# How to Create a Google My Business Profile: The Ultimate Guide for Australian Small Businesses

In today’s digital landscape, your Google Business Profile (formerly Google My Business) is often the first interaction a potential customer has with your brand. Whether you’re a plumber in Chermside or a boutique cafe in West End, appearing in the 'Local Pack' on Google Maps is essential for driving foot traffic and phone calls.

A well-optimised profile builds trust, showcases your reviews, and provides essential information like your opening hours and location at a single glance.

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Prerequisites: What You’ll Need Before You Start

Before we dive in, ensure you have the following ready to make the process as smooth as possible:

A Google Account: Preferably a professional one linked to your business email (e.g., yourname@yourbusiness.com.au).
Business Name: The official name you use on your signage and legal documents.
Business Address: A physical location (if you have a shop) or your service area (if you’re a mobile business).
Phone Number: A local Australian number or mobile.
ABN Details: While not always mandatory for the initial setup, having your Australian Business Number handy helps if Google requires further verification.
High-Quality Photos: At least 3-5 photos of your storefront, products, or work.

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Step 1: Access Google Business Profile Manager

Head over to google.com/business. Click the "Manage now" button in the top right corner.

What you’ll see: A login screen. If you aren't logged into a Google account, you'll be prompted to do so. Ensure you aren't using a personal Gmail account that you don't want associated with your business long-term.

Step 2: Search for Your Business

Type your business name into the search bar. This is a crucial step because a profile might already exist (created by a previous owner or automatically generated by Google).

If your business appears, click it to "Claim this business."
If it doesn't appear, click "Add your business to Google."

Step 3: Enter Your Business Name and Category

Enter your official business name. Be careful here—don't "keyword stuff" (e.g., writing "Best Brisbane Plumber - Smith & Sons"). Just use "Smith & Sons."

Next, choose your Primary Category. This is one of the most important factors for local SEO. Start typing your industry (e.g., "Accountant" or "Hairdresser") and select the most accurate option from the dropdown menu. You can add more categories later, but the primary one carries the most weight.

Step 4: Choose Your Location Type

Google will ask: "Do you want to add a location customers can visit, like a store or office?"

Select "Yes" if you have a physical shopfront or office where customers are greeted (e.g., a retail store in Brisbane CBD).
Select "No" if you are a service-area business (e.g., a mobile locksmith or a consultant working from home who visits clients).

Step 5: Enter Your Address (or Service Area)

If you selected "Yes" in the previous step, enter your physical address.

Screenshot Description: You will see fields for Street Address, Suburb, State, and Postcode. Ensure this matches exactly how your address appears on your website and Australia Post.

If you are a service-area business, you will instead be asked to list the areas you serve. You can list specific suburbs (e.g., Fortitude Valley, New Farm) or broader regions (e.g., Brisbane, Gold Coast).

Step 6: Add Your Contact Information

Input your business phone number and your current website URL.

Pro Tip: Always use a local area code (07 for Queensland) if possible, as it reinforces your local presence to Google. If you don't have a website yet, Google may offer to create a basic one for you, but we recommend having a professional site created to maximise conversions.

Step 7: Verify Your Business

This is the most critical step. Google needs to know you are the legitimate owner. Verification methods vary and may include:

Postcard: Google sends a physical postcard with a code to your business address (takes 5-14 days).
Phone/SMS: A quick code sent to your business line.
Email: A code sent to a business-domain email address.
Video Verification: Recording a short video of your premises, equipment, and proof of management.

Warning: Do not change your business name or category while waiting for your verification code, as this can void the request and force you to start over.

Step 8: Add Your Business Hours

Specify the days and times you are open. Be as accurate as possible. If you close for lunch or have "By Appointment Only" hours, make sure this is reflected. Customers get frustrated when a profile says "Open" but the doors are locked.

Step 9: Enable Messaging

Google allows customers to message you directly from your profile. We recommend toggling this "On." However, only do this if you have the capacity to respond quickly. Slow response times can hurt your reputation.

Step 10: Add a Business Description

You have 750 characters to describe what you do. Focus on what makes you unique and include local landmarks or service names.

Example: "Providing expert dental care to the Brisbane community for over 20 years, our clinic in Milton specialises in cosmetic dentistry and emergency care."

Step 11: Add Photos and Videos

Profiles with photos receive 42% more requests for directions than those without. Add:

Logo: Your brand identity.
Cover Photo: A high-quality shot of your storefront or main service.
Interior/Exterior: Help people recognise your building when they arrive.

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Common Mistakes to Avoid

Using a PO Box: Google requires a physical address for verification. PO Boxes and Virtual Offices in co-working spaces are often flagged and suspended.
Duplicate Profiles: Having more than one profile for the same location confuses Google and splits your review power.
Incorrect Business Name: Avoid adding slogans or locations to your name unless they are part of your legal trading name.

Troubleshooting Common Issues

The Postcard Never Arrived: If it’s been more than 14 days, log back into your dashboard and request a new one. Ensure your mail is being delivered correctly to that location.
Profile is "Pending Review": This is normal. Google often manually reviews new profiles or edits. This can take 24-72 hours.
Suspended Profile: This usually happens if Google suspects your business isn't real or you've violated terms (like using a fake address). You will need to submit a "Reinstatement Request" and provide your ABN or utility bills as proof.

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Next Steps

Once your profile is verified and live, your journey is just beginning. To truly dominate the local search results, you should:

Gather Reviews: Ask your happy customers to leave a 5-star review.
Post Regular Updates: Use the "Updates" feature to share news, offers, and blog posts.
Monitor Insights: Check your dashboard monthly to see how many people called you or clicked for directions.

Need help getting your Brisbane business to the top of Google? Contact the experts at Local Marketing Group for a tailored local SEO strategy.

How to Create a Google My Business Profile