Why every small business should set up a Google Business Profile (and how to do it)

Why Every Small Business Should Set Up a Google Business Profile (and How to Do It)

If you run a small business, one of the easiest and most effective ways to improve your online visibility is by setting up a Google Business Profile (previously called Google My Business).

It’s free, it takes very little time to set up, and it can make a huge difference in helping people find and choose your business online. Yet many small business owners still don’t have one, often because they’re not quite sure what it is or how it works.

So, here’s a simple explanation, no tech jargon required, of what a Google Business Profile does, why it’s worth having, and how to get started.

What is a Google Business Profile?

A Google Business Profile is a free tool from Google that lets your business appear properly in Google Search and Google Maps. When someone searches for your business name, or something you offer (like “wedding florist near Edinburgh” or “independent café in East Lothian”), your profile can show up with your business name, website, phone number, photos, reviews, and more.

It’s the modern equivalent of being listed in the phone book but far more powerful. It helps potential customers see that you’re real, local, and trustworthy.

Why it’s so important for small businesses?

Having a Google Business Profile helps your business stand out and reach more people, especially those searching nearby. Here’s why it matters:

• You’ll appear in local searches and on Google Maps – ideal for businesses that rely on local customers or foot traffic.
• It builds trust – seeing up-to-date details, photos, and reviews helps people feel confident in choosing you.
• It boosts your SEO – Google favours verified local businesses, so having a profile can help your website appear higher in search results.
• You can share updates and offers – it’s a great way to post news, photos, or promotions directly on Google.
• It’s completely free – no ads or ongoing costs, just a simple, effective visibility boost.

How it works

Once you’ve created your profile, you’ll be able to manage it from a simple dashboard. You'll be able to:

• Add your business information (name, address, phone number, website, opening hours).
• Upload photos and videos of your products, services, or premises.
• Share updates and posts (like news or events).
• Respond to reviews from customers.
• See insights about how people found your business and what they searched for.

Your profile appears automatically in Google Search and Google Maps whenever someone searches for your business or a related keyword.

How to set it up

Setting up a Google Business Profile is straightforward:

1. Go to google.com/business
2. Press the Start Now button and follow the prompts
3. Enter your business name and address.
4. Choose your business category (for example, “counsellor,” “web designer,” or “gift shop”).
5. Add your contact details and website link.

That’s it. From there, you can log in anytime to make updates, share your review link or share new posts.

A few extra tips

• Keep your business hours and contact details up to date.
• Add clear, professional photos, they make a big difference.
• Encourage happy customers to leave reviews (on your Google Business Profile you will see a bit next to your reviews that says 'Get More Reviews' - when you click this you'll be given a link and a QR code you can use to share with people.
• Post occasional updates or offers to keep your profile fresh and active.

Final thoughts

Setting up a Google Business Profile is one of the easiest wins for small businesses looking to boost their visibility and attract more local customers. It takes less than half an hour to set up, costs nothing, and can genuinely help more people find, and choose, your business online.

If you’d like some help getting started or want your profile to match your branding and website, I can guide you through it step by step as part of your website project.