1. Claim it and verify it
Verifying shows Google the profile is yours to manage. In its words: "This tells Google that you're authorized to represent the business, so it's more likely to show up in search results."
2. One profile, under your real name
"There should only be one profile per business", and the name on it is the name on your sign: "Represent your business as it's consistently represented and recognized in the real world across signage, stationery, and other branding." Adding a town or a service to the name is not your name.
3. An address, or a service area
"Make sure your address and/or service area is accurate and precise." If customers come to you, show the address. If you go to them, Google says: "If you don't serve customers at your business address, remove your address from your Business Profile." Then list the towns you serve.
4. Few categories, well chosen
"Choose the fewest number of categories it takes to describe your overall core business." A roofer who also cleans gutters is still a roofer first.
5. Hours, holidays included
Set your regular hours, then the exceptions. Google calls it "a good idea to confirm your hours for official holidays", even when they do not change. A profile that says open while your door is locked costs you the customer who drove over.
6. Fill in everything
"Businesses with complete and accurate info are more likely to show up in local search results." Phone, website, services, a description in plain words, and photos of your own work.
7. Your own links
A profile can carry links for actions such as "Book an appointment." Point each one at your own page, the same one your website's button opens.
8. Ask for reviews the allowed way
"To leave reviews, you can ask customers to visit a Google link or scan a QR code." Ask every customer, in person or by text, right after the job. Do not offer anything for it. Google's rule is blunt: "Offering incentives, like free or discounted goods or services, in exchange for customers to post reviews, change reviews, or remove negative reviews is considered fake & misleading content and is strictly prohibited."
9. Answer your reviews
Google's advice for replies is "Keep it short and simple". For a bad one, the line not to cross: "Never share a reviewer's private information or engage in personal attacks." Say what you did about it and leave it there.
10. Make your website agree
The same name, phone number, hours and towns on your site as on your profile. When the two disagree, a customer does not know which to trust.
What decides who shows up
Google states it plainly: "Local results are mainly based on relevance, distance, and popularity." You cannot move your shop closer to the person searching. You can make the profile complete, which helps Google match you to the search, and you can earn reviews: "More reviews and positive ratings can help your business's local ranking."
Nobody can promise you a place in those results, and anyone who does is guessing. What you control is the ten checks above.
The website half
A profile sends people to your site. What they should find there is in what a local business homepage needs. If you want a second pair of eyes on yours, the free site check costs nothing. If a Facebook page is all you have so far, read website or Facebook page.
Sources
- Google Business Profile Help, Guidelines for representing your business on Google.
- Google Business Profile Help, Tips to improve your local ranking on Google.
- Google Business Profile Help, Tips to get more reviews.
- Google Business Profile Help, Manage your service areas, How to set special hours and Manage your local business links.
