How to Set Up and Optimise Your Google Business Profile
By the AI Segment team · Published 2 November 2026
A complete, active Business Profile can bring you calls and direction requests without paying for a click. Here is how to set one up properly and keep it working.
Check that you qualify
Google’s guidelines require a business to make in-person contact with customers during its stated hours. If you have a storefront, your address can be shown. If you visit customers, you can set a service area and hide your address. Businesses that operate entirely online do not qualify, so check the current rules before you begin.
Create and verify your profile
Search for your business first, because a profile may already exist and can be claimed. Sign in with a business Google account you will keep long term, and add your exact business name as used in the real world. Google will then ask you to verify, and the available methods vary by business.
Fill in everything that matters
Complete profiles give Google more to match against searches and give customers more reasons to choose you:
- Primary category: choose the most specific option, because it strongly affects which searches you appear for.
- Secondary categories: add only those that truly describe what you do.
- Services and description: use plain language that reflects what customers ask for.
- Hours: include holiday hours, and keep them accurate.
- Website and phone: match the details on your site exactly.
Add real photos
Upload clear photos of your premises, team and work. Real photos build confidence, while stock images add little. Add new ones from time to time, so people can see the business is active.
Keep the profile active
Reply to reviews, answer messages promptly and post updates about offers or recent work. Review the performance data each month to see which searches find you and how many people call or request directions. If hours or contact details change, update them the same day.
