How to Google My Business

Getting your business to show up on Google Maps and in local search results is one of the most powerful free marketing moves you can make. This powerhouse tool is called your Google Business Profile, and this guide provides a no-nonsense walkthrough to get you set up, optimized, and ready to attract more customers.

What is a Google Business Profile?

You know that information box that pops up on the right side of Google Search or at the top of Google Maps when you look up a local business? That's a Google Business Profile (formerly known as Google My Business or GMB). It's a free listing that lets you control how your business information - like your address, hours, photos, and reviews - appears across Google.

For any business with a physical location or one that serves customers in a specific geographic area, having a fully optimized profile isn't just a good idea, it's essential. Here's why:

• It makes you discoverable. Optimizing your profile is the single best way to show up in "near me" searches. When someone searches for "coffee shop near me" or "plumber in Brooklyn," Google looks at verified and well-managed Business Profiles to provide the answers.
• It builds trust and credibility. A complete profile with accurate information, high-quality photos, and recent reviews signals to both Google and potential customers that you are a legitimate, active business. An empty or outdated profile does the opposite.
• It gives customers the information they need to act. With a quick glance, customers can get your phone number, find directions to your location, visit your website, or read reviews. Each piece of information removes friction and makes it easier for them to choose you over a competitor.

Setting Up Your Google Business Profile: Step-by-Step

Getting your profile started is straightforward. Just follow these steps, and you’ll have a live listing ready to be optimized. To learn more about the initial setup, read our guide on how to set up Google My Business.

Step 1: Get Started

First, head over to google.com/business and click “Manage now.” You'll need to be signed into a Google account. It's best to use an account associated with your business, not a personal Gmail address if you can help it.

Step 2: Find or Add Your Business

Start typing your business name. If a profile already exists (sometimes Google creates auto-generated listings), you can claim it. If not, click “Create a business with this name” to start fresh.

Step 3: Choose Your Business Type

You'll be asked to choose a business type. The three main options cover most scenarios:

• Local Store: For businesses that customers visit in person, like a restaurant, retail shop, or salon. You will need a physical address for this.
• Online Retail: For ecommerce businesses without a physical storefront. Your website is your primary location.
• Service Business: For businesses that travel to their customers, such as plumbers, cleaners, or consultants. You can define a service area instead of a physical address.

You can also be a hybrid - for example, a restaurant that offers dine-in and delivery.

Step 4: Select Your Business Category

This is a super important step for getting found in relevant searches. Start typing what you do, and Google will suggest categories. Be as specific as possible for your primary category. You can be a "Restaurant," but being an "Italian Restaurant" or "Vegan Restaurant" is much better for attracting the right customers. You can add more secondary categories later.

Step 5: Add Your Location or Service Area

If you're a local store, you’ll enter your physical address here. Make sure it's perfectly accurate, as this is how customers will find you on Google Maps.

If you're a service business, you won't list a street address. Instead, you'll specify the cities, zip codes, or regions you serve. This tells Google which searches you are relevant for, even without a storefront.

Step 6: Provide Contact Information

Add your business phone number and website URL. Even if you manage most communication through social media, potential customers expect to find this information on your Google profile. If you don't have a website, Google gives you the option to create a simple, free one based on your profile information.

The All-Important Verification Step

After you’ve filled out the initial details, Google needs to confirm your business is real and that you’re authorized to manage its profile. This verification step is non-negotiable and unlocks full control over your listing.

Common verification methods include:

• Mail: Google's most common method. They send a postcard with a verification code to your business address. It usually arrives within 5-7 business days.
• Phone or Email: Some businesses may be eligible for immediate verification via a call or email to their registered business number or email.
• Video Recording: This newer option requires you to submit a short video showing your place of business, your equipment, business license, and proof that you are at the location.

Once you receive your code and enter it, your profile is officially verified and you have full access to all editing and management features.

Beyond the Basics: How to Fully Optimize Your Profile

A verified but empty profile isn't going to do much for you. The real magic happens when you fill out every available section with thoughtful, customer-focused information.

Craft a Compelling Business Description

You have 750 characters to tell your story - use them. The first 250 characters are visible before the "More" button, so lead with what makes you special. Don't just list what you sell, explain why customers should choose you. Talk about your unique approach, your history, or your commitment to quality. Naturally include a few keywords people might use to find a business like yours.

Upload High-Quality Photos and Videos

People want to see what they can expect. Profiles with multiple photos get significantly more clicks and direction requests. Aim for a mix of professional and authentic imagery: For detailed instructions, check our guide on how to add photos to Google My Business.

• Exterior Photos: Show what your business looks like from the outside so people can easily find it.
• Interior Photos: Give customers a feel for the atmosphere, decor, and layout.
• Team Photos: Adding a human touch builds trust and approachability. Show the real people behind your brand.
• Products &, Services in Action: Don't just show a photo of a coffee cup, show a happy customer enjoying it. Show your team performing the service you offer.
• Videos: You can upload short videos (up to 30 seconds). A quick tour of your space or a behind-the-scenes look at your process can make you stand out.

Fill Out Every Single Section

Scan your profile dashboard and look for any empty fields. Google loves data, and the more complete your profile is, the more likely Google is to show it. Pay special attention to:

• Services/Products: Detail every specific service you offer, with descriptions and even prices. Knowing how to add services to Google My Business helps you show up for niche searches (e.g., "radiator repair" not just "auto repair"). Same goes for products.
• Attributes: These are quick tags that give customers important info at a glance, like "Wheelchair accessible," "Woman-owned," "Offers delivery," or "Free Wi-Fi." Browse through the available options and select all that apply.
• Holiday Hours: Always keep your hours updated, especially around holidays. Nothing frustrates a potential customer more than showing up to a closed business that Google said was open.

Actively Manage Questions &, Answers

The Q&,A section on your profile can be a powerful tool, but it's often overlooked. Anyone can ask a question, and anyone can answer it. To avoid misinformation, you should be proactive. Think of the top 5-10 questions you get asked all the time (about parking, appointments, pricing, etc.) and pre-load them in the Q&,A section by asking and answering them yourself. This creates a helpful FAQ directly on your listing.

Keeping Your Profile Fresh and Engaging: It’s Not Set-and-Forget

Your Google Business Profile isn't a static directory listing, it's an active marketing channel. Just like any social media account, it performs best when you keep it updated with fresh content.

Leverage Google Posts

Google Posts are like mini-updates that appear directly on your profile. You can use them to announce special offers, highlight new products, share news, or promote upcoming events. Each post can include a photo or video, some text, and a call-to-action button (like "Learn More," "Call Now," or "Shop").

While some post types now stay on your profile longer, treating it like a social feed keeps your business looking active and gives customers a reason to check back. Consistency matters.

Generate and Respond to Reviews

Reviews are the lifeblood of your profile's reputation. More reviews, even if not all of them are perfect 5-star ratings, send a strong signal of trust. To get more of them, refer to our guide on how to increase Google My Business reviews.

• Just ask! Often, happy customers are willing to leave a review if you simply ask them.
• Use your custom review link. In your profile dashboard, you can get a direct link to your review page. Put it in your email signature, on receipts, or print it as a QR code at your checkout counter.
• Respond to EVERY review. Thank people for positive reviews and address negative ones professionally and constructively. A thoughtful response to a negative review can often win over future customers who see that you care and are willing to make things right.

Enable Messaging

You can allow customers to message you directly from your profile. This is a low-friction way for people to ask quick questions without needing to call. If you turn this feature on, be prepared to respond quickly. Google tracks your response time, and a prompt reply creates a great first impression.

Using Insights to Understand What's Working

Your profile comes with a free analytics dashboard called "Performance" (formerly "Insights"). This data shows you how people are finding and interacting with your listing. You can learn more about managing your business on Google by understanding how to access Google My Business.

• How customers found you: "Direct" searches (typed your business name) vs. "Discovery" searches (searched for a category, like "plumber").
• Search queries: The exact terms people typed into Google to find you. This is pure gold for understanding customer intent and the keywords you should be using in your business description and posts.
• Customer actions: The number of people who called your business, requested directions, or clicked on your website from your profile.

Check this data every month or so to see what's working and identify opportunities to better align your profile with what your customers are looking for.

Final Thoughts

Your Google Business Profile is more than just a map listing, it's a dynamic, essential part of your local marketing strategy. By setting it up correctly, optimizing it with rich information, and actively managing it with fresh posts and review responses, you create a powerful channel that works around the clock to bring you more business.

Nailing social media engagement is more than just updating posts on one platform - it involves the bigger challenge of showing up everywhere your customers are, whether you're trying to land your first Google review or grow a following on TikTok with engaging video content. To keep things from becoming overwhelming, we created Postbase. It's built for today's visual, video-first reality, giving you a beautiful, centralized calendar to plan and publish content to your most important channels. By managing every conversation from a unified inbox, you can streamline your efforts without letting important engagement opportunities on social - or with potential new customers - slip through the cracks.

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