If you’re running a local business and NOT showing up on Google, what are you even doing? It’s time to optimise your Google Business Profile (or Google My Business, as it’s formerly known as)—because it’s not just an online business card. But better. Because instead of crumpling it into their pockets after an awkward networking event, people are actually searching for it.
Think about it: when you’re hunting for a nice coffee shop, a nail salon, or a last-minute dog groomer because Molly just rolled in fox poo – what’s the first thing you do? You Google it. And if you’re not popping up in those local results, you’re basically invisible. Ouch.
Don’t worry though – I’ve got you on this! Follow this guide and I promise, you’ll start showing up more on Google in your local area.
Why Is Google My Business Important for Local SEO?
If you want local customers to find your business, your Google Business Profile is non-negotiable.
Your profile is what gets you on Google Search and Google Maps when people are actively searching (read: credit card in hand, ready to buy). But Google doesn’t just throw you up there for fun – it’s got standards.
Here’s what Google’s secretly judging you on:
- Relevance: are you what the searcher’s actually looking for?
- Distance: are you close enough to the searcher?
- Prominence: do you look legit and active?
- Quality: is your website up to scratch?
- Reviews: are people hyping you up?
And that’s not all. Google’s also checking:
- How often you update your profile (don’t ghost it).
- Whether your business info is consistent everywhere online (yes, even on that random directory you forgot you signed up).
- How specific your categories are – be niche, not vague.
Feeling overwhelmed yet? Don’t be – all you need to do is bookmark this page, and follow the steps I’m going to share with you.
How to Set Up and Verify Your Google My Business Profile
Getting your Google My Business profile up and running is the first step to getting found in local SEO.
Here’s how to set it up and verify it properly:
Step 1: Create Your Profile
- Go to the Google Business Profile website and sign in with your Google account.
- Click “Manage now” and enter your business name.
- If your business is already listed, claim it; otherwise, create a new profile.
Step 2: Add Your Business Details
- Enter your business category. Be specific!
- Add your business location, or specify a service area if you don’t have a physical storefront.
- Add your contact details, including phone number and website.
Step 3: Verify Your Profile
Verification proves to Google (and customers) that your business is legit.
These are the options:
- Postcard verification: Google will send a postcard with a code to your business address. Enter the code to verify.
- Phone/email verification: in some cases, Google may let you verify via phone or email.
- Instant verification: if you’ve already verified your business with Google Search Console, you might be eligible for instant verification.
Step 4: Optimise Key Sections
Once verified, update your profile with:
- Business hours (including holiday hours).
- High-quality photos of your business, products, or services.
- A description of your business with relevant keywords.
- Keep reading this blog for more local SEO optimisation tips
Tips for Optimising Your Google My Business Profile for Local SEO
Once your profile is set up and verified, the next step is optimisation.
These tips will help you rise above the competition and get your business seen where it counts.
1. Optimise Your Business Name with Keywords
Your business name is prime SEO real estate, so use it wisely. Instead of sticking to just your brand name, add a keyword-rich description.
- Example: Avalon Pilates → Avalon Pilates | Reformer Pilates Clapham
- Example: Stay Balanced → Stay Balanced | Alpaca Experiences & Glamping with Hot Tubs In South Wales
Just don’t overdo it – Google doesn’t love keyword stuffing. Keep it natural.
2. Keep Your Information Up to Date
Your profile details need to be accurate and up to date – no exceptions, not even on Christmas.
- Change in hours? Update them.
- New phone number? Fix it.
- Moved to a new location? Update the address ASAP.
This ensures potential customers can always find you (and keeps Google happy, too).
3. Choose the Right Categories
Be specific when picking your business categories.
For example, instead of just choosing “website designer” I picked categories that include the specific platform I work with “WordPress”.
If you’re a restaurant, you could pick options like “vegan”, “gluten-free”, “Mexican”, “Italian” etc.
The more precise you are, the better chance you have of appearing in relevant searches.
4. Add Products and List Services
Don’t be shy – show off what you’ve got! Add a full list of your services or products to your profile. This not only boosts visibility but also gives searchers a reason to pick you over competitors.
5. Utilise the Product Catalogue
Google’s product catalogue feature can turn browsers into instant buyers.
Upload photos, descriptions, and prices for your products or services, so people can shop with zero hassle. No discovery calls or endless email chains needed.
6. Add Your Contact and Link Social Media
Make it ridiculously easy for customers to reach you.
If you’re cool with random calls (bricks and mortar), slap your phone number on there.
But if, like me, you prefer avoiding the surprise “urgent” calls (read: not urgent at all), just link your social profiles and website instead. That way, people can DM, follow, or stalk your services without disturbing your flow.
7. Highlight Special Attributes
Got free parking? Pet-friendly? Women-owned? Highlight these things in your profile. These details can make a big difference to potential customers deciding where to go.
8. Add and Answer FAQs
Be proactive – add your own Frequently Asked Questions section.
- Use keywords in your answers to improve search visibility.
- Example: “Do you offer gluten-free options?” Answer: “Yes! Our bakery offers a wide range of gluten-free treats, freshly baked daily in Clapham.”
Also, respond to any questions customers leave publicly to show you’re on top of your game.
If you’re not sure which questions you need to be answering then I highly suggest typing in your service into Google and scrolling down to the People Also Ask section and answering the top ask questions on Google – top tip, also use these to create blog post ideas around these questions.
9. Publish Regular Posts and Geotagged Photos
Share updates, promos, or even blog content (hint: paste your blog post into ChatGPT to whip up a post-friendly version). And don’t forget to geotag your photos using Geoimgr (ideal size: 720px by 540px). It gives Google a nudge to show you some local love.
10. Encourage and Respond to Reviews
Got happy customers? Ask them for reviews!
Positive reviews build trust and help with SEO. Make sure to respond to all reviews (yes, even the salty ones).
11. Define Your Search Area
Got a local business but no physical location? Or an online business serving specific areas? Skip the address and define a service area instead. This way, you’ll still show up in all the right local searches.
Final Thoughts
Optimising your Google Business Profile is how you stop lurking in the shadows and start shining in local searches.
By making small but mighty changes – like adding keywords, geotagging photos, and staying on top of updates – you’re telling Google, “Hey, I’m serious about showing up.” And guess what? Google listens.
Put the effort in now, and you’ll not only attract more customers but also make your business the obvious choice when they’re ready to buy.
Google My Business FAQs
Why is my business not listed on Google Maps?
If your business isn’t showing up on Google Maps, here’s a quick checklist to troubleshoot:
- Make sure your profile is verified on Google.
- Double-check that your address is correct and up to date.
- Ensure your business meets Google’s guidelines.
Common reasons why your business might not appear:
- It isn’t relevant to the search query.
- Your location is too far from where the searcher is searching.
- Your business doesn’t rank high enough in prominence (e.g., reviews, activity).
- Your listing isn’t verified on Google Maps.
- You haven’t added specific category tags to your listing.
- You share an office space with another business, causing confusion.
- You recently added or updated your business location, and it’s still processing.
- Your listing has been suspended or disabled by Google.
How do I remove my business from Google Maps?
Log into your Google Business Profile, select your location, and follow the steps to remove or mark your business as closed.
How do I change my business location in Google Maps?
Edit your business address in the Google My Business dashboard and request verification if needed.
How do I claim my business on Google Maps?
Search for your business on Google Maps, click “Claim this business,” and follow the verification steps.
How do I put my business on Google Maps?
Set up a Google Business Profile, add your address or service area, and verify your listing to appear on Google Maps.
Is a physical address required to rank locally?
No! If you don’t have a physical location, just set a service area instead. This way, you’ll still pop up in local searches where it actually matters.
