Complete Setup Steps
Step 1: Claim and Verify Your Business
You can't rank if Google doesn't trust you own this business. Verification proves ownership and unlocks all features.
- Go to google.com/business and sign in
- Search for your business name and address
- Click "Claim this business" if it exists, or "Add your business" if not
- Choose verification method: postcard (5-7 days), phone, or email
- Enter the code when it arrives to complete verification
Step 2: Fill Out Business Information Completely
Every empty field is a missed ranking signal. Google rewards complete profiles with better placement in Maps results.
- Business name: Use your real business name exactly as it appears on your storefront
- Category: Choose your primary category first, then add 2-3 secondary categories that match your services
- Address: Use the exact format Google suggests. If you're service-area only, hide the address and set service areas instead
- Phone number: Use a local number, not a toll-free number. Make sure it matches the number on your website
- Website: Link to your homepage or a dedicated local landing page for this location
- Hours: Fill in regular hours, holiday hours, and special hours. Update these when they change
Step 3: Write a Keyword-Rich Business Description
This is your chance to tell Google and customers exactly what you do and where you serve. Use real search terms people type.
- Include your main service or product in the first sentence
- Mention the cities or neighborhoods you serve
- Keep it under 750 characters - Google cuts it off after that
- Don't stuff keywords, but do use them naturally 2-3 times
- Example: "Brooklyn locksmith serving Bensonhurst, Bay Ridge, and Sunset Park. 24/7 emergency lockout service, lock replacement, and key duplication."
Step 4: Add Services with Descriptions
The Services section is where you rank for long-tail searches. Each service is a chance to show up for a specific keyword.
- Add every service you offer - aim for at least 10-15 services
- Write a 2-3 sentence description for each one
- Include the keyword variation in the service name (e.g. "Emergency Lockout Service" not just "Lockout")
- Add price ranges if your pricing is standard
Step 5: Upload High-Quality Photos
Profiles with photos get 42% more requests for directions and 35% more clicks to their website. Photos prove you're real.
- Add a logo: Square format, high resolution, clean background
- Add a cover photo: Landscape orientation, shows your business or team
- Add at least 10 interior/exterior photos of your location or work
- Add team photos if you have them - people trust faces
- Upload new photos every 2-4 weeks to signal active management
Step 6: Set Up Attributes and Additional Details
Attributes help you show up in filtered searches. If someone searches "wheelchair accessible plumber near me," you need that attribute checked.
- Check all attributes that apply: wheelchair accessible, free wifi, outdoor seating, etc.
- Set your "from the business" section to highlight what makes you different
- Add a virtual tour link if you have one
- Enable messaging so customers can text you directly from Maps
Real Example
Case: Locksmith in Brooklyn with 3 years in business, no Google presence
Problem: Profile was claimed but only had name and address. No description, no services, 1 photo. Not ranking for any local searches.
Solution: Completed every field in the checklist above. Added 18 services with descriptions. Uploaded 15 photos. Set 4 service areas. Wrote a 600-character description with keywords.
Result: Within 45 days, profile went from position 15+ (not visible) to positions 3-8 for "locksmith brooklyn" and related searches. Phone calls increased from 2-3 per week to 15-20 per week.
Common Mistakes to Avoid
❌ Mistake 1: Stuffing Keywords into Business Name
Don't add "Best Brooklyn Locksmith 24/7" to your business name if that's not your legal name. Google will flag it and may suspend your profile.
❌ Mistake 2: Using a PO Box or Virtual Office
Google wants a real address where customers can visit (even if you're service-area only and hide it). Virtual offices and PO boxes can get your profile suspended.
❌ Mistake 3: Ignoring the Profile After Setup
Google rewards active profiles. Post updates once a week, add new photos monthly, and respond to all reviews within 24-48 hours. Inactive profiles drop in rankings.
Summary
Setting up Google Business Profile correctly is the fastest way to get local visibility. Verify your business, fill out every field, add services and photos, and keep it updated. Most competitors don't do this, so a complete profile gives you an immediate advantage.
If you want us to audit your current profile and show you exactly what's missing, we offer a free Google Business Profile audit that includes a checklist of fixes ranked by priority.
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