Getting found on Google Maps: a Google Business Profile guide

When someone in Durban searches for "plumber near me", "laptop repairs Durban" or "restaurant in Umhlanga", the first thing they usually see is not a list of websites. It is a map with three local businesses underneath it. Those listings come from Google Business Profile, and for a local business they are some of the most valuable spots on the internet.

A Google Business Profile is free. Setting it up properly takes an afternoon, and it can bring in calls, WhatsApps and walk-ins every week. Here is how to do it well.

Step 1: Create or claim your profile

Go to google.com/business and sign in with the Google account you want to manage the business with. Use a business account you will keep, not a staff member's personal account.

Search for your business name first. Google sometimes creates a listing automatically, and if one exists you can claim it instead of making a duplicate.

Step 2: Use your real business name

Enter your business name exactly as it appears on your signage, website and invoices. It is tempting to add keywords, for example "Joe's Plumbing Durban Best Emergency Plumber", but this goes against Google's guidelines and can get your listing suspended. Keywords belong in your description, services and website, not in your name.

Step 3: Choose the right categories

Your primary category is one of the strongest signals Google uses to decide which searches you show up for. Choose the most specific one that describes your main business, such as "Computer repair service" rather than just "Service". Then add a few secondary categories for your other main services.

Step 4: Address or service area

If customers visit you, add your full address so you appear on the map. If you travel to customers, like plumbers, electricians or on-site IT support, you can set up a service-area business, hide your home address and list the suburbs and areas you cover instead, such as Durban North, Westville, Pinetown and Umhlanga.

Step 5: Verify your business

Google needs to confirm your business is real before your profile goes fully live. Depending on your business, it may ask you to record a short video showing your location, signage and tools, or offer other methods such as a phone or email code. Follow the instructions carefully. Verification can take anything from a few minutes to a few weeks.

Step 6: Fill in everything

Complete profiles perform better. Make sure you add:

• Phone number, ideally one that is also on WhatsApp.
• Website link. A fast, mobile-friendly website helps your profile rank.
• Opening hours, plus special hours for public holidays such as Heritage Day or the festive season.
• Services with short descriptions, using the words customers actually search for.
• Business description of up to 750 characters. Say what you do, where, and what makes you different.
• Attributes such as "Onsite services" or "Online appointments" where they apply.

Step 7: Add real photos

Businesses with photos get more clicks and requests for directions. Add your logo, a cover photo, your shopfront or vehicle so people can recognise you, your team and examples of your work. Use real photos rather than stock images, and add new ones every few months.

Step 8: Get reviews, and reply to all of them

Reviews are one of the biggest factors in local rankings, and they are what customers read before choosing who to call.

• Ask every happy customer for a review. The best time is right after a job has gone well.
• Make it easy. In your profile, use Ask for reviews to get a short link you can send on WhatsApp or print on invoices.
• Reply to every review, good or bad. A calm, professional reply to a negative review often impresses future customers more than the review itself.
• Never buy reviews, write your own or offer rewards for five stars. It breaks Google's rules and can get reviews removed or your profile penalised.

Step 9: Keep your details consistent everywhere

Your business name, address and phone number should be exactly the same on your Google profile, website, Facebook page and directory listings. Inconsistent details confuse Google and customers. If you change your number or move, update everything.

Step 10: Keep it active

• Post updates, specials or recent work every week or two.
• Answer messages and questions quickly.
• Check your profile regularly, because anyone can suggest edits to it.
• Look at the Performance section to see how many people found you, called you or asked for directions.

Your website and your profile work together

Google Business Profile gets you onto the map. Your website convinces people to pick you, and it helps Google trust your profile. The best results come when both are set up properly: a fast website with a page for each service and the areas you cover, linked from a complete, active profile with plenty of genuine reviews.