When someone nearby searches “plumber near me” or “best tacos in Raleigh”, the first thing they usually see isn’t a website. It’s a map with three businesses pinned on it. Those listings come from Google Business Profile, and it’s free.

If your profile is missing, half-finished or out of date, those customers go to whoever’s pinned instead. The good news: setting it up properly takes an afternoon, and you only have to do the big part once.

Step 1: Claim or create your profile

Go to google.com/business and sign in with the Google account you want to manage the business with. Use an account you’ll keep for years, ideally one tied to your business email rather than a personal one an employee could walk away with.

Search for your business name. Google may already have a listing for you, built from public information. If it does, claim it. If not, create a new one.

Step 2: Pick the right category

Your primary category is one of the strongest signals Google uses to decide which searches you show up for. Choose the most specific one that fits what you mainly do: “Barber shop” rather than “Beauty salon”, or “Landscaper” rather than “Contractor”.

You can add a few secondary categories for other things you genuinely offer. Don’t add categories just to show up in more searches. Irrelevant ones can work against you.

Step 3: Tell Google where you work

  • Customers come to you (a shop, salon or restaurant): add your street address so you appear on the map.
  • You go to customers (cleaning, lawn care, handyman): set a service area of the cities or counties you cover, and hide your home address.
  • Both: add your address and your service area.

Step 4: Verify

Google needs to confirm you’re the real owner before your profile goes fully live. Depending on your business, it may ask you to record a short video of your location and equipment, or verify by phone, text, email or a postcard in the mail. Follow the option Google offers you. Verification can take anywhere from minutes to a couple of weeks.

Step 5: Fill out everything

A complete profile gives customers what they need to choose you, and gives Google more reasons to show you. Work through each section:

  • Business name: your real-world name exactly as it appears on your sign. Adding keywords or city names to it (“Joe’s Plumbing Best Raleigh Plumber”) breaks Google’s guidelines and can get your profile suspended.
  • Phone number and website: use a number you actually answer. Link to your website so people can learn more and contact you.
  • Hours: regular hours plus holiday hours. Few things lose a customer faster than showing up to a closed door.
  • Services or products: list what you offer, with short descriptions and prices if you like.
  • Description: a few plain sentences about who you serve, what you do and what makes you different.
  • Photos: your storefront, your team, your work and your space. Real photos beat stock photos every time.

Step 6: Keep it alive

Google describes local ranking as a mix of three things: relevance (how well your profile matches the search), distance (how close you are) and prominence (how well known and well reviewed you are). You can’t move your shop closer, but you can keep working on the other two:

  1. Ask happy customers for reviews, and reply to every review, good or bad. Our guide on getting more Google reviews the right way walks through it.
  2. Add new photos every month or so.
  3. Post updates about offers, events or seasonal services.
  4. Keep your details current. Changed your hours or phone number? Update the profile the same day.

Make sure it matches your website

Google cross-checks your profile against your website and other listings around the web. Your business name, address and phone number should read exactly the same everywhere: on your profile, your website, Facebook, Yelp and anywhere else you’re listed. Mismatches confuse customers and search engines alike. For more on the website side, read how to show up in “near me” searches.

Your website matters here too. Your profile gets people’s attention, and your website is where they decide to call. If yours is missing key information or hard to use on a phone, start with our checklist of what every local business website needs.

Rather hand this off?

If you’d rather spend the afternoon on your business than on settings screens, our Local Hero plan includes setting up and optimizing your Google Business Profile, along with a website we build and keep updated for you. Compare plans or see a free demo of your new site.