How to Set Up Your Google Business Profile
That's the short version. Here's how to actually build it step by step.
1. Claim and verify your profile
If you haven't claimed your listing, someone else, including a competitor, could be editing it, or it sits unmanaged with outdated information. Claim it through Google Business Profile and complete verification by post, phone, or email, whichever Google offers for your business.
2. Pick the right primary category
Your primary category affects which searches you show up for more than almost anything else on the profile. Choose the most specific, accurate category for what you actually do, not the broadest one, and add secondary categories to cover related services.
3. Fill in every section completely
Hours, services, attributes, business description, and service area all matter. An incomplete profile signals to Google that the listing is unmanaged, and gives potential customers less reason to choose you over a competitor with a fuller profile.
4. Add photos regularly
Profiles with regular photo updates get more clicks and calls than profiles with the same five photos from years ago. Add new photos of your premises, team, and work on an ongoing basis, not just once during setup.
5. Turn on messaging and respond to every review
Messaging lets customers contact you directly from the listing, and responding to every review, good or bad, shows Google and potential customers that the business is active and engaged. Unanswered reviews, especially negative ones, sit there working against you indefinitely.
6. Post updates and offers consistently
Google Posts keep the profile active and give you a free way to promote offers, news, and events directly in search results. A profile that posts regularly tends to outperform one that was set up once and left alone.
Frequently asked questions
How long does Google Business Profile verification take?
It varies by method. Phone or email verification can be near-instant, while postcard verification typically takes 5-14 days to arrive. Choose the fastest method Google offers for your business if speed matters.
Does a Google Business Profile cost money?
No, the profile itself is free. It's one of the highest-value marketing assets available to a local business precisely because there's no cost to set it up or maintain it properly.
Does a strong Google Business Profile help with Google Ads too?
Yes. A well-optimised profile can appear alongside ads, improves trust signals, and gives you more places to be seen for the same search, which generally improves overall results from paid campaigns.
Last updated: June 2026.
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