decisions
• Businesses with 4+ stars get 3x more clicks than those with lower ratings
• 89% of consumers read business responses to reviews

Getting More Reviews

The #1 way to get reviews: Ask.

• Ask happy customers right after a successful service
• Make it easy with a direct review link
• Send a follow-up email or text with the link
• Display a QR code at your counter or on receipts
• Train your staff to ask at checkout

Direct review link format:

https://g.page/r/YOUR_PROFILE_ID/review

You can find this link in your Google Business Profile dashboard under “Get more reviews.”

Responding to Reviews

Always respond to reviews. Every single one. Here’s why:

1. It shows you care about customer feedback
2. Google’s algorithm favors businesses that engage
3. Your response is public—it’s marketing
4. Future customers read your responses

Responding to positive reviews:

Keep it genuine and specific:

“Thanks so much, Jennifer! We’re thrilled your kitchen remodel turned out exactly how you envisioned it. It was a pleasure working with you, and we love how the subway tile backsplash came out. Thanks for trusting us with your home!”

Responding to negative reviews:

Stay professional, acknowledge the issue, and offer to make it right:

“Hi Marcus, we’re sorry to hear about your experience. This isn’t the level of service we strive for. I’d like to learn more about what happened and make this right. Please give me a call directly at (555) 123-4567 so we can discuss. - John, Owner”

Never:

• Get defensive or argumentative
• Make excuses
• Ignore negative reviews
• Blame the customer
• Write generic copy-paste responses

Leveraging Google Q&A

The Questions & Answers section is often overlooked, but it’s valuable real estate on your profile.

Customers can ask questions publicly, and you (or anyone) can answer them. These Q&As appear directly on your profile.

Proactive strategy:

Don’t wait for questions—ask and answer your own frequently asked questions:

• “Do you offer same-day appointments?” → “Yes! We have same-day appointments available…”
• “Are you licensed and insured?” → “Absolutely. We’re fully licensed, bonded, and insured…”
• “Do you offer free estimates?” → “Yes, all estimates are free with no obligation…”

This lets you control the narrative and address common concerns before customers even ask.

Monitoring Your Insights

Your Google Business Profile dashboard includes powerful analytics showing exactly how customers find and interact with your listing.

Key metrics to watch:

Search queries - What terms people use to find you

• Are you showing up for the right keywords?
• Are there services you offer that aren’t showing up?

Customer actions

• How many people call you
• How many get directions
• How many visit your website
• How many request quotes

Photo views

• Which photos get the most engagement
• Helps you understand what customers care about

Check your insights monthly and look for trends:

• Are calls increasing or decreasing?
• Which days/times do you get the most searches?
• Are there seasonal patterns?

Use this data to optimize your profile and your business operations.

Common Mistakes That Kill Your Visibility

Even if you set up your profile correctly, these mistakes can tank your visibility:

1. Inconsistent NAP Information

NAP = Name, Address, Phone number

Your NAP must be identical across every online listing:

• Your website
• Your Google Business Profile
• Facebook page
• Yelp
• Industry directories
• Citations

Even small differences hurt your rankings:

• “123 Main St” vs “123 Main Street”
• “Suite 100” vs “#100”
• “(555) 123-4567” vs “555-123-4567”

Pick one format and use it everywhere.

2. Keyword Stuffing Your Business Name

Some businesses try to game the system:

3. Ignoring Duplicate Listings

Sometimes multiple listings exist for the same business. This splits your reviews, confuses customers, and hurts your ranking.

Check regularly for duplicates and report them to Google for removal.

4. Using a P.O. Box Address

5. Not Updating for Holidays

Nothing frustrates customers more than driving to your business only to find you’re closed for a holiday.

Add special hours for:

• Major holidays (Christmas, Thanksgiving, New Year’s)
• Industry-specific holidays
• Your business anniversary or special events
• Emergency closures

Advanced Tips for Maximum Results

Once your profile is solid, these advanced tactics take it to the next level:

Use Google’s Booking Integration

If you’re in a bookable industry (restaurants, salons, medical offices, etc.), integrate scheduling directly into your profile.

Customers can book appointments without leaving Google. This dramatically reduces friction and increases bookings.

Add Products to Your Profile

If you sell products, add them directly to your Google Business Profile with:

• Product photos
• Descriptions
• Prices
• Categories

These show up in Google Shopping results and your profile.

Enable Messaging

Turn on messaging so customers can text you directly from your profile. You’ll receive messages in the Google Business Profile app.

Response time matters—Google shows “Typically replies within hours” or “within a day” on your profile.

Create Service-Specific Landing Pages

For each major service you offer, create a dedicated page on your website, then link to it from your Google Posts.

This helps you:

• Rank for more specific search terms
• Provide detailed information
• Track which services get the most interest

The Bottom Line

Your Google Business Profile is free advertising that works 24/7. But like any marketing channel, it requires attention and maintenance to perform well.

The businesses that win at local search are the ones that:

• Complete every field in their profile
• Update information regularly
• Respond to every review
• Post weekly updates
• Monitor their insights
• Keep photos fresh
• Answer customer questions

It’s not complicated—but it does take consistent effort.

We Handle All of This For You

If you’re reading this thinking “I don’t have time for all this”—you’re not alone. Most business owners don’t.

That’s why we built SetForgetGrow. We handle everything related to your Google Business Profile:

• Complete setup and optimization
• Weekly posts to keep you visible
• Review monitoring and professional responses
• Photo updates and management
• Hours and information accuracy
• Q&A management
• Monthly performance reports

Your Google Business Profile works 24/7 bringing in customers while you focus on actually running your business.

Sound good? Get in touch and we’ll show you exactly how we can help.