Is a Google Business Profile free, and is it worth it?

By Charlie B, Deliberate Design.

The short answer: free, and yes. For a local business it is worth more than the website. It is the box with the map, the phone number, the hours and the reviews that Google shows when someone searches for what you do nearby. If you do one thing this week, do this.

What it does

• Puts you on the map for "near me" searches
• Shows your phone number, hours and photos before anyone clicks
• Collects reviews, which are the thing people read
• Links to your website, if you have one

Setting it up

1. Go to business.google.com and sign in with a Google account you will keep
2. Enter the business name exactly as it is on your sign
3. Pick the closest category
4. If customers come to you, add the address. If you go to them, hide the address and set the area
5. Verify. Google posts a card, calls, or asks for a video. This is the slow bit

What gets profiles suspended

• Adding keywords to the name: "Joe's Plumbing Best Plumber Glasgow"
• Using an address you do not trade from, such as a mailbox
• Several profiles for one business
• Fake reviews. Google is better at spotting these than people think

Keep it alive

Add a photo a month, answer every review, keep the hours right. A profile that looks tended ranks better than one that does not.