According to data from BrightLocal, the top three most trusted platforms for researching local businesses are Google, Google Maps, and a business’s website. Considering the top two platforms are Google-related, ensuring your Google Business Profile (formerly called “Google My Business”) is set up and optimized for local search only makes sense.
Let’s walk through how to set up and verify your Google Business Profile, what needs to be optimized, and how to use the tool to increase your business's visibility and traffic in 2025 and beyond.
Table of Contents:
- What is a Google Business Profile
- Setting Up Your Google Business Profile: A Step-by-Step Guide
- Optimizing Your Google Business Profile for Maximum Visibility
- Google Business Profile Best Practices and Tips for 2025
- Google Business Profile FAQs
What Is a Google Business Profile?
A Google Business Profile is a free business listing tool. It makes it easy for customers to find you online through Google Search and Google Maps, see your business information, and see how other customers rate you.
Think of any business you’ve ever Googled. Do you know that nice little business block with photos, hours, and customer reviews? That’s a Google Business Profile.
A Google Business Profile will significantly boost your online visibility and attract more customers when it's set up and optimized for search, especially for local businesses.
Why Is Google Business Profile Important for Businesses?
Aside from giving your business credibility and verification, there are several advantages to creating a Google Business Profile.
- Local SEO: With a Google Business Profile, your business will appear in local search results and on Google Maps. When users search for products or services that align with what you offer in your area, your business profile will be displayed prominently, driving more organic local traffic to your website.
- Increased website traffic: On a similar note, a Google Business Profile will also generate more overall traffic to your business, making it beneficial to your website’s SEO. The more Google knows about your business, the better it can position your website in search results.
- Customer reviews: Customer reviews play a significant role in shaping the perception of your business. A Google Business Profile allows customers to leave reviews and ratings, which can build trust and credibility for your small business. Positive reviews act as powerful social proof, encouraging others to choose your products or services. Tip: Need to beef up your Google reviews? Ask prior customers, friends, or family to leave one.
- Accurate information: A Google Business Profile ensures your business information is accurate and up-to-date. It includes essential details like your business name, address, phone number, website, and hours of operation. This isn’t something that should be overlooked as a business owner. Your customers will appreciate it (think of the last time you Googled a business without their hours listed — amateur hour indeed!)
Setting Up Your Google Business Profile: A Step-by-Step Guide
If you don’t already have a Google Business Profile, you can easily add or claim yours for free.
Follow this step-by-step guide to set up and optimize your Google Business Profile.
Step 1: Sign in to Your business Google Account
If you don’t have a business account, you’ll need to create one to make your free Google Business Profile.
Step 2: Go to Google Business Profile
Next, go to Google Business Profile. Here is where you’ll add or claim your Google Business Profile. After you set up your profile, you can manage all of the details from here.
Step 3: Enter Your Business Name
Type in your business name. If your business name appears in the drop-down menu as you type, select it. If not, continue entering your business name to get it added.
Step 4: Choose Your Business Type
Select the category that best describes your business. Your options are:
- Online retail business
- Local store (this also includes restaurants)
- Service business
Choose all that apply.
These categories help Google understand what your business is so it can accurately display it on local maps and present it to relevant customers through search. Not sure which category to choose? No sweat. You can always change this later.
You’ll also need to describe your business even further by entering your business category. As you type, business categories will auto-populate. Choose the one that applies to your business.
Step 5: Add Your Business Location
If you have a physical store or office that customers can visit, enter your business address. If you operate online or don't have a physical location, you can still set up a service-area business and specify the regions you serve.
This step is critical for establishing a local presence and increasing local SEO. In fact, 76% of people who search for a business nearby end up visiting that business within a day.
Step 6: Provide Contact Information
Enter your business phone number and website URL. This information will be displayed on your Google Business Profile, so make sure it’s accurate and public. These details make it easy for customers to contact you and find more information about your products or services.
Verifying Your Business
Once you’ve entered your basic business details, Google requires you to verify your business. This step is to ensure your business is authentic and is important to complete if you want to establish trust and credibility with customers.
The verification process is typically done through one of the following methods:
- Phone or text
- Video recording
- Live video call
Google automatically determines the verification method option based on your business details.
Completing Your Profile Basics
Complete your profile by adding essential business information. Not sure what to include? Think of the information you have on your website. This can include business hours, service areas, or detailed business categories.
If you don’t have a website yet, Durable has the perfect tool.
After completing your Google Business Profile, input it on Durable’s Google Business Profile Website Builder to generate a ready-to-publish website based on your profile information.
This is the quickest and easiest way to get both your Google Business Profile and your website up and running.
Optimizing Your Google Business Profile for Maximum Visibility
Once your Google Business Profile is set up, it’s important to optimize it for success. Here are a few ways to get the most visibility and traffic out of your profile.
#1. Use Keywords Strategically
Using the right keywords is essential when you want people to find you online. Include relevant keywords in your business name, description, or services.
For example, this Austin-based plumbing business, Beyond Wow Plumbing, doesn’t have “Austin” in its business name. However, it added “Austin, TX” to its Google Business Profile title and it’s one of the first listings to appear in search.
When considering which keywords to include and where to add them, make sure you use them naturally in a sentence. The last thing you want is to be penalized by Google for keyword stuffing. Decide on a few keywords and add them in meaningful places like your business name and description.
#2. Add a Complete Business Description
Next, create a clear, compelling, and keyword-rich business description. After customers discover your business profile and start researching what you offer, they’ll want to read about your business. This is your chance to position your business by addressing what they’re looking for while also explaining your unique value proposition.
For example, this landscaping business touches on customer emotions with sentences like “we transform outdoor spaces into beautiful, functional areas that enhance your property’s value.” They also insert keywords that stand out, such as “the leading landscaper in Great Hills, Austin.”
#3. Choose the Right Categories
Another way to ensure your profile shows up in customers’ search results is to choose the right business categories. Not only do these categories need to match customer searches, but they also help Google decide who to show your business to.
Your primary category is your what your business is, like a cleaning business. The secondary categories go into more detail, for example, a residential cleaning business or a commercial cleaning business.
#4. Use High-quality Photos and Videos
Another element that can make your Google Business Profile stand out is high-quality visuals. Business owners can add their own photos and videos to attract customers.
If you have a physical location, consider adding photos of the exterior and interior. Not only does this help customers get an idea of your space, but it also helps them identify it when they visit.
You can also add images of products or services to help customers get to know your offerings.
Tip: Keep these photos updated regularly. Whether you redesigned your store or have new services, remove outdated images. The more recent the photos and videos are, the more customers trust that you’re a legitimate and active business.
#5. Engage with Customers on Google Business Profile
One of the best things about a Google Business Profile is that it helps you connect with customers. To get the most out of this free opportunity, engage with potential and existing customers alike.
A good starting point is by responding to customer reviews. Business owners (or a designated person on your team) should reply to every review, good or bad. Responding to positive reviews is a great way to showcase your appreciation and gratitude for customers.
When responding to negative reviews, remember that potential customers can see how you respond and may make their judgments based on your response alone. Use negative reviews as an opportunity to collect feedback and mitigate the situation professionally. As long as you demonstrate an effort to listen and understand your customers, it shows that you care.
You can also engage with customers through the Q&A section. People use this feature to ask questions about the business such as hours, address, or even pricing. Business owners should answer these questions promptly to provide the most accurate and up-to-date information. If you start to notice frequently asked questions, add those answers to your Profile.
Google Business Profile Best Practices and Tips for 2025
Here are some best practices and tips to follow to make sure your Google Business Profile stands out and generates traffic for your business in 2025.
#1. Stay Updated on New Google Business Profile Features
If there’s one thing we know about Google, it’s that it’s always evolving. Even the name has changed from “Google My Business” to “Google Business Profile.”
It’s important to stay on top of the latest changes or new features so you can implement them and optimize your profile accordingly.
One easy way to stay updated on its features is by ticking off this box below when you set up your account. This allows you to stay updated and get frequent tips for improving your Business Profile.
#2. Focus on Local SEO Trends
Google’s power for local businesses is not to be overlooked. As a local business, it’s critical to use local SEO to your advantage, especially considering a majority of consumers use Google to find information on local businesses.
Stay on top of relevant searches in your area. You can track specific keywords related to your business using Durable’s built-in SEO tools. Durable’s SEO Optimizations allow you to see which keywords are best for your website, which you can then incorporate into your Business Profile.
#3. Maintain Consistency Across Platforms
When you consider the fact that Google and your business website are the top platforms your customers trust to find information about you, they must match.
Make sure that your business information is consistent across all of your platforms. Whether a customer finds your business hours through Google, your website, or social media, they should all say the same thing.
#4. Integrate Google Business Profile with Other Digital Marketing Strategies
Your Google Business Profile is another marketing tool that can be used to inform your strategy. For example, you can turn positive Google reviews into shareable social media content.
You should also highlight your Google Reviews on your website. With Durable, you can seamlessly add Google Reviews to your website.
You can also add user-generated content created from social media to your Business Profile. If you have an email marketing list, you can embed Google Maps so subscribers can easily find your business.
Whether you use email marketing, paid ads, social media, or a combination of them all, Google Business Profile can be integrated into your marketing efforts.
Google Business Profile FAQs
What is Google Business Profile?
Google Business Profile is a free business listing tool that allows local businesses to show up in Google Search, Google Maps, and other Google apps.
How do I set up a Google Business Profile?
You can set up a Google Business profile for free using a Google account. If you don’t already have a Google account, sign up for one then visit Google Business Profile to add or claim your profile.
How does Google Business Profile impact my local SEO ranking?
The more detailed and accurate your Google Business Profile is, the better your business will rank in local searches. Google uses the information you provide to categorize your Business Profile and show it to customers in Google Search and Google Maps.
Is Google Business Profile free to use?
Yes, Google Business Profile is free to use. All you need is a Google account to add or claim your profile.
For local businesses, a Google Business Profile is as essential as a website. Make sure you have a Business Profile set up, optimized, and regularly updated to increase your visibility in local searches and drive more traffic to your business online and in person.
Generate your free business website from your Google Business Profile with Durable. All you need to do is enter what your Google business is and we generate an entire website for you in 30 seconds. No more writing website copy, waiting for web designers, or spending thousands of dollars.
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