What is Google Business Profile?

Google Business Profile (GBP) is Google's free service for businesses. It controls:

Your profile on Google Maps
Visibility in the local pack (the 3 boxes at the top of local searches)
Knowledge Panel on the right side of Google search
Review stars in search results

If you DON'T have GBP, you're invisible in all these places. If you have it but haven't optimised, you lose to competitors who have.

Step 1: Create the account

Go to business.google.com/create
Sign in with Gmail (use a business Gmail if possible).
Business name: exact name of the business (don't add "London" — against Google's rules).
Business category: pick the most specific category that fits. "Web designer" is better than "Marketing agency" if that's what you actually are.

Step 2: Choose location type

"Yes, I have a location customers can visit" — you have physical premises
"No, I don't have a location" — you work from home or remotely

For solo consultants and remote businesses: choose the second, so you don't publish your home address.

Step 3: Service area

Enter all cities/areas you serve. E.g. "London", "Manchester", "Birmingham". This decides which geographic searches you appear in.

Step 4: Verification

Google will verify you actually own this business. They offer:

Video verification (5 min, fastest) — film 30–60 sec of your workspace + ID
Postcard (5–14 days) — physical card with code
SMS (rarely available)

Choose video if offered. Show your laptop with your website + photo of your area.

Step 5: Fill out 100%

Description (750 chars) — what you do, where, and for whom
Hours — opening hours, including holidays
Services — every service you offer with price
Photos — at least 10 (logo, premises/products, team)
Attributes — women-owned, LGBTQ+-friendly, wheelchair accessible, free WiFi, etc.

Step 6: Reviews — the most important

Reviews are #1 ranking factor in the local pack. You must actively ask.

Get your unique review link from GBP dashboard
Send to 5–10 happy customers immediately after delivery
Goal: 10+ reviews in first 3 months
Reply to all reviews — shows you're paying attention

Step 7: Posts — keep the profile active

GBP has a "Posts" feature where you can publish weekly updates. Images + 50–300 char text. Google sees this as "active" business and ranks higher.

"Reviews aren't a bonus. Reviews ARE local SEO in 2026."

Common mistakes

Using home address — it becomes public. Use service area instead.
Stuffing the name with "Business London" — against rules, can be penalised.
Not replying to reviews — Google sees inactive profile.
Fake reviews — Google detects and penalises.
Forgetting to update hours — customers arriving at closed doors give 1-star reviews.

Conclusion

Google Business Profile is free, takes 30 min to set up, and is the easiest single action that can move your business up in local rankings. Don't delay.

Google Business Profile — how to get into the local pack.