Local SEO · 7 min read
How to set up your Google Business Profile properly: a guide for Sydney businesses
By Kunal Kapoor, Founder, WES Agency Co. ·
For most local searches, your Google Business Profile is the first thing a potential customer sees, often before your website. It's free, it's where the map results come from, and most businesses only fill in half of it. Here's how to set one up properly.
Claim and verify your profile
Search for your business on Google Maps or go to business.google.com. If a listing already exists, claim it; if not, create one. Google then asks you to verify that you really run the business. The options vary by business and can include a video recording, a phone call, an email or a postcard, and Google decides which ones you're offered.
Choose the right primary category
Your primary category has more influence on which searches you appear for than anything else on the profile. Be as specific as the options allow: 'Electrician' rather than 'Contractor', 'Website designer' rather than a broad 'Marketing agency' if websites are most of your work.
You can add additional categories for other genuine services. Don't add categories for things you don't really do; they won't help and can confuse Google about what you're relevant for.
Use your real business name
Enter your business name exactly as it appears on your signage, website and invoices. Adding keywords or locations to the name, such as 'Smith Plumbing Sydney Best Plumber', is against Google's guidelines and a common reason for profiles being suspended.
Address or service area?
If customers visit you, show your address. If you travel to customers and don't serve them at your premises, you can hide the address and set service areas instead. Keep service areas realistic: Google's guidance is that they generally shouldn't extend beyond about two hours' drive from where you're based.
Fill in everything else
A complete profile gives Google more to work with and gives customers fewer reasons to look elsewhere.
- A description of up to 750 characters, written for customers, naming what you do and where
- Every service you offer, each with a short plain-English description
- Accurate opening hours, plus special hours for public holidays
- Your website, phone number and social profiles
- Real photos: logo, cover image, your premises, your team and examples of your work
Build a steady stream of reviews
Reviews influence both where you rank and whether people choose you. Ask every happy customer, soon after the job, and share a direct review link to make it easy. Reply to every review, positive or negative, calmly and helpfully.
Keep it active
Post updates regularly: finished projects, offers, news and articles. Keep your hours current. An active, accurate profile signals a real, operating business.
Make sure your website matches
Your business name, address and phone number should appear the same way on your website as on your profile, ideally in the footer and in LocalBusiness structured data. When the two agree, Google can be more confident they describe the same business.