If you’re a small business owner or just starting out, knowing how to create and optimise a Google Business Profile (GBP) is essential for boosting your online presence. But what exactly is a GBP, and why does it matter?

In this guide, we’ll walk you through the process of how to create a Google Business Profile and also explain how this powerful tool can help attract more customers and grow your business. Whether you’re setting up your first profile or optimising an existing one, we’ll break it all down in simple terms. Let’s get started!

What is a Google Business Profile?

A Google Business Profile (GBP)—formerly known as Google My Business—is a free, powerful local SEO tool that allows businesses to manage their online presence across Google Search and Google Maps.

By creating and optimising a GBP listing, businesses can display key information—such as their name, address, phone number (NAP), hours, photos, services, and customer reviews—directly in search results.

This verified business profile helps improve local search rankings, increases visibility for "near me" searches, and enhances credibility with potential customers. A well-optimized GBP also enables businesses to engage with customers through posts, Q&A, and messaging, driving more clicks, calls, and foot traffic.

For any local business or service area company, a Google Business Profile is essential for dominating local search results and attracting high-intent customers.

Think of your Google Business Profile as your business’s online ID card. It’s a free tool provided by Google that helps your business show up when people search for products or services like yours on Google Search or Google Maps.

For example, if you own a bakery and someone searches for “best cupcakes near me,” your bakery’s name, address, hours, and even photos of your delicious treats can pop up in the search results. This makes it easy for customers to find you and learn more about what you offer.

Why is a Google Business Profile Important?

1. It Helps You Get Found Locally
   When people search for businesses like yours, Google uses your profile to decide whether to show your business in the results. If your profile is complete and accurate, you’re more likely to appear at the top of the list. This is especially important for small businesses that rely on local customers.

   Example: If you run a hair salon and someone searches for “haircut near me,” a well-optimised GBP can help your salon stand out among competitors.

2. It Builds Trust with Customers
   A complete profile with photos, reviews, and up-to-date information makes your business look professional and trustworthy. Customers are more likely to choose a business that feels reliable and easy to contact.

3. It’s Free Marketing
   Your GBP is a free way to advertise your business online. You can post updates, promotions, and events directly on your profile, which can attract more customers without spending a dime.

   How to Set Up Your Google Business Profile

Setting up your profile is simple and only takes a few steps:

1. Go to the Google Business Profile Website
   Visit google.com/business and click on “Manage now.” You’ll need to sign in with your Google account (or create one if you don’t have one already).

2. Enter Your Business Information
   Fill in details like your business name, address, phone number, website, and category (e.g., “restaurant,” “plumber,” “hair salon”). Be as accurate as possible—this helps Google match your business to relevant searches.

3. Verify Your Business
   To prove your business is legitimate, Google will ask you to verify it. This usually involves receiving a postcard with a verification code at your business address. Once you get the code, enter it online to complete the process.

4. Add Photos and Details
   Upload photos of your business, products, or services. Add your hours of operation, special services (like “outdoor seating” or “free Wi-Fi”), and any other relevant details. The more complete your profile, the better!

How to Optimise Your Profile for Better Visibility

Once your profile is set up, you’ll want to make sure it’s optimised to attract as many customers as possible. Here’s how:

1. Use Keywords
   Think about the words customers might use to find your business. For example, if you’re a pet groomer, include phrases like “dog grooming,” “pet spa,” or “affordable pet care” in your business description.

2. Keep Your Information Up to Date
   If your hours change or you move locations, update your profile immediately. Inaccurate information can frustrate customers and hurt your reputation.

3. Encourage Reviews
   Ask happy customers to leave reviews on your profile. Positive reviews not only build trust but also improve your ranking in local searches. Respond to reviews—both positive and negative—to show you care about customer feedback.

4. Post Regularly
   Use the “Posts” feature to share updates, promotions, or events. For example, a coffee shop could post about a new seasonal drink or a special discount. Regular posts keep your profile active and engaging.

How to Engage with Customers Through Your Profile

Your GBP isn’t just a static listing—it’s a way to connect with your customers. Here’s how to make the most of it:

1. Respond to Reviews
   Thank customers for positive reviews and address any concerns in negative ones. This shows you value feedback and are committed to improving.

2. Use the Messaging Feature
   Enable messaging so customers can contact you directly through your profile. This is great for answering quick questions or booking appointments.

3. Share Updates and Photos
   Keep your profile fresh by posting photos of new products, behind-the-scenes shots, or customer testimonials. This helps your business feel lively and approachable.

How to Use Analytics to Improve Your Business

Your GBP provides valuable insights into how customers are finding and interacting with your business. Here’s what you can learn:

• How Customers Found You: Did they search for your business name directly, or did they find you through a keyword like “plumber near me”?

• What Actions They Took: Did they visit your website, call you, or request directions?

• Where They’re Located: Are most of your customers coming from a specific neighbourhood?

Use this data to refine your marketing strategies. For example, if you notice a lot of customers are finding you through a specific keyword, you might want to focus more on that in your advertising.

Common Challenges and How to Solve Them

1. Duplicate Listings
   Sometimes, Google might create multiple listings for your business. This can confuse customers and hurt your SEO. To fix this, search for your business on Google and report any duplicates.

2. Fake Reviews
   If you notice fake or inappropriate reviews, you can flag them for removal. Always respond professionally to negative reviews to show you’re committed to customer satisfaction.

3. Verification Issues
   If you’re having trouble verifying your business, double-check that your address and phone number are correct. If the issue persists, contact Google Support for help.

Why Google Business Profile is a Game-Changer for Small Businesses

For small businesses, GBP is a powerful tool to compete with larger companies. It levels the playing field by giving you a professional online presence without the need for a big marketing budget. By keeping your profile updated and engaging with customers, you can build trust, attract more visitors, and grow your business.

Key Takeaways

• A Google Business Profile is a free tool that helps your business get found online.

• It’s essential for local SEO, meaning it helps you show up in local search results.

• Keep your profile updated with accurate information, photos, and posts.

• Engage with customers by responding to reviews and using the messaging feature.

• Use analytics to understand how customers find you and improve your marketing strategies.

By taking the time to set up and optimize your Google Business Profile, you’re setting your business up for success. It’s a simple yet powerful way to connect with customers, build trust, and grow your business—all for free! So, what are you waiting for? Get started today and watch your business thrive!