When someone in Louisville searches for "plumber near me" or "best pizza St. Matthews," you want your business to show up. The free tool that makes that happen is Google Business Profile.
This guide walks you through the entire process: setting up your profile, getting verified, and optimizing it so you actually show up when people search. No fluff, just the steps.
Why This Matters
That's nearly half of all searches. If you're a local business without a Google Business Profile, you're invisible to almost half the people who could be your customers.
Google Business Profile is free. It takes about 30 minutes to set up. There's no good reason not to have one.
Step-by-Step Setup
Go to Google Business Profile
Visit business.google.com and click "Manage now." Sign in with a Google account (create one if you don't have one—use your business email if possible).
Search for Your Business
Type your business name. If it already exists (someone may have created a listing), you'll claim it. If not, click "Add your business to Google."
Enter Your Business Name
Use your actual business name—the one on your door, your invoices, your business cards. Don't stuff keywords in here ("Joe's Plumbing" not "Joe's Plumbing Louisville Best Plumber KY").
Choose Your Category
This is critical. Your primary category tells Google what searches to show you for. Be specific: "Plumber" is better than "Home Services." You can add secondary categories later.
Add Your Location
If customers come to you (store, office, restaurant), enter your address. If you go to customers (plumber, electrician, mobile service), select "I deliver goods and services to my customers" and specify your service area.
Add Contact Info
Enter your phone number and website URL. Use a local number (502 area code for Louisville) if possible—it helps with local trust. If you don't have a website, you can skip it for now (but you should get one).
Complete Verification
Google will verify you own the business. Usually this is a postcard mailed to your address with a code (takes 5-14 days). Some businesses get phone or email verification options.
Don't skip verification. Your profile won't appear in search results until you're verified. When the postcard arrives, enter the code immediately—it expires.
After Verification: Optimization
Getting verified is step one. Now you need to optimize so you actually rank. Here's what to do:
Complete Every Section
Google rewards complete profiles. Fill out everything:
- Business description: 750 characters about what you do. Include your location and main services naturally.
- Hours: Accurate hours, including holiday hours. Update these when they change.
- Services/Products: List everything you offer with descriptions and prices if applicable.
- Attributes: Woman-owned? Wheelchair accessible? Free Wi-Fi? Add all relevant attributes.
Add Photos (Lots of Them)
Businesses with photos get 42% more requests for directions and 35% more website clicks. Add:
- Your storefront/office exterior (helps people find you)
- Interior photos
- Your team
- Your work (completed projects, food, products)
- Logo and cover photo
Quality matters. Use good lighting, clean backgrounds. Phone photos are fine if they're clear and professional-looking.
Get Reviews
Reviews are the single biggest factor in local search rankings. Here's how to get more:
- Ask every happy customer. After a job, say "Would you mind leaving us a Google review? It really helps."
- Make it easy. Send them a direct link to your review page.
- Respond to every review. Thank positive reviewers. Address negative reviews professionally.
Finding your review link: In your Google Business Profile dashboard, click "Get more reviews" to get a shareable link you can text or email to customers.
Want Me to Set This Up for You?
Google Business Profile setup, optimization, and verification. $150.
Learn MoreCommon Mistakes to Avoid
Keyword Stuffing Your Business Name
"Joe's Plumbing" is correct. "Joe's Plumbing Louisville KY Emergency Plumber Drain Cleaning Water Heater" will get your listing suspended. Google's not dumb.
Wrong Category
Your primary category is the most important ranking factor you control. "General Contractor" won't rank for "roofer near me." Be specific.
Inconsistent NAP
NAP = Name, Address, Phone. Your business info must be identical everywhere: Google, Yelp, Facebook, your website. "123 Main St" and "123 Main Street" are different to Google. Pick one format and use it everywhere.
Ignoring Reviews
Businesses that respond to reviews rank higher than those that don't. Even negative reviews. Especially negative reviews. Show you care.
Letting It Get Stale
Google favors active profiles. Post updates, add new photos, respond to reviews. A profile that hasn't been touched in 2 years looks abandoned.
Advanced: Getting More Visibility
Once your basics are solid, here's how to improve further:
Google Posts
You can post updates, offers, and events directly on your profile. These show up in search results and signal to Google that your business is active. Post weekly if you can.
Q&A Section
People can ask questions on your listing. Seed it yourself: ask common questions your customers have and answer them. This adds keyword-rich content to your profile.
Products and Services
If you haven't added detailed services with descriptions, do it. Each service is a chance to appear for more searches.
Citations
Get your business listed on other directories: Yelp, BBB, industry-specific directories, local Louisville business directories. Consistent NAP across many sites builds trust with Google.
How Long Until I Rank?
Realistic expectations:
- Appearing in search: 1-2 weeks after verification
- Ranking for your business name: Usually immediate once verified
- Ranking for "your service + Louisville": 1-6 months depending on competition
- Breaking into the 3-pack (top 3 results): Ongoing effort, more reviews, more optimization
Local SEO is a long game. The businesses that rank #1 have been at it for years, have hundreds of reviews, and consistently maintain their profiles.
The Relationship Between Your Website and Google Business Profile
Your website and Google Business Profile work together:
- Your website URL on your profile drives traffic
- An optimized website helps your profile rank better
- Google cross-references info between them
- Having both maximizes your visibility
If you don't have a website yet, your Google Business Profile can still work on its own. But you're leaving money on the table. Learn more about what a website costs.
Quick Checklist
Before you're done, make sure you have:
- Business name (exactly as it appears elsewhere)
- Correct primary category
- Accurate address or service area
- Local phone number
- Website URL
- Business hours
- Business description
- At least 10 photos
- Services/products listed
- Verification completed
Need Help?
Setting up Google Business Profile isn't hard, but getting it right matters. Wrong category? Poor optimization? No reviews? You won't rank.
I offer Google Business Profile setup and optimization for $150. I'll get you verified, optimized, and set up to start collecting reviews. Takes 2-3 days.
Or if you want to do it yourself, follow this guide. The steps are all here. Just don't skip any.