What is a Google Business Profile?
When you search for a local business on Google and see the map with three business listings below it, those are Google Business Profiles (formerly Google My Business). They appear above the regular website results and often above paid ads — making them prime digital real estate.
For a trade business, having a well-optimised Google Business Profile can be the quickest way to start appearing in local searches, sometimes even before your website ranks. And it is completely free.
How to set one up
Go to business.google.com and sign in with a Google account. Search for your business name to check it does not already have a listing. If it does, claim it. If not, create a new one.
You will need to verify your business, which Google does by sending a postcard with a verification code to your business address, or sometimes via phone or email.
How to fill it in properly
Most tradespeople set up their profile and leave it mostly blank. That is a missed opportunity. Here is what to fill in:
Business name — use your real business name. Do not stuff keywords into the name field — Google can suspend your listing for this.
Category — choose the most specific primary category available (e.g. "Plumber" not just "Contractor"). You can add secondary categories too.
Address — if you work from home and do not want your address shown, you can set a service area instead. Add every town and city you cover.
Phone number and website — use your real phone number and link to your website.
Business hours — keep these accurate. Google can adjust them automatically if customers report them as wrong.
Description — write 2–3 sentences describing your trade, your area, and what makes you worth calling. Include your main keyword naturally, e.g. "We are a family-run plumbing business based in Manchester, covering all of Greater Manchester for emergency repairs, boiler installations, and general plumbing work."
Photos — add at least 10 photos. Photos of your work, your van, your tools, and ideally yourself. Businesses with photos get significantly more clicks than those without.
Posting updates
Google Business Profiles let you post updates, similar to social media. Posting once a week — a photo of a recent job, a seasonal tip, or a promotion — signals to Google that your business is active. Active profiles rank higher than dormant ones.
The service area feature
Make sure you set your service area to cover all the towns and cities you actually work in, not just your home base. This is what tells Google to show you in searches across your whole working area, not just your immediate postcode.
Monitoring and responding to reviews
Check your profile regularly and respond to every review. Even a simple "Thank you for your kind words, it was great working for you in [area]" helps, and the location mention adds relevance to your profile.