Local SEO Basics: How to Set Up Your Google Business Profile the Right Way | ScalarTek

If you run a local business, your Google Business Profile (GBP) is arguably more important than your website. It's the first thing people see when they search for businesses like yours, and it directly controls whether you show up in the map pack — those three local results that appear above the regular search results.

Yet most small businesses either haven't claimed their profile, or set it up once and forgot about it. Here's how to do it right.

Why Your Google Business Profile Matters

When someone searches "plumber near me" or "best coffee shop in [your city]," Google doesn't just show websites. It shows the map pack: three local businesses with their name, rating, hours, and a link to get directions.

90% of consumers used the internet to find a local business in the last year, and the map pack gets roughly 42% of all clicks on the search results page. If you're not in those three spots, you're invisible to nearly half of your potential customers.

Step 1: Claim and Verify Your Profile

Go to business.google.com and search for your business. If it already exists (Google often creates listings automatically from public data), claim it. If not, create a new one.

You'll need to verify ownership — usually through a postcard mailed to your business address, though phone and email verification are sometimes available.

Don't skip this step. Unverified profiles have limited features and are vulnerable to being claimed by someone else.

Step 2: Complete Every Field

Google rewards completeness. Fill out every single field available:

Business name — Use your real business name, not a keyword-stuffed version. "Joe's Plumbing" is correct. "Joe's Plumbing - Best Emergency Plumber in Tampa FL" will get you suspended.
Category — Choose the most specific primary category that matches your business. You can add secondary categories too.
Address and service area — If customers visit your location, show your address. If you go to them, set a service area instead.
Hours — Keep these accurate. Nothing tanks your reputation faster than someone driving to a closed business.
Phone number — Use a local number, not a toll-free one. Local numbers perform better in local search.
Website — Link to your homepage or a dedicated landing page.
Description — You get 750 characters. Use them. Describe what you do, who you serve, and what makes you different.

Step 3: Add Photos — Lots of Them

Businesses with photos receive 42% more requests for directions and 35% more click-throughs to their website than those without.

Add at least:

Exterior photos (helps people find you)
Interior photos (shows the experience)
Team photos (builds trust)
Product or service photos (shows what you offer)

Update photos regularly. A business with recent photos signals that it's active and well-maintained.

Step 4: Get Reviews (and Respond to Them)

Reviews are the single biggest ranking factor for the map pack after relevance and distance. More importantly, they drive decisions — 88% of consumers trust online reviews as much as personal recommendations.

How to get more reviews:

Ask directly — after a successful job or transaction, send a follow-up text or email with your review link
Make it easy — create a short link directly to your review form (you can generate this in your GBP dashboard)
Don't offer incentives — paying for reviews violates Google's terms and can get your profile suspended

Always respond to reviews — both positive and negative. Thank happy customers. Address complaints professionally and offer to resolve issues offline. Your responses are public and potential customers read them.

Step 5: Post Regular Updates

Google Business Profiles have a "Posts" feature that most businesses ignore. This is free real estate. Use it to share:

Special offers and promotions
New products or services
Events
Blog posts or tips

Posts expire after 7 days, so posting weekly keeps your profile fresh and signals activity to Google's algorithm.

Common Mistakes to Avoid

Keyword stuffing your business name — Google will suspend your listing
Using a virtual office or PO box — Google requires a real, staffed location for address-based listings
Ignoring negative reviews — silence looks worse than a thoughtful response
Inconsistent information — your name, address, and phone number should match exactly across your website, GBP, and all other directories
Setting and forgetting — an outdated profile (wrong hours, old photos) actively hurts you

The Bottom Line

Your Google Business Profile is free, powerful, and directly impacts whether local customers find you. Spending an hour setting it up properly — and 15 minutes a week maintaining it — is one of the highest-ROI activities any local business can do.

Not sure if your online presence is helping or hurting? Get a free website evaluation and we'll show you exactly where you stand against your local competitors.