Set up your Google Business Profile in this order: sign in with a Google Account, enter your real business name, pick the most specific category, choose storefront or service area, add a phone number and website, and finish verification. Google says customers can only find your profile after you verify, so don’t skip that last step. Then fill in the details that customers actually look at.
By Barry Scheurweghs, Sureway Marketing, Peoria, AZ
What do I need to create a Google Business Profile?
A Google Account, your business name, a category, and a phone number. Google’s sign-up page says to sign in (or create an account, ideally with your business email domain), enter your business name and category, say whether you have a customer-facing location, add a service area if you travel to customers, and add a phone number and website. Then you choose how to verify.
Google’s sign-up page doesn’t explain how each verification method works or how long it takes, so follow the options it shows you on screen.
What name should I use?
Use the name customers already know. Google’s guidelines say your name should be your real-world name, as used consistently on your storefront, website and stationery. They also say that adding things like taglines, hours, phone numbers, service descriptions or location details to the name could get your profile suspended. So “Smith Plumbing” is right, and “Smith Plumbing – Best Peoria Plumber – 24 Hour” is not.
How do I pick a category?
Google’s guidelines say to choose the category that completes the sentence “This business IS a…” and to use as few categories as possible to describe your core business. Pick the most specific one that still fits. Don’t use categories as keywords. I go deeper in how to choose the right Google Business Profile categories.
Should I list an address or a service area?
It depends on whether customers come to you. If they visit your location, add the address. If you travel to customers, Google says to remove your address and enter only your service area. Google’s service area page says you can set up to 20 service areas by city, postal code or other area, that you can’t set a radius, and that the boundaries shouldn’t be more than about two hours of driving time from where you’re based. It also says service area edits may take up to 48 hours to show up. For a walk-through, read how to set up a service-area business on Google.
What else should I fill in before I’m done?
Google says businesses with complete and accurate information are more likely to show up in local results. Its local ranking page lists your address (if customers visit), your hours including special hours, your category and attributes. It also lists photos, and replies to reviews. Here is what I would add:
Hours. Google’s guidelines ask for your regular customer-facing hours. See keeping your Google hours accurate through the holidays.
Phone number. Use a number that connects to your business and that you control. Keep it the same everywhere online. Here’s why your name, address and phone should match.
Description. Be upfront and honest about what you do. Google says not to focus on promotions, prices or sales, and not to include links. More in writing a Google Business Profile description.
Photos. Google’s photo tips ask for at least three good photos in each type that fits your business, such as exterior, interior, product, team and photos of you at work. See what to post and how often.
What should I do this week?
- Check that your business name matches your sign and website exactly.
- Pick one primary category that finishes the sentence “This business is a…”.
- Decide if you’re a storefront or a service-area business, and set the address or service areas to match.
- Add your regular hours and a phone number you control.
- Write two or three honest sentences about what you do, with no prices and no links.
- Upload real photos of your work, your location and your team.
- Finish verification if the profile still says it isn’t verified.
Quick answers
Can I use my home address?
If customers don’t come to your home, Google says to remove the address and use a service area. If you’re a service-area business without a storefront, Google says you must hide your address.
Can I make more than one profile to cover more cities?
Google says a service-area business can have only one profile for the whole area it serves. Use the service area setting instead.
Will a perfect setup guarantee a top spot?
No. Google says local results are mainly based on relevance, distance and prominence, and that you can’t pay for a better ranking. A complete profile helps with relevance. It doesn’t change how far away the searcher is.
What if my profile gets suspended?
Google’s guidelines say violations can lead to suspension, and they name extra words in the business name as one cause. Compare your profile to the guidelines first. Google’s page doesn’t list every cause or tell you how long a review takes.
Want a second pair of eyes on your setup? Get your free marketing report, or read how our Peoria marketing agency helps local owners. Related: why a complete Google profile matters.
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