If you run a local small business, whether you are a plumber, a cafe owner, or an accountant, there is one digital marketing tool that is more important than almost anything else. It is more important than your Facebook page, more important than your Instagram, and in some cases, even more important than your website.
It is called a Google Business Profile (formerly known as Google My Business).
Best of all? It is completely free. Here is a simple guide to what it is, why it matters so much, and how to set yours up correctly.
What is a Google Business Profile?
Have you ever searched for “coffee shop near me” on your phone? The first thing you see is usually a map with three local businesses listed underneath it, complete with their star ratings, opening hours, and a button to get directions.
That section is called the “Google Local Pack,” and the only way to appear in it is by having a Google Business Profile (GBP).
Your GBP is essentially a digital shopfront that lives directly within Google’s search results and Google Maps. It allows you to control exactly what people see when they search for your business name, or when they search for the services you offer in your local area.
Why is it So Important?
1. It Dominates Local Search Results
When someone searches for a local service, Google prioritises the Local Pack (the map and the three businesses) above almost all other search results. If you do not have a GBP, you are practically invisible to local customers who are actively looking to buy right now .
2. It Builds Instant Trust
A complete profile with a professional logo, clear photos of your work, and positive customer reviews builds instant credibility. Many customers will make a decision to contact you based entirely on your Google reviews, before they even click through to your website.
3. It Provides Essential Information Quickly
Modern consumers are impatient. They want to know your opening hours, your phone number, and your address immediately. A GBP puts this information front and centre, reducing the friction between a customer finding you and contacting you.
How to Set Up Your Google Business Profile
Setting up your profile is straightforward and should only take about 15 minutes.
Step 1: Claim or Create Your Profile
Go to business.google.com and sign in with your Google account. Search for your business name. If it appears, you can “claim” it. If it doesn’t, click “Add your business to Google.”
Step 2: Choose Your Category Carefully
You will be asked to choose a primary category for your business (e.g., “Plumber”, “Marketing Agency”, “Bakery”). This is the most important step for SEO. Choose the category that most accurately describes what your business is, not what it has or does. You can add secondary categories later.
Step 3: Add Your Details
Fill in your business name, address, phone number, and website. If you work from home and travel to your customers (like a mobile mechanic), you can choose to hide your address and instead set a “service area” (e.g., a 15-mile radius around your town).
Step 4: Verify Your Business
Google needs to prove you are a real business. They will usually do this by sending a postcard with a verification code to your business address, though sometimes they offer phone or video verification. Your profile will not be fully visible until you enter this code.
3 Quick Tips to Optimise Your Profile
Once you are verified, do not just leave your profile to gather dust. To beat your competitors, you need to optimise it:
Add Great Photos:
Businesses with photos receive 42% more requests for directions and 35% more clicks through to their websites than businesses without photos. Add photos of your team, your premises, and your finished work.
Write a Strong Description:
You have 750 characters to describe your business. Use this space to clearly explain what you do, who you help, and why they should choose you. Include a few relevant keywords naturally.
Ask for Reviews:
This is crucial. Get into the habit of asking every happy customer to leave a Google review. Send them a direct link to make it as easy as possible. Respond to every review you receive, both positive and negative.
Your Google Business Profile is the foundation of your local SEO. Set it up, keep it updated, and watch your local enquiries grow.
About Dead On Digital
Dead On Digital supports UK small businesses with practical websites, digital marketing and smart automation that help improve and strengthen their online presence. Everything we do is focused on keeping things clear, simple and aligned with how real businesses actually operate day to day.
We believe your website and online presence should keep working for you as your business grows, not be built once and forgotten. If you are reviewing where you are now or thinking about ways to improve things online, we are always happy to offer friendly, honest advice.