If you want your South African business to appear on Google Maps and in local search results, setting up a Google My Business profile is the single most important thing you can do — and it’s completely free.
In this step by step guide I’ll show you exactly how to set up, verify and optimise your Google My Business profile to start attracting more local customers today.
WHAT IS GOOGLE MY BUSINESS?
Google My Business (now called Google Business Profile) is a free tool that allows businesses to manage how they appear on Google Search and Google Maps.
When someone searches for “plumber in Johannesburg” or “digital marketing agency Cape Town”, the businesses that appear in the map section at the top of the results are all using Google My Business.
Without a Google My Business profile your business is essentially invisible to local searchers — and that means you’re losing customers to your competitors every single day.
WHY EVERY SOUTH AFRICAN BUSINESS NEEDS GOOGLE MY BUSINESS
Here are some eye-opening statistics:
- 46% of all Google searches are looking for local information
- 88% of consumers who search for a local business on their phone visit or call that business within 24 hours
- Businesses with complete Google My Business profiles are 70% more likely to attract location visits
In South Africa specifically, where more and more consumers are using Google to find local businesses, having a well-optimised Google My Business profile can be the difference between a full order book and an empty one.
STEP 1: CREATE YOUR GOOGLE BUSINESS PROFILE
- Go to business.google.com on your computer or phone
- Click “Manage now” or “Add your business”
- Sign in with your Google account — use the same account you use for Gmail
If your business already appears on Google Maps you may see it come up in a search. If so click “Claim this business” to take ownership of the listing.
If your business doesn’t appear yet click “Add your business to Google” to create a new listing.
STEP 2: ENTER YOUR BUSINESS NAME
Type your exact business name as it appears on your signage, website and marketing materials. Do not add extra keywords to your business name — this violates Google’s guidelines and can get your listing suspended.
For example:
Correct: “Cape Town Plumbing Services”
Incorrect: “Cape Town Plumbing Services — Best Plumber — 24 Hour Emergency”
STEP 3: CHOOSE YOUR BUSINESS CATEGORY
This is one of the most important steps. Your primary category tells Google what type of business you are and determines which searches your listing appears in.
Choose the category that most accurately describes your main business activity. You can add additional categories later.
For example:
- Digital marketing agency: “Internet Marketing Service”
- Restaurant: “Restaurant”
- Plumber: “Plumber”
- Hair salon: “Hair Salon”
STEP 4: ADD YOUR LOCATION
If you have a physical location where customers can visit you select “Yes” and enter your address.
If you operate from home or don’t want to display your address publicly select “No” and instead set a service area — the cities or regions you serve.
As a service area business you can set your coverage to specific cities like Johannesburg, Cape Town, Durban or the entire country of South Africa.
STEP 5: ADD YOUR CONTACT DETAILS
Enter your business phone number and website URL. Make sure your phone number is active and answered during business hours — Google may call you to verify your listing.
STEP 6: VERIFY YOUR BUSINESS
Verification proves to Google that your business is legitimate. Google offers several verification methods:
Phone or SMS verification — Google sends a code to your phone number. This is the fastest method and usually takes just a few minutes.
Email verification — Google sends a code to your business email address.
Postcard verification — Google mails a postcard with a verification code to your business address. This takes 5-14 days.
Video verification — Google may ask you to record a short video of your business location.
For most South African businesses phone or SMS verification is the quickest and easiest option.
STEP 7: COMPLETE YOUR PROFILE
Once verified your listing is live — but the work doesn’t stop there. A complete profile performs significantly better than an incomplete one.
Here’s what to add:
Business description — Write a 750 character description of your business. Include your main services, your location and what makes you different from competitors. Use relevant keywords naturally but don’t keyword stuff.
Business hours — Add your opening and closing times for each day of the week. Update these during public holidays.
Photos — Add high quality photos of your business, products, team and workspace. Listings with photos receive 42% more requests for directions and 35% more website clicks.
Services — List all the services you offer with descriptions and prices if applicable.
Products — If you sell physical products add them to your listing with photos and prices.
STEP 8: ADD PHOTOS TO YOUR LISTING
Photos are one of the most important elements of your Google My Business profile. Here’s what to add:
Logo — Your business logo
Cover photo — A professional image that represents your brand
Business photos — Photos of your workspace, team or products
Work photos — Before and after photos or examples of your work
Aim to add at least 10 photos when you first set up your profile and continue adding new ones regularly.
STEP 9: GET YOUR FIRST GOOGLE REVIEWS
Reviews are the single most powerful factor in how well your Google My Business listing performs. Businesses with more positive reviews rank higher in local search results and attract more customers.
Here’s how to get your first reviews:
Ask existing customers — Send a message to your current and past customers asking them to leave you a review. Make it easy by sending them a direct link to your review page.
Ask friends and family — If they know your work and can honestly recommend you ask them to leave a review.
Add a review link to your website — Create a button or link on your contact page that takes visitors directly to your Google review page.
Include a review request in your email signature — Add a line at the bottom of all your emails asking satisfied clients to leave a review.
STEP 10: POST REGULAR UPDATES
Google My Business has a posts feature that works similarly to social media. You can share updates, offers, events and news directly on your listing.
Posting regularly signals to Google that your business is active — which can improve your ranking in local search results.
Post ideas for South African businesses:
- Special offers and promotions
- New products or services
- Behind the scenes content
- Tips and advice related to your industry
- Public holiday hours
HOW TO OPTIMISE YOUR LISTING FOR BETTER RANKINGS
Once your profile is set up here are some additional tips to rank higher in local searches:
Keep your information consistent — Make sure your business name, address and phone number are exactly the same on your Google My Business profile, your website and all other online directories.
Respond to all reviews — Reply to both positive and negative reviews professionally and promptly. This shows Google and potential customers that you’re engaged and responsive.
Use Google My Business insights — Check your profile analytics regularly to see how customers are finding you, what they’re clicking on and where they’re coming from.
Add questions and answers — The Q&A section of your listing allows you to add frequently asked questions and answers. This helps customers find the information they need quickly.
COMMON GOOGLE MY BUSINESS MISTAKES TO AVOID
Using a different address on your website — Your address must be exactly the same everywhere online.
Ignoring negative reviews — Always respond professionally to negative reviews. Never delete them or argue with the reviewer.
Not updating your hours — Outdated business hours frustrate customers and damage your reputation.
Keyword stuffing your business name — This violates Google’s policies and can result in your listing being suspended.
Not adding photos — Listings without photos are far less attractive to potential customers.
START GETTING MORE LOCAL CUSTOMERS TODAY
Setting up your Google My Business profile is one of the highest return on investment activities you can do for your South African business. It’s free, it works 24 hours a day and it puts you directly in front of customers who are actively looking for what you offer.
At Freelance With Naushad I help South African businesses set up, verify and fully optimise their Google My Business profiles to attract more local customers.
Get in touch today for a free consultation — let’s get your business found on Google!