The Complete Guide to Setting Up Google Business Profile

Your Google Business Profile (GBP) is often the very first impression customers have of your business — appearing in Google Maps and local search results before they even visit your website.

Here's how to set it up and optimise it properly.

Step 1: Create or Claim Your Profile

1. Go to business.google.com
2. Sign in with a Google account
3. Click 'Manage now'
4. Search for your business name
5. If it appears, claim it. If not, create a new one.

Step 2: Choose the Right Business Category

Your primary category is one of the most important ranking factors. Be as specific as possible.

• Don't just choose 'Contractor' — choose 'Roofing Contractor' or 'Plumber'
• You can add multiple secondary categories
• Check what categories your competitors who rank well are using

Step 3: Fill in Every Field

Completeness of your profile is a confirmed ranking factor. Fill in:

Business Information

• Business name (exactly as it appears on your signage)
• Address (or service area for mobile businesses)
• Phone number
• Website URL
• Opening hours
• Special hours (holidays, events)

Services

Add every service you offer. Be specific. For a plumber: boiler repair, boiler installation, leak detection, bathroom installation, etc.

Products

If applicable, add your products with descriptions and photos.

Attributes

Select all relevant attributes: 'Wheelchair accessible', 'Free Wi-Fi', 'Outdoor seating', etc. These appear in your listing and can differentiate you from competitors.

Step 4: Add Photos

Businesses with photos receive significantly more clicks and direction requests. Add:

• Logo — Your business logo
• Cover photo — Your best marketing image
• Interior photos — Your premises (if applicable)
• Exterior photos — So people can recognise it
• Team photos — Builds trust
• Work/product photos — Showcases what you do

Aim for at least 10–15 quality photos. Add new ones regularly.

Step 5: Write a Compelling Business Description

Your description (up to 750 characters) appears on your profile. Include:

• What you do
• Who you serve
• What makes you different
• Your service area
• Key services

Use natural language — keyword stuffing looks spammy and won't help.

Step 6: Verify Your Business

Verification options include:

• Postcard — Google sends a card with a verification code (takes 5–14 days)
• Phone — Instant for eligible businesses
• Email — For eligible businesses
• Video recording — New verification option

Unverified listings have limited features and lower ranking potential.

Step 7: Set Up Google Posts

Google Posts allow you to publish updates, offers, events, and news directly on your profile. These appear in your listing and demonstrate activity.

Post at least once per week for best results.

Step 8: Enable Messaging

Allow customers to message you directly from your profile. Respond promptly — Google monitors response rates.

Step 9: Add Q&A

Populate the Q&A section with common questions and answers. This prevents inaccurate answers from members of the public.

Ongoing Optimisation

• Respond to all reviews (positive and negative)
• Add new photos weekly
• Keep hours updated (especially holidays)
• Post regular updates
• Monitor and respond to Q&A

Need Help With Your Google Business Profile?

Our SEO service includes full Google Business Profile setup and ongoing optimisation. Get in touch for a free consultation.