For businesses that serve a local area, the map listing is often the first thing customers see. A complete, accurate profile does a lot of the work.
At a glance
- Claim and verify your Google Business Profile, and complete every section that applies to you.
- Keep your business name, address and phone number consistent everywhere they appear online.
- Choose accurate categories and keep hours, including holiday hours, up to date.
- Google’s policies prohibit fake engagement and incentivized reviews, and violations can lead to restrictions on your profile.
- Reply to reviews, positive and negative, politely and promptly.
When someone searches for “bakery near me” or “plumber in Halifax,” the map results often appear before any websites. Those listings come from Google Business Profiles. For local businesses, a well-maintained profile is one of the most valuable marketing tools available, and it’s free.
Claim and verify your profile
Search for your business on Google Maps. If a profile exists, claim it; if not, create one. Google will ask you to verify that you own or manage the business. Until you do, you can’t fully control the information.
Complete every section
- Business name: use your real business name, without extra keywords stuffed in.
- Categories: choose the primary category that best describes your business, then add relevant secondary ones.
- Address or service area: service-area businesses can hide their address and list the areas they serve.
- Hours: keep regular and holiday hours current.
- Phone number and website.
- Description, products and services.
- Photos: real photos of your premises, team and work.
Keep your details consistent
Make sure your business name, address and phone number match across your website, social media profiles and directories. Inconsistent details can confuse customers and make it harder for search engines to be sure which information is correct.
Try this
Make a simple list of every place your business is listed online, with a login for each. When your hours or phone number change, you’ll know exactly where to update.
Reviews: earn them the right way
Reviews influence both customers and how your listing appears. Google’s policies are clear:
- Fake engagement isn’t allowed, and it’s removed.
- Incentivized reviews aren’t allowed, whether the incentive is cash, discounts or free products.
- Businesses that break these rules can face restrictions, such as blocking new reviews or temporarily hiding their rating.
Fake or misleading reviews can also raise problems under Canada’s deceptive marketing laws. The safe approach:
- Ask every customer for an honest review, without picking only the happy ones.
- Make it easy: share a direct link to your review form.
- Reply to reviews politely, including negative ones. A calm, helpful reply shows future customers how you treat people.
Connect it to your website
Your website and profile should support each other. A clear contact page, a page for each main service and up-to-date information help both. Our guide to SEO basics covers the website side, and our guide to measuring results explains how to track whether it’s working.
Questions readers ask
Can I offer a discount in exchange for a review?
No. Google’s policies don’t allow reviews prompted by incentives such as discounts, free products or cash. You can ask customers for honest reviews, but not reward them for it.
What if I get a fake negative review?
You can report reviews that violate Google’s policies through your Business Profile. Google only removes reviews that break its rules, so respond calmly in public as well.
Do I need a physical storefront?
No. Service-area businesses that visit customers, like plumbers or cleaners, can list the areas they serve and hide their address.
Should I post updates on my profile?
Posting offers, events and news keeps your profile fresh and gives customers more reasons to choose you. Keep posts accurate and useful.
This guide is general information, not legal advice. Platform rules and CASL guidance change, so check Google’s documentation and the CRTC’s guidance before you rely on it.