Chris Langeveldt
Founder, Christoffel
When someone searches for a plumber, a dentist or a guest house in their town, the first thing Google shows is usually a map with three businesses on it. That box is powered by Google Business Profile (you might still know it as "Google My Business"). It's free, it takes about an hour to set up properly, and for many local businesses in South Africa it brings in more calls than their website does.
Here's how to do it properly, step by step.
Before you start: get these ready
Your exact business name, as it appears on your signage and paperwork. Not a keyword-stuffed version.
One phone number that gets answered during business hours
Your website address, if you have one
Your trading hours, including how you handle public holidays
5–10 real photos: your premises, your team, your work
A Google account you'll keep long-term. Ideally a business email, not a personal Gmail that belongs to a staff member.
That last point matters more than it sounds. We regularly meet South African businesses whose profile was set up years ago by an ex-employee or a nephew, and nobody can get back in.
Step 1: Check whether you already have a profile
Search your business name and town on Google Maps. If a listing already exists (Google sometimes creates them automatically), claim it rather than creating a new one. Duplicate listings split your reviews and confuse Google.
If someone else controls it, Google has a "request access" process from the listing itself.
Step 2: Create or claim your profile
Go to business.google.com and sign in with the account you'll keep. Enter your business name and choose your primary category (more on that below).
Step 3: Storefront or service area, and get this right
This is the step most South African businesses get wrong.
Customers come to you (a shop, restaurant, practice, guest house): add your street address so you show on the map.
You go to customers (plumbers, electricians, pool services, mobile mechanics): hide your address and set a service area instead. List the towns and suburbs you actually serve, for example "Kimberley, Galeshewe, Barkly West, Ritchie".
If you work from home and go to clients, you're a service-area business. Showing your home address can get your profile suspended, and it isn't something you want on the internet anyway.
Step 4: Choose your categories carefully
Your primary category is the single biggest factor in which searches you show up for. Be specific: "Family law attorney" beats "Law firm", and "Pool cleaning service" beats "Contractor".
Then add a few secondary categories for the other things you genuinely do. Look at what your top-ranking competitors use; it's visible on their profiles.
Step 5: Verify your business
Google needs to confirm you're a real business at a real location. In 2026 the most common method is a short video verification. Others (phone, email, or occasionally a postcard) are only offered to some businesses.
For the video, Google generally wants one continuous, unedited clip recorded live on your phone that shows:
Where you are: the street, your signage and the entrance (storefront), or your branded vehicle, tools and equipment (service area)
That you run it: unlocking the door, opening the till or logging into your system, or showing business paperwork with the same name as your profile
That it matches your profile: the same name and the same area
Google usually reviews it within a few business days. If it's rejected, the most common reasons are poor video quality, details that don't match the profile, or not showing enough proof. Fix the gap and try again.
Step 6: Fill in everything
A verified-but-empty profile won't do much. Complete:
Description (up to 750 characters): what you do, who you do it for, and where. Write it for people, not for Google.
Services: list each one separately, with a sentence and a price range where you can
Hours and special hours for public holidays
Photos: a logo, a cover photo, and real photos of your work. Add new ones monthly.
Website link: point it to your home page or the page most relevant to local customers
Attributes: things like "Wheelchair accessible", "Online appointments" or "Women-owned"
Step 7: Get your first reviews
Reviews are one of the strongest signals for how high you rank on the map, and they're what customers read before they call. In your profile, find "Ask for reviews", copy the short link and send it to happy clients by WhatsApp right after a job goes well.
Reply to every review, good or bad. Keep replies short, human and professional.
What not to do: don't review yourself, don't ask staff or family, and don't offer discounts for reviews. Google removes these, and it can penalise the profile.
Step 8: Keep it alive
Google favours profiles that look active. Once it's set up:
Post an update weekly: a recent job, a tip or an offer, with a photo
Add photos monthly
Answer questions people ask on your profile
Keep hours current, especially over December and public holidays
Five to ten minutes a week is enough.
Common mistakes we see in South Africa
Keyword-stuffed business names like "Joe's Plumbing Kimberley Best Plumber 24/7". This breaks Google's rules and can get the profile suspended.
Different phone numbers on the profile, the website and Facebook. Pick one and use it everywhere.
Setting up a new profile instead of claiming the old one, which creates duplicates that split your reviews.
Profile owned by someone who's left. Always keep ownership on a business account you control, and add others as managers.
Set up and never touched again. An abandoned profile slowly slides down the map.
Does a Google profile replace a website?
No. They do different jobs. The profile gets you onto the map. The website convinces people once they click, and it lets you rank for each individual service you offer. Businesses with both, pointing at each other and using the same details, do best. If your site isn't showing up at all, start with why your website isn't showing up on Google. For the full picture, read what local SEO is and whether your business needs it.
Frequently asked questions
Is Google Business Profile free?
Yes. Creating, verifying and managing your profile is free. Be wary of anyone who calls claiming to be "from Google" and asking for payment to list you.
How long does verification take?
Video verification is usually reviewed within a few business days. Once verified, profile changes can take a few days to appear.
Can I have a profile if I work from home?
Yes, as a service-area business. Hide your address and list the areas you serve.
How long before I show up on the map?
Often within a few weeks of verifying, if your profile is complete. Ranking higher than competitors takes longer and depends on reviews, relevance and distance.
We set up and optimise Google Business Profiles for our clients alongside their websites. If you'd like us to handle it, see how the free 5-day website preview works or get in touch.
