Establishing a Google Business Profile can provide several advantages for your business storefront or service area, helping you to appear in search results or on maps. It's a valuable tool for expanding your reach, increasing your customer base and attracting potential customers. The platform can be particularly useful by allowing others to learn details about your business on the search engine before engaging with it. This means that by having a Google Business Profile, you'll attract quality leads from who are looking to purchase your products and services.
Why It's Particularly Important In Australia
Australians heavily rely on Google for local search, especially on mobile devices. Whether someone is looking for a trade, accountant, café, or retail shop, their journey often starts with a Google search. If your business doesn’t have a properly set up and optimised profile, you’re likely losing potential customers to competitors who do.
In short, a Google Business Profile strengthens visibility, builds trust, increases enquiries, and makes it easier for customers to choose and connect with your business.
How The Business Benefits
- Greater Local Visibility
When someone searches for services like “plumber near me” or “café in Brisbane,” Google prioritises local listings. A properly optimised profile helps your business appear in Google Search and Google Maps, often above regular website results. - More Enquiries and Sales
Your profile allows customers to call, get directions, visit your website, or message you instantly. That means fewer steps between search and action—resulting in more leads and walk-ins. - Builds Trust and Credibility
Customer reviews, star ratings, photos, and up-to-date information make your business look established and trustworthy. For small businesses competing with larger brands, this social proof is powerful. - Cost-Effective Marketing
A Google Business Profile is free. For small businesses with limited marketing budgets, it delivers strong exposure without ongoing ad spend. - Better Local SEO Performance
An optimised profile supports your website’s search engine rankings and improves your chances of appearing in the “Local Pack” (the map listings shown for local searches). - Insights and Data
Google provides data on how customers find you, what keywords they use, how many people call, request directions, or visit your website—valuable insights for refining your marketing strategy.
How The Customer Benefits
1. Easy Access to Accurate Information
Customers can quickly see your trading hours, phone number, website, location, and services without needing to browse multiple pages.
2. Confidence Through Reviews
Reviews help customers make informed decisions. Seeing genuine feedback from other Australians builds reassurance before they commit.
3. Convenience
One-click calling, instant directions through Google Maps, and website links make it simple to take the next step.
4. Up-to-Date Updates
Businesses can post updates, special offers, events, or changes to trading hours—helping customers stay informed.
GBP Setup Instructions
Below are some clear step-by-step directions. Please use the guide below to set up your business profile.
Step 1: Go to google.com/business
Open your browser and navigate to google.com/business. Save this page to your bookmarks—you’ll use it anytime you need to manage your Google Business Profile.
Step 2: Sign in to your Google account
Log in using your existing Google account. If you don’t have one yet, head to google.com/accounts to create a free account using any email address.
Step 3: Enter your business name
Type your business name exactly as it should appear. Don't add anything else to this field. Double-check the spelling and format it in Title Case (capitalize the first letter of each word). This is often a customer’s first interaction with your brand, so accuracy and professionalism matter.
Step 4: Provide your business address
Enter your physical business location so Google can confirm your business is legitimate. P.O. boxes or rented mailboxes (such as those at shipping stores) are not permitted. Also, only one business listing is allowed per residential address.
Step 5: Indicate your business type
Choose whether customers visit your physical location or if you operate as a service-area business. If you don’t serve customers at your address, you can define a service area by setting a radius, selecting specific cities or states, or listing ZIP codes.
Step 6: Select your primary business category
Your main category plays a major role in how your business appears in search results. Google prioritizes relevance. For example, if someone searches for “Italian restaurant” and your primary category is “Pizza restaurant,” your visibility may vary depending on the search terms used. Selecting the most accurate category improves your chances of appearing in relevant searches.
Step 7: Add your phone number and website
Include accurate contact details. Google tracks calls and website visits generated from your profile, so ensure this information is correct.
Step 8: Verify your business
To manage how your business appears on Google Search, Maps, and other Google platforms, you’ll need to complete verification—often through a mailed postcard. This step confirms your business details and ensures only authorized individuals can manage the listing.
Step 9: Complete your profile
After verification, finish filling out your profile with additional details. Further optimization can help improve visibility and engagement.
Now that you've set up your Google Business Profile, you're set shine in the digital world by building trust with improved local visibility.
Important: Keep Your GPB Optimised (Updated & Relevant)
Keeping your Google Business Profile optimised is important because it directly affects how often—and how prominently—your business appears in local search results. Google prioritises relevance, accuracy, and activity. An incomplete or outdated profile can reduce your visibility, while a fully optimised and regularly updated one improves your chances of showing in the Local Pack and Google Maps.
An optimised profile also builds trust. Accurate trading hours, current photos, up-to-date services, and recent reviews signal that your business is active and reliable. If customers see outdated information or unanswered reviews, they may choose a competitor instead.
Regular optimisation helps you:
- Improve local SEO performance
- Increase calls, website clicks, and direction requests
- Showcase services, offers, and updates
- Respond to and manage reviews effectively
- Gain insights from performance data
In short, setting up your profile is just the first step. Ongoing optimisation ensures your business stays competitive, visible, and credible in local search.
Create Yours here: Google Business Profile.
Understand the basic guidelines for creating your Google Business Profile.
I'm always here to help if you need someone knowledgeable to optimise your account after your initial setup.
Sandra Ciminelli
Web Designer/Developer
Based In The Australian Capital Territory
Services Australia-wide