If you run a small business and want to be found online, there’s one free Google tool you shouldn’t overlook.
Google Business Profile
You might still know it by its old name, Google My Business, but Google now calls it Google Business Profile.
It’s the profile that can appear when someone searches for your business on Google or looks for businesses like yours on Google Maps.
And the best part?
It’s free.
For a small business, that’s a pretty good place to start.
What is a Google Business Profile?
A Google Business Profile is essentially your business listing on Google.
It can show customers important information such as:
- Your business name
- Business category
- Address or service area
- Phone number
- Website
- Opening hours
- Photos
- Services
- Reviews
- Updates and posts
- Links to things such as bookings
Google says a Business Profile allows eligible businesses to manage how they appear across Google Search and Maps and gives customers ways to find and interact with them. (Google Help)
Think of it as your Google shopfront.
Even if you don’t have a huge website or a big marketing budget, having an accurate and well-managed Business Profile gives potential customers somewhere to find useful information about your business.
Is Google Business Profile free?
Yes.
You can create and manage a Google Business Profile at no charge. (Google Help)
That makes it one of the first things we’d recommend setting up when you’re starting a local or service-based business.
But there’s an important point:
Not every business is eligible.
Google Business Profiles are designed for businesses that interact with customers in person, such as businesses with a physical location or service-area businesses that visit customers. Online-only businesses that don’t meet Google’s in-person requirements aren’t eligible for a Business Profile. (Google Help)
So before setting one up, check Google’s eligibility guidelines.
Why does Google Business Profile matter?
Let’s say someone searches:
“Accountant near me”
or
“Hairdresser in [your suburb]”
or
“Graphic designer near me”
or even searches for your business name specifically.
Your Google Business Profile can help your business appear in Google Search and Maps.
That means someone who is already looking for a product or service like yours may be able to discover your business without ever seeing one of your social media posts.
And that’s important.
Social media is great, but people don’t necessarily open Instagram when they’re ready to find a plumber, accountant, physio, electrician or local café.
They often Google it.
Set up your profile properly
Creating a profile is only the beginning.
If you’ve already got one, don’t just assume it’s doing its job.
Go through it and check every detail.
Your business name
Make sure your business name is accurate and follows Google’s guidelines.
Don’t try to stuff keywords into your business name just because you think it will help you rank.
Your profile should represent your actual business.
Choose the right category
Your primary business category is important.
Google says categories help tell customers what your business does and can affect how your business connects with relevant local searches. (Google Help)
Choose the category that most accurately describes your business.
For example, don’t choose a category simply because you think it has more searches.
Think:
What is my business?
rather than:
What service do I want to rank for?
You may also be able to add additional categories where they’re genuinely relevant.
Complete your business information
This sounds obvious, but you’d be surprised how many business profiles have missing or outdated information.
Check your:
- Phone number
- Website
- Address
- Service area
- Opening hours
- Special hours
- Business description
- Services
- Booking information
Google recommends keeping business information complete, accurate and up to date because this helps customers understand what you do, where you are and when they can visit. (Google Help)
And remember:
If your opening hours change, update them.
There’s nothing more frustrating for a customer than driving somewhere because Google says you’re open — only to discover you’re not.
What if you work from home?
This is something many small business owners wonder about.
You don’t necessarily need a shopfront to have a Google Business Profile.
Google supports service-area businesses — businesses that visit or deliver to customers rather than serving customers at their own address. (Google Help)
For example:
- Plumbers
- Electricians
- Cleaners
- Gardeners
- Mobile beauty services
- Trades
- Some consultants
- Some professional services
The way you set up your address and service area matters, so make sure you’re following Google’s current guidelines rather than simply adding a residential address because you work from home.
Add your services
Don’t stop at your business category.
If Google gives you the option to add your services, use it.
Think about the actual things your customers search for.
For example, a marketing business might offer:
- SEO
- Website strategy
- Social media marketing
- Content marketing
- Email marketing
- Marketing strategy
A beauty business might offer:
- Facials
- Remedial treatments
- Massage
- Skin consultations
Your services help customers understand exactly what you offer.
They also give Google more information about your business and what it may be relevant for.
Add good-quality photos
Photos can make a huge difference to how professional your profile looks.
Don’t just upload one logo and leave it there.
Think about what a potential customer would actually want to see.
Depending on your business, you could include:
- Your premises
- Your team
- Your products
- Your work
- Before and after images
- Your workspace
- Your equipment
- Your branding
- Customers using your products or services
- Behind-the-scenes images
Google specifically recommends adding photos and videos to help show customers what you offer and tell the story of your business. (Google Help)
And they don’t need to be professional photoshoots every time.
Good-quality, genuine photos taken on your phone can be perfectly useful.
Reviews matter
Reviews are one of the most valuable parts of your Google Business Profile.
But don’t fall into the trap of thinking you need hundreds of five-star reviews overnight.
Focus on genuine customer experiences.
Make it easy for happy customers to leave a review.
And importantly:
Respond to your reviews.
That includes the good ones.
A simple:
“Thanks so much for your kind words, Sarah. We’re glad you enjoyed your experience!”
is better than leaving every review unanswered.
Google recommends responding to reviews and notes that reviews and positive ratings can contribute to prominence in local search. (Google Help)
And if you receive a negative review?
Don’t panic.
Respond professionally, don’t get defensive and remember that future customers may be reading your response.
Sometimes your response says as much about your business as the original review.
Don’t forget Google Posts
Your Google Business Profile isn’t completely static.
You can use posts to share things such as:
- Business updates
- Offers
- Events
- News
- New services
- Seasonal information
- Helpful content
Google says Business Profile posts can appear on Search and Maps and can include text, photos, videos and action buttons. (Google Help)
You don’t have to post every day.
But if you’ve got something useful to share, it’s another opportunity to put fresh information in front of people searching for your business.
Think about your keywords — but don’t keyword stuff
Here’s where your Google Business Profile and SEO start to work together.
Think about the words your ideal customers actually use when searching.
For example:
“Website designer Sydney”
“Dog groomer Parramatta”
“Women’s health physiotherapist”
“Accountant for small business”
These phrases can help you understand what your customers are looking for.
But don’t try to cram keywords into every part of your profile.
Google’s advice is to provide complete and detailed business information so it can better understand how relevant your business is to searches. (Google Help)
Write for people first.
Google Business Profile and your website should work together
Your Google Business Profile isn’t a replacement for your website.
Ideally, the two should support each other.
Your profile should link to your website, while your website should clearly explain:
- What you do
- Who you help
- Where you operate
- What services you provide
- How customers can contact you
Make sure the information is consistent.
For example, if your Google profile says you’re open Monday–Friday but your website says Monday–Thursday, you’ve created unnecessary confusion.
What actually affects your local Google ranking?
This is where we need to clear up one common misconception.
There isn’t a magic setting that guarantees you’ll appear at the top of Google Maps.
Google says local results are mainly based on relevance, distance and prominence. (Google Help)
Relevance
How closely does your business match what someone is searching for?
Distance
How close is your business to the person searching?
Prominence
How well-known or established is the business?
Google also says there’s no way to request or pay for a better local ranking. (Google Help)
So don’t believe anyone promising:
“We’ll guarantee you position #1 on Google Maps.”
Local SEO simply doesn’t work that way.
Your Google Business Profile checklist
If you already have a profile, take 20 minutes and work through this:
- Claim and verify your profile
- Check your business name
- Check your primary category
- Add relevant secondary categories
- Check your address or service area
- Check your phone number
- Add your website
- Check your opening hours
- Add your services
- Write a useful business description
- Add your logo
- Add quality photos
- Ask genuine customers for reviews
- Respond to existing reviews
- Add a recent Google Post
- Check your booking/contact links
- Make sure your website information matches
- Review the profile regularly
The bottom line
If you’re a small business that serves customers in person, Google Business Profile should be part of your online presence.
It’s free, it puts important information in front of potential customers and it gives you another way to be discovered through Google Search and Maps. (Google Help)
But don’t think of it as something you set up once and forget about.
Keep it accurate.
Keep it useful.
Add photos.
Ask for genuine reviews.
Respond to customers.
Share relevant updates.
And make sure it connects properly with the rest of your online presence.
A Google Business Profile won’t magically make your business appear at the top of Google. But a complete, accurate and well-managed profile is a much stronger starting point than an empty or outdated one.
Want to improve your online presence?
Your Google Business Profile is just one piece of the puzzle.
Your website, SEO, reviews, social media and content should all work together to help people find you, understand what you offer and ultimately choose your business.
That’s where working smarter — rather than simply doing more — can make a real difference.
Useful Google resources
Google Business Profile – Get Started
