How to Set Up Your Google Business Profile

If you run a small business in Australia, your Google Business Profile is one of the most powerful free tools at your disposal. It puts your business on Google Search and Google Maps, helping local customers find you fast. Whether you're based in Sydney or Adelaide, or you're serving clients across New Zealand and the UK, a well-optimised profile builds trust and drives real enquiries. At BuildBetter Solutions, we help businesses across Australia and globally get their digital presence working harder — and it all starts with the basics.

What Is a Google Business Profile and Why Does It Matter?

A Google Business Profile (formerly Google My Business) is the listing that appears when someone searches for your business or a service you offer in your area. It shows your address, phone number, opening hours, photos, reviews, and more — all directly in the search results.

For a café in Melbourne or a trade business in Brisbane, this listing can be the difference between a new customer calling you or clicking on a competitor. Even businesses targeting international markets like Singapore or the USA benefit from a polished, complete profile that signals credibility.

It's also a core part of any solid local SEO strategy. If your profile is incomplete or unverified, you're leaving visibility — and revenue — on the table.

Step 1: Create or Claim Your Business Listing

Head to google.com/business and sign in with a Google account. Search for your business name to see if a listing already exists. Many businesses in Perth and Adelaide are surprised to find Google has already created a profile for them based on public data.

If a listing exists, click "Claim this business." If not, select "Add your business to Google." Either way, you'll be guided through a setup process that takes around 10–15 minutes to complete initially.

Make sure you use your exact legal or trading name — don't stuff it with keywords. Google can penalise or suspend profiles that misuse the business name field.

Step 2: Verify Your Business

Google needs to confirm your business is real and that you're authorised to manage it. Verification methods include a postcard sent to your business address, a phone call, email, or in some cases, instant verification if your website is already linked to Google Search Console.

Postcard verification typically takes 5–14 days. If you're in a metro area like Sydney or Melbourne, the process is usually straightforward. For businesses operating across multiple regions — say, a firm with offices in Brisbane and clients in New Zealand — you can manage multiple locations under one account.

Don't skip verification. An unverified profile won't rank well and can't be fully managed.

Step 3: Complete Every Section of Your Profile

Once verified, fill in every section available. This is where most businesses fall short. A complete profile ranks better and converts more visitors into customers.

Key areas to focus on include your business category (choose the most specific one available), your service area, your hours, and a detailed business description. Your description should naturally include relevant keywords — what you do, where you operate, and who you help — without sounding robotic.

Add high-quality photos of your premises, team, or products. Businesses with photos receive significantly more clicks and direction requests than those without. If you're working with a branding and design partner to develop your visual identity, use those consistent brand assets here too — the same logo, colour palette, and imagery that appear on your website and social channels.

Step 4: Add Your Services, Products, and FAQs

Use the Services and Products sections to spell out exactly what you offer. A bookkeeper in Perth and a software consultancy targeting clients in the USA can both benefit from detailed service listings that match what people are actually searching for.

The Q&A section lets you — and the public — post questions and answers directly on your profile. Get ahead of this by adding your own FAQs. If you use an AI chatbot on your website to handle common enquiries, your FAQ content there is a great source to repurpose here.

Keep your information accurate and up to date. Outdated hours or a disconnected phone number will cost you customers and hurt your credibility.

Step 5: Collect Reviews and Stay Active

Reviews are one of the strongest ranking signals for local search. Ask satisfied customers to leave a Google review — a simple follow-up message or email works well. A tradie in Brisbane, a consultant in Singapore, or a retailer in the UK all benefit from a strong review profile that builds social proof.

Respond to every review, positive or negative. It shows you're attentive and professional. Regular activity also signals to Google that your profile is managed, which supports your visibility in local search results.

Beyond reviews, post regular updates using the Posts feature. Share news, offers, or events to keep your profile fresh and give customers a reason to engage.

Ready to Grow with BuildBetter?

Setting up your Google Business Profile is a great first step, but it works best as part of a broader digital strategy. At BuildBetter Solutions, we offer everything from website development and hosting through to SEO, Google Ads, and social media marketing — all designed to help your business attract more of the right customers.

Whether you're a small business in Adelaide just getting started online, or an established organisation in the UK looking to sharpen your marketing, our team can help. We also support businesses with IT consulting, business systems, and ongoing maintenance to keep everything running smoothly.

Get in touch with our team today — call 0431 195 300 or email info@buildbettersol.com. Let's build something better together.