Step-by-step guide to claim, verify, and optimize your Google Business Profile
Small local businesses have it rough as in most cases, they have a smaller advertising budget for. However, they are thing they can do for themselves to cut down on cost. The first thing a small business needs to learn to start their online presence is learning How to Set Up and Optimize Your Google Business Profile.
It’s free, it’s easy, and you don’t need to be tech-savvy to make it work.
Let’s walk through setting up your Google Business Profile (formerly Google My Business) in this step-by-step guide
Step-By-Step Guide on How to Set Up Google Business Profile
Step 1: Go to the Google Business Profile Website
- Visit https://business.google.com/us/business-profile/
- Click the “Get Started” button.
- Sign in using a Google account (your Gmail or create one just for the business).
Step 2: Enter Your Business Name
- Type the exact name of your business as it appears on your storefront, website, or business cards.
- For Example: “Sunset Valley Coffee Roasters”
Important: Don’t add keywords like “best coffee in town” in your name. Google might suspend your profile.
Step 3: Add Your Business Address
- If you have a physical location where customers can visit, enter your full address (street, city, ZIP).
- If you don’t have a storefront but serve customers at their location (like a plumber or mobile detailer), choose “I deliver goods and services to my customers.”
- Then select your service areas (like city names or zip codes).
Step 4: Enter Contact Information
Add your phone number and website URL (if you have one).
Tips – If you don’t have a website yet, you can skip it. I recommend having a website to showcase your business. They are several ways to create your own free website and even domain names to get you started like on WIX or https://www.cloudaccess.net/ (where this site is hosted). If you want to hire a professional, I personally recommend, Blind Monkey Media which specializes in creating affordable website design for small businesses.
Step 5: Choose the Right Business Category
This is a big one!
- Start typing what your business does and pick the closest option from the list.
- Examples:
- “Bakery”
- “Hair Salon”
- “Electrician”
- “Digital Marketing Company”
Pro Tip: Pick the most accurate primary category. You can add additional ones later. This helps Google match you with the right searches.
Step 6: Add Your Business Hours
- Add the days and times you’re open.
- Be honest! If you’re by-appointment-only or close midday, reflect that.
- Don’t forget to update hours for holidays, too. Google will remind you to do it
Step 7: Add Photos That Represent Your Business
Photos help people trust you and are often the first thing they look at before calling or visiting.
Upload:
- A photo of your storefront or entrance
- Pictures of your products, services, or team in action
- Your logo and any branded images
Pro Tip: Clear, well-lit photos are better than fancy graphics. Real is relatable.
Step 8: Verify Your Business
To confirm you own the business, Google will send you a verification code. You can verify one of the following ways:
- Postcard by mail (most common): arrives in 5–7 days
- Phone or text (if eligible)
- Email (rare, only if Google offers it)
Once you get the code, go back to your profile and enter it to complete the process.
Step 9: Optimize Your Profile (Post-Verification)
Once you’re verified, it’s time to improve your visibility by filling out the extras:
Add a Business Description
Tell people:
- What you do
- What makes you unique
- How long you’ve been in business
Example:
“We’re a family-owned bakery serving fresh pastries and custom cakes in Houston for over 15 years.”
Keep it short, friendly, and informative.
Add Additional Categories (if needed)
After setting your main category, you can add supporting ones:
Example:
- Main: “Hair Salon”
- Additional: “Makeup Artist,” “Hair Removal Service”
Start Asking Current and Old Clients for Reviews on your Google Business Profile
This is a very important step to increase your businesses online visibility and client acquisition. Having good reviews gives people more trust in your business.
- Ask happy customers to leave a Google review.
- Share your Google review link via text, email, or social media.
- The more positive reviews you have, the better your chances of showing up in local search.
Pro Tip: Reply to every review, good or bad. It shows customers (and Google) you care.
Bonus: Keep Your Profile Active
Google rewards active businesses. Here’s how to stay fresh:
- Post updates or offers weekly
- Respond to messages and questions
- Keep photos and hours updated
- Reply to reviews quickly
At the end of the entire process, your Google Business Profile will look something like this to you if you are logged into your account:
Need Help? Why You Might Consider Hiring an SEO Company to Optimize Your Google Business Profile
Let’s be real: even with step-by-step instructions, not everyone wants to deal with setting up and managing their Google Business Profile. If you’re too busy running your business, or you’d rather leave it to the pros, hiring an SEO company might be the right move.
Here’s why it can be worth it:
What an SEO Company Can Do for You:
- Set up your Google Business Profile correctly from the start
- Choose the best categories and keywords to improve local visibility
- Upload and optimize your photos for search
- Write a compelling business description with SEO in mind
- Get more reviews with ethical, automated strategies
- Monitor performance and make regular updates
- Help you rank in the Google Map Pack (those top 3 local listings)
When to Hire an SEO Expert:
- You’re too busy to learn or manage this yourself
- Your business depends heavily on local foot traffic or service calls
- You’ve set up your profile, but it’s not showing up in search
- You want to combine GBP with a full local SEO strategy (website + citations + content)
What It Might Cost
- The good news? You don’t need a massive marketing budget.
- Most SEO companies offer affordable local SEO packages starting at $200–$500/month. Some even offer one-time setup services for GBP if that’s all you need.
Tip: Look for an SEO provider that specializes in small businesses and has experience in your industry or location. Ask to see examples of past Google Business Profiles they’ve set up.
Final Word: You Don’t Have to Do It Alone (But You Can)
Setting up and optimizing your Google Business Profile is one of the smartest moves you can make as a local business owner. This is especially true if you’re on a budget and looking for free ways to increase visibility online.
The best part? It’s free, it’s doable, and it can lead to real results like phone calls, website visits, walk-ins, and 5-star reviews.
If you feel confident enough to tackle it yourself, go for it! This guide gives you all the steps you need to claim and manage your profile like a pro, even if you’re not a techie.
Now that you know How to Set Up and Optimize Your Google Business Profile But feeling a little overwhelmed or just don’t have the time to do it right, there’s no shame in bringing in help. Hiring an SEO expert or a local digital marketing company can ensure your profile is fully optimized from day one. That means faster results, fewer mistakes, and more time for you to focus on what you do best, running your business.
At the end of the day, the goal is simple:
- Help people find your business online
- Show them why you’re worth choosing
- Turn Google searches into loyal customers
Whether you choose the DIY route or team up with experts, your Google Business Profile is your digital storefront. Make it count.
Need advice on choosing an SEO partner? Want someone to take a look at your setup? Just post your question on Marketing Answers, we’re a community of marketers and small biz pros who’ve been where you are and are happy to help.
Need a solution to get more visitors to your site? Take a look at this tutorial on how to Create your First Google Ads campaign by Josh Ingram.
