Why it matters
When someone searches "[your service] near me", Google shows a map with three highlighted businesses — the "local pack". Those spots come from Google Business Profile, not your website alone. For most local businesses, it's the single highest-impact free thing you can do to get found.
It's free, it takes under an hour, and it feeds directly into Google Maps. Here's how to do it properly.
Step by step
Set yours up at google.com/business:
- Create or claim your profile with your exact business name
- Choose the most accurate primary category (this strongly affects what you rank for)
- Add your service area or address, phone and website
- Set accurate hours (and holiday hours)
- Verify the profile (Google will offer phone, email, video or postcard)
- Add real photos — exterior, interior, team and work
- Write a clear, keyword-aware business description
Choose the right categories
Your primary category is one of the biggest ranking factors in the local pack. Pick the most specific one that fits ("Italian restaurant" beats "Restaurant"), then add relevant secondary categories. Don't stuff irrelevant ones — accuracy wins.
Keep your NAP consistent
NAP means Name, Address, Phone. Google trusts businesses whose details match everywhere — your website, your profile, and any directories (YellowPages.ca, Yelp, your Chamber of Commerce). Even small differences (Street vs St.) can dilute your local ranking. Pick one format and use it everywhere.
Photos, posts and reviews
A claimed-but-empty profile underperforms. Keep it active:
- Add fresh, real photos regularly — profiles with photos get more clicks
- Use Google Posts for offers, news and events
- Ask happy customers for reviews and reply to every one
- Never buy fake reviews — it risks suspension
Common mistakes to avoid
These quietly hold businesses back:
- Leaving the profile unverified
- A vague primary category
- Inconsistent name/address/phone across the web
- No photos, or only a logo
- Ignoring reviews — good or bad
Frequently asked questions
Is a Google Business Profile free?
Yes, completely free to create and manage. It's the highest-impact free local-SEO step for most small businesses.
Do I need a physical address?
No. Service-area businesses (trades, mobile services) can show a service area instead of a street address.
Does SiteCrate set this up for me?
Yes — Google Business Profile setup is included with every website we build, and we keep it consistent with your new site.