Google Business Profile Optimisation: A Step-by-Step Guide

To set up a Google Business Profile in the UK, go to business.google.com and sign in with the Google account you actually want tied to the business, not a personal one you might lose access to. Search for your business name in case a listing already exists. Claim it if it does, and create it fresh if it does not.

Then you will set your name, category, whether you serve customers at an address or at their location, your service area, phone and website. A joiner in Washington who visits customers should set a service area (Washington, Houghton, Sunderland). Google says that if you do not serve customers at your business address, you should remove your address from your profile (opens in a new tab). A cafe in Seaham with a shopfront should show the address so it pins on the map.

Verification comes next. Google decides which verification options you are offered, and its verification page (opens in a new tab) lists phone or text, email, video and postcard. Google says verified businesses are more likely to show up (opens in a new tab) in search results. Do it as soon as Google offers a method. Google says to wait up to five working days to be verified, so start early.

Under each category, Google lets you list individual services, and you can write a short description for each. A cleaning company in Durham might list "End of tenancy cleaning", "Office cleaning" and "Carpet cleaning", each with a plain description of what is included. Complete, detailed info helps Google match you to relevant searches, and it fills out your profile so it looks like a proper business rather than a placeholder.

If you sell products, check what Google lets your type of business add to a profile, and what it needs from you.

While you are in here, write your business description too. Google says not to exceed 750 characters (opens in a new tab) in the description. Spend them on what you do, where you do it and why someone should choose you, in plain English. Work your town and services in naturally rather than cramming keywords. A roofer might open with a plain line about the area they cover and go from there. It is the first thing a wavering customer reads.

Do not rely on Google's Questions and Answers section to do this job. Put the answers customers need into your description, your services and your website instead. Think of the questions people actually ask, such as whether you cover their area or charge for quotes, and answer them there.

Attributes are the small tags that answer a customer's practical questions. Google's list includes things like Wi-Fi, wheelchair-accessible entrance and parking, women-owned and LGBTQ+-owned. Tick only the ones that genuinely apply. Google says business attributes are shown on your profile and help your business stand out (opens in a new tab).

And keep your hours honest. Nothing burns goodwill like a customer driving to your Seaham unit on a bank holiday you forgot to mark closed. Set your regular hours, then use special opening hours for holidays, Christmas, Easter and the August bank holiday. If you will be shut, say so in advance. Accurate hours are a small thing that protects the trust everything else is building.

How long does it take for my Google Business Profile to start showing up in search results?

Google says verified businesses are more likely to show up, and that you should wait up to five working days to be verified. After that, nobody can honestly promise a date. Google says changes can take anything from a few hours to several months (opens in a new tab) to show, so keep your profile complete and accurate.

Do I need a physical address to show up on Google Maps?

No. If you are a mobile service (plumber, electrician, mobile mechanic), you can remove your address and set a service area instead. Only show your address if you have a shopfront or office customers visit.

What happens if I pick the wrong primary category?

It can hurt how well your profile matches the searches you want, because Google says categories affect your local ranking. You can change it later, but Google says you might be asked to verify your business again. Get it right the first time by choosing the most specific category that matches what you actually do most.

My profile has old opening hours showing: does that actually matter?

It can. Wrong hours waste customers' time and can damage their trust in you. Google also says businesses with complete and accurate info are more likely to show up in local search results. Update hours as soon as they change, and set holiday closures in advance.

Should I add every service I offer as a secondary category?

Add the ones you actually offer regularly and do not stuff the list. Google says to use as few categories as possible to describe your core business. If you are a hairdresser and you occasionally do beauty treatments, add it. If you did it once three years ago, do not.