How to create a Google business profile

How to create a Google Business profile

Setting up a Google business profile is very simple, and completely free to do. All the business owner needs to get started is a Google account. Below, we’ve broken down what’s involved into five easy-to-follow steps.

Before we get things underway, you will need to register for a Google Account. Make sure you create a business-specific account, as personal emails are more difficult for Google to verify. You’ll also need to keep a few basic business details to hand, for example your website URL.

Step 1. Find your business address on Google Maps and click ‘add your business’

If you are an online business, this can also be done by visiting the Google Business website and clicking the ‘manage now’ button to begin building your profile. Here’s a fake profile we built for the Startups.co.uk website:

Step 2. Type in your business name

Step 3. Add a website address or URL (if applicable)

Step 4. Choose your business type

Your business type is how Google knows to market your business, so this step is key. It’s the reason that customers searching for an ‘art gallery’ will not be given directions to a shop selling paint brushes.

Google offers over 3,000 categories to choose from and adds new ones regularly. The more specific you can be, the better. Don’t just put ‘shop’ if you sell a specific product, as you’re not going to attract the right kind of customers.

Step 5. Claim the business profile and verify your ownership

Once you have completed the preceding steps, you’re on your way home! Your business profile is fully established and you can now return to claim your business and verify your ownership.

To help you capitalise on Google’s suite of profile design tools, we’ve pulled out four key features that companies should focus on enhancing to maximise their brand visibility.

These will make the biggest difference to your ranking in Google search results, making it more likely for potential customers to find you.

1. Regularly update business information

Unlike customers visiting your website, the people searching on Google for businesses tend to be local. They don’t just want to know who your brand is, but also practical information about how they can find you, or how trustworthy you are to buy from.

It is relatively simple to update business attributes like opening hours, contact details, and website information. Simply visit your Google Business profile through search, select ‘Edit’, and then go to the ‘More’ tab. Google will then save any changes you’ve made.

Companies can also add temporary information. For example, if you go on holiday, you can display your firm as ‘temporarily closed’ or ‘permanently closed’. Bear in mind, it can take up to three days for this information to update on Google.

Similarly, ensure you are uploading professional, high-quality videos and images of your brand – particularly if selling a product or service. Leverage short-form content, such as vertical videos, to boost engagement and capitalise on a growing digital marketing trend.

2. Use local keywords

Keywords are the words or phrases that customers might search when they need a product or service. If Google thinks your business might cater to those needs, it will push your business up the rankings to put you front and centre on consumer screens.

Adding these keywords to your Google Business listing can help you stand out against rivals. The more relevant your business listing is, the more chances for a potential client to choose you over the other options presented to them.

Understanding your target audience will help to discern what keywords to use. If you know what is motivating a buyer’s search term, you’ll be able to speak directly to their demands.

Let’s say you run a cafe that is only open at the weekend. People will likely be coming to you later in the day, and with family. It would make sense to list ‘brunch’ as a product, or ‘family-friendly’ in your business description, to appeal to these customer needs.

As an added bonus, Google Business software provides data and analytics on the exact queries that people used to find your business. Managers can use this to inform marketing decisions and strategies, also known as Search Engine Optimisation (SEO).

3. Encourage customer reviews (and manage them effectively)

Reviews have a direct influence on your company’s credibility and, therefore, customer decision-making. They tell potential customers that you exist and are trustworthy, and that they can expect to have a positive interaction with your firm.

Malik identifies Google reviews as the best feature of a Google Business profile. “We’re delighted to have so many happy customers who have given us five-star reviews”, he tells Startups, “we’re up to about 100 reviews – and this is the first thing potential customers see in their search result.”

Nonetheless, fake customer reviews can create trouble for businesses. Local competitors might spam your page with incorrect information or negative feedback, which can damage your reputation.

Entrepreneurs cannot remove a review from their Google profile. However, you can ask Google to remove or delete any reviews that violate its policies.

You can also reply to feedback. For negative comments, this is helpful to understand where your customer service might have gone wrong, and how it might be improved. For a five-star review, it’s an opportunity to give thanks.

For more control over your customer reviews, use free CRM software to gather consumer testimonials specifically for marketing purposes.