How to Set Up Google Business Profile (And Why Most Businesses Do It Wrong)

Google Business Profile (GBP) is the most underutilized tool in local marketing.

Every local business has access to it. Most set it up once — fill in the basics, add a phone number, call it done — and never touch it again.

The businesses that dominate local search treat their GBP like a living asset. They update it, add photos, respond to reviews, and publish posts. The result is dramatically higher visibility, more calls, and more booked appointments.

The complete GBP setup checklist

Basic information: - Business name: exactly as it appears on your storefront/website (no keyword stuffing) - Primary category: the most specific category that accurately describes your business - Secondary categories: up to 9, add all that apply - Address: exact match to what's on your website and other directories - Phone: local number preferred over toll-free - Website: your homepage or a specific landing page - Hours: accurate, updated for holidays

Description (750 character limit): Write this for a human who's never heard of you, not for Google. What do you do? Who do you serve? What makes you different? Include your city and primary service, but don't keyword stuff.

Photos: - Logo (square format) - Cover photo (landscape, your best brand image) - Interior and exterior photos - Team photos - Work/product photos Minimum: 10 photos. Active GBPs get more clicks.

Services: Add every service you offer, with descriptions. This is free organic keyword real estate — use it.

The ongoing maintenance that drives rankings: - Respond to every review (positive and negative) within 48 hours - Publish a GBP Post at least twice per month - Add new photos regularly - Update special hours before holidays

If you want us to set up and optimize your GBP as part of a broader local SEO system, start with a discovery call.