What it is and why you need it
A Google Business Profile (formerly Google My Business) is your free entry in Google's local search results and Maps. If you set it up well, Google shows it above many websites, with your phone number, opening hours, photos and reviews. Local services and shops often get more inquiries through their profile than through their website.
Step 1: Claim and verify your profile
Search for your business on Google and follow the prompts to claim it. Google verifies you by post, phone or video. Verification is important, because until then your profile is only partly active.
Step 2: Fill in every relevant field
Fill in the address (or service area for businesses that go to clients), categories, hours, services, attributes, photos and description. The more complete and accurate this is, the better you rank locally. Choose your primary category with care. Google gives it a lot of weight in local search results.
Step 3: Get reviews, respond to all of them
Reviews are the most visible way for people to judge your business. Politely ask happy customers to leave one. Respond professionally to every review, positive or negative. Readers are often more impressed by a thoughtful response to a critical review than by the review itself.
Step 4: Post and add photos regularly
Google tends to favour active profiles. Add fresh photos, offers and short posts about news or services. Active profiles tend to rank higher and look more reliable to potential customers.
Step 5: Keep it accurate
With wrong opening hours, outdated photos or an old phone number, you lose real customers. Check and update your profile every few months, and always around holidays or when something changes.
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See also Advertising on Google and Meta for Starters, SEO for Starters and Choosing Social Media That Suits Your Business.