A Google Business Profile is often the very first impression a potential customer has of your business — before they ever visit your website. Here's how to set one up properly and get real value from it.

What is a Google Business Profile

It's the free listing that appears on Google Maps and in local search results, showing your business name, location, hours, reviews, photos, and contact options. It directly determines whether you show up in the "map pack" — the 3 businesses shown at the top of local search results.

Setting it up

  1. Go to Google Business Profile Manager and create a profile using your exact, real business name.
  2. Choose the most accurate primary category, plus relevant secondary categories.
  3. Add your address (or service areas if you don't have a public storefront).
  4. Add your phone number and website.
  5. Set accurate business hours.

Getting verified

Google needs to confirm your business is real before your profile is eligible to rank. Verification usually happens by postcard mail, phone, or email, depending on your business type. This step is mandatory — an unverified profile has very limited visibility.

Optimizing it properly

  • Write a keyword-aware description — mention what you do and where you operate naturally, without stuffing keywords unnaturally.
  • Add real photos — of your location, team, or completed work. Profiles with photos get significantly more engagement.
  • List your services/products — be specific rather than generic.
  • Use Google Posts — short updates that show your profile is active.
  • Respond to reviews — both positive and negative, professionally.

Common mistakes

  • Using a keyword-stuffed business name (e.g. "Company Name Best Solar Abuja") — this violates Google's guidelines and can get a profile suspended.
  • Leaving the profile incomplete — missing hours, categories, or descriptions all limit visibility.
  • Never posting or updating — inactive profiles rank worse over time.
  • Ignoring negative reviews instead of responding professionally.

If you'd rather this be handled for you correctly the first time, see our Google Business Profile Setup service.