Key takeaways
- Your Google Business Profile is what shows in Google Maps and the local results, and it's often seen more than your website.
- Choose the most specific primary category you can. It's one of the biggest factors in which searches you show up for.
- Real photos, steady reviews with replies, and correct hours make the biggest difference to whether people choose you.
- Keep your name, address, phone and hours identical to your website.
When someone searches for a business like yours near them, Google shows a map with a few businesses under it, usually three. Those businesses get a large share of the calls, clicks and direction requests. Your Google Business Profile is how you get there.
It’s free, and a proper setup takes about 20 minutes. Most Perth businesses we audit have claimed their profile but only half filled it in. Work through the steps below in order.
What is a Google Business Profile?
A Google Business Profile (it used to be called Google My Business) is the free listing that shows your business in Google Maps and in the local results on Google Search. It holds your hours, address or service area, phone number, website, photos, reviews, services and updates. For many local customers, it’s the first and sometimes only thing they look at before calling.
Before you start
Have these ready:
- Your exact business name, as it appears on your signage and website
- Your address, or the list of suburbs you serve
- Your phone number and website address
- Your regular and public holiday hours
- 10 or more good photos: shopfront, inside, team, work
- A list of your main services, with short descriptions
Step 1: Claim and verify your profile
Search your business name on Google. If a profile shows, click “Own this business?” and follow the steps. If nothing shows, create one at business.google.com.
Google will ask you to verify that you own the business. Depending on your business, it may offer video, phone, text, email or postcard verification. Video verification usually means filming your signage, premises and something that shows you run the business, like your tools or till.
Step 2: Choose the right categories
Your primary category is one of the most important settings on the whole profile. It tells Google which searches to show you for. Pick the most specific one that fits:
| Too broad | More specific |
|---|---|
| Restaurant | Japanese restaurant |
| Health | Physiotherapist |
| Contractor | Electrician |
| Shop | Bridal shop |
| Beauty | Nail salon |
Then add secondary categories for other services you genuinely offer. Don’t add categories for things you don’t do.
Step 3: Get the basics exactly right
- Name: your real business name, with no extra keywords or suburbs added.
- Address or service area: a shopfront address if customers visit you, or hide your address and list the suburbs you travel to.
- Hours: including public holidays and any special hours. Wrong hours lead to bad reviews fast.
- Phone: a number that’s answered, ideally a local or mobile number.
- Website: your homepage, or the most relevant page.
Make sure every one of these matches your website, character for character. “921 Albany Hwy” on one and “921 Albany Highway” on the other is a small thing, but consistent details help Google trust your listing.
Step 4: Write your business description
You get 750 characters. Say what you do, who it’s for and where, in plain words. Mention your suburb and the main services people search for. Don’t stuff keywords or add links or offers.
A simple structure: what you do, who for and where; what makes you different; your main services; how to book or get in touch.
Step 5: Add at least 10 real photos
Photos are one of the things people look at most. Add:
- Shopfront, so people recognise you when they arrive
- Inside, so they know what to expect
- Team, because people choose people
- Your work: dishes, finished jobs, results, products
- Logo and cover photo
Add a few new photos every month. Profiles with recent photos look active and trustworthy. Avoid stock images.
Step 6: Add your services, products or menu
List your main services with a short description of each, and prices if you’re comfortable sharing them. Restaurants can add a menu link or upload the menu. This gives Google more to match against searches, and gives customers answers before they call.
Step 7: Fill in the extras
Depending on your category, you’ll see options for booking links, attributes (wheelchair access, outdoor seating, women-owned, free Wi-Fi), opening date, and questions and answers. Fill in everything that’s true. Each one is another reason for Google and customers to pick you.
Step 8: Start collecting reviews
Reviews influence both where you show up and whether people choose you. In your profile, find “Ask for reviews” and copy the link. Then:
- Ask happy customers in person, at the end of the job or visit.
- Text or email them the link the same day.
- Reply to every review, good and bad, briefly and personally.
Never buy reviews or offer rewards for them. It breaks Google’s policies and Australian consumer law.
Step 9: Post updates monthly
Google posts are short updates: a new service, an offer, an event, a seasonal menu. They keep your profile fresh and give customers a reason to choose you now. Once or twice a month is plenty.
The monthly five-minute check
Put this in your calendar:
- Are the hours still right, including upcoming public holidays?
- Any new reviews to reply to?
- One or two new photos?
- One new post?
- Any edits suggested by Google or the public that you need to accept or reject?
Common Google Business Profile mistakes
- Choosing a broad category like “Restaurant” or “Health”.
- Hours that don’t match the door, especially on public holidays.
- No photos, or only the logo.
- Details that don’t match the website.
- Ignoring reviews, or arguing with them.
- Adding keywords to the business name.
- Letting someone who’s left the business own the profile. Make sure an owner of the business has owner access.
Where this fits
Your Google profile, your website and your socials work together. Google looks at your website when deciding how relevant you are, and customers usually tap through to it before calling. If your profile is sorted but your website isn’t, start with our guide to what a website costs in Perth.
We set this up properly for every Get Online™ client. See what's included.
FAQs
What is a Google Business Profile?
A free listing from Google (formerly Google My Business) that shows your business on Google Maps and in local search results, with your hours, photos, reviews, services and contact details.
Is a Google Business Profile free?
Yes. Creating and managing a Google Business Profile is free. Google ads are a separate, paid product.
How long does Google Business Profile verification take?
It depends on the method Google offers you. Video, phone, text or email verification can be done within a day or two. Postcard verification can take a couple of weeks.
Can I have a Google Business Profile without a shopfront?
Yes. Service businesses that travel to customers, like trades and mobile services, can hide their address and list the suburbs they serve instead.
How do I get my business to show up higher on Google Maps?
Pick the most specific primary category, fill in every section, keep details consistent with your website, add real photos regularly, collect and reply to reviews, and post updates. Distance from the person searching also matters, which you can't control.
Should I add keywords to my business name on Google?
No. Use your real business name. Adding extra keywords breaks Google's guidelines and can get your profile suspended.
