Short answer: Google Business Profile (formerly Google My Business) is your shop's free listing on Google Maps and in Google results: address, hours, phone, reviews, photos, directions. To make it work: pick the right primary category, fill in every field, add recent photos, post regularly and reply to reviews.
Step 1: create or claim the profile
- Search for your shop on Google Maps: the profile may already exist.
- If so, click "Claim this business". Otherwise, create it in Google Business Profile.
- Verify it using the method Google offers (it varies by business).
Until the profile is verified, your edits may not show.
Step 2: the settings that matter most
| Setting | Why | Tip |
|---|---|---|
| Primary category | Google uses it to decide which searches to show you for | As precise as possible: "Florist" rather than "Store" |
| Secondary categories | Cover your other activities | Only if you really offer them |
| Name | Must be your real trading name | Don't add keywords to the name |
| Address and area | Essential for Google Maps | Identical to your site and directories |
| Hours | Customers check before coming | Add special hours (public holidays) |
| Website | Links the profile to your site | Link to the right page |
Step 3: keep the profile alive
- Photos: storefront, interior, products, team. Add new ones regularly.
- Posts: news, offers, events. A few posts a month are enough.
- Products or services: list what you sell, with prices if possible.
- Reviews: ask for them and reply to all of them. See how to get more Google reviews.
Step 4: consistency everywhere
Your name, address and phone must be exactly the same on the profile, your site and directories (Apple Maps, Bing Maps, local directories…). Inconsistencies confuse Google and AI assistants. It is also the basis of GEO.
FAQ
Is the Google profile really free?
Yes. Creating and managing the profile is free. Be wary of cold calls claiming otherwise.
How long until I appear on Google Maps?
The profile usually appears once verified. Ranking then depends on relevance, distance and prominence. See Google Maps ranking.
Can I add keywords to my business name?
No. Google requires your real business name; adding keywords can get the profile suspended.