Picture a locksmith who has been taking calls from word of mouth for years and finally decides to appear on the map. He creates a profile in ten minutes, types his business name followed by “24 hour emergency locksmith best prices”, and then waits for a postcard. Weeks later the code still has not arrived, and when it does, the profile has already been edited so many times that it no longer works. Almost every step in that story is avoidable.
The setup is not difficult, but a few rules in Google’s own help pages decide whether it goes smoothly: what counts as a valid name, which addresses are allowed, and what you should leave alone while a verification code is on its way. The sections below follow the order in which you will meet those rules.
Check eligibility before you create anything
Google’s guidelines for representing your business describe who can have a profile and who cannot. The points that trip up small businesses most often are these:
- One profile per location. Duplicate profiles for the same business or address are not allowed.
- A real address. The address has to be a precise physical location where the business operates. P.O. boxes and remote mailboxes are not accepted, and a virtual office qualifies only if it is staffed during business hours.
- Service-area businesses. If you travel to customers and have no storefront, you can hide your address and list the area you serve instead. Google’s guidance is to keep that area within roughly two hours’ drive of your base.
- Shared offices. A co-working space needs clear signage, customer access and staff on site to be eligible.
If you run a studio where clients visit and also travel to jobs, the guidelines allow a hybrid setup: show the address and add a service area.
Name, category and address: the three fields that matter most
Use the name customers already know, the one on your shopfront, invoices and van. Google asks for the real-world name and lists what to leave out: taglines, hours, phone numbers, URLs, service descriptions and location details. That is exactly why the locksmith above should drop the phrase about prices and emergencies from his name field.
For categories, choose the fewest that describe your core business and make each as specific as the list allows. Categories should say what the business is, not everything it sells. A primary category that matches how people search tells Google what you do, and Google’s own advice on local ranking is to choose an accurate category.
Verification: what each method involves
Verification confirms you are allowed to represent the business, and it is what unlocks editing and replying to customers. Google chooses the method for your profile, and you cannot swap it for another one. Depending on business type, region and hours, you may be offered one or more of these:
Phone, text or email
A code goes to the business phone number or to the email address shown on screen. You need to be able to take the call or read the message, and an automated phone menu cannot receive a code.
Live video call
A support representative guides you through a video call from the business location. You show your surroundings, such as exterior signs or a street sign, and proof that you manage the place, such as a till, a storage area, keys or business documents. Calls are only available during your opening hours.
Postcard
A code is mailed to the address on the profile. Most codes arrive within 14 days and expire after 30. Two details save a lot of grief: requesting a new code invalidates the one already in the post, and editing the name, address or category before the code arrives can stop it from working. Once you submit a verification request, Google’s review can take up to five business days, occasionally longer.
Complete the profile the way Google reads it
Google describes local results as a mix of relevance, distance and prominence. You cannot change distance, but relevance depends on how complete and detailed your information is. After verification, work through this list:
- Add regular opening hours, then special hours for holidays or one-off changes, and keep both current.
- Add your phone number and website address, and check that the page you link to actually shows the same details. If that page is thin or out of date, our guide to a small business website covers what it should contain.
- Fill in attributes that apply to you, such as parking or accessibility features.
- Upload photos: a logo, a cover photo that represents the business, and pictures of the exterior and your work or products.
For photos, Google asks for JPG or PNG files between 10 KB and 5 MB, with 720 by 720 pixels recommended and 250 by 250 as the minimum. Images should be in focus, well lit and free of heavy filters. Videos can run up to 30 seconds, up to 75 MB, at 720p or higher.
Reviews: ask openly, reply calmly
Reviews feed the prominence side of local ranking, and Google states that more reviews and positive ratings can help. The rules around them are strict, so keep the routine simple. Share your Google review link or a QR code with customers who have just had a good experience. Reviewers need a Google account, though it does not have to be a Gmail address.
Offering a discount or a freebie in exchange for a review is prohibited, and so is editing or removing negative reviews. When a critical review arrives, reply in public, briefly and politely, offer a way to talk directly, and leave out any private details about the reviewer. If a review breaks Google’s content policies, you can report it.
Sources
- Google Business Profile Help: Verify your business
- Google Business Profile Help: Guidelines for representing your business on Google
- Google Business Profile Help: Improve your local ranking on Google
- Google Business Profile Help: Photo and video guidelines
- Google Business Profile Help: Read and reply to reviews