How to Build an Effective Google My Business Page

If your local business isn't getting found on Google Maps or in local search results, your Google Business Profile is likely the reason why. Getting this right is no longer a “nice to have”, it’s the foundation of modern local marketing, acting as your digital storefront for anyone searching for what you offer. This guide breaks down exactly how to build a powerful Google Business Profile - from the initial setup to the small details that get you noticed by new customers.

Kickstart Your Local Presence: Claiming Your Google Business Profile

Before you can optimize anything, you need to have control of your profile. Google often creates automatic listings for businesses based on public data, so your first step is to see if one already exists for you.

First, a quick note on names: what we all knew for years as “Google My Business” or GMB is now officially called Google Business Profile (GBP). While many people still use the old name, we’ll use the current term, GBP, from here on out.

Here’s how to get control:

1. Search for Your Business: Open Google Maps and search for your business name at its physical address.
2. Find the "Own this business?" Link: If a profile appears, click on it. You should see a link that says something like "Own this business?" or "Claim this business." Click it.
3. Create a New Profile (If Needed): If nothing shows up, you can create a new profile from scratch. Go to google.com/business and follow the prompts.

Once you’ve initiated the claim, you'll need to verify that you are the actual business owner. Google typically does this by sending a physical postcard with a verification code to your business address. In some cases, you might be offered email, phone, or Search Console verification, which are much faster. The postcard method is the most common and is Google's way of confirming your business has a real, physical location where you claim it is.

The Foundation of Local SEO: Perfecting Your NAPW

Consistency is everything in local search. Google wants to see the same core information about your business everywhere it looks online. This is often referred to by the acronym NAPW: Name, Address, Phone, and Website.

This information needs to be exactly the same on your GBP as it is on your website, your Facebook page, your Yelp profile, and any other local directory. Small differences can create confusion for both search engines and customers.

• Name: Use your actual business name. Don't stuff it with keywords like "Bob's Plumbing – Best Plumber in Seattle." This can get your profile suspended. Just "Bob's Plumbing" is perfect.
• Address: Format your address precisely how it should appear everywhere. Is it "Street," "St.," or "St"? Pick one and stick with it. If you have a suite number, make sure it’s always included.
• Phone: Use your main business line. A local area code is always preferable for a local business.
• Website: Link directly to your website's homepage.

Think of NAPW as your business's digital fingerprint. A consistent fingerprint makes you more trustworthy in Google’s eyes, and that trust translates to better visibility.

Tell Google What You Do: Choosing Categories & Attributes

After your core info, categories are the most important part of your profile. They directly tell Google what your business is about and which search queries you are relevant for.

Choose Your Primary Category Wisely

Your primary category is your single most important descriptor. You need to be as specific as possible. Don’t choose "Restaurant" if you can choose "Italian Restaurant." Don't pick "Attorney" if "Personal Injury Attorney" is an option. This one choice has a massive impact on who Google shows your profile to.

Add Secondary Categories

You can also add several secondary categories to provide more context. That "Italian Restaurant," for example, might also add "Pizzeria," "Caterer," and "Event Venue" as secondary categories. These help you show up in searches for related services without diluting the importance of your primary category.

Don't Forget Attributes

Attributes are specific features that customers might be looking for. These are checkboxes you can select in your profile manager. Examples include:

• Accessibility: "Wheelchair accessible entrance," "Gender-neutral restroom."
• Offerings: "Online classes," "Outdoor seating," "Serves coffee."
• Inclusivity: "Womxn-owned," "LGBTQ+ friendly," "Black-owned business."

Attributes help you show up in highly specific, filtered searches like “womxn-owned cafes with outdoor seating,” making them incredibly powerful for connecting with your ideal customers.

Build Trust Visually: Photos, Videos, and Your Logo

A GBP stuffed with great visuals performs better than a bare one. It shows that your business is active, legitimate, and proud of its space and team. It’s your chance to make a great first impression before a customer ever steps inside.

• Logo & Cover Photo: Make sure these are high-resolution and match your branding. Your logo helps with brand recognition, and the cover photo should be a compelling shot that represents your business at its best - think of a beautiful storefront, a bustling dining room, or a great product shot.
• Exterior & Interior Photos: Upload at least three high-quality photos of the outside of your business from different angles to help people find you. Then, add photos of the inside to show off the ambiance, the decor, and the layout.
• Team Photos: People connect with people. A few professional, friendly photos of you and your staff humanize your brand and build instant trust.
• Products & Services in Action: Show what you do! If you're a baker, post photos of your best-selling pastries. If you're a personal trainer, show a client during a successful workout.
• Short Video: You can also upload short videos (up to 30 seconds). A quick tour of your space, a sped-up video of a product being made, or a message from the owner can be incredibly engaging.

Stay Fresh & Relevant: Mastering Google Posts

Think of Google Posts as a mini blog or social media feed that appears directly on your business profile. It's the best way to share timely updates, offers, and news with people who are searching for you. Consistent posting signals to Google that your business is active.

The habit of creating content for other platforms like Instagram or Facebook translates perfectly here. Use clear, engaging visuals and a simple call to action.

There are a few types of Posts you can create:

• Updates: General news about your business. Did you get a new product in stock? Are you adjusting your hours? Share it here.
• Offers: Promote a sale or special deal. You can add a start and end date, coupon codes, and a direct link to redeem the offer. For example, "15% off all coffee drinks this weekend!"
• Events: Hosting a workshop, a live music night, or a webinar? Create an event post with a title, a date, and a time to get the word out.

Amplify Social Proof: The Power of Customer Reviews

Reviews are an undeniable force in local search. Your average star rating and the number of reviews you have directly influence your ranking. More importantly, they provide social proof that helps potential customers choose you over a competitor.

Getting reviews is an ongoing process:

• Ask at the Right Time: Politely ask for a review after a customer has had a great experience - when they compliment your service, at the end of a successful project, or in a follow-up email after a purchase.
• Make It Easy: Google provides a direct link you can share with customers that takes them right to the review form for your business. Put this link in your email signature or text it to happy clients.

The Golden Rule: Respond to Every Review

Responding to reviews is non-negotiable. It shows you value customer feedback.

• For positive reviews, say thank you and personalize the response. Mention something specific from their review to show you actually read it.
• For negative reviews, stay professional. Thank them for the feedback, apologize for their poor experience (without admitting fault if it's not warranted), and offer to resolve the issue offline by asking them to call or email you. This shows other potential customers that you take concerns seriously.

Control the Narrative: Use the Q&A Section Proactively

The "Questions & Answers" section on your GBP is a publicly sourced FAQ. The catch is that anyone can ask a question, and anyone can answer it. Instead of waiting for the public to fill it with incorrect information, you should seed it yourself.

Think of the top 5-10 questions you get asked all the time:

• "Do you have parking?"
• "Is there free Wi-Fi?"
• "Are you pet-friendly?"
• "Do you take reservations?"

Log in with your Google account, post these questions on your own profile, and then log back in with your business owner account to answer them definitively. This provides immediate value to searchers and establishes you as the official source of information.

Leave No Field Blank: Detailing Your Products & Services

A complete profile feels more trustworthy and gives Google more information to match you with relevant searches. Don't skip over sections like "Products" and "Services."

For service-based businesses, use the Services tab to list every service you offer. Add a brief description for each one and, if you have set prices, include them. This helps you rank for specific service queries like "deep tissue massage" instead of just "massage therapist."

For businesses that sell physical products, the Products tab acts like a mini-catalog. You can add high-quality photos, product names, descriptions, and prices. This is perfect for showcasing your best-sellers or new arrivals directly in search results.

The more detailed you are, the better. Giving customers this information upfront saves them a click and makes it more likely that the people who call or visit are a great fit for what you offer.

Final Thoughts

Building a powerful Google Business Profile really boils down to two things: completeness and consistency. By treating your profile as a dynamic, up-to-date snapshot of your business - filled with great imagery, consistent information, and real-time updates - you give Google every reason to recommend you to potential customers.

Staying active and creating valuable content is how you build a real brand online, not just on Google, but across all platforms. We know managing all that content - across Instagram, TikTok, Facebook, and more - can be a huge time sink. That's why we created Postbase, a social media tool built to make planning, scheduling, and engaging with your community feel modern and simple, letting you map out your entire content strategy on one visual calendar.