Google Business Profile: a step-by-step guide for York businesses
Your Google Business Profile is the free listing that shows on Google Maps and in search when someone looks for you. It takes an hour or two to set up properly, and it is free to keep up. This guide walks through it in the order I would do it.
1. Claim and verify your profile
Search for your business name on Google Maps first. If a listing already exists, claim it rather than creating a second one, because duplicates confuse customers and Google. If nothing comes up, add your business from the Google Business Profile page while signed in to a Google account you will keep using.
Google then asks you to verify that the business is yours. Depending on your business, that can be a video, a phone call, an email or a postcard with a code. A postcard can take several days, so do this early. If you run a van-based or home-based business, you can hide your home address and show the area you serve instead.
2. Choose your categories carefully
Your main category is the single most important choice on the profile, because it tells Google what kind of business you are. Pick the one that matches what you mostly do, such as "Plumber" rather than something vague. Then add a few extra categories for the other things you do. Do not add ones that do not fit, as that tends to backfire.
3. Add your hours, including bank holidays
Wrong hours are the most common problem I see. Set your normal hours, then use the special hours option for days that differ. The ones to check each year are Good Friday, Easter Monday, the two May bank holidays, the August bank holiday, Christmas Day, Boxing Day and New Year's Day. If you close for a week in summer, put that in too. Update the profile when your hours change, not afterwards.
4. Describe what you do
Write your description in plain words, as if telling a new customer. Say what you do, where you do it, and what makes you easy to deal with. Mention York or the villages you cover once or twice, naturally. Do not stuff it with keywords, and do not put a phone number or web address in the text, as Google may reject it.
5. List your services, menu or products
Add each service with a short description and, if you can, a price or "from" price. Cafes and restaurants can add a menu link, and shops can add key products. People compare quickly, and a profile with prices tends to answer the question before they ring.
6. Add real photos
Upload your logo, a clear cover photo, the outside of the premises so people know what to look for, the inside, and examples of your work. Use your own photos rather than stock images. Aim to add a few new ones every month or two, as it shows the business is active.
7. Add your links
Add your website, and a booking, order or quote link if you have one. If you do not have a website yet, use a messaging or booking link instead. Check your map pin is in the right place.
8. Post updates
Posts are short updates that appear on your profile: an offer, a new product, an event or a holiday notice. They are optional, but a recent post tells visitors you are open and paying attention. Once a fortnight is plenty.
9. Reviews
Reviews matter to people choosing between businesses. Ask happy customers, in person or by text, and send them your direct review link, which you can copy from the profile. Reply to every review, good or bad, politely and briefly. Do not pay for reviews, offer discounts in return for them, or write your own, as Google can remove them and may penalise the profile.
10. Questions and answers
Where Google shows a questions and answers section on a profile, answer the common questions yourself, such as parking, dogs, deposits and how far you travel. Google has changed this feature over time and it does not always appear, so also put those answers in your description and on your website.
Keep it up to date
You can change hours and reply to reviews from your phone. Put a reminder in your diary for a quick check every month. If you would rather hand the setup over, I do it as a fixed-price job: see Google Business Profile setup for £60. For the other half of the picture, check your website on your phone.
Questions people ask
Is a Google Business Profile free?
Yes. Creating and managing a profile costs nothing. You only pay if you choose to hire someone to set it up for you.
Do I need a website to have one?
No. A profile works on its own, and you can link to a booking or messaging page instead. A website gives customers more to look at, though.
How long does verification take?
It depends on the method Google offers. A video or phone check can be quick, while a postcard can take several days.
Can I rank first on Google?
Nobody can honestly promise that. A complete, accurate profile with good reviews makes sure nothing on your side is holding you back.
If the profile or your website needs a second pair of eyes, the free check is a good starting point. I cover York, Harrogate, Thirsk and the rest of North Yorkshire.
Prefer to talk? Ring or WhatsApp 07356 082474, or email [email protected].