If you run a local business and you haven't yet set up your Google Business Profile (GBP), you're leaving one of the most powerful — and completely free — marketing tools on the table. A well-optimised profile can put your business in front of thousands of local searchers every month. Here's how to set yours up and make it work as hard as possible for you.

Step 1: Claim or Create Your Profile

Head to business.google.com and sign in with a Google account. Search for your business name. If it already exists (Google sometimes auto-generates listings), click "Claim this business." If it doesn't exist, select "Add your business."

You'll be asked to choose a primary business category — take time to get this right, as it heavily influences which searches you appear in. You can add secondary categories later.

Step 2: Verify Your Business

Google needs to confirm you actually own the business. The most common verification method is a postcard sent to your business address with a PIN code, though phone and email verification are available for some businesses. Complete verification as soon as possible — your profile won't show in Google Maps or local search results until it's verified.

Step 3: Complete Every Section

An incomplete profile is a wasted opportunity. Work through every section:

Business name: Use your real trading name — no keyword stuffing here
Address and service area: Add your physical address if customers visit you, or define your service area if you travel to customers
Phone number and website: Make sure these are accurate and consistent with what appears on your website
Opening hours: Include special hours for bank holidays
Business description: Write 200–750 characters that describe what you do, who you serve, and what makes you different. Include your location naturally.
Products and services: Add individual services with descriptions and prices where possible — these appear directly in search results

Step 4: Add High-Quality Photos

Businesses with photos on their Google profiles receive significantly more clicks and direction requests than those without. Add:

A clear, professional logo
A compelling cover photo
Interior and exterior photos of your premises
Photos of your team, your work, and your products or services in action

Update photos regularly — fresh content signals to Google that your business is active.

Step 5: Collect and Respond to Reviews

Reviews are one of the strongest local ranking factors and one of the most powerful trust signals for potential customers. Ask every satisfied customer to leave you a Google review — send a follow-up message with a direct link to your review page to make it as easy as possible.

Just as importantly, respond to every review — positive and negative. A thoughtful response to a negative review shows professionalism and often reassures potential customers more than a string of five-star reviews alone.

Step 6: Use the Posts Feature

Google Business Profile lets you publish posts — short updates that appear on your profile in search results. Use these to share promotions, new services, upcoming events, or helpful tips. Posting once or twice a week keeps your profile fresh and gives searchers a reason to engage.

Step 7: Enable and Answer Questions

The Q&A section of your profile allows anyone to ask questions — and anyone to answer them. Monitor this section regularly and answer questions promptly. You can also add your own questions and answers preemptively to address common queries about your business.

Why This Matters for Local Search

Google Business Profile is the primary driver of the local map pack — the three business results that appear prominently at the top of local searches. Appearing there, rather than buried in organic results, can be transformational for a local business. The businesses that appear consistently are those with complete, active, well-reviewed profiles.

Setting up your profile takes a couple of hours, but optimising and maintaining it is an ongoing process. If you'd like help getting the most out of your Google Business Profile, get in touch with Eurasia Marketing — it's one of the first things we tackle for every new client.

How to Set Up and Optimise Your Google Business Profile