A practical guide to setting up, planning and maintaining your Google Business Profile

If you run a small business and you’re pouring all your energy into Instagram or Facebook, I’m going to gently say something you may not like:

Your Google Business Profile is possibly more important.

When someone searches for what you do — “web designer Blue Mountains” or “accountant near me” — they’re not scrolling social feeds. They’re on Google, ready to act.

And if your Google Business Profile (formerly Google My Business) isn’t set up properly or hasn’t been touched in months, you’re missing one of the easiest wins in digital marketing.

What Is a Google Business Profile?

Your Google Business Profile is the listing that shows up on Google Search and Google Maps when someone searches for your business or a service like yours.

It includes:

• Your business name
• Contact details
• Website link
• Location and service area
• Opening hours
• Reviews
• Photos
• Updates and posts

It’s not just a directory listing. It’s a mini marketing platform sitting right inside Google.

Why It’s So Important

It captures high-intent searches

Someone searching “Canva training near me” or “website design Blue Mountains” is actively looking. They’re not browsing. They’re deciding.

If your profile is optimised, updated and full of useful information, you’re far more likely to be the one they click.

It builds trust instantly

Reviews. Photos. Clear service descriptions.
These things reduce hesitation.

A well-maintained profile says:
“I’m real. I’m active. I know what I’m doing.”

An empty or outdated one says the opposite.

It supports your website SEO

Your Google Business Profile and your website work together. When your business details match, your services are clearly described, and your profile is active, it strengthens your overall online presence.

It’s not a replacement for a website, it’s a powerful companion.

Your Google Business Profile isn’t flashy or glamorous —

but it’s often the first thing people see when they’re ready to buy. Ignore it, and you’re quietly turning away warm leads.

The Strategy Behind a Good Profile

Setting it up once and forgetting about it isn’t enough.

Here’s where strategy comes in.

Be clear about your primary category

Your main category influences when you appear in search results. Choose the one that best describes your core service not something vague.

Then add secondary categories carefully. More isn’t always better.

Write a proper business description

This isn’t the place for fluff. Use clear language about:

• Who you help
• What you offer
• Where you’re based or who you service

Think about the phrases people would actually type into Google.

Add real photos (not just logos)

Photos of you, your team, your workspace, your products – these build credibility. Google also tends to favour active listings.

If you haven’t added new photos in a year, now’s the time.

Planning Your Profile Like a Marketing Channel

Here’s the part most people skip.

Your Google Business Profile allows you to post updates just like social media.

You can share:

• Workshop announcements
• Blog posts
• Offers
• New services
• Events
• Case studies

Instead of posting randomly, treat it like part of your content plan.

For example:

• Once a month: share a helpful tip
• Once a month: promote a service
• Quarterly: upload new photos
• Ongoing: ask happy clients for reviews

It doesn’t have to be daily. It just needs to be consistent.

Maintenance Matters

A neglected profile can quietly undo good marketing.

Here’s a simple maintenance checklist:

• Check your opening hours
• Respond to reviews (yes, all of them)
• Update services if they change
• Make sure your website link works
• Add new photos occasionally
• Keep your business description current

Five minutes a month is often enough.

The Review Strategy Most People Avoid

Reviews are one of the strongest ranking and trust signals.

But you don’t need to beg.

Instead:

• Build asking into your process
• Send a direct review link
• Ask after a positive outcome
• Make it easy

And always respond. A thoughtful reply shows future clients how you communicate.

Final Thought

Your Google Business Profile isn’t glamorous.

It won’t give you viral moments or flashy engagement stats.

But it will quietly work in the background, capturing high-intent searches and reinforcing your credibility.

If you’re a small business owner wanting steady, sustainable visibility this is one of the smartest places to invest your time.

Need help setting up or reviewing your Google Business Profile?

I offer practical, jargon-free support to get your listing optimised and working properly without adding to the crazy.

Let’s make sure people can find you.