The 10-Minute Google Business Profile Guide for Small Business Owners

When someone searches "plumber near me" or "hair salon in [town]," the results that appear in the map at the top of the page are Google Business Profile listings. Not websites — profiles. This is called the local pack, and it gets more clicks than the organic results below it for most local searches.

If your business isn't appearing there, you're missing the most visible real estate on local Google search. Here's how to fix that.

Step 1: Claim and Verify Your Profile

Go to business.google.com and search for your business name. If a listing already exists (Google sometimes creates them automatically), claim it. If not, create one from scratch.

Verification usually happens by postcard — Google sends a card to your business address with a code you enter online. It takes about a week. There's also sometimes a phone or video verification option that's faster.

Don't skip this step. An unverified profile has very limited visibility and you can't manage it properly.

Step 2: Fill in Every Section Completely

Completeness is a ranking factor. An incomplete profile ranks lower than a complete one, regardless of how long you've been in business. Here's what to fill in:

• Business name — use your real business name, exactly as it appears everywhere else. Don't keyword-stuff it ("John Smith Plumber Emergency 24hr Kent") — Google can suspend profiles for this.
• Category — choose the most specific primary category that describes what you do. You can add secondary categories too.
• Address — if you serve customers at their location rather than yours, you can hide your address and set a service area instead.
• Phone number — use a local number if possible. It adds credibility.
• Website — link to your actual website.
• Hours — keep these accurate and update them for bank holidays.
• Description — 750 characters to describe your business. Include your main services and area. Write for humans, not robots.

Step 3: Add Services and Products

Google Business Profile has a Services section where you can list the specific things you offer. Don't skip this — it helps Google match your profile to relevant searches and gives potential customers a clearer picture of what you do.

List each service individually. "Boiler installation," "Boiler repair," "Central heating," "Emergency callout" — each as a separate item with a brief description.

Step 4: Upload Real Photos

Profiles with photos receive significantly more enquiries than profiles without. The photos don't need to be professionally shot — clear, recent photos from your phone are fine. Include:

• Photos of your work (before and after if possible)
• A photo of you or your team
• Your vehicle if you have one
• Your logo

Aim for at least five photos to start with and add more over time. Real photos of actual work consistently outperform stock images.

Step 5: Get Reviews — and Respond to Them

Reviews are one of the strongest ranking factors for local search. The easiest way to get them is to ask. After a job goes well, drop your customer a message: "Really glad you're happy with everything — if you get a moment, a Google review would mean a lot to us." Include a direct link to your review page.

Don't ask for reviews in bulk all at once. A steady trickle of new reviews over time looks more natural to Google than ten arriving in a single week.

Respond to every review — positive and negative. A polite, professional response to a negative review often reassures potential customers more than the complaint worries them.