For any Australian small business, a Google Business Profile (formerly Google My Business) is your most valuable digital asset. It is the first thing potential customers see when they search for your services on Google Maps or Search, providing immediate credibility and the vital contact details needed to drive enquiries.
Prerequisites: What You’ll Need Before Starting
Before you dive in, ensure you have the following ready to make the process as smooth as possible:
- A Google Account: Preferably a professional business email (e.g., info@yourbusiness.com.au) rather than a personal Gmail.
- Business Name: The official name you use on your signage and branding.
- Business Address: A physical location or a service area (if you’re a mobile business like a plumber or cleaner).
- Australian Business Number (ABN): While not always mandatory for the initial setup, Google may request this during verification to prove your business is a legal Australian entity.
- Phone Number and Website URL: Your primary Australian contact number and your live website address.
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Step 1: Access the Google Business Profile Manager
Start by visiting google.com/business. Click the 'Manage now' button. If you aren't already signed into your Google account, you will be prompted to do so.
What you’ll see: A clean search bar asking you to "Find and manage your business." Type your business name here to see if a profile already exists (sometimes Google creates one automatically based on web data).Step 2: Enter Your Business Name and Category
If your business doesn't appear in the dropdown, click 'Add your business to Google.'
Enter your exact business name. Next, select your Business Category. This is one of the most important steps for SEO.
Pro Tip: Choose the category that best describes your core business. You can add sub-categories later, but the primary category carries the most weight in Google’s local search algorithm.
Step 3: Choose Your Business Type
Google will ask if you have a physical location that customers can visit (like a shop or office).
- Select 'Yes' if you have a brick-and-mortar storefront in Brisbane, Sydney, or elsewhere.
- Select 'No' if you are a service-area business (e.g., a mobile locksmith or consultant) who goes to customers.
Step 4: Enter Your Location or Service Area
If you selected 'Yes', enter your full Australian address.
Warning: Do not use a P.O. Box or a virtual office address. Google’s guidelines are strict; you must use a physical location where you can receive mail. If you work from home and don't want your address public, you can choose to hide it later by selecting the 'Service Area' option.If you are a service-area business, list the suburbs or regions you serve (e.g., "Brisbane CBD," "Moreton Bay Region," "Ipswich"). You can add up to 20 service areas.
Step 5: Add Your Contact Details
Enter your business phone number and your website URL.
Australian Context: Ensure your phone number is in the correct format (e.g., 07 XXXX XXXX for QLD landlines or 04XX XXX XXX for mobiles). Having a local area code can actually help build trust with local searchers.Step 6: Verify Your Business
This is the most critical stage. Google needs to know you are the legitimate owner. Verification methods vary but usually include:
- Postcard: Google sends a physical postcard with a 5-digit code to your business address. It usually takes 5–14 days to arrive in Australia.
- Phone or SMS: Available for some established businesses.
- Email: Available for certain business types.
- Video Verification: A newer method where you film a continuous video of your business premises, equipment, and proof of management.
Step 7: Customise Your Profile (Don't Skip This!)
Once you've submitted your verification, Google will allow you to add more details. Do not click 'Skip'.
- Add Business Hours: Be precise. If you are closed on public holidays (like Ekka Day in Brisbane), you can manage 'Special Hours' later.
- Add Messaging: Toggle this on to allow customers to text you directly from the search results.
- Add a Business Description: Write a 750-character summary. Focus on what makes you unique and include local keywords (e.g., "Best boutique coffee shop in West End").
Step 8: Upload High-Quality Photos
Profiles with photos receive 42% more requests for directions. Upload:
- Your Logo: Clear and high-resolution.
- Cover Photo: Something that represents your brand personality.
- Interior/Exterior: Help customers recognise your building when they arrive.
- Team/Work: Show your staff in action to build human connection.
Step 9: Review and Publish
Once finished, click 'Continue'. You will be taken to the Google Search interface where you can manage your profile. Note that your business won't be visible to the public until you have entered the verification code from Step 6.
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Common Mistakes to Avoid
- Keyword Stuffing the Business Name: Do not name your business "Best Plumber Brisbane - Cheap Plumbing Services" if your registered name is just "Smith & Co Plumbing." Google may suspend your account for this.
- Duplicate Profiles: Check if an old employee or agency already created a profile. Multiple profiles for one business will hurt your rankings.
- Using a 1300 Number as Primary: While 1300 numbers are great, Google prefers a local area code (07, 02, 03, etc.) to confirm your local presence.
Troubleshooting Common Issues
The Postcard Never Arrived Australian mail can sometimes be slow. If it has been more than 14 days, log back into your profile and click 'Request another code'. Ensure your address is 100% correct and includes any unit or suite numbers. Business is 'Pending Verification' for Weeks Sometimes Google’s manual review process gets backed up. If it has been more than 5 business days since you entered your code and you aren't live, contact Google Support. Be prepared to provide a copy of your ABN registration or a utility bill in the business name. Your Business Was Suspended Immediately This usually happens if you used a virtual office address or if your business name looks like spam. Review the Google Business Profile guidelines and submit an appeal with proof of your physical operation.---
Next Steps
Setting up your profile is just the beginning. To truly dominate the local search results in your area, you should:
- Generate Reviews: Start asking your happy customers for Google reviews immediately.
- Post Updates: Use the 'Add Update' feature to share news, offers, or blog posts weekly.
- Monitor Insights: Check your dashboard monthly to see how many people called you or requested directions.
If you find the verification process frustrating or you want to ensure your profile is fully optimised to beat your competitors, the team at Local Marketing Group is here to help.
Need professional help with your local SEO? Contact us at Local Marketing Group.