How to Create a Google Business Profile (And Actually Show Up in Search)
If you’ve searched for something like “plumber near me” or “hairdresser in Southampton”, you've seen those map results with star ratings, directions, and business hours.
That’s Google Business Profile, and if you want your local business to show up where customers are looking, it’s the single most important free tool you can use.
The good news? Setting it up is easy, and I’ll walk you through it without the jargon you’ll find being spewed by agencies that want your money.
Step 1: Go to the Right Page
Head to google.com/business and click “Manage now”. You’ll need to sign in with a Google account - either your personal one or a new one for your business.
I recommend using a dedicated business Gmail since it keeps things cleaner if you hire someone to manage your listing later.
Step 2: Enter Your Business Name
If Google hasn’t seen your business before, you can create a fresh listing.
Use your real business name, NOT something like: “Best Southampton Builder 24/7 Emergency Response”.
This kind of keyword stuffing actually works against you. It looks spammy, and Google may reject it or strip the extra words.
Step 3: Choose How You Operate
You’ll be asked whether your business:
Has a physical location customers visit (like a shop, studio, or salon)
Travels to customers (like a tradesperson or mobile hairdresser)
Or both
This step tells Google where and how to show your profile. For example, a home-based dog groomer won’t appear in "nearby" searches unless they set a service area.
Step 4: Add Your Address or Service Area
If you have premises, add your full address. If you work from home, you can hide your address and instead set a service area, like:
“Southampton, Eastleigh, Hedge End and surrounding areas.”
It’s extremely important that you keep this information consistent across your website, directories, and social profiles to avoid confusing Google.
Step 5: Pick a Business Category
This step matters more than most people realise.
Start typing and choose the closest match, like:
“Electrician”
“Painter”
“Dog Walker”
This matters because it affects which search terms you’ll appear for. If you pick “Home Services” instead of “Window Cleaner,” you’ll likely miss out on the right clicks.
You can add additional categories later, but your primary one carries the most weight.
Step 6: Add Contact Info
Add your phone number and website (if you’ve got one). If you don’t have a site yet, don’t worry - you can still create the profile.
Always use a clickable phone number on your site and listing. It improves mobile conversions.
Step 7: Verify Your Listing
This step is non-negotiable because Google needs to know you’re real.
You’ll be offered one or more verification options, depending on your setup:
A postcard with a code (can take 5–10 days)
A phone call or text
Or even a live video recording showing your premises or van signage
Follow the steps and wait for the confirmation. Then - you’re live.
You’re Live. Now What?
A verified profile is great, but if you want to actually show up - especially in a competitive area like Southampton - you’ll want to do a few more things:
✅ Add Good-Quality Photos
Show your work, your van, your tools, your shopfront. People trust profiles with real images.
✅ Write a Keyword-Smart Description
Don’t just say “we offer great service.” Mention your services and where you work:
“I’m a self-employed plasterer covering Southampton, Eastleigh, and Romsey, offering clean, reliable work for homes and landlords.”
✅ Get Some Reviews
Ask past customers to leave a review - even 2 or 3 early ones make a big difference.
✅ Keep Info Updated
Check your opening hours, service areas, and contact details regularly - out-of-date info can cost you business.
✅ Post Updates Occasionally
You can post quick updates, offers, or project highlights. It’s a small ranking factor and it shows your business is active.
Need a Hand?
If you’re unsure whether your profile’s helping you rank - or you haven’t got one set up yet - I can do it for you.
I offer complete Google Business Profile setup and optimisation for less than you’d pay a directory to slap your name on a list.
No contracts, no fluff - just results.
How long does it take to create a Google Business Profile?
Creating a Google Business Profile is quick and straightforward. Most people complete the setup within 15-30 minutes. However, verification by Google, such as receiving a postcard or phone call, can take a few days.
Can I hide my business address on my Google Business Profile?
If you work from home or provide services at your customers' locations, you can choose to hide your physical address and instead set a service area, such as your city or surrounding towns.
What should I do after setting up my Google Business Profile to improve local search visibility?
After setup, regularly update your profile with quality photos, keep your business hours accurate, collect and respond to Google reviews, add a keyword-smart business description, and post occasional updates or special offers.
About the Author
Jake McEvoy runs SO SEO, helping local trades and service businesses across the SO postcode get found on Google. From quick wins to long-term strategy, his no-fluff approach helps small businesses punch above their weight online.
