How to get your business on Google Maps
By Kenan Musa, Instinct Tech ·
When someone searches for "carpenter near me" or "hairdresser near me", Google often shows a map with three or four businesses before the regular results. That is the spot most local businesses want. Here is what decides whether you are on it, and what you can do about it.
The short answer
Create and verify a Google Business Profile, choose the right primary category, fill in every field, keep the details correct, and ask satisfied customers for reviews. Your website should back the profile up with pages that clearly show what you do and where you are based.
What decides who Google shows?
Google says that local results are mainly based on three things: relevance, distance and prominence.
- Relevance is how well your profile matches what someone is searching for. Complete and detailed information helps Google understand what you offer.
- Distance is how far you are from the person searching. You cannot change that, but you can make sure your address or service area is correct.
- Prominence is how well known you are. Google mentions things like the number of reviews and how many websites link to you.
Google also says that businesses with complete and accurate information are more likely to be shown, and that more and positive reviews can improve your local ranking. So there are three things you can influence yourself: how completely the profile is filled in, how accurate it is, and how many people recommend you.
How to set up the profile
- Create the profile using the business name as it appears on your sign, your website and your company registration. Do not add keywords to the name.
- Choose a primary category. This is the most important single choice. Pick the one that best describes what you earn your money from, for example "Carpenter" rather than "Tradesperson".
- Add secondary categories for other things you do, but only if they are true.
- Fill in the rest: opening hours, phone number, website, services, description and relevant attributes.
- Verify the profile. Google offers phone or text, email, video call or postcard. Which methods you get to choose from depends on your business, and Google decides that.
- Add photos of yourselves, your work and your premises. Real photos beat stock photos.
No shop?
If you travel to your customers, you can set a service area instead of showing your address. Choose the towns and areas you actually cover. It is better to list a few places you really go to than to fill the list with towns you never visit.
Keep your details correct and consistent
Your name, address and phone number should be the same on Google, your website, Facebook and in directories. Small differences, such as "Main St." and "Main Street", give Google less to trust. Remember to update your opening hours when they change, for example around holidays. According to Google, a profile with wrong details may end up not being shown for relevant searches.
Reviews
Reviews are shown prominently on the profile, and most customers read them. Here is how to get them:
- Ask right after a good experience, while the customer is happy.
- Send a direct link to the review page, so it takes only a couple of clicks.
- Reply to every review, including critical ones, calmly and specifically.
- Never buy reviews, and do not offer anything in return. It breaks Google's rules.
You can read more in our guide to getting more Google reviews.
The role of your website
Google uses your website to understand what you do. If you have a page for each service and clear information about where you work, it is easier for Google to match you with the right searches. Link from the profile to the page that fits best, often the home page or a service page. If you serve several towns, read when a page for each town makes sense.
Common mistakes
- A wrong or too broad primary category
- An incomplete profile with no photos or description
- Keywords in the business name
- Old opening hours or an old phone number
- No replies to reviews
- An address on the profile that does not match the one on your website
Checklist
- The profile is created and verified
- A primary category is chosen
- Opening hours, phone number and website are filled in
- There are at least some real photos
- Details are identical on the profile and on your website
- You have asked your first satisfied customers for a review
- You reply to reviews
Sources
Frequently asked questions
Does it cost anything to have a Google Business Profile?
No, the profile is free.
How long does it take to show up on Google Maps?
It varies. The profile can appear quickly after verification, but your ranking depends on competition, category, reviews and website. Nobody can promise a specific position.
Do I need a website if I have a Google profile?
It is recommended. The profile shows you, but the website explains what you offer and gives Google more to match against.
Can I choose how to verify my profile?
No. Google decides which methods are available for your business.
Next step
If you need a website that can support your local visibility, see our Starter package or get in touch. We usually reply within 24 hours on weekdays.