If you have ever searched for a café, a tradie, or even a florist near you, chances are you clicked one of those neat business boxes on Google with the map, star ratings and opening hours. That is a Google Business Profile. And if you run a business, even a small one, you need one too.
A Google Business Profile (previously known as Google My Business) is your digital storefront. It tells potential customers what you offer, when you are open, how to contact you, and how to find you. Most importantly, it helps you appear in local search results and on Google Maps.
In this guide, we will walk you through how to set up your profile correctly, verify it, optimise it for better visibility, and keep it updated over time. Whether you are a café owner in Melbourne, a dog groomer in Brisbane, or a personal trainer in Perth, this guide is for you.
What Is a Google Business Profile?
A Google Business Profile is a free listing on Google that helps people discover your business. It can appear on:
- Google Search
- Google Maps
- Google Shopping (if applicable)
It allows you to display:
- Business name and address
- Opening hours
- Phone number
- Website link
- Photos and videos
- Customer reviews
- FAQs
- Posts and offers
It is one of the most powerful tools in your local SEO toolkit, and it costs nothing.
Why You Need a Google Business Profile
Here is why setting this up should be on top of your to-do list:
1. Improve Local Search Visibility
Google loves showing local listings in search results. With a profile, your business is more likely to appear when someone searches “near me” or includes your city or suburb.
2. Build Trust With Reviews
Google reviews show up right on your profile. They act like digital word of mouth and can influence buying decisions in seconds.
3. Help Customers Contact You
Click-to-call, directions, website visits, it is all right there. No need for people to dig around for your details.
4. Promote Events, Offers and Updates
You can publish posts directly to your profile to let customers know what is new or on special.
5. It Is Free
Unlike Google Ads, your profile does not cost a cent. You just need to set it up properly and maintain it.
Step-by-Step: How to Set Up Your Google Business Profile
Step 1: Sign In or Create a Google Account
To begin, you will need a Google account. Ideally, this should be your business email or a dedicated Google account you use for marketing tools.
Go to google.com/business and click Manage now.
Sign in with your Google account. If you do not have one, you can create one at accounts.google.com.
Step 2: Add Your Business Name
Enter your official business name. Use the exact name customers would search for. Avoid keyword stuffing or extra words like “Best Plumber Brisbane” unless that is legally your business name.
If your business is already listed, Google might show it. If so, claim it. If not, proceed to the next step.
Step 3: Choose a Business Category
Start typing your business type and Google will show matching categories. Choose the one that most closely describes your business.
Examples:
- Café
- Electrician
- Yoga Studio
- Wedding Photographer
You can add more categories later, but your primary category affects where you show up, so choose wisely.
Step 4: Add a Location (If You Serve Customers In Person)
If you have a storefront or customers visit your office, select Yes when asked whether you want to add a location. This helps you appear on Google Maps.
Enter your business address precisely, including suite or unit number if applicable.
If you work from home or do not want your address shown, you can still set up your service area in the next step.
Step 5: Set Your Service Area (Optional)
If you visit or deliver to customers, you can list suburbs, cities or regions you serve. This is useful for:
- Tradies
- Mobile hairdressers
- Catering services
Enter your delivery or service area carefully to help Google know where to show your listing.
Step 6: Add Contact Details
Enter your phone number and website (if you have one).
This is where customers will go to learn more or get in touch. If you do not have a website yet, you can link to your Facebook page or even create a free Google website from your profile.
Step 7: Choose a Verification Method
To activate your profile, Google must verify you are the rightful owner. Most businesses receive a postcard by mail to the listed address. It contains a verification code that you will enter online.
Other methods (not always available) include:
- Phone call
- Instant verification (if your business is already verified with Google Search Console)
You will not show up in search or maps until this step is complete.
Once Verified: Add More Info and Optimise
Getting your profile verified is only half the job. Now it is time to fill it out completely. The more detailed and active your profile, the better it will perform.
Add a Business Description
This section is your elevator pitch. Explain who you are, what you offer, and what makes you different.
Example: “Melbourne-based family-run café specialising in artisan coffee, homemade pastries and a relaxed courtyard atmosphere. Open seven days.”
Keep it natural and customer-friendly.
Upload High-Quality Photos
Photos build trust and make your listing more appealing. Add:
- A profile image (your logo works well)
- A cover photo (your storefront or team in action)
- Interior shots
- Product photos
- Team or service images
Make sure they are clear and well-lit. Avoid over-editing.
Add Opening Hours
List your regular trading hours. If they vary on public holidays, you can set exceptions.
Keep these updated. Google may suspend your profile if hours are inconsistent or out of date.
Enable Messaging (Optional)
Customers can message you directly from your profile via the Google Maps app. You will receive messages via the Google Maps mobile app.
If you enable this, be prepared to reply promptly. Unanswered messages can damage your reputation.
Add Products or Services
Depending on your category, you can list products or services, including pricing, descriptions and images.
This helps searchers learn about your offering without even visiting your website.
Add Posts
You can publish mini-posts to your profile like:
- Promotions
- Events
- News
- Announcements
Posts expire after seven days (except for events), so update regularly to stay relevant.
Tips to Keep Your Profile Performing
Creating your profile is just the beginning. To really benefit from it:
Collect and Respond to Reviews
Ask happy customers to leave reviews on Google. The more positive reviews you get, the higher you will rank, and the more customers will trust you.
Always respond to reviews, both positive and negative. Be polite, professional and helpful.
Update Info Regularly
Did your phone number change? Are you opening on public holidays? Keeping your profile accurate shows customers you are active and reliable.
Post Weekly
A weekly post signals to Google that your business is active. It also keeps your profile engaging.
Use Insights
Google Business Profile gives you data like:
- How many people saw your listing
- How many clicked to call or visit your site
- What search terms brought them to you
Use this data to refine your profile and broader marketing strategy with the help of a skilled marketing strategist who understands local SEO and customer behaviour.
Common Mistakes to Avoid
Inconsistent Information
Make sure your business name, address and phone number match what is on your website and social media.
Leaving It Incomplete
An unfinished profile looks unprofessional and may rank lower in search results.
Not Verifying
Until you verify your profile, it will not appear publicly.
Ignoring Negative Reviews
Avoiding bad reviews will not make them go away. Respond calmly and try to resolve issues when possible.
Do You Need Help Managing Your Google Profile?
Setting up and maintaining a strong Google Business Profile takes time, consistency and a bit of marketing savvy.
A digital marketing manager can:
- Set up or claim your profile
- Write an optimised business description
- Add products, services and media
- Manage reviews
- Monitor performance
- Run local SEO campaigns
Done properly, your profile can drive traffic, build trust and even improve your organic rankings. Our pool of freelance marketers gives you access to experienced professionals without the full-time commitment.
Ready to take your business to the next level?
We match you with experienced digital marketers who know how to build and optimise Google Business Profiles that actually convert. Whether you need help getting started or want someone to manage it long-term, we can connect you with the right pro. Hire a digital marketing manager today from Cemoh and make sure your business stands out where it counts.