Setting up Google Business Profile: how to get found on Google Maps

When someone searches for “plumber Ghent” or “hairdresser near me”, Google shows a map with nearby businesses at the top. Those spots are not paid — they come from Google Business Profile (formerly Google My Business). Free, but you have to set it up and keep it active yourself.

What is Google Business Profile?

It is a free business listing on Google. It shows your name, address, opening hours, photos, reviews and website in search results and Google Maps. For local businesses it is often more important than your website itself.

Step 1: Create a profile

Go to business.google.com and sign in with your Google account. Search for your business name — there may already be a profile you can claim. Otherwise create a new one.

Step 2: Fill in everything completely

The more information you add, the better you rank:

• Name — exactly as your business is called, without stuffing in extra keywords
• Category — choose the most specific category that fits
• Address or service area — if you work from home you can set a service area without showing your address
• Phone number and website
• Opening hours — keep these up to date, including public holidays

Step 3: Verify your profile

Google needs to confirm you are the owner. This is usually done via a postcard with a code (5–7 working days), sometimes directly by phone or email. Your profile is not visible without verification.

Step 4: Add photos

Businesses with photos get significantly more clicks. Add:

• Your logo
• A cover photo (e.g. your shop, office or workspace)
• Photos of your work or products

Five to ten photos is a good start. Keep them current.

Step 5: Ask for reviews

Reviews are one of the strongest local ranking factors. Send satisfied customers a direct link to your review page — find it in your Business Profile under “Get more reviews”. Always respond to reviews, including negative ones.

What next?

A Google Business Profile is not a one-off task. Add posts regularly (news, offers), answer questions and keep your info accurate. Google rewards active profiles with better visibility.

Don’t want to spend time on this? As part of the monthly SEO package DeskCare manages your Google Business Profile — posts, photos, responding to questions and monthly reporting included.