Google Business Profile guide
Your Google Business Profile (formerly Google My Business) is often the first thing potential customers see when they search for your business or your type of service. An optimized profile drives more calls, website visits, and foot traffic — and it is completely free. Here is how to set it up properly and get the most out of it.
Why your Google Business Profile matters
When someone searches for "plumber near me" or "dentist in Copenhagen," Google shows a local pack with a map and three business listings. That local pack gets more clicks than the regular search results below it.
Your Google Business Profile controls what appears in that local pack. If your profile is incomplete or outdated, you lose visibility — and customers go to your competitors instead.
Key benefits of an optimized profile:
- Higher ranking in local search results
- More phone calls and direction requests
- A professional first impression before someone even visits your website
- Free advertising that works 24/7
How to set up your profile
If you do not have a profile yet, here is how to get started:
- Go to business.google.com and sign in with your Google account
- Search for your business — it may already exist as an unclaimed listing
- Enter your business name, category, and address
- Choose your service area (if you go to customers rather than them coming to you)
- Add your phone number and website URL
- Verify your business — Google will send a postcard, email, or phone verification
Verification typically takes 5-14 days if done by postcard. Once verified, you have full control.
Optimizing your profile: the complete checklist
Business information
- Name: Use your real business name. Do not stuff keywords into it — Google penalizes this.
- Category: Choose the most specific primary category. You can add up to 9 additional categories.
- Description: Write a clear 250-750 character description of what you do, who you serve, and what makes you different.
- Hours: Keep them accurate and up to date. Add special hours for holidays.
- Phone: Use a local number, not a call center or tracking number.
- Website: Link to your homepage or a dedicated landing page.
- Attributes: Fill out all relevant attributes (wheelchair accessible, free Wi-Fi, etc.).
Photos and videos
Photos are one of the most underused features. Businesses with photos get 42% more direction requests and 35% more website clicks.
| Photo type | What to include | Recommended quantity |
|---|---|---|
| Cover photo | Your storefront or main service | 1 |
| Logo | Your business logo | 1 |
| Interior | Inside your office or shop | 3-5 |
| Exterior | Building from different angles | 2-3 |
| Team | Staff in action, candid shots | 3-5 |
| Products/services | What you sell or deliver | 5-10 |
Upload new photos at least once a month. Use high-quality images (minimum 720x720 pixels). Avoid stock photos — Google and customers can tell the difference.
Google Posts
Google Posts are mini-updates that appear directly on your profile. Use them to share:
- Offers and promotions — Sale events, discounts, seasonal deals
- Updates — New services, changed hours, company news
- Events — Workshops, webinars, open houses
- Products — Highlight specific offerings
Posts expire after 7 days (except events), so post at least weekly. Each post should have an image, a short text, and a call-to-action button.
Q&A section
Anyone can ask and answer questions on your profile. Monitor this actively:
- Seed common questions yourself — Ask and answer your own FAQs. This is allowed and encouraged.
- Answer quickly — Unanswered questions look unprofessional.
- Report spam — Flag inappropriate questions or answers.
Reviews
Reviews deserve their own strategy. The short version:
- Ask every satisfied customer for a review
- Respond to all reviews within 24-48 hours
- Handle negative reviews professionally and constructively
For a deep dive, read the full Google reviews guide.
Tracking your results with Insights
Google Business Profile provides built-in analytics called Insights. Here is what to track:
- Search queries — What terms people used to find you
- Search type — Direct (searched your name) vs. discovery (searched a category)
- Customer actions — Calls, website visits, direction requests
- Photo views — How your photos perform compared to similar businesses
- Post engagement — Views and clicks on your Google Posts
Check Insights monthly. If direction requests are dropping, your address or hours might be wrong. If discovery searches are low, you may need better categories or descriptions.
Common mistakes to avoid
- Inconsistent NAP — Your Name, Address, and Phone must match exactly across your website, social media, and directory listings. Even small differences (St. vs Street) can hurt your ranking.
- Ignoring the profile after setup — Google rewards active profiles. Post regularly, add photos, and respond to reviews.
- Wrong category — Choosing a broad category when a specific one exists. "Restaurant" is worse than "Italian restaurant."
- No photos — A profile without photos looks abandoned.
- Duplicate listings — Multiple profiles for the same location confuse Google and split your reviews.
Quick wins you can do today
- Log into your Google Business Profile and verify all information is current
- Upload 5 new, high-quality photos
- Write and publish a Google Post about your latest service or offer
- Add 3 common questions and answers to the Q&A section
- Send a review request to your 5 most recent customers
Build your full local SEO strategy
Your Google Business Profile is the foundation, but it works best as part of a broader local SEO approach. Read the local SEO guide for the complete picture, and check out the Google reviews guide to build your review strategy. Need hands-on help? Contact me for a free consultation.
