A complete, active Google Business Profile is one of the fastest free ways for a local South African business to get more calls and enquiries. It’s what appears on Google Maps and in the business panel when people search for your name or for services near them.
Many South African businesses either don’t have a profile or set one up years ago and never touched it again. Follow these steps to set yours up properly and keep it working for you.
Step 1: Create or claim your profile
Go to google.com/business and sign in with the Google account you want to manage the business from. Use a business account you’ll always have access to, not a staff member’s personal email. Search for your business name. If a profile already exists, claim it; if not, create a new one.
Step 2: Choose the right categories
Your primary category has a big effect on which searches you appear in. Pick the one that most closely describes your main service, then add a few relevant secondary categories. Don’t add categories for things you don’t actually do.
| Business | Primary category | Possible secondary categories |
|---|---|---|
| Plumber | Plumber | Drainage service, Water heater installation service |
| Accounting practice | Accountant | Tax preparation service, Bookkeeping service |
| Hair salon | Hair salon | Beauty salon, Nail salon |
| Digital marketing studio | Internet marketing service | Marketing agency, Social media agency |
Step 3: Set your location or service area
- If customers visit you, add your full address.
- If you go to customers or work remotely, set it up as a service-area business, list the suburbs or cities you serve, and hide your address.
Step 4: Verify your business
Google will ask you to verify, usually by video, phone or email. A video verification typically means filming your signage, premises or tools of the trade. Your profile won’t show fully in search until this is done, so complete it as soon as you can.
Step 5: Complete every section
- Business name: your real trading name, with no extra keywords. Keyword stuffing can get your profile suspended.
- Phone and website: use the same details as on your website.
- Hours: including public holidays, which matter a lot in South Africa.
- Description: up to 750 characters on what you do, who you help and where. Put the most important information in the first 250 characters, and don’t include links or prices.
- Services or products: list each one with a short description and, where it makes sense, a price.
- Attributes: tick any that apply, such as online appointments, wheelchair access or women-owned.
Step 6: Add real photos
Profiles with photos get noticeably more engagement. Avoid stock photos, and make sure the photos clearly show what your business does. A good starting set:
- Your logo and a cover photo
- You and your team at work
- Your premises, signage or branded vehicles
- Examples of finished work, before and after where possible
- Your products, if you sell them
Add new photos every month or so. It’s an easy signal that your business is active.
Step 7: Get reviews, and reply to them
Reviews are one of the strongest local ranking factors, and one of the first things customers read. Ask happy customers for a review right after a job, using the review link from your profile. A short WhatsApp message works well:
“Thanks so much for choosing us! If you were happy with the service, would you mind leaving a quick Google review? It really helps a small business like ours: [your review link]”
Reply to every review, good or bad, politely and promptly. For a negative review, thank them, apologise for the experience, and offer to sort it out offline. Never buy reviews or offer rewards for them; it breaks Google’s rules.
Step 8: Keep it active
- Post an update, offer or photo every week or two: a recent project, a seasonal tip, or an event.
- Reply to new reviews within a day or two.
- Update your hours and services whenever they change.
Ideas for profile posts
- A before-and-after photo of a recent job, with a one-line description
- A seasonal tip, like preparing for load-shedding, winter or the festive season
- A short answer to a question customers often ask
- A new service, product or special offer
- Your team at work, or a behind-the-scenes look at how you do things
A 15-minute monthly checklist
- Check your hours, phone number and website link are still correct.
- Add two to four new photos.
- Publish at least two posts.
- Reply to any new reviews.
- Look at Performance to see calls, direction requests and website clicks compared with last month.
Keep your details consistent everywhere
Google cross-checks your business name, address and phone number across the web. Make sure they match exactly on your website, social profiles and any local directories you’re listed in. Inconsistent details can hurt how much Google trusts your profile.
Mistakes that can get you suspended
- Adding keywords or locations to your business name.
- Listing a virtual office or someone else’s address.
- Creating more than one profile for the same business.
- Buying reviews or reviewing your own business.
Your profile and AI search
AI assistants and Google’s AI Overviews increasingly answer questions like “who’s a good plumber near me?” by drawing on business profiles, reviews and websites. A complete, consistent profile with plenty of recent, detailed reviews gives these tools more reliable information to recommend you with. Encourage customers to mention the specific service and area in their reviews, for example “geyser replacement in Fourways”.
How to measure results
Your profile’s Performance section shows how many people found you, called, asked for directions or clicked through to your website. Check it monthly to see what’s working, and use the website link in your profile with tracking so you can see those visits in Google Analytics.
A strong profile works even better alongside paid ads. If you’re considering advertising, read How much does Google Ads cost in South Africa?.
Frequently asked questions
Is a Google Business Profile free?
Yes, creating and managing a Google Business Profile is completely free.
How long does it take to show up on Google Maps?
Once verified, your profile usually appears within a few days. Ranking well for competitive searches takes longer and depends on reviews, relevance and how complete your profile is.
Can I have a profile without a shop or office?
Yes. Set it up as a service-area business, list the areas you serve and hide your address.
Do I still need a website if I have a Google Business Profile?
Yes. Your profile gets you found, but your website is where people check your services, prices and credibility before they contact you. The two work best together.
Can I remove a bad review?
You can only ask Google to remove reviews that break its rules, such as spam, fake or offensive content. For genuine negative reviews, a calm, helpful reply is the best response; future customers read those too.
Want help getting your profile and local SEO working for you? See my SEO services on The Menu or book a free coffee chat.
Keegan Jordaan is the founder of Crema Digital, a Johannesburg digital marketing studio. He has more than 10 years of hands-on experience and most recently ran the full digital marketing function for a group of 18 companies. Book a free coffee chat.