When someone searches for a local business on Google — a plumber, a florist, a web designer near them — the results that appear at the very top of the page, with a map and star ratings, are not regular search results. They come from Google Business Profile. Setting yours up is free, takes about 20 minutes, and puts your business in front of people at the exact moment they are looking for what you do.
What is Google Business Profile?
Google Business Profile (previously called Google My Business) is a free listing that appears in Google Search and Google Maps. When someone searches for your business name, or for a service in your area, your profile can show up on the right-hand side of the results or at the top of the local “map pack.”
It shows your business name, address, phone number, opening hours, website link, photos, and customer reviews — all without the person having to visit your website first. For local businesses, it is often the first impression you make.
The local pack
Search “web designer Bicester” and you will see a map with three business listings before any regular website results. This is the local pack, and it is driven entirely by Google Business Profile. Without a listing, you simply do not appear there.
How to set it up
- Go to business.google.com and sign in with a Google account.
- Search for your business name. If it already exists (sometimes Google creates unverified listings automatically), claim it. If not, create a new one.
- Enter your business details: name, category, address, phone number, website, and opening hours.
- Verify your listing. Google typically sends a postcard to your business address with a code — this takes 5–7 days. Some businesses qualify for instant verification by phone or email.
- Once verified, complete your profile fully and upload photos.
What to fill in (and why it matters)
Business category
Your primary category is one of the most important signals Google uses to decide when to show your listing. Be specific — “Web Design Company” is better than “Marketing Agency” if web design is your core service. You can also add secondary categories.
Business description
You get 750 characters to describe your business. Use them. Write naturally, mention the services you offer, name the area you cover, and include a couple of relevant keywords — but write for people first, not for Google. Stuffing keywords in reads badly and Google is wise to it.
Photos
Listings with photos receive significantly more clicks than those without. Add at least:
- A cover photo (the main image shown on your listing)
- A logo
- Photos of your work, your team, or your premises
Keep adding photos over time — active listings rank better than dormant ones.
Services and products
Google Business Profile lets you list your individual services with descriptions and prices. This content appears directly on your listing and can help you appear for more specific searches. A web designer might list “Website Design”, “E-commerce Development”, “SEO” as separate services — each one with a short description.
Reviews: the thing that matters most
Google reviews are the single biggest factor in whether your listing stands out. A business with 20 reviews and a 4.8 star rating will almost always get more clicks than one with two reviews and a 5.0 — because volume of reviews signals legitimacy.
The most effective way to get reviews is simply to ask. After completing a job or project, send a short message with a direct link to your review page. Most happy clients are willing to leave a review if you make it easy for them — they just never think to do it unprompted.
Always respond to reviews — both positive and negative. It shows you are engaged, and Google takes this as a signal of an active, trustworthy business.
Keeping it active
Google Business Profile is not a set-and-forget tool. The algorithm favours listings that are kept up to date. A few habits worth building:
- Post updates regularly — share news, offers, new work, or blog posts directly on your listing. Once a week or fortnight is plenty.
- Keep your hours accurate — especially around bank holidays. A customer who shows up when you are closed because your listing said you were open will not leave a kind review.
- Answer questions — the Q&A section on your listing is public. If nobody is asking questions, seed it with a few common ones yourself and answer them.
- Check your listing monthly — Google occasionally makes automatic edits to listings based on user suggestions. Verify your details are still correct.
Want to be found locally on Google?
A well-optimised Google Business Profile combined with a fast, well-built website is the most cost-effective way for a local business to get found online. We can help with both — get in touch to find out more.