When someone searches for "butcher near me" or "hairdresser Aalter", Google shows a small map with a handful of businesses at the top. Those listings come from Google Business Profile, formerly Google My Business. It is free, you manage it yourself and it is one of the simplest ways to get found more easily in your area. Here is how to go about it.

Step 1: check whether your business already exists

First search for your business name and town in Google Maps. Often there is already a listing, for example because a customer once added your business. In that case you do not create a new profile but claim the existing one. That way you avoid duplicate listings that confuse customers.

Step 2: create or claim your profile

Go to the official Google Business Profile page and sign in with a Google account. Preferably use an account that belongs to your business, not an employee's personal account. Then fill in:

the exact name of your business, as it appears on your shopfront
your address, or your service area if you work at customers' homes
your phone number
your website address

Do not add keywords to your name. "Janssens Bakery" is fine, "Janssens Bakery best bread Eeklo" is not. Google may penalise that.

Step 3: verify

Google wants to be sure you are the owner. Depending on your business, you will be offered one or more verification methods, for example by phone, by email or with a short video showing your business. Follow the instructions Google gives you. Until your profile is verified, your changes will not be visible, or only partly.

Step 4: choose the right categories

The primary category is one of the most important settings. Choose the category that best describes what you are, not everything you do. A butcher who also does catering, for example, chooses "Butcher shop" as the primary category and adds "Caterer" as an additional one.

It is also worth checking which categories similar businesses in your area use. That often gives you a good idea.

Step 5: opening hours that are correct

Nothing is as annoying as a customer standing in front of a closed door because Google said you were open. Fill in your regular opening hours and use the special hours feature for public holidays, time off or an annual closure. You set those up in advance, so you do not have to remember them at the last minute.

Step 6: photos that show your business

Photos help customers recognise your business and get an idea of what to expect. Add at least these:

your logo
a photo of the shopfront, so people can find you
a few photos of the inside
photos of your products, dishes or projects
possibly a photo of yourself or your team

Use real, recent photos with good lighting. Your phone is more than enough for that.

Step 7: description, services and products

In the description, you explain in a few sentences who you are, what you offer and where you operate. Write the way you would talk to a customer. Then complete the list of services or products. The more complete your profile, the better Google understands what your business is relevant for.

Step 8: publish posts

With posts you share news directly on your profile: a new seasonal menu, a promotion, a change in opening days or an event. It takes very little time and shows that your business is active. A short text and a photo are enough.

Step 9: link to your website

Your profile is a business card, your website is the shop. Make sure the link in your profile goes to the right page and that your website shows the same name, address and phone number as your profile. That consistency helps Google trust your business.

If you have a webshop or a booking system, feel free to link straight to that page.

Step 10: follow up on reviews

Reviews appear on your profile and influence how customers judge your business. Ask happy customers for a review and reply to every review, including the less positive ones. A calm, friendly reply often makes more of an impression than the complaint itself. Never buy fake reviews: it is against Google's rules and customers see through them quickly.

Upkeep: five minutes a month

A profile is never really finished. Set a fixed moment, for example the first Monday of the month, to check your opening hours, add a new photo and reply to reviews.

To wrap up

A well-completed Google Business Profile and a clear website reinforce each other. The profile brings people to your business, the website convinces them. Want your website to help with that? Read what goes into having a website built, or see how we approach it for restaurants and caterers. Questions? Feel free to drop us a message.