Do you have a brick and mortar store that you would like to promote online? Or maybe you run a service-based business looking to show up when people in your area search for what you do? If so, then you need to be using Google Business Profile (which used to be called Google My Business). Google Business Profile is a free tool that allows businesses to create and manage a listing that shows up directly in Google Search and Google Maps. This listing can include your company’s name, address, phone number, website, hours of operation, photos, reviews, and more. If you haven’t touched yours in a while (or never set one up at all), now is the time.
- What is Google Business Profile and why should you use it?
Google Business Profile is a free tool that allows businesses to manage their online presence across Google, including Search and Maps. By creating and verifying your business listing, you can control what information people see when they search for your business on Google. You can also use Google Business Profile to post updates about your business, such as special offers, events, or new content you’ve published.
Customers can leave reviews about your business directly on your profile, and in 2026 this matters more than ever. Reviews are one of the biggest factors in local search rankings, and they’re often the first thing a potential customer looks at before deciding whether to reach out. Beyond reviews, Google has continued to add features to Business Profile over the years, including messaging, product listings, service menus, and Q&A sections. The more complete and active your profile is, the more Google rewards you with visibility. For these reasons, it is absolutely worth taking the time to set up, verify, and regularly maintain your Google Business Profile listing.
An example of a Google Business Profile. Notice that it comes up at the same level as their Ads – and we didn’t even pay Google anything for this.
- How to create a listing for your business
Creating a Google Business Profile listing is simple and only takes a few minutes. First, you’ll need a Google account if you don’t already have one. Once you’ve done that, go to https://www.google.com/business/ and click “Manage now.” Enter your business name and address, then choose a primary category from the list provided. Picking the right category is important because it directly affects which searches your listing shows up for, so take a minute to find the one that most accurately describes what your business does. You’ll also need to verify your listing, which we’ll cover in a moment.
If you don’t have a physical location for your business, you can still create a Google Business Profile listing. Just select “I deliver goods and services to my customers” when asked about your business location. You’ll then be able to enter your service area and choose how you would like customers to contact you. This is especially useful for service-area businesses like contractors, consultants, and mobile service providers who go to their clients rather than the other way around.
- What information should be included in your listing
First, make sure to include your business name, address, and phone number. This basic contact information will ensure that potential customers can reach you. It’s also important that this information matches exactly what’s on your website and any other directories you’re listed on. Google cross-references this data, and inconsistencies can hurt your local rankings.
Next, add a detailed description of your business. What do you do? What are your unique selling points? Why should potential customers choose you over your competitors? This is your chance to sell yourself, so make sure to include information that will grab attention. Think about the questions your best customers asked before they hired you, and answer those right here.
Then, add photos of your business. Customers like to see what they’re getting before they make a purchase or pick up the phone, so including photos is a great way to build trust before they ever talk to you. You can add photos of your products, your store or office, your team at work, completed projects, or anything else that would be relevant to potential customers. Google has said that businesses with photos receive significantly more clicks and direction requests than those without.
Finally, don’t forget to include your business hours and website address. Customers need to know when you’re open for business, and they’ll want to visit your website before reaching out. Also take advantage of the services or products sections if they apply to you. The more fields you fill out, the more complete Google considers your profile, and completeness is a ranking factor.
- How to verify your business listing
Google requires you to verify your business before your listing goes fully live. The verification methods have expanded over the years. Depending on your business, Google may offer verification by phone, email, text, video recording, or even instantly if your business is already connected to Google Search Console. The old postcard-by-mail method still exists for some businesses, but it’s becoming less common.
If you’re offered video verification, don’t overthink it. Google is just looking for you to show your business location, signage, and proof that you’re a real operation. It doesn’t need to be a production. Just walk through your space with your phone camera for a minute or two and you’ll be good.
Once you’ve completed verification through whichever method is available to you, your listing will go live and you can start adding information and optimizing.
Once you’ve created and verified your Google Business Profile listing, you can start optimizing it for SEO. Here are a few tips:
– Use keywords in your business name and address if appropriate. This will help potential customers find your listing when they search for businesses like yours. For example, Sharp Guys Web Design is listed as Sharp Guys Indianapolis Web Design because our largest market is here in Indianapolis. Don’t just throw keywords in willy nilly or it is likely to be rejected by Google or seen as spammy.
– Include keywords in your business description. Again, this will help potential customers find your listing when they search for businesses like yours. On this one, feel free to use the keyword and keyword phrase derivatives throughout. Just make sure it doesn’t read like an idiot wrote it that doesn’t know how to use other words. Remember, local folks are going to see this description of your business.
– Add more photos routinely. Google loves showing off imagery for companies. If you don’t have photos of your business because your product or service isn’t physical, get creative. Try to utilize unique imagery, so even if you use stock images, crop it, run it through a filter, or do something to make it your own. Change the file name to something descriptive before uploading it. Unique images are far more worthwhile than stock stuff other people use. A good rule of thumb is to add a few new photos every month. It signals to Google that your business is active and keeps your profile looking fresh.
– Post updates regularly. Google Business Profile has a Posts feature that lets you share updates, offers, events, and articles directly on your profile. Think of it like a mini social media feed that shows up right in search results. Most businesses completely ignore this feature, which means if you use it even once or twice a month, you’re already ahead of the competition. Share a recent project, a blog post, a seasonal promotion, or just a quick update about your team.
– Encourage your customers to leave reviews. Reviews are one of the most powerful tools you have for local SEO in 2026. They build trust with potential customers and they directly influence where you show up in local search results. Reach out to clients with your review link so when people go, they are instantly brought to a screen to leave a star rating for your company along with any words they’d like to share. Google provides the code you can use to get reviews on your Google Business Profile page admin area – you’ll find it when you click this button. Note: Google’s policies specifically say you shouldn’t coerce your clients into getting these reviews by giving gift cards, extra services, etc.
Once your clients leave a review, reply to them as the owner. Every single one. Google likes to see this as it displays owner engagement, and it also shows potential customers that you actually care about the people you work with. A quick “Thanks, we loved working with you on this project!” goes a long way.
– Keep an eye on your Q&A section. Anyone can ask (and answer) questions on your Google Business Profile. If you’re not monitoring this, random people on the internet might be answering questions about your business for you, and not always accurately. Check in on this regularly and answer questions yourself so potential customers are getting the right information.
Why All of This Matters
In my estimation, updating your Google Business Profile is still the lowest hanging fruit any business can do to make a direct impact on their bottom line. We use a tracking code to figure out how many of our website leads come from Google Business Profile clicks and it turns out, about half. That means a huge portion of our client base was built off the optimization we have done on our Profile over the years. The best part is that it’s completely free. You don’t need to spend a dime on ads to show up in local search results with a well-optimized profile.
If you take one thing away from this article, let it be this: your Google Business Profile is often the very first impression someone has of your business. Before they see your website, before they read your reviews on other platforms, they see your profile in Google Search or Maps. Make sure it represents you well, keep it updated, and treat it like the valuable piece of online real estate that it is.
