Your Google Business Profile: What It Is, How to Set It Up, and How to Keep It Working

What is a Google Business Profile?

When you search for a local business or trade on Google - a plumber, a hairdresser, a cafe - you'll often see a panel appear on the right side of the results, or a row of map listings near the top. That information comes from Google Business Profile (previously called Google My Business).

It shows your business name, address, phone number, opening hours, photos, reviews, and a link to your website. It's one of the first things a potential customer sees - often before they've even clicked on anything.

And it's completely free to set up and manage.

Why it matters more than most businesses realise

A lot of local businesses focus on social media because it feels familiar. But when someone types "electrician near me" or "best cafe in Middlesbrough" into Google, it's your Business Profile that determines whether you show up - not your Facebook page.

People searching this way are ready to make a decision. They're not browsing - they're looking for someone to call or visit. If you're not appearing in those results, that business is going elsewhere.

Reviews live here too. A business with 40 reviews and a 4.8 rating will consistently win over one with no profile at all, even if the work is just as good.

How to set one up

Go to business.google.com and sign in with a Google account. If you already have one for Gmail or Google Analytics, use the same one - it keeps things tidy.

You'll be asked to:

• Enter your business name and category
• Add your address (or set a service area if you work from home or travel to customers)
• Add your phone number and website
• Verify your business - usually by postcard, phone, or video

Verification can take a few days if Google sends a postcard, so it's worth starting sooner rather than later.

What to do once it's live

Setting it up is only half the job. Google rewards profiles that are active and complete. Here's what actually makes a difference:

Keep your information accurate

Business hours, phone number, address - check these regularly. If you close early over Christmas or move premises, update it. Customers who turn up to find you shut or call a number that's no longer in use won't come back.

Add proper photos

Upload real photos of your work, your premises, your team, or your products. Businesses with photos get significantly more clicks than those without. You don't need a professional photographer - clear, well-lit images from your phone are fine.

Post updates regularly

Google gives you the ability to post updates directly to your profile - similar to a social media post but attached to your search listing. A quick photo of a recent job, a seasonal offer, or a note about new services all count. Once a week is ideal, but even once or twice a month is better than nothing.

Respond to every review

When a customer leaves a review - good or bad - reply to it. Thank people genuinely for positive reviews. Respond calmly and professionally to negative ones. This shows potential customers that there's a real person behind the business who cares about their service.

Ask for reviews

Most happy customers won't leave a review unless you ask. Get into the habit of mentioning it at the end of a job, or send a follow-up message with a direct link to your profile. Even a handful of honest reviews can make a real difference to how your business appears in results.

Answer questions

Google allows the public to ask questions on your profile, and anyone can answer them. Check yours regularly and answer anything yourself before someone else does - or before the question sits there unanswered.

Common mistakes to avoid

A few things that catch businesses out:

• Leaving the profile incomplete. Half-filled profiles look untrustworthy and rank lower in results.
• Using a personal name instead of your business name. Keep it consistent with how you appear everywhere else.
• Ignoring it after setup. Google treats inactive profiles as less relevant. A little regular activity goes a long way.
• Not adding a website link. Even a basic website gives customers somewhere to find out more - and Google uses it to better understand what your business does.

Need a hand getting started?

If setting up or managing a Google Business Profile feels like one more thing on an already long list, I can help. I work with small businesses across Teesside and the North East to get their profiles properly set up, written clearly, and kept ticking over - including writing regular posts on your behalf so the profile stays active without you having to think about it.

It's not something you need to hand over permanently. Sometimes a one-off setup is all it takes to get things in order. Have a look at the online visibility services page if you'd like to know more, or just get in touch for a straightforward chat.