How to Set Up Google Business Profile (Local SEO)

Claiming and Verifying Your GBP Listing

First, check if your business already has a listing — search your business name in Google or go to google.com/business. If a listing exists, claim it (request ownership). If not, create a new listing. You will need: your business name (exact legal or trading name), address (physical location or service area), phone number, website URL, and business category. Verification: Google verifies you are the legitimate owner — typically via postcard (physical mail to your business address with a code, 5-7 business days), phone (if eligible), email (some categories), or video (for service-area businesses). Postcard is the most common method. Enter the verification code in your GBP dashboard within 30 days or the listing is suspended. Once verified, you can fully edit your profile, respond to reviews, and see insights.

Optimising Categories, Description, and Photos

Optimisation determines where you rank. Primary category: this is the most important field — choose the single category that best describes your core business (e.g., "Coffee Shop" not "Restaurant"). You can add up to 9 secondary categories (e.g., "Bakery," "Breakfast Restaurant"). Business description: 750 characters max. Include your primary keyword, key services, what makes you unique, and a call to action. "Family-owned coffee shop serving organic espresso and fresh pastries in downtown Austin. Free WiFi, outdoor seating, and weekly live music." Photos: businesses with photos get 42% more requests for directions and 35% more click-throughs to their website. Add: logo (250x250), cover photo (1200x700), interior photos (10-20), exterior photo (so customers can find you), product photos (15-30), and team photos (humanises the business). Add new photos weekly — Google rewards active profiles. Use high-resolution, well-lit images. See the product photography guide for tips.

Posts: Google's Social Network

GBP posts are like mini social media updates that appear in your listing and search results. Types: What's New — announcements, new products, behind-the-scenes. Events — upcoming sales, workshops, openings. Offers — discounts and promotions with start/end dates and optional coupon codes. Products — showcase individual products with price, description, and buy button. Post at least once per week — businesses that post weekly get 5x more profile views. Best practices: use high-quality images or video (posts with images get 35% more clicks), include a clear call to action ("Call Now," "Get Offer," "Learn More"), keep text short (150-300 characters), and use a tracking URL to measure clicks. Posts appear in search results for 7 days (unless boosted with Google Ads Local Campaigns).

Reviews Management

Reviews are the strongest local ranking factor after proximity and relevance. They also influence customer decisions — 93% of consumers read online reviews before buying. Getting reviews: ask every satisfied customer. Send a text or email with a direct link to your GBP review page (use bit.ly/your-review-link or a tool like ReviewTracker). Timing: ask immediately after the positive experience (purchase, service completion). Do not offer incentives for positive reviews (against Google's policy). Responding to reviews: respond to EVERY review — positive and negative. Thank positive reviewers (mention something specific: "Thanks Sarah, glad you loved the cappuccino!"). For negative reviews: apologise, acknowledge the issue, explain what was done to fix it, and take the conversation offline ("Please DM us so we can make it right"). Responding to reviews signals to Google that you are engaged, and studies show businesses that respond to reviews rank higher. Managing fake reviews: flag policy-violating reviews (spam, fake, off-topic) via the GBP dashboard. Google may remove them within a few days if they violate guidelines.

Insights and Google Maps Ranking

GBP Insights shows how customers find your listing: Search queries — what terms people searched to find you. Where customers view you on Google — Search vs Maps. Customer actions — website clicks, phone calls, direction requests. Photo views — how many times your photos were viewed vs competitors. Use insights to optimise: if most searches are for "plumber near me" but your category is "Handyman," consider changing your primary category. Google Maps ranking factors: proximity (distance from searcher), relevance (how well your category/description matches the search), prominence (how well-known you are — reviews, links, citations). To improve Maps ranking: get more positive reviews, build local citations (consistent NAP — Name, Address, Phone — on Yelp, Yellow Pages, BBB, local directories), and encourage customers to add photos. Proximity is the hardest to control — so focus on relevance and prominence.

FAQs

Do I need a physical address for GBP?

You can set up as a "Service Area Business" (SAB) that serves customers at their location without displaying your address. This is common for plumbers, cleaners, photographers, and mobile services. Google will hide your address and show your service area on your profile.

How long does it take for GBP changes to show in search?

Most changes appear within 24-72 hours. Major changes (business name, address, category) may take 2-3 weeks to fully reflect in rankings. Verification takes 5-14 business days for postcard verification.

Can I have multiple GBP listings for multiple locations?

Yes — one listing per physical location. Each location needs its own phone number and a manager who can verify it. Use Google's Location Groups to manage multiple locations from one dashboard. Do not create multiple listings for the same business at the same address — this violates Google's guidelines and can result in suspension.