How to Set Up Your Google Business Profile

A complete walkthrough for creating and verifying your Google Business Profile — the foundation of your local AI authority.

?Why it matters

Your Google Business Profile is the first entity record AI systems like ChatGPT and Perplexity consult when answering questions about local businesses. Without a verified, complete profile, your business is effectively invisible to AI search in your area.

✓What you'll need

  • •A Google account
  • •Your business name, address, and phone number
  • •A physical or service area address
  • •Access to a phone or postcard for verification

Step-by-step walkthrough

1

Go to Google Business Profile

Visit business.google.com and sign in with your Google account. Click "Manage now" or "Add your business."

2

Enter your business name

Type your exact business name as it appears on your website and other directories. Consistency is critical — this is your NAP (Name, Address, Phone) anchor.

3

Choose your business category

Select the most specific category that describes your primary service. You can add secondary categories later. The primary category is the most important signal for local AI authority.

4

Add your location or service area

If you have a physical storefront, add your full address. If you serve customers at their location, select "I deliver goods and services to my customers" and define your service area by city or postal code.

5

Add your phone number and website

Enter your primary business phone number and your website URL. These must match what appears on your website exactly.

6

Complete verification

Google will verify your business by postcard (5–7 days), phone call, or email depending on your business type. Follow the prompts. You cannot publish your profile until verification is complete.

7

Complete your profile

Once verified, add your hours, a business description (750 characters — use your primary keywords naturally), photos, and services. A complete profile scores significantly higher in Northcast's GBP health check.

★Pro tips

  • TIP:Use the exact same business name, address, and phone number across your website, GBP, and all other directories. Even small differences (e.g., "St." vs "Street") reduce your NAP consistency score.
  • TIP:Add at least 10 photos at launch — interior, exterior, team, and work samples. Profiles with photos receive significantly more engagement.
  • TIP:Write your business description using natural language that includes your service and location: "Smith's HVAC provides heating and cooling services to homeowners in Calgary and surrounding communities."

!Common mistakes

  • ✕Using a P.O. Box or virtual office address for a business that serves customers at their location — Google may suspend your profile.
  • ✕Selecting a broad category (e.g., "Contractor") instead of a specific one (e.g., "HVAC Contractor") — specific categories generate more relevant AI citations.
  • ✕Leaving your business description empty — this is a missed opportunity to define your entity for AI systems.

Built for local performance.

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