How to Create a Google My Business Page

Creating a Google My Business (GMB) profile is an integral part of local SEO efforts for businesses. This free tool lets you control how your business appears in search results and on Google Maps, and also helps you show up in search listings.

Getting Started with Google My Business

Your first step is to create a basic profile. You can flesh it out later.

It is important that your information is accurate. Customers can quickly lose trust if they feel your business details are incorrect or differ from one profile to another. Your business name, address, and phone number should be the same everywhere you are listed. Depending on the type of business you have, your services, pricing, and opening hours should also be consistent. You can check your other listings to make sure they are up to date and consistent before adding a GMB listing.

How to Create a Google My Business Listing

Creating a GMB listing is fairly straightforward and does not take much time. Here are the steps:

Create a Google account or sign in to an existing one. Then go to the GMB sign-in page and click Manage now in the top right corner.
Even if you have never created a GMB account, enter your business name in the search bar. You will see if another local business has the same or a similar name, or if a listing for your business has already been created by someone you know.
If you did not find your business, click the "Add your business to Google" link.
Enter your business name.

5. Choose a category that best describes your business. There are many options – categories are specific rather than broad, so choose the one that best matches your business. The more precise you are, the better it will be for your SEO. The category you choose will influence the search results in which your business appears, and it can also affect the features available to enhance your GMB profile. For example, restaurants can add online ordering and hair salons can add booking features.
6. You will then be asked whether you want to add a physical location that customers can visit.
If you have a shopfront, click "Yes". On the next screen, you will add your address.

If you do not have a shopfront but serve local customers, click "No". On the next screen, you will be asked where you serve customers, and there will also be a list of suggested areas based on your location.
7. Add your phone number and website. Your website URL is optional, but it is always best to add it if you have one. Moreover, the more information you add here, the easier it may be to verify your business address.
8. On the last page, click "Finish" to create your profile. You will then be able to go in and add more details.

Verifying Your Listing

After setting up your profile, you will be redirected to a page to start the verification process. You will be asked to add your postal address if you have not already done so, so that you can receive a verification postcard. The postcard will include a code that you add to your Google My Business profile to complete the process.

You will not be able to use all GMB features until your business has been verified. While you are waiting for verification, do not change your business name, category, or address — doing so could delay the process.

Once you have filled it in (or chosen to do so later), you will be redirected to your GMB page. Click "Get started" at the bottom right of the pop-up window.

More Verification Options

The standard method for verifying your business is to use the postcard option, but some users may also see other options (if you do not see them, they are probably not available to you). These include:

Email verification: you will receive an email containing your verification code.
Phone verification: you will receive an automated message containing your verification code.
Instant verification: if your business has already been verified with Google Search Console, this option may be available to you.
Bulk verification: for businesses that have at least 10 locations.

Navigating Your Google My Business Homepage

There is a great deal you can do within GMB. First, browse the GMB homepage. From there, you can:

Set up custom email addresses with your business URL
Complete the verification process
Create a post to share news with customers
Complete your listing and see how much you still have to fill in
Read and respond to customer reviews
Request a $100 advertising credit
Access insights to learn more about how customers find and interact with your business

On the left-hand side of the page is a sidebar with links to other important areas of your GMB listing, such as your posts, photos, services, and more.

Optimising Your Google My Business Listing

Setting up a basic profile is just the beginning. There are many ways to optimise your profile:

Write a business description
Add product and service listings
Add photos and videos
Create regular posts to engage customers
Answer customer questions
Request customer reviews

You can also review your insights, which include information on how many people clicked through to your website, how many people searched for directions to your business, how many people called your listed business number, and how many views your photos have received.

Adding Details to Your Listing

You have covered the basics, but you can add much more to your GMB listing. The easiest way to do this is to go to the dedicated "Complete your listing" section on your GMB homepage. To make further changes, you can click "Info" in the left sidebar, or go into one of the specific categories to add photos, product listings, and so on. The "Info" page is also where you can update any information you filled in when setting up your profile, such as your business name, category, address or service areas, phone number, or website.

Business Description

The first thing to do is to add a business description. There is a 750-character limit. Bear in mind that the first 250 characters will appear on the knowledge panel, so make them clear and concise. If you go to the "Info" page, you can also add your business opening date.

Opening Hours

If you have a premises that people can visit — as opposed to a business that delivers or takes appointments only — you can add your customer-facing opening hours.

Attributes

If there are specific attributes relevant to your business, add them. For example, your café may offer free Wi-Fi, or your shop may be wheelchair accessible. GMB will show you the available options. For instance, if you run a delivery business, you will not have the "wheelchair accessible" option.

Products and Services

You can list your products and services, which is particularly useful for businesses with menus, such as salons and restaurants. You can also add CTA buttons to encourage people to find out more, claim an offer, or place an order online.

Adding Media to Your Google My Business Listing

Photos

You are not obliged to add photos to your listing. Photos make a business appear more trustworthy, as customers receive more information in an easy-to-digest format. You may notice an increase in website clicks or requests for directions. Here are the different types of photos you can add:

Cover photo: this is the most important image you will add, as it appears prominently on your listing.
Profile photo: this photo will be displayed when you add new content to your listing, such as a reply to a review. If you are the face of your business, you can use a portrait of yourself. You can also use your logo so that your business is immediately recognisable.
Exterior shot: adding one (or a few) photos of the outside of your shop helps users identify exactly where it is. It also builds trust, as customers can start to get a feel for your shop or restaurant before they even set foot inside.
Interior photos: add at least three photos of the inside of your business. Capture the mood and atmosphere, and take photos when the space is bathed in natural light. Include wide shots that take in a large portion of the space, especially common areas where customers spend most of their time, and take detailed photos that highlight the decor.
Product photos: show the types of products you offer. Take a photo of each product. If you sell many different items, you can take group shots to showcase different product categories instead. Alternatively, you can choose to display only your bestsellers — restaurants, for example, can show their most popular dishes.
Employees in action: show your happy employees at work. This is also a good option for service providers who do not have products to photograph.

Videos

Whilst photos are a must, videos are also highly recommended. Here are some best practices for adding videos:

30 seconds or less
100 MB or less
720p resolution or higher
Prioritise authentic videos over promotional ones
Create them to be understandable even without sound

You do not need to be a professional to create an effective video.

Creating Posts for Your Google My Business Listing

Think of a GMB post as a social media post for your Google listing. Posts will appear on your listing, as well as in certain search results, on Google Maps, and in the knowledge panel. The knowledge panel is the box that appears on the right-hand side of the page for certain search results.

You can create a post from the left sidebar of your GMB dashboard. There are templates for different types of posts, including offers, "What's New" announcements, events, and products.

Experimenting with Emojis in Posts

Although you may not wish to use emojis in your official listing, you can experiment with them in your GMB posts. It is now possible to search on Google using emojis — see the sushi search results example — and if you have optimised your posts with relevant emojis, this can help your ranking.

Adding Reviews to Your Google My Business Listing

Responding to reviews is a good way to encourage future reviews. Firstly, people will see that you respond to reviews — both positive and negative — and will be more likely to leave feedback themselves. Secondly, responding to a review makes it more visible on your listing, which improves social proof and reminds people that they too can leave reviews. Prospective customers will turn to reviews when deciding whether or not to give your business a chance, and the more positive reviews they find, the better — consumers trust reviews, even those that do not come from people they know.

Interacting with Customers Using Google My Business

If you want customers to be able to contact you directly, you can set up messaging from the GMB dashboard.

There is also a questions and answers feature on your listing that allows internet users to ask questions. Anyone can post an answer, but your business will reflect well if you respond too.

Key Takeaways on Google My Business

When someone searches for a local shop or service provider, they are on the verge of making a purchase, and there is a strong chance they will visit your shop that same day. Since Google My Business is a free tool, there is no reason not to spend an afternoon setting it up and letting it start working for you.