How to Set Up Google My Business

Getting your business in front of local customers starts with one free, powerful tool: a Google Business Profile. Think of it as your digital storefront on the world's largest search engine, offering a direct line to people searching for your products or services right now. This guide breaks down exactly how to set up your profile from scratch, optimize it to get noticed, and turn it into a consistent source of new business.

What is a Google Business Profile (and Why Does It Matter So Much)?

A Google Business Profile (formerly known as Google My Business or GMB) is a free listing that allows your business to appear on Google Search and Google Maps. When someone searches for "coffee shop near me" or "plumber in Brooklyn," the businesses that show up in the map pack at the top of the results are powered by their Google Business Profiles. This isn't just a simple directory listing, it's an interactive profile that gives you a massive advantage in local search.

Why should you drop everything and create one today? Here's the short list:

• Dominate Local Search: Having an optimized profile is one of the most significant factors for ranking in local search results. It signals to Google that your business is legitimate, active, and relevant to nearby searchers.
• Build Instant Credibility: A complete profile with photos, hours, and positive reviews acts as immediate social proof. It tells potential customers that you are trustworthy and professional before they ever click on your website.
• Communicate Key Information Instantly: You can effortlessly share vital information like your hours of operation, phone number, address, and website. Customers can get what they need without even leaving the search results page.
• It's Completely Free: For the amount of visibility and business it can generate, it’s arguably the highest ROI marketing tool available, and it costs nothing to set up and manage.

The Step-by-Step Guide to Creating Your Profile

Setting up your profile is straightforward if you follow the right steps. Let’s walk through the process together, from start to verification.

Step 1: Get Started

First, head over to google.com/business and click “Manage now.” You'll need to sign into a Google account. It's best practice to use a Google account specifically for your business (e.g., yourname@yourbusiness.com via Google Workspace) rather than your personal Gmail. This keeps everything clean and makes it easier to grant access to team members down the road.

Step 2: Enter Your Business Name

Start typing your official business name. If a profile with a similar name already exists at your address, Google might suggest it. In that case, you'll need to claim it. If you're starting fresh, select "Create a business with this name."

Quick Tip: Consistency is everything for local SEO. Make sure the name you enter here is the exact same legal name that appears on your website, social media profiles, and other online directories. No keyword stuffing or adding location info here - just your registered business name.

Step 3: Choose Your Business Type

Google will ask you to define how customers interact with your business. This is a critical step that determines how your profile will function. You have three main options:

• Local store: Choose this if you have a physical location that customers visit, like a retail shop, restaurant, or salon. Your address will be public.
• Online retail: This is for e-commerce-only businesses without a physical storefront.
• Service business: Pick this if you travel to your customers to provide a service, such as a plumber, cleaner, or consultant. Your precise address can be hidden, and you'll define a service area instead.

Some businesses are a hybrid (e.g., a restaurant with a physical location that also offers delivery). You can configure this by selecting a "Local store" and then adding your service areas.

Step 4: Select Your Business Category

Your primary category is one of the most important elements of your profile. It tells Google precisely what your business does, which directly impacts the search queries you'll show up for. Be as specific as possible. Instead of "Restaurant," choose "Italian Restaurant" or "Vegan Restaurant."

You can add secondary categories later, but spend a moment thinking about the single best category that describes the core of your business.

Step 5: Add Your Address or Service Area

If you're a local store, you'll enter your physical address here. Make sure it's 100% accurate, as this is where Google will send a verification postcard.

If you're a service-area business, you won't enter a full street address. Instead, you'll be prompted to define the towns, cities, or zip codes you serve. Be realistic - don't add areas you don't actually service.

Step 6: Add Your Contact Information

Next, you’ll add your business phone number and website address. Double-check these for typos! The website link is not only essential for driving traffic but also a valuable backlink that helps your overall SEO.

Step 7: Verify Your Business

This is the final hurdle. Before your profile goes fully live and you gain access to all its features, you need to prove to Google that your business is legitimate and located where you say it is. The most common verification method is by mail.

• Google will send a physical postcard to your listed business address.
• It typically arrives in 5-7 business days.
• Once it arrives, log back into your profile and enter the 5-digit verification code found on the postcard.

For some businesses, Google may offer other options like phone, email, or a video call verification. Whichever method you use, your profile won’t have full visibility or functionality until you complete this step.

Optimizing Your Profile to Stand Out

Getting verified is just the beginning. A bare-bones profile won't get you very far. The real results come from fully optimizing every section available to you.

Fill Out Every Single Section

Go through your Google Business Profile dashboard and systematically fill in every field. From adding accessibility attributes to defining your business hours (including holiday hours!), a complete profile is a strong signal to Google's ranking algorithm. The more information you provide, the more Google trusts you and the more confident it is in showing your profile to searchers.

Write a Compelling Business Description

You have 750 characters to tell your story. Don't waste it. Use this space to explain what makes your business unique, who you serve, and why customers should choose you. Weave in a few relevant keywords naturally, but focus on writing for humans, not for robots. This is your chance to make a great first impression.

Add High-Quality Photos and Videos

Your profile is a visual representation of your business. People want to see what they're going to get. Upload high-resolution images and short videos that showcase your business in the best light. At a minimum, include:

• Logo & Cover Photo: These establish your brand identity.
• Exterior & Interior Shots: Give people a sense of your space and ambiance.
• Product/Service Photos: Show what you sell or the results of your work.
• Team Photos: Adding a human touch helps build trust and connection.

Build Out Your Products and Services

The "Products" and "Services" tabs are powerful features. If you are a service-based business, list every single service you offer with a short description and, if you're comfortable, pricing. If you sell products, you can upload your inventory a category at a time. This information can show up directly in search results, giving customers a clearer picture of your offerings immediately.

Leverage Attributes

Attributes are specific, selectable features that tell customers more about your business operations. Think of them as tags. You can add attributes like "Woman-led," "Wheelchair accessible entrance," "Free Wi-Fi," or "Outdoor seating." Go through the list and select every attribute that applies to your business.

Keeping Your Profile Fresh and Engaging

Your profile is not a static webpage. To get the best results, you need to treat it like an active marketing and communication channel.

Regularly Use Google Posts

Google Posts are like mini blog posts or social media updates that appear directly on your profile. They are perfect for sharing promotions, upcoming events, new products, or company news. Posts expire after seven days (unless they are for an event), so aim to share a new one at least once a week to keep your profile looking active and current. Always include a photo or video and a clear call-to-action (CTA) like "Call Now," "Learn More," or "Shop."

Answer Questions in the Q&A Section

Anyone can ask a question on your profile, and anyone can answer it. It's vital that you monitor this section to provide accurate, official answers. An unanswered question looks unprofessional.

A great pro tip is to pre-populate this section yourself. Think of the top 5-10 frequently asked questions you get and add them to the Q&A section, providing your own great answers. This takes control of the narrative and gives customers important information upfront.

Get and Respond to Customer Reviews

Reviews are the lifeblood of your profile's performance. They provide social proof that directly influences both potential customers and Google’s ranking algorithm. Make it a part of your daily operations to actively ask happy customers for reviews.

Equally as important is responding to every review - the good, the bad, and the neutral. Thank positive reviewers for their business. For negative reviews, respond professionally and empathetically. Acknowledge their issue, apologize if necessary, and offer to take the conversation offline to resolve it. How you handle criticism publicly says a lot about your business.

Final Thoughts

Setting up and optimizing your Google Business Profile is one of the most effective - and most affordable - marketing actions a local business can take. By following these steps to provide clear information, share frequent updates, and engage with your customers' feedback, you can transform your listing from a simple directory entry into a powerful machine for local discovery and business growth.

While your Google Business Profile excels at capturing local search intent, building lasting customer relationships happens across all of your digital channels. We designed Postbase to streamline managing your broader social presence on platforms like Instagram, TikTok, and Facebook. With our visual calendar for planning your content, a unified inbox to manage all comments and DMs, and scheduling that actually works with video, we make it easier to keep your brand buzzing everywhere without drowning in complexity.