Google Business Profile: The Free Tool Every Local Business Should Set Up Today

What Is a Google Business Profile (and Why Should You Care)?

If you’ve ever Googled something like “pizza near me” or “plumber in Spring TX,” you’ve seen those results at the top — the map with three businesses listed, complete with reviews, hours, photos, and a phone number.

That’s Google Business Profile in action. And it’s completely free.

Google Business Profile (formerly Google My Business) is a free tool from Google that lets you manage how your business appears in Google Search and Google Maps. When someone searches for your type of business in your area, your profile can show up right at the top — above the regular search results.

For local businesses, this is arguably the most important free marketing tool that exists. And setting it up takes about 15 minutes.

Why It Matters So Much

Here’s why Google Business Profile should be at the top of your to-do list:

It puts you on the map. Literally. When someone searches “near me” or includes a city name, Google prioritizes Business Profile results. If you’re not set up, you’re not in the running.

It shows up before websites. Google Business Profile results appear above organic search results. Even if a competitor has a better website, your profile can outrank them in local search if it’s better optimized.

It builds instant trust. A complete profile with photos, reviews, and accurate hours signals that your business is active and legitimate. An incomplete or missing profile signals the opposite.

It drives direct action. People can call you, get directions, visit your website, or book an appointment directly from your profile. No extra steps.

It’s free. No monthly fee. No setup cost. No catch. Google wants local businesses on its platform because it makes Google more useful.

How to Set Up Your Google Business Profile

Here’s the step-by-step process:

Step 1: Go to business.google.com

Visit business.google.com and sign in with a Google account. If you don’t have one, create a free Gmail account first.

Step 2: Search for your business

Google will ask you to search for your business. If it already exists (someone may have created a listing for you), you can claim it. If not, click “Add your business to Google.”

Step 3: Enter your business name and category

Type your exact business name and choose the category that best describes what you do. This is important — Google uses this to decide when to show your profile.

Good examples: “Restaurant,” “Plumber,” “Hair Salon,” “General Contractor,” “Dentist”

Step 4: Add your location

If customers visit your location (a restaurant, a shop, a salon), enter your full address. If you go to customers (a plumber, a landscaper, a mobile groomer), you can set a service area instead without showing your home address.

Step 5: Add your contact info

Enter your phone number and website URL. If you don’t have a website yet, add your phone number — and consider getting a website set up soon so you can add it later.

Step 6: Verify your business

Google needs to verify you actually own this business. Common verification methods: a postcard mailed to your address (takes 5-7 days), a phone call, or sometimes instant verification if you’ve already verified through Google Search Console.

*Step 7: Complete your profile

This is where most businesses stop — and where you can get ahead. Fill out everything:

– Business hours — Keep these accurate and updated

– Business description — Write 2-3 sentences about what you do and who you serve

– Photos — Add at least 5-10 high-quality photos (exterior, interior, products/services, team)

– Services or menu — List what you offer with descriptions

– Attributes — Check everything that applies (wheelchair accessible, free Wi-Fi, etc.)

7 Tips to Optimize Your Profile

Setting up your profile is step one. Making it work hard for you is step two.

1. Choose the right primary category. This is the single biggest factor in local search ranking. Be specific: “Mexican Restaurant” is better than “Restaurant.” “Emergency Plumber” is better than “Plumber.”

2. Add photos regularly. Businesses with photos get 42% more direction requests and 35% more website clicks. Add new photos monthly — team shots, completed projects, happy customers (with permission), seasonal updates.

3. Get reviews (and respond to them). Reviews are the second biggest ranking factor in local search. Ask happy customers to leave a Google review. And respond to every single one — positive and negative. A thoughtful response to a negative review can actually build more trust than a perfect 5-star rating.

4. Post updates. Google Business Profile has a “Posts” feature — like social media, but on Google. Share offers, events, new services, or helpful tips. Posts show up directly in your profile and signal to Google that your business is active.

5. Answer questions. The Q&A section on your profile is public. Monitor it and answer questions promptly. You can also add your own frequently asked questions proactively.

6. Keep your info updated. Changed your hours for a holiday? Update it. Added a new service? Add it. Got a new phone number? Change it immediately. Inaccurate info erodes trust fast.

7. Use Google’s insights. Google gives you data on how people find your profile, what they search for, what actions they take. Check this monthly — it tells you what’s working and what to improve.

Common Mistakes to Avoid

– Using a personal name instead of your business name. Your profile name should match your actual business name. Don’t keyword-stuff it (e.g., “Best Pizza Restaurant Spring TX” instead of “Mario’s Pizzeria”).

– Ignoring reviews. Especially negative ones. Unanswered negative reviews look terrible.

– Using stock photos. Real photos outperform stock photos every time. Take real pictures of your real business.

– Setting it and forgetting it. An inactive profile loses ranking over time. Update it monthly at minimum.

– Not verifying. An unverified profile has limited visibility and features. Complete the verification process.

Google Business Profile + A Website = The Best Combo

Google Business Profile is powerful on its own. But paired with a website, it becomes unstoppable.

Your profile drives visibility in local search. Your website provides the depth — full service descriptions, testimonials, blog content, booking forms. Google uses signals from both to determine your ranking.

Think of your Business Profile as the storefront window — it gets people’s attention. Your website is the store itself — it closes the sale.

If you only do one thing today, set up your Google Business Profile. If you do two things, get a professional website to pair with it. Together, they’ll drive more local customers to your business than any other marketing strategy.