Your Google Business Profile is free. Not using it properly is costing you.

Most businesses either ignore it completely or set it up halfway and move on. This guide is for the ones who want to do it properly.

Step 1. Claim and verify your profile

Before anything else, you need to prove to Google that you are the rightful owner of your business listing. This is the verification step, and it is worth knowing upfront that it is not always straightforward.

Google does not offer the same verification options to everyone. Some businesses are asked to verify by invoice. Others are sent straight to video verification. Some need two or three attempts before it goes through.

Do not give up after the first try. If one method does not work, Google will usually offer an alternative. Supporting documents like a business registration or invoice can help move things along, and their support team is reachable if you get stuck.

Step 2. Video verification

More and more businesses are being asked to complete a short verification video. The goal is simple: show Google that your business is real and operates where you say it does.

Here is what to include:

Start outside the building and capture the street signs. Show the entrance and walk Google through how you access the space. Record the room or area where you work, ideally with your name or business name visible. If you do not have signage, a printed sign works fine. Include anything that ties the space to your business: branded materials, equipment, or even your payment system with your business name on screen.

It does not need to be professionally shot. It needs to be clear, honest, and complete. Most businesses who cover all of these points get verified within 24 to 48 hours.

Plan the sequence before you hit record. Walk Google through the journey your client takes, from the street to your front door to your workspace. Make it easy for them to say yes.

Step 3. Optimise for visibility

Once you are verified, fill everything in. The more complete your profile, the more likely Google is to surface you in relevant searches.

Use your exact business name without stuffing in extra keywords. Choose the most accurate category for your services. Add your location, phone number, website, and opening hours. Upload clear, high quality photos of your space, your logo, and where appropriate, yourself.

Your Google profile is often the first impression someone gets of your business. Treat it accordingly.

Step 4. Reviews are not optional

Google reviews directly affect how often your profile appears in search results. Businesses with more reviews, and more recent reviews, consistently rank higher than those without.

The most effective way to get reviews is simply to ask. A follow-up message after a session with a direct link makes it easy. Asking in person at the right moment works just as well. Some businesses build it into their client journey from the start, making it a natural part of working together rather than an afterthought.

Thirty or more reviews can make a visible difference to your ranking. The businesses that get there fastest are the ones that ask consistently, not just occasionally.

Final thought

Your Google Business Profile is a long-term asset. The effort you put in now compounds over time, more visibility, more trust, more clients finding you before they find anyone else.

If you found this useful, there is more where this came from. Follow Cadence Partner for practical brand and marketing insight built for businesses like yours.