How to Set Up Google My Business for Local SEO

Your Google Business Profile is the most powerful free tool you have for local SEO. Done right, it lands your business in the Google Maps Local Pack and puts you directly in front of customers searching for services or products just like yours. This guide explains how to set up your profile from scratch and optimize it to attract more local business and stand out from the competition.

What Exactly Is a Google Business Profile?

Think of your Google Business Profile (or GBP, formerly known as Google My Business) as the modern-day front door to your business. It's the information-rich box that appears on the right side of Google search results (the "Knowledge Panel") and in Google Maps when someone searches for your business name or a service you offer. It’s far more than a simple business listing, it's an interactive profile where you show off your photos, highlight your best reviews, answer customer questions, and share updates about your business.

For a local business, having a well-optimized GBP is non-negotiable. It’s often the very first interaction a potential customer has with your brand. A complete, active profile signals to Google that you're a legitimate, trustworthy business worth showing to searchers, which directly impacts your ability to rank for valuable local search terms.

Step 1: Creating or Claiming Your Business Profile

Before you create a new listing, you need to make sure one doesn't already exist. Google often automatically generates listings from other online data. Simply search your business name on Google Maps. If a listing appears, you'll see a link that says "Own this business?" Click it to start the claiming process.

If no listing exists, you can create one from scratch:

1. Go to google.com/business and sign in with a Google account. It's best to use an email address associated with your business.
2. Enter your official business name. Make sure it matches your physical signage and branding exactly. Avoid adding keywords or location names here, just use your real name (e.g., use "Sal's Pizza Parlor," not "Best Pizza in Brooklyn Sal's Pizza Parlor").
3. Choose your business type. This is an important step that determines how your information is displayed.
   • Local Store: For businesses with a physical location customers can visit, like a retail shop, restaurant, or office.
   • Service Area Business: For businesses that travel to their customers, such as plumbers, landscapers, or cleaning services. You'll define a service area instead of showing a physical address.
   • Hybrid Business: For businesses that have a storefront but also deliver or make service calls, like a pizza restaurant that offers dine-in and delivery.
4. Add your business category. Start typing your main service (e.g., "plumber," "hair salon") and choose the most accurate primary category from the list. We'll add more later.
5. Enter your address and position the pin on the map if you have a physical location that customers visit. If you’re a service-area business, you’ll define which cities, zip codes, or general areas you serve.
6. Finally, add your business phone number and website address. Make sure these details are consistent with what's listed elsewhere online. Consistency in your Name, Address, and Phone number (NAP) is a big trust signal for search engines.

Step 2: The Verification Process (Getting Google's Stamp of Approval)

After you’ve filled out the initial details, Google needs to verify that your business is legitimate and that you're authorized to manage its profile. Verification is Google’s way of protecting both business owners and consumers from fraudulent listings.

You may be presented with one or more verification options:

• Postcard Verification: This is the most common method. Google mails a postcard with a unique verification code to your business address. Once it arrives (usually within 5-7 days), you simply log back into your GBP dashboard and enter the code. Important: Do not edit your business name, address, or category while waiting for the postcard, as this can reset the process.
• Phone or Text Verification: Some businesses may be eligible for verification via an automated phone call or text message to the business number listed.
• Email Verification: This option is available for certain businesses and sends a verification code to a business email address (e.g., yourname@yourwebsite.com).
• Video Verification: This is becoming more common. You may be asked to record a short video showing your business location (signage, etc.), business equipment, and proof that you are authorized to manage the business (like unlocking the door with a key or showing a business document).

Once you are verified, you gain full access to edit and manage your profile.

Step 3: Completing Your Profile (The Core Optimization Work)

An incomplete profile is a wasted opportunity. The more detailed and accurate information you provide, the better Google understands your business and the more confidence potential customers will have in choosing you. Go through every section in your dashboard and fill it out completely.

Choosing All Relevant Categories

Your primary category is your most important choice, but you can (and should) also select multiple secondary categories. These help Google understand the full scope of your services. For example, a "Landscaper" (primary category) might also add "Lawn Care Service" and "Tree Trimming Service" as secondary categories. A great way to find relevant categories is to look at the profiles of your top-ranking local competitors. See what categories they're using and add any that apply to your business.

Writing a Powerful Business Description

You have 750 characters to tell your story in the business description. Use it wisely. The first 250 characters are most visible, so lead with what's most important. Cover what you do, who you serve, and what makes you different from your competitors. Naturally include some relevant keywords, but don't stuff it full of them. Write for a human first, helping them quickly understand if you're the right fit for their needs.

Uploading High-Quality Photos and Videos

People want to see your business before they visit. Profiles with photos receive more calls and requests for directions. Add plenty of high-quality images and even short videos.

• Logo & Cover Photo: These are the most important images for brand recognition.
• Exterior Photos: Show what your building looks like from the outside so people can find it easily.
• Interior Photos: Give customers a feel for your atmosphere. Show off your clean waiting room, amazing decor, or organized workspace.
• Team Photos: Help humans connect with other humans. Show a friendly picture of you and your staff.
• "In Action" Photos: Showcase your work. A landscaper could show a beautifully finished garden, a baker could show someone decorating a cake.

Consistently add new photos over time. This shows Google your profile is active and provides fresh content for customers to look at.

Listing Your Services & Products

Don't just say you're a hairstylist, use the Services menu to list out every service you offer: "Men's Haircut," "Balayage," "Bridal Updo," etc. You can even add descriptions and pricing. This feature helps you show up for very specific searches (e.g., "balayage services near me") and lets customers know exactly what you do.

If you sell products, the Products feature is even more powerful. You can create product categories and showcase individual items with photos, descriptions, and a price or price range.

Setting Hours and Adding Attributes

This seems obvious, but keeping your hours perfectly accurate is essential. Use the "special hours" feature for holidays or other events when your schedule changes. Dig into the Attributes section, too. Here, you can specify details like "Veteran-led," "Woman-owned," "Wheelchair accessible entrance," or "Offers free Wi-Fi." These attributes often function as filters in Google searches, and checking the right boxes can instantly connect you with customers looking for businesses just like yours.

Step 4: Actively Managing Your Profile to Keep Growing

Creating and optimizing your profile is the foundation, but ongoing management is what truly elevates your local SEO. An active profile sends strong positive signals to Google that your business is open, engaged, and relevant.

Build & Respond to Reviews

Reviews are one of the most significant local ranking factors. An ongoing stream of positive reviews shows Google your business is valued by its customers. Make it easy for people to leave feedback by creating and sharing a direct review link. Equally important is your response. Make a habit of responding to all reviews - good and bad. Thanking customers for positive feedback shows you appreciate them. A thoughtful, calm response to a negative review shows you care about customer service and can even win over other potential customers who read it.

Use Google Posts for Updates and Offers

Google Posts are like free mini-advertisements on your Business Profile. They appear prominently on your listing and are perfect for sharing promotions, announcing new products, highlighting an event, or sharing company news. Each post can include a photo or video, a description, and a call-to-action button (like "Learn More" or "Call Now"). Aim to create a new post at least once a week to keep your profile looking fresh and active.

Answer Questions With the Q&A section

Anyone can ask a question on your Business Profile, and anyone can answer it. This means you need to monitor this section to prevent inaccurate information from being posted. The best strategy is to be proactive: compile a list of your most frequently asked questions and post them to your own profile with well-written answers. Cover topics like parking, accepted payment methods, or appointment policies. This builds a helpful FAQ right on your profile.

Enable Messaging for Quick Contact

Allowing customers to message you directly from your profile is a great way to generate leads. If you turn this feature on, be ready to respond quickly. Google tracks your average response time and displays it to potential customers. A fast response not only helps you secure a customer but also builds your profile's reputation.

Final Thoughts

Setting up and optimizing your Google Business Profile is the most valuable action you can take to improve your local search visibility. It’s a direct line to hungry customers in your area, and every detail you provide makes it easier for them to find, choose, and trust your business.

Actively managing your GBP Posts, photos, and messages is a lot like managing social media - it requires consistency. To simplify that part of your marketing, we built Postbase to make planning, scheduling, and engaging across all your social platforms feel effortless. It gives you one central place to manage your content so you can stay visible and get back to what you do best: running your business.