If a customer searches for your type of business in El Paso, Austin, or San Antonio right now, will they find you? If your Google Business Profile is missing or incomplete, the honest answer is probably no. A competitor with a properly set up listing will show up instead, and that means lost calls, lost foot traffic, and lost revenue.
Setting up Google My Business (now officially called Google Business Profile) the right way is one of the highest-return moves a local business owner can make. It costs nothing to claim your listing, and when it is done correctly, it directly feeds into where you show up in Google Maps and the local 3-Pack results that appear above organic search results.
Here is exactly how to do it.
Claim or Create Your Listing
Start by going to business.google.com. Search for your business name to see if a listing already exists. Google sometimes auto-generates profiles from publicly available data, which means your business could already be out there with wrong hours, a wrong address, or no contact information at all.
If a listing exists, click ‘Claim this business.’ If nothing comes up, select ‘Add your business to Google.’ Either way, you will be prompted to sign in with a Google account. Use one associated with your business rather than a personal Gmail account whenever possible.
Fill Out Every Section Completely
Google rewards completeness. Profiles that are fully filled out are significantly more likely to be considered relevant and shown to nearby searchers. Do not skip sections because they seem optional. Here is what to prioritize:
- Business name: Use your real, legal business name. Do not stuff keywords into it.
- Category: Choose the most accurate primary category for your business. This single field has a major impact on which searches you appear in.
- Address: Enter your physical address if you serve customers at a location. If you go to customers, set a service area instead.
- Phone number: Use a local number rather than a toll-free one. It builds trust with local searchers.
- Website: Link to your actual website. If you do not have one yet, that is a separate problem worth solving soon.
- Hours: Keep these accurate and update them for holidays. Nothing frustrates a customer more than showing up to a closed business.
- Business description: Write two to three sentences about what you do and who you serve. Keep it clear and avoid fluff.
Verify Your Business
Google will not show your listing publicly until it is verified. The most common method is a postcard sent to your business address containing a five-digit code. This typically takes five to seven days. Some businesses qualify for phone or email verification, which is faster.
Do not skip this step or assume the listing is live without it. An unverified profile does almost nothing for your visibility.
Add Photos and Keep Them Current
Businesses with photos on their Google profiles receive more direction requests and more website clicks than those without. Add at least the following:
- A logo
- A cover photo (exterior or interior of your business)
- Photos of your products, services, or team
- Any before-and-after work if applicable
Update your photos periodically. A listing with only old images signals to both Google and potential customers that the business may not be actively managed.
Use Posts and the Q&A Feature
Google Business Profile includes a posts feature that works a bit like a mini social media feed attached to your listing. You can share updates, promotions, and announcements. These posts appear directly in search results and Google Maps when someone views your profile.
The Q&A section is also worth monitoring. Anyone can submit a question, and anyone can answer it, including people who are not affiliated with your business. Check this regularly and answer questions yourself before incorrect information gets upvoted.
Collect and Respond to Reviews
Reviews are one of the most powerful signals Google uses to rank local businesses. More reviews, especially recent ones with high ratings and detailed text, push you higher in local results.
The best way to get reviews is simply to ask. After completing a job or a transaction, send a follow-up message with a direct link to your review page. Make it easy.
Just as important: respond to every review. Thank customers who leave positive feedback. Address negative reviews calmly and professionally. This shows potential customers that you are attentive and that you care about the experience you deliver.
Connect Your Profile to a Broader Local SEO Strategy
A Google Business Profile is not a stand-alone fix. It works best as part of a broader local SEO strategy that includes a well-built website, consistent citations across the web, and relevant content that tells Google what your business does and where it operates.
Social media also plays a role. As noted in MSJ Marketing Consultants’ own service overview, a properly set up social presence can actually help your business rank in Google’s local 3-Pack. When your business signals are consistent across Google, social platforms, and your website, you become much harder for competitors to outrank.
If you are a small business owner in El Paso, Austin, or San Antonio trying to piece all of this together on your own, it can feel overwhelming. MSJ Marketing Consultants works with local business owners across Texas to handle the technical side of local SEO, from Google profile optimization and organic search strategies to social media setup that supports your rankings.
The goal is not a pretty report. The goal is more customers finding your business before they find your competitors.
If your listing is incomplete, unverified, or simply not performing, now is the right time to fix it. Fill out the discovery form on the MSJ Marketing Consultants website to get a free website and visibility analysis, and find out exactly where you stand.