How To Set Up and Verify Your Google Business Profile?

A Google Business Profile (GBP) is one of the most powerful free tools for local SEO. It allows you to control how your business appears in Google Search and Maps, showing key details like your address, phone number, opening hours, reviews, and more. Without a verified and optimised profile, you risk being invisible to local customers who are actively searching for your services.

This guide explains how to create, verify, and optimise your GBP while avoiding common mistakes. By the end, you’ll know exactly how to turn your profile into a local marketing asset.

Why Is a Google Business Profile Essential for Local SEO?

A verified GBP is critical because it influences high-intent searches, the type most likely to result in calls, bookings, or visits. Research shows that over 80% of local searches result in a visit or phone call within 24 hours.

Example:
A Melbourne café with a complete GBP (photos, reviews, and accurate hours) appears in the “map pack” for “best coffee Melbourne CBD.” A similar café without GBP doesn’t appear on the first page at all.

How Do You Create Your Google Business Profile?

The setup process is straightforward, but accuracy matters.

Steps to create a profile:

1. Visit Google Business Manager.

2. Sign in with a business email (not personal Gmail).

3. Select “Add Your Business.”

4. Enter your business name exactly as it appears offline.

5. Choose the most accurate category (e.g., “Florist,” “Dentist”).

6. Add your address if customers visit you, or select service areas if you travel.

7. Provide a phone number and website URL.

Example:
A Sydney electrician sets up their GBP under “Electrician,” lists Sydney CBD and Eastern Suburbs as service areas, and adds a 24/7 contact number. This ensures they appear in urgent searches like “emergency electrician near me.”

What Information Should You Include for Maximum Impact?

Your profile is only as strong as the details you provide. Google rewards complete, accurate, and engaging listings.

Essential details

• Business name, address, and phone (NAP)

• Opening hours, including public holiday changes

• Categories and services offered

• A business description with local keywords (avoid stuffing)

• High-quality photos of your premises, team, or products

• Booking links for restaurants, salons, or clinics

Why visuals matter

Photos and videos build trust and improve engagement. Businesses with images get 42% more direction requests and 35% more clicks.

Example 1:
A Gold Coast yoga studio uploads class photos, lists timetables, and adds a booking link. This drives more enquiries than competitors with sparse details.

Example 2:
A Melbourne restaurant refreshes its menu photos seasonally and attracts more reservations for searches like “best Italian Melbourne CBD.”

Advanced details that help you stand out

• Attributes like wheelchair accessible, pet-friendly, or free Wi-Fi

• Q&A section with answers to common questions

• Products or services with prices for added clarity

• Special features such as delivery or loyalty programs

Example:
A Sydney physiotherapy clinic adds attributes for on-site parking and wheelchair access, plus a service list with pricing. This transparency reduces calls and boosts confirmed bookings.

How Do You Verify Your Google Business Profile?

Verification confirms to Google and customers that your business is legitimate. Without it, your edits may not appear.

Verification methods:

• Postcard: Google sends a code by mail (arrives in 5–7 days).

• Phone or email: Instant verification for eligible businesses.

• Video upload: Show signage, premises, or tools of trade.

• Live video call: Rarely, Google schedules a call for confirmation.

Example:
A Perth hair salon received a postcard in five days. Once verified, they could reply to reviews, post offers, and appear in Maps for “hairdresser Perth CBD.”

What Common Mistakes Should You Avoid?

Even small errors can harm rankings or credibility.

Mistakes to avoid:

• Inconsistent NAP: Use the same name, address, and phone across all platforms.

  • Example: A Brisbane law firm listed “Suite 2” on its site but “Level 2” on GBP. This mismatch lowered rankings.

• Wrong category: Always pick the most accurate primary category.

  • Example: A yoga studio listed as “Gym” missed out on “yoga near me” searches.

• Ignoring reviews: Reviews impact both ranking and trust.

  • Example: A Melbourne florist lost clients by ignoring feedback, while their competitor gained loyalty by responding.

• Stock photos and keyword stuffing: Customers want authenticity.

  • Example: A Gold Coast surf shop with real team photos drew more clicks than a competitor using stock images.

• Unverified profiles: Without verification, your listing may not show properly.

How Do You Optimise After Verification?

Verification is only the first st;p, ongoing optimisation ensures long-term success.

Key optimisation actions:

1. Post weekly updates: Share offers, events, or blog content.

   • Example: A Perth café posts seasonal menus, appearing in “lunch near me” results.

2. Reply to reviews: Thank happy customers and address complaints professionally.

   • Example: A Sydney dentist replies within 24 hours, building trust.

3. Add fresh photos: Update visuals regularly to boost engagement.

   • Example: A Newcastle boutique uploads new arrivals weekly, increasing store visits.

4. Use Q&A and attributes: Add parking, delivery, or accessibility details.

5. Monitor insights: Track searches, clicks, and direction requests.

   • Example: An Adelaide gym saw high searches for “Pilates classes Adelaide” and expanded offerings, leading to more sign-ups.

6. Connect with Google Ads and Analytics: Integrate GBP with Ads for location extensions and track traffic via Analytics.

What Are Advanced Tips for Better Performance?

• Encourage reviews actively: Share links via receipts, emails, or QR codes.

• Use local keywords naturally: Phrases like “emergency plumber Melbourne CBD” boost relevance.

• Track competitors: Use BrightLocal or GBP Insights to compare performance.

• Leverage seasonal events: Add temporary hours, services, or event posts to capture short-term demand.

Example:
A Hobart florist posted Valentine’s specials and extended hours. Insights showed a 35% jump in direction requests, leading to record seasonal sales.

FAQ

How long does verification take?
Postcards arrive within 5–7 business days. Phone and email can be instant.

Can I verify without a physical address?
Yes. Service-based businesses can list service areas instead of addresses.

Do I need a GBP if I already have a website?
Yes. A website builds authority, but GBP boosts visibility in Maps and local results.

What if I move locations?
Update your address and re-verify. Outdated information confuses customers and harms rankings.

Is it free?
Yes. Creating, verifying, and managing a GBP is completely free.

Summary

A verified and optimised Google Business Profile is a must for effective local SEO. Start by setting up your profile with accurate details, verifying it, and avoiding mistakes like inconsistent information or ignoring reviews. Once live, treat GBP as an active marketing tool: post updates, reply to reviews, upload photos, and track insights.

For Australian businesses, from cafés to electricians, GBP can be the difference between being invisible online and becoming the go-to choice in your community.