If your business isn't showing up on Google Maps when locals search for what you do, the fix is often straightforward: set up your Google Business Profile. It's free, takes about 15 minutes, and has a direct impact on how many local customers find you. Here's how to do it.
What Is Google Business Profile?
Google Business Profile (formerly Google My Business) is the free listing that appears on Google Search and Maps when someone searches for your business name or a service in your area. It shows your address, hours, phone number, photos, and — critically — customer reviews.
For a Marrickville mechanic, a Neutral Bay florist, or a Parramatta accountant, appearing in the Local Pack (the top three map results) can be the difference between a steady flow of new enquiries and being invisible online.
What You Need Before You Start
Before you begin, have these ready: a Google account (your existing Gmail or a new one for the business), your exact business name, address, and phone number, your primary business category (e.g. 'Plumber', 'Hair Salon', 'Accountant'), and access to receive mail at your business address for verification.
Step 1: Go to business.google.com
Navigate to business.google.com and sign in with your Google account. Click 'Manage now' or 'Add your business to Google'. You'll be taken through a setup wizard.
Step 2: Enter Your Business Name and Check for Duplicates
Type your business name exactly as it appears on your website and signage. If a suggestion appears in the dropdown, check carefully — there may already be an unverified listing for your business. If it's yours, claim it rather than create a duplicate. Duplicate listings confuse Google and split your reviews.
Step 3: Choose Your Business Type
Google will ask whether you have a physical location customers visit, whether you travel to customers, or both. A café selects 'storefront'. A mobile dog groomer in Sydney selects 'service area business'. A plumber who works from a depot but travels to jobs selects both.
Step 4: Select Your Primary Category
This is one of the most important decisions in the setup. Your primary category tells Google what type of business you are and determines which searches you appear in. Be specific — 'Residential Plumber' will outperform 'Plumber' in relevant local searches. You can add secondary categories after setup.
Step 5: Add Your Contact Details
Enter your phone number and website URL. If you don't have a website yet, Google will offer to create a basic one from your profile — it's better than nothing while you work on a proper site.
Step 6: Verify Your Business
This is the step most people stall on. Google needs to confirm you're actually at the address you've provided. The most common method in Australia right now is video verification — you record a short video showing your shopfront exterior, interior, and visible signage. Google reviews it within 48–72 hours.
Other options include receiving a postcard with a verification code by mail (5–14 business days) or, for some accounts, a phone or email code. Don't skip verification. An unverified listing won't appear in Maps and you can't manage it.
Step 7: Complete Your Profile Properly
Once verified, don't leave the basic listing as-is. A complete profile consistently outperforms a bare one. Fill in your business hours (including holiday hours), a 750-character business description using your primary keyword naturally, at least five photos covering exterior, interior, team, and service shots, your service areas if you travel to customers, and services or products with descriptions and prices.
Step 8: Post Your First Update
Google rewards active profiles. Post an update within your first week — a welcome message, a current special, or a helpful tip for customers. Posts appear directly on your listing and signal to Google that the profile is being actively managed.
What to Do After Setup
Three things will move your ranking fastest once you're live. Start collecting reviews immediately — ask every satisfied customer. Recency and volume both matter, and a Leichhardt café collecting five new reviews a month will climb steadily in local results.
Keep your information current and consistent. Update hours for public holidays, add new services, and upload fresh photos every few months. Your business name, address, and phone number should match exactly on your website, Facebook page, and any directories like Yellow Pages or True Local. Inconsistencies suppress your local ranking.
Monitor and answer the Q&A section. It's public, and anyone can post a question — or an answer. Check it regularly and respond promptly.
If you already have a Google Business Profile but haven't fully optimised it, or you're not appearing in local search results despite being set up, our local SEO and digital marketing team can do a full audit and fix. Let's talk.