Most local buying journeys start the same way: someone searches, scans the map pack, and taps the listing that looks alive. If your Google Business Profile is unclaimed, half-complete, or quietly outdated, you are not losing rankings in the abstract. You are losing the click, the call and the shop visit to a competitor who filled in the form.
It is free, but it is not automatic
Google Business Profile, the renamed Google My Business, is Google’s free dashboard for controlling how a brand appears in Search and Maps. It handles the basics: business name, category, address, hours, photos, reviews and posts. It also feeds signals to Google’s local ranking algorithm, which prioritises relevance, distance and prominence. The same accurate, consistent information helps AI search tools decide whether your business is a single, trustworthy entity.
Claim first. Create second.
The fastest mistake is building a duplicate listing when one already exists. Search for the business on Google before starting. If Google auto-generated the profile, select “Manage now” and verify ownership by phone, text or video. If someone else manages the listing, request access; the owner has three days to respond. Service-area businesses without a public shopfront should ask Google support for a transfer rather than using the standard form.
Building from scratch in six moves
If no listing exists, the setup path is straightforward:
- Add the business at business.google.com/add or from Google Maps.
- Choose the most specific primary category available.
- Add the physical address if customers can visit, or define a service area if they cannot.
- Add a phone number and website URL customers can act on.
- Verify by whatever method Google offers: phone, text, email, postcard, or video.
- Track verification status for each location in Business Profile Manager.
Video verification is Google’s preferred route when available, and phone verification only works if a human can answer the number, not an automated system.
Optimise like the top local players
The source guide uses “bakery new york” as a test keyword: around 590 US searches a month at 33% keyword difficulty. Even a moderately competitive local term rewards profiles that are complete and active. Top New York bakeries tend to have thousands of reviews and large photo galleries, many photos contributed by customers.
A practical local ranking stack looks like this:
- Name, address and phone number consistent everywhere online, because search and AI systems match mentions to one entity.
- Business description focused on useful detail, not keyword stuffing, promotion or links.
- Every profile field filled: hours, categories, website link and attributes such as parking or Wi-Fi.
- High-quality photos that show what a visit looks like.
- Products and services listed with clear, current descriptions.
- Google Posts used for offers, events and updates that surface in search results.
Reviews are the local conversion layer
Reviews do more than sit on the page. They influence trust, local ranking and AI visibility. Ask at the point of purchase, use QR codes on receipts or in-store plaques, and respond to positive and negative feedback. The guide highlights how Levain Bakery answers both praise and complaints, which signals that a real operator is listening.
If you run an agency or multi-location brand, this is a recurring task, not a one-time cleanup. Calendar NAP audits, monitor reviews across platforms, and publish Google Posts with the same rhythm as a social calendar.
Source: Semrush Blog
