How to Set Up a Google My Business Listing

Setting up your Google Business Profile (formerly Google My Business) is one of the most powerful free marketing moves you can make for your company. This single listing can put your business on the map - literally - and connect you with customers actively searching for what you offer. This guide will walk you through setting up, optimizing, and managing your profile step by step to attract more local customers.

What is a Google Business Profile and Why Do You Need One?

A Google Business Profile is a free listing that allows your business to appear in Google search results and on Google Maps. When someone searches for a local business like “plumber near me” or “best coffee shop in Boston,” the results often include a “map pack,” a prominent box showing three local businesses with their location, hours, reviews, and a link to their website.

Having a well-maintained profile is no longer optional for businesses with a local presence. It helps you:

• Increase Visibility: It gets your business in front of potential customers at the exact moment they are looking for your products or services.
• Build Trust and Credibility: A complete profile with positive reviews, clear photos, and accurate information makes your business seem more legitimate and trustworthy than a competitor with no presence.
• Engage with Customers: You can respond to reviews, answer questions, enable direct messaging, and publish updates to keep your audience informed.
• Control Your Information: It allows you to manage the information customers find about your business online, like your address, phone number, and hours of operation. Without it, Google (or anyone else) might populate that information for you, and it could be incorrect.

Step-by-Step Guide to Setting Up Your Google Business Profile

Ready to get started? The setup process is straightforward, but paying attention to the details now will save you headaches later. Here's a breakdown of each step.

1. Create or Claim Your Profile

First, head over to google.com/business and sign in with your Google account. It’s best to use an account associated with your business, not a personal Gmail address.

Enter your business name. As you type, Google will show you existing listings that might match.

• If your business appears: Great! It means an unofficial listing already exists. You’ll need to click on it and claim it. Follow the prompts to prove you own the business.
• If your business doesn't appear: Click to create a new business with that name and continue with the setup.

Next, you’ll choose your business category. Start typing what you do (e.g., “restaurant,” “hair salon,” “marketing consultant”), and select the most accurate primary category from the dropdown menu. This is a critical factor for ranking in relevant searches, so choose wisely. You can add more secondary categories later.

2. Add Your Location and Service Area

Google will ask if you have a physical location that customers can visit, like a store or office.

• Select "Yes" if you have a storefront, office, or physical location where you meet clients. You'll be prompted to enter your full address. Make sure it's exactly right, down to the suite number, as this is where your verification postcard may be sent.
• Select "No" if you're a service-area business (e.g., a plumber, online coach, or cleaning service that travels to customers). You won’t have a location displayed on the map. Instead, you'll be asked to define the specific regions, cities, or zip codes you serve. Be specific, but don't overdo it - only list areas you can genuinely serve.

3. Enter Your Contact Information

This part is simple but essential. Add your business phone number and website URL. Double-check them for accuracy. The phone number should be your primary business line, and the website link gives customers a direct path to learn more or make a purchase. If you don't have a website, Google offers a basic, free website builder, but having your own professional site is always recommended.

4. Verify Your Business

Verification is the final gatekeeper that proves you are authorized to manage the business listing. This step is mandatory, and your profile won’t be fully visible until it’s complete. Common verification methods include:

• Postcard by Mail: This is the most common method. Google sends a postcard to your business address with a 5-digit verification code. It usually takes 5-7 business days to arrive. Once you get it, log back into your profile, enter the code, and you’re verified. Tip: Do not edit your name, address, or category while waiting for the postcard, as this can delay the process.
• Phone or Text: Some businesses are eligible for verification via an automated call or text to the business phone number. This is the fastest option if it’s available to you.
• Email Verification: This is sometimes offered if your business email domain matches your website (e.g., yourname@yourbusiness.com).
• Video Verification: This newer method requires you to record a short video showing your location, branding, and equipment to prove your business exists and is at the stated address.

How to Optimize Your Google Business Profile for Maximum Results

Creating your profile is just the beginning. The real magic happens when you treat it like an active marketing channel. A fully optimized profile stands out and gets more clicks, calls, and visits.

Fill Out Every Single Section

Go through your profile dashboard and fill everything out. The more information you provide, the better Google can match your business to relevant searches and the more confident customers will feel. This includes:

• Secondary Categories: Don't stop at your primary category. Add secondary ones that accurately describe other facets of your business. A "Nail Salon" might also add "Waxing Service" and "Beauty Salon."
• Hours of Operation: Keep these updated, especially for holidays or special events.
• Attributes: These are quick highlights that let customers know what to expect. Think "Wheelchair accessible," "LGBTQ+ friendly," "Outdoor seating," or "Free Wi-Fi." Browse the list for your industry and select all that apply.

Write a Compelling Business Description

You have 750 characters to describe what your business is all about. Use this space wisely. Don't just list services - tell a brief story. Who are you? What makes you unique? Who do you serve? Weave in a few relevant keywords naturally but avoid keyword stuffing. The first 250 characters are the most important, as they appear before a user has to click "more."

Upload High-Quality Photos and Videos

Profiles with photos receive 42% more requests for directions and 35% more clicks to their websites. Visuals are not optional. Aim for a mix of different types of images:

• Logo and Cover Photo: These are your brand identifiers. Make sure they are high-resolution and fit the recommended dimensions.
• Exterior and Interior Shots: Show customers what your business looks like from the outside and what they can expect when they walk in.
• Product/Service Photos: Showcase what you sell or the results of your work.
• Team Photos: Help customers put a face to the name. Pictures of your team at work can build a human connection.
• Video: Upload a short (under 30 seconds) video tour of your space, a message from the owner, or a clip showing your team in action.

Add Your Products and Services

The "Products" and "Services" tabs let you list out exactly what you offer, often with prices, photos, and descriptions. This turns your profile into a mini catalog, allowing customers to browse before they even visit your website. For a restaurant, this is your menu. For a salon, it's your list of services and prices. This detailed information can help you show up in more specific searches, like "balayage hair coloring near me."

Managing Your Profile for Ongoing Success

A Google Business Profile is a living marketing asset. To get the most out of it, you need to manage it regularly.

Encourage and Respond to Reviews

Social proof is everything, and reviews are the most visible form of it on your profile. The quantity and quality of your reviews are a major ranking factor. Don't be shy about asking satisfied customers to leave a review - you can even create a direct link to make it easy for them. Most importantly, respond to every review, both positive and negative. A thank you for a positive review shows appreciation, while a thoughtful response to a negative review shows you care about customer feedback and can often resolve a situation publicly.

Publish Content with Google Posts

Think of Posts as free mini-ads or social media updates that appear right on your profile. You can create different types of Posts:

• Updates: General news about your business.
• Offers: Promotions, sales, or special discounts.
• Events: Announce upcoming workshops, sales, or celebrations.

Posts stay live for seven days (or until an event date passes), so they're great for timely content. Always include a high-quality image or video and a clear call to action (e.g., "Learn More," "Call Now," "Book"). Consistent posting signals to Google that your profile is active and well-managed.

Use the Q&A Feature Proactively

Anyone can ask a question on your profile, and anyone can answer it. This is both an opportunity and a risk. To get ahead of it, populate the Q&A section yourself by asking and answering common customer questions. For example:

• Q: Do you offer free parking?
• A: Yes, we have a free parking lot available directly behind our building.

Monitor this section regularly to answer new user questions promptly and accurately.

Enable Messaging

The messaging feature allows customers to send you a text message directly from your profile. It's a low-friction way for people to get in touch. If you enable it, be prepared to respond quickly. Google tracks your response time, and a fast reply creates a better customer experience.

Final Thoughts

A complete and active Google Business Profile is one of your most valuable digital assets for attracting local customers. By setting it up correctly, optimizing every section with rich detail, and managing it consistently through reviews and posts, you create a powerful engine for visibility, trust, and engagement.

While your Google Business Profile is a huge part of your local presence, it's part of a bigger brand story told across all your platforms. Keeping your brand messaging, updates, and customer interactions consistent across Google, Instagram, and TikTok can feel like a full-time job. That's exactly why we built Postbase. We designed it to streamline and unify your social media management, so you can plan content for all your channels in one visual calendar, manage comments and DMs from every platform in a single inbox, and see what's working without jumping between a dozen different analytics pages. It brings sanity back to your marketing workflow.