Google Business Profile: The Complete Guide for Local Businesses

When someone searches for "plumber near me" or "best pizza in Chicago," what shows up first?

Not regular search results. The map. The three businesses Google chooses to feature prominently with photos, reviews, and contact information.

This is called the Local Pack, and it's powered by Google Business Profile (formerly Google My Business). If you're a local business and you're not optimizing your profile, you're invisible to nearby customers.

This guide covers everything you need to know to claim, optimize, and leverage your Google Business Profile.

What Is Google Business Profile?

Google Business Profile is Google's free tool for managing how your business appears across Google Search and Google Maps.

When you search for a business by name, the box on the right with photos, hours, reviews, and contact info? That's a Google Business Profile.

When you search "coffee shop near me" and see a map with businesses listed below? Those are Google Business Profiles.

For local businesses, this is arguably more important than your website. Many customers never click through to your site - they call you directly from Google or get directions from Maps.

Why It Matters

1. It's Where Customers Find You

• 46% of all Google searches have local intent
• 88% of local business searches on mobile result in a call or visit within 24 hours
• The Local Pack appears above organic search results

2. It Builds Trust

A complete, well-maintained Google Business Profile signals legitimacy. Reviews, photos, and accurate information help customers trust you before they ever visit.

3. It's Free Marketing

You can't buy your way into the Local Pack (mostly). It's based on relevance, distance, and prominence. Small businesses can compete with bigger companies.

How to Claim Your Profile

Step 1: Go to Google Business Profile

Visit google.com/business and click "Manage Now."

Step 2: Search for Your Business

Google may already have a listing for you based on web data. Search for your business name.

• If found: Claim the existing listing
• If not found: Create a new one

Step 3: Verify Your Business

Google needs to confirm you're the actual owner. Verification options include:

• Postcard by mail: Google sends a code to your business address (most common)
• Phone: Automated call or text with a verification code
• Email: For some businesses
• Video: Record a video showing your business and location
• Instant: If you've verified your website with Google Search Console

Verification typically takes 1-2 weeks for postcard, instant for other methods.

Optimizing Your Profile

Once verified, it's time to make your profile work harder. Here's what to optimize:

Business Name

Use your real business name. Don't stuff keywords.

Good: "Joe's Plumbing" Bad: "Joe's Plumbing - Best Plumber in Chicago - 24/7 Emergency Service"

Google can suspend profiles that violate naming guidelines.

Category

Choose the most specific category that fits your primary business.

If you're a "Pizza Restaurant," don't just pick "Restaurant." The more specific, the better Google can match you with relevant searches.

You can add secondary categories too, but your primary category matters most.

Business Description

You get 750 characters to describe your business. Use them wisely:

• Lead with what you do and where
• Include key services
• Mention what makes you different
• Don't stuff keywords unnaturally

Example:

"Joe's Plumbing has served Chicago homeowners for over 20 years. We specialize in residential plumbing repairs, water heater installation, and emergency services. Family-owned and operated, we pride ourselves on honest pricing and same-day service."

Address and Service Area

If customers visit you: Enter your exact address.

If you go to customers: You can hide your address and show a service area instead (e.g., "Serves Chicago and surrounding areas within 25 miles").

Hours

Keep these accurate and updated. Include:

• Regular hours
• Holiday hours (update these!)
• Special hours for different services

Phone Number

Use a local phone number when possible. Customers and Google both prefer local numbers over toll-free.

Website

Link to your website. Make sure the URL is correct and leads to a working page.

Photos

Profiles with photos get 42% more requests for directions and 35% more clicks to websites.

Upload:

• Exterior photos (helps customers recognize your location)
• Interior photos
• Team photos
• Product/service photos
• Your logo as the profile photo

Tips:

• Minimum 720x720 pixels
• Well-lit, high quality
• Show real people and real work
• Update regularly (quarterly at minimum)

Services/Products

List your specific services with descriptions and prices (if applicable). This helps Google match you with relevant searches.

Attributes

Select all relevant attributes:

• "Wheelchair accessible"
• "Free Wi-Fi"
• "Women-owned"
• "Veteran-owned"
• Industry-specific options

These appear on your profile and help with specific searches.

Managing Reviews

Reviews are the lifeblood of local SEO. They affect rankings AND conversion rates.

How to Get More Reviews

1. Ask at the right moment: Right after a successful service
2. Make it easy: Send a direct link to your review page
3. Follow up: A polite reminder email 2-3 days later
4. Train your team: Everyone should know to ask

Getting Your Review Link

In your Google Business Profile dashboard, go to "Ask for reviews" to get a short link you can share.

Responding to Reviews

Respond to every review - positive and negative.

For positive reviews:

• Thank them specifically
• Mention something personal about the service
• Keep it genuine (not copy-paste)

For negative reviews:

• Respond quickly
• Stay professional (never defensive)
• Acknowledge the issue
• Offer to make it right offline
• Don't argue publicly

Example response to negative review:

"We're sorry to hear about your experience, [Name]. This isn't the service we aim to provide. Please call us at [phone] so we can make this right."

Can You Remove Bad Reviews?

Only if they violate Google's policies (spam, fake, off-topic). You can flag reviews for removal, but Google rarely takes them down.

Focus on getting more positive reviews to outweigh the negatives.

Google Posts

Think of Google Posts like social media for your business profile. They appear directly in search results.

Types of Posts

• What's New: General updates
• Events: Upcoming happenings
• Offers: Sales, discounts, specials
• Products: Highlight specific items

Best Practices

• Post at least weekly
• Use high-quality images
• Include a call-to-action
• Keep text under 300 words (about 150 is ideal)
• Posts expire after 7 days (except events)

Q&A Section

Anyone can ask questions on your profile - and anyone can answer them. This can be a problem if competitors or random people answer incorrectly.

Take Control

1. Check your Q&A regularly
2. Answer questions promptly
3. Seed your own FAQs (yes, you can ask and answer questions on your own profile)
4. Upvote correct answers to keep them visible

Tracking Performance

Google provides free insights showing:

• How customers search for your business
• Where they find you (Search vs. Maps)
• What actions they take (website clicks, calls, direction requests)
• Photo views compared to competitors

Check monthly and track trends over time.

Common Mistakes to Avoid

1. Ignoring Your Profile

Claiming it isn't enough. Update it regularly. Respond to reviews. Add photos.

2. Wrong Category

Being in the wrong category tanks your visibility for relevant searches.

3. Inconsistent Information

Your name, address, and phone (NAP) should be identical everywhere - website, social media, directories, and Google Business Profile.

4. Fake Reviews

Buying reviews or having friends leave fake ones violates Google's policies. You risk suspension.

5. Keyword Stuffing

Don't cram keywords into your business name or description unnaturally. Google penalizes this.

Google Business Profile Checklist

Setup

• [ ] Claim and verify your listing
• [ ] Choose accurate primary category
• [ ] Add complete address or service area
• [ ] Add phone number and website
• [ ] Write compelling business description

Optimization

• [ ] Add 10+ high-quality photos
• [ ] List all services with descriptions
• [ ] Select relevant attributes
• [ ] Set accurate hours including holidays

Ongoing

• [ ] Respond to all reviews within 48 hours
• [ ] Post updates at least weekly
• [ ] Monitor and answer Q&A
• [ ] Update photos quarterly
• [ ] Check insights monthly

The Bottom Line

Your Google Business Profile is often the first interaction potential customers have with your business. It can make or break whether they call you or your competitor.

The good news: optimization doesn't require special skills or a big budget. It requires attention and consistency.

Spend 30 minutes setting up your profile properly. Then spend 15 minutes a week maintaining it. That small investment can dramatically increase your local visibility.

Once your profile is optimized, focus on building local citations and getting more Google reviews to strengthen your local presence. And make sure your NAP is consistent across all platforms.

For a comprehensive overview of local search optimization, read our complete local SEO guide. Or explore our local SEO services to see how we help businesses in cities like Chicago and Houston dominate local search.

Need personalized help? Let's talk about getting your business found by more local customers.