How to set up your Google Business Profile (Australian guide)

Your Google Business Profile is the panel that appears on Google Maps and in local search results, showing your business name, reviews, hours, photos and a link to your website. It’s free, and for local searches it’s often the first thing customers see. Here’s how to set one up for an Australian business.

Before you start

• A Google account you’ll keep long-term, ideally one tied to your business
• Your business name exactly as you trade under it
• Your address, or the suburbs and regions you serve
• Your phone number, opening hours and website address
• A few good photos of your work, premises or team

Setting up your Google Business Profile step by step

1. 1Go to business.google.com and sign in with your Google account.
2. 2Enter your business name, then choose the category that best describes what you do. Your primary category matters, so pick the most specific one that fits.
3. 3Choose whether customers visit you at an address. If you work from home or travel to customers, set yourself up as a service-area business and list the areas you serve instead.
4. 4Add your phone number and website.
5. 5Verify your business. Google shows the verification options available for your business, which may include a phone call, text, email or a short video recording.
6. 6Once verified, complete your profile: opening hours, a business description, your services and photos.

Service-area businesses and home-based businesses

If you run your business from home, you don’t have to show your street address. Set up a service-area business, hide the address, and list the suburbs, cities or regions you cover. Customers see your service area rather than your home.

Tips to get more from your profile

• Keep details consistent. Your business name, address and phone number should match your website exactly.
• Use real photos. Photos of real work build more trust than stock images.
• Ask for reviews. Ask happy customers to leave a Google review, and reply to every review, good or bad.
• Keep hours up to date. Include public holiday hours so customers aren’t caught out.
• Post updates occasionally. New services, recent projects or seasonal offers keep your profile active.

Link your profile to your website

Your Google Business Profile and your website work best together: the profile gets you found, and the website gives people the detail they need to get in touch. Make sure your profile links to your website, and that your website shows the same business details.

For the website side of local search, read our SEO basics guide for Australian small businesses.