Google Business Profile: a complete setup and optimisation guide
How to claim, verify and fill in your Google Business Profile the way Google asks, then keep it working with photos, reviews and a ten-minute weekly routine.
Claim your Google Business Profile, verify it, and fill in every field accurately: the real business name, the most specific category, your address or service area, hours, services and a description of up to 750 characters. Add photos of real work, ask every happy customer for a review with a link or QR code, and reply to every review. Then spend ten minutes a week on new photos, a post and your hours. Google says complete and accurate profiles are more likely to show up in local results.
- Google ranks local businesses on relevance, distance and prominence. You control relevance and prominence.
- You cannot pay Google for a better local ranking.
- Use your real business name. Adding keywords to it breaks Google’s rules.
- The description can be up to 750 characters and cannot contain links.
- Ask for reviews with a link or QR code, and never offer a reward for one.
- A profile needs ten minutes a week: reply, ask, add a photo, check hours, post.
Key terms explained (13)
- Google Business Profile
- Your free business listing on Google Search and Google Maps. It used to be called Google My Business.
- Verification
- The step where Google confirms the business is real and that you manage it, by phone, text, email, video or postcard.
- Local ranking
- Where your business appears when someone nearby searches on Google.
- Relevance
- How well your profile matches what the person searched for.
- Prominence
- How well known your business is. Reviews, ratings and links to your website all count.
- Primary category
- The main label that tells Google what kind of business you are, such as Plumber or Hair salon.
- Service area
- The towns or postal codes you travel to, used when customers do not come to your address.
- Attributes
- Short facts on your profile, such as wheelchair access or online estimates.
- Special hours
- Temporary hours for a holiday or an unusual day.
- Post
- A short update, offer or event you publish on your profile.
- QR code
- A square barcode that opens a web page when someone points a phone camera at it.
- Review link
- A web address that takes a customer straight to the box where they write a Google review of your business.
- Performance
- The part of your profile that shows searches, views, calls, direction requests and website clicks.
When someone searches for “plumber near me” or types your business name into Google, the box with your name, hours, photos and reviews is your Google Business Profile. For many local businesses it gets seen more often than the website does. It is free, and most profiles are only half filled in.
This playbook walks through the whole job: claiming and verifying the profile, filling in every field the way Google asks, adding photos, getting and answering reviews, and a ten-minute weekly routine to keep it fresh.
What a Google Business Profile is, and why it matters
A Google Business Profile is your free business listing on Google Search and Google Maps. It used to be called Google My Business. You manage it yourself, and you do not need a website to have one.
Google explains how it chooses which local businesses to show in its guide to local ranking. It names three factors:
Two lines from that page are worth remembering. First: “Businesses with complete and accurate info are more likely to show up in local search results.” Second: “There’s no way to request or pay for a better local ranking on Google.” Anyone who promises to buy you the top spot on the map is not telling the truth.
Google also says that “more reviews and positive ratings can help your business’s local ranking.” So the work in this playbook comes down to three things: complete information, real reviews and regular activity.
Claim and verify your profile
Search Google for your business name. If a profile already exists, you will see a link to claim it. If not, create one at business.google.com. Use a Google account the business owns, not a staff member’s personal account.
Next comes verification, which is how Google confirms the business is real and yours. Google’s verification page lists four methods: phone or text, email, live video call, and postcard by mail. Google decides which ones you are offered, and some businesses need more than one.
If you are asked for a video, be at your business during opening hours and be ready to show three things:
- Your location: outside signs or a street sign.
- Your business or equipment: products, branded gear or the tools you use with customers.
- Proof you manage it: staff-only areas, a cash register or non-sensitive business documents.
Google says verification reviews “take up to 5 business days”. Until you are verified, you cannot see your performance numbers.
Fill in every field the way Google asks
To edit, search for your business name while signed in, select Edit profile, make your changes and save. Google’s edit page lists every field. Its guidelines for representing your business set the rules. This table puts the two together.
| Field | What to enter | Google’s rule |
|---|---|---|
| Business name | The name on your sign, website and invoices | No extra keywords, taglines, phone numbers or locations added to the name |
| Primary category | The most specific category that describes what the business is | Use as few categories as it takes to describe your core business |
| Address or service area | Your real address. If you travel to customers and have no shop, set a service area and hide the address | No P.O. boxes or virtual offices. Service areas should be within about 2 hours of driving |
| Hours | The hours customers can reach you | Appointment-only businesses should not list hours |
| Phone and website | A number that is answered and a link that works | Use the primary contact number for customers |
| Description | Who you help, what you do and where, in plain words | Up to 750 characters. No links. Do not focus on prices or promotions |
| Services | Each service you offer, with a short description | No prices, phone numbers or gibberish in service names |
| Attributes | Facts such as wheelchair access or online estimates | Only choose what is true for your business |
Three fields deserve extra care.
The name. Adding words such as “Best Plumber Toronto 24/7” to your name is the most common rule break. Google states: “Including unnecessary information in your business name isn’t permitted.”
The category. Google asks you to pick categories that finish the sentence “This business IS a”, not “This business HAS a”. A plumbing company IS a plumber. It is not a “water heater store” because it installs water heaters.
The services. Google’s services page explains that the editor suggests services based on your business type, and you can add your own. Each service is one more way your profile can match a search. If you also want each service to rank on your website, the service pages playbook shows how to build a page for each one.
Score your profile
Open your profile in another tab and tick what is already in place.
Profile completeness scorecard
Tick what your profile has today. You get a score and the next three things to fix.
The scorecard is a working checklist built from Google’s own help pages. It is not a Google score.
Add photos that show real work
Photos show a stranger that the business is real. Google's photo guidelines describe three types: a logo, a cover photo and business photos. The technical rules are short.
| Setting | Google's guideline |
|---|---|
| Format | JPG or PNG |
| File size | Between 10 KB and 5 MB |
| Recommended size | 720 pixels by 720 pixels |
| Minimum size | 250 pixels by 250 pixels |
| Quality | In focus and well lit, with no heavy filters |
What to photograph:
- Your work: finished jobs and before-and-after pairs, taken with the customer's permission.
- Your people: you and your team, in uniform or at work.
- Your place or vehicle: the shopfront, the van, the sign. This helps people recognise you when you arrive.
Use your own photos, not stock images. A phone photo of a real job is more convincing than a perfect picture of a stranger.
Get reviews, and reply to every one
Reviews do two jobs. Google counts them when it ranks you, and people read them before they call. The numbers below are from a survey of consumers in the United States, so treat them as a guide for Canada and not a measurement.
The same BrightLocal survey found that 83% of people who were asked for a review in the past year went on to write one. Most happy customers will do it. They are waiting to be asked.
How to ask
Google's tips for getting reviews say you can ask customers "to visit a Google link or scan a QR code". A QR code is a square barcode that opens a web page when someone points a phone camera at it. You can get your review link from your profile and print the code on an invoice or a card.
One rule is strict. Google lists "offering incentives, like free or discounted goods or services, in exchange for customers to post reviews" as prohibited. Do not offer a discount, a gift card or a prize draw for a review.
Hi [first name], thank you for choosing [business]. If you were happy with the work, would you leave us a short Google review? It takes about a minute and helps other people nearby find us: [review link]. Thank you, [your name]
The best moment to ask is the day the job is finished. The CRM automations playbook shows how to send this text without having to remember, and the follow-up scripts playbook has more versions.
How to reply
Google's advice is to reply so that you "show customers that their feedback matters". In the BrightLocal survey, 89% of consumers said they expect owners to respond. Keep replies short, use the customer's name and never argue in public.
Thank you, [name]. We are glad the [service] went smoothly. If you ever need us again, you know where we are. [Your name], [business]
[Name], thank you for telling us, and I am sorry this was your experience. This is not the standard we aim for. Please call me directly on [phone] so I can put it right. [Your name], owner
Thank you for the rating, [name]. We appreciate you taking the time. [Your name], [business]
Keep it fresh: the ten-minute weekly routine
A profile that was perfect two years ago now has old photos, old reviews and possibly the wrong hours. Set a weekly reminder and work through this list. Your progress is saved in this browser.
- Reply to every new review.
- Send review requests for the jobs finished this week.
- Add one new photo of real work.
- Check that the hours are right for the coming week, including any holiday.
- Publish one post, or check that the current offer has not expired.
- Look at the questions and messages people sent and answer them.
Posts. Google's posts page describes three types: Update, Offer and Event. To publish one, open your profile, select Posts, then Add post, choose the type, fill in the details and select Post. Google archives posts that are more than six months old, so a profile with no recent posts looks quiet. The fall marketing playbook shows how to use an Offer post in a seasonal campaign.
Special hours. Google's special hours page explains that special hours are a temporary schedule for holidays and unusual days. Google recommends confirming your hours for official holidays even when they match your regular hours.
Measure what the profile brings in
Once you are verified, open your profile and select Performance. Google's performance page lists what you can see:
- Searches: the words people used to find you.
- Views: how many people saw your profile on Search and Maps.
- Calls: how many times someone tapped the call button.
- Directions: how many people asked for directions.
- Website clicks: how many people clicked through to your site.
Write down calls, directions and website clicks on the first of each month. Those three numbers are people taking action. Views are nice, but views do not pay the bills. If you report to a client or a business partner, the marketing report playbook shows where these numbers go on a one-page report.
The profile is one part of being found locally. For the rest, including your website and other listings, work through the local SEO checklist.
Tools for the job
| Tool | Use it for | Cost |
|---|---|---|
| Google Business Profile | Creating, verifying and editing your profile | Free |
| Google Maps app | Editing your profile and replying to reviews from your phone | Free |
| Canva | A logo, a cover photo and a printed review QR card | Free and paid plans |
| Google Calendar | A weekly ten-minute reminder for the routine | Free |
| Google Search Console | Seeing which searches bring people to your website | Free |
Plans and pricing change. Check each tool's site for current details.
Frequently asked questions
Is a Google Business Profile free?
Yes. Creating, verifying and managing a profile costs nothing. Google also states that there is no way to request or pay for a better local ranking.
How long does verification take?
Google says verification reviews take up to five business days after you complete the steps. In rare cases it takes longer.
Can I put keywords in my business name?
No. Google asks for the real-world name used on your sign, website and stationery. Adding services, locations or taglines to the name is not permitted.
How many reviews do I need?
There is no set number. Recent reviews matter most: in a 2026 BrightLocal survey of US consumers, 74% said they only consider reviews from the last three months. Aim for a steady flow.
Can I offer a discount for a review?
No. Google prohibits offering free or discounted goods or services in exchange for reviews. Ask every happy customer, and make it easy with a link or QR code.
Do I need a website to have a profile?
No. A profile works on its own. A website helps, because it gives Google and customers more information about each service you offer.
Related playbooks
Browse every playbook on search and AI visibility, or see all marketing playbooks.
Sources
- Tips to improve your local ranking on GoogleGoogle Business Profile Help
- Verify your business on GoogleGoogle Business Profile Help
- Guidelines for representing your business on GoogleGoogle Business Profile Help
- Edit your Business ProfileGoogle Business Profile Help
- Manage your services on your Business ProfileGoogle Business Profile Help
- Manage your Business Profile photos and videosGoogle Business Profile Help
- Tips to get more reviewsGoogle Business Profile Help
- Create and manage posts on your Business ProfileGoogle Business Profile Help
- How to set special hoursGoogle Business Profile Help
- Understand your Business Profile performanceGoogle Business Profile Help
- Local Consumer Review Survey 2026BrightLocal · February 11, 2026
Remar Catapang is a full-funnel marketing strategist based in Ontario, Canada. He has worked in marketing since 2020 and continues to lead search, CRM automation, web, paid media and experiential campaigns for businesses in Canada, the United States, Australia, Egypt and the Philippines. His playbooks are based on that ongoing work. Questions about this playbook: remarcatapangjr@gmail.com
