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Google Business Profile basics for local businesses

Published October 21, 2026 · By Digital Works ForgeSan Antonio, Texas

A Google Business Profile is the free listing that can appear when people search for you on Google Search and Maps. Setting it up well takes an afternoon. These are the basics we go through, based on Google's own help pages.

Use your real business name

Google asks for the name customers know from your sign, website and stationery. Taglines, hours, phone numbers and service descriptions do not belong in it, and Google says including unnecessary information in the name is not permitted. That includes adding keywords or a city to rank better.

Use the same name on your website, your invoices and your profile, so they all match.

Set up as a service-area business

If you travel to customers, or meet them somewhere other than a shop, you are a service-area business. Google generally gives such a business one profile with a defined service area, and says a service-area business should hide its street address from customers.

Name the towns you would really travel to, and keep that list the same on your website. Ours is on our service area page.

If you work from home, hiding your address keeps your home private. Customers still reach you by text, email or phone.

Choose your categories carefully

Google advises choosing the fewest categories that describe your core business, and making them as specific as you can. Start with the one that fits closest. Add another when it describes something you really do.

Keep the details current

Complete the profile, add real photos and update it when something changes, including your hours. If you work by appointment, say so in your description and make texting or emailing easy. Google's tips for local visibility start with complete, accurate information.

Ask every customer for a review

Reviews help most when they come from real customers about real experiences. Our routine is simple, and you can copy it:

  • Send the same short request to every customer after the work is done, not just the ones you expect to be happy.
  • Share your Google review link or a QR code so leaving a review takes a minute.
  • Do not offer a discount, a free service, a payment or any other reward for a review, or to change or remove one. Google treats that as prohibited and removes such reviews.
  • Do not tell customers what to write or pressure them to post.
  • Reply to reviews politely and factually, good or bad.

Google's policy also says businesses may not discourage negative reviews or selectively ask for positive ones. Asking everyone, the same way, keeps you on the right side of that.

Before you hit publish

  • The name is your real business name, with nothing added.
  • The address is hidden if you serve customers where they are.
  • The service area, phone and email match your website.
  • You have one clear main category.
  • You have a plan to ask every customer for a review.

Sources

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