Getting Started with Small Business SEO: Part 2 – 227

Hey, everyone. This is Ben over at Intrycks. And today I’m going to be walking you through how to set up a Google Business Profile. This is one of the most important tools that a small business owner can have. And it is totally free. It’s going to help you increase your visibility by showing up on Google Maps and also in organic search results. So I’m going to be walking through how to set that up.

How to get your business verified, and then how to optimize it using some tips and tricks that I’ve learned after setting up many, many of these over the years. So in 2025, there are a couple of things that have changed recently, but for the most part, this process should remain pretty much the same.

So starting out, there are a few things as a business owner that you’ve probably already compiled as a part of your business plan. That’s going to include your business name, your address of operation, your phone number, a website if you have one, your hours, an idea of the service area or city where you’re going to be operating, and some general details about what your business does, your unique sales proposition, and stuff like that. Those are all going to come in handy as we complete this process.

First off, you’re going to need a Google email—you need a Gmail account or a work account that has been linked to Google. Once you have that set up, you will go to the Google Business Profile hub and click “Manage Now.”

Now, a couple of things about your business name to consider: we’re talking about setting up a custom cabinet business in Egan, Minnesota, for somebody named Jack. You might be tempted to name it something like “Jack’s Cabinets” or “Jack’s Custom Cabinets.” It’s going to be much more advantageous to include the location name in your GBP name along with your primary service. A good start there would be “Egan Custom Cabinets.”

We can see there’s not a business that exists with that name yet, so we’re just going to start with that one. Then you’ll decide what your business type is. GBPs are technically for businesses that actually visit people in person—either they come to your store, or you go to them and provide your services.

As a custom cabinet shop, you might have a showroom at your workshop where people can come and see different examples of your work—different styles, sizes, woods, and so on. And then you’re also going to be traveling to people’s homes or businesses to install these cabinets. For this business type, you would actually want to select both “Local Store,” so that your address is shown publicly and folks can visit, and “Service Business,” because you will be traveling to clients.

For your business category, you’re going to want to find something that most closely describes your business. Searching “Cabinet,” we see that Google already has a business category specified for “Cabinet Maker.” That’s going to be better than “Cabinet Store.” Since there aren’t any better options, we’ll go with “Cabinet Maker” as the primary category.

For your address, you want a local Egan address. Then, it will ask if any of the suggested businesses are yours—if none are, just continue.

For your phone number, this can show publicly and will also be used for verification. If you have a website, you’ll provide that as well, though it’s optional. A phone number is required since it will be used for GBP verification.

Once you put that in, your business will be added to Google Maps, increasing your visibility in organic search. If you’re new to this, I recommend keeping at least the first checkbox selected—”Get news and tips about how to improve your business profile”—which will provide helpful reminders to ensure optimization.

Now, this brings us to verification, a very important step. If you are not verified, your business will never show up. It will just exist in the backend of your Gmail. The easiest way to verify is to get a code sent to your phone. Google will call you with an automated message providing a six-digit code, which you will need to enter in your GBP.

Another option is business video verification. Occasionally, Google will also allow a postcard to be sent or an email verification, but for a brand-new profile, they will typically require either phone verification or a business video.

If you need to do a business video verification, here are some tips to get it approved on the first try. Google has a great video explaining the process, which we will link to. But briefly, make sure you are logged into the same Gmail account you used to create your GBP on your phone.

Go into the Business Manager, where it will indicate that verification is required. Click “Get Verified,” and it will access your phone’s camera to allow you to record a video directly. Google is looking for an unedited, unique, continuous video that is at least 30 seconds and no longer than five minutes. I typically recommend shooting around the two-minute mark.

For a physical location, start outside on the street, clearly showing the business address and signage. Google may be using location data to verify authenticity, so don’t try to fake it. Then, walk into your business and show the interior—your front desk, showroom, or workspace. Prove ownership by locking and unlocking the door with your keys. Show the equipment used in daily operations, but avoid displaying sensitive information like pay stubs. Google does not require your face to be shown.

If you have a branded vehicle, such as a work van, it’s helpful to have a logo on it before submitting the verification video.

For other business types, showing the cash register, staff room, or storage areas can help validate your business. Google considers these strong signals of legitimacy.

Once Google accepts the video, they will review it for accuracy and, ideally, approve it. At that point, your business will be eligible to appear in search results and get a visibility boost. If the video is rejected, review Google’s guidelines and resubmit. It may take a couple of tries.

After verification, you can optimize your GBP further by adding important details such as business hours, a description, services, customer reviews, and updates on recent work or new offerings.

Make sure your business hours are accurate. Google does not appreciate false hours, so if your shop is only open certain times, list those honestly.

If applicable, you can indicate whether your business is veteran-owned or a small business. Other options include listing amenities like parking and service options such as online estimates.

Photos are critical for representing your business. Upload a logo, a cover photo (such as a recently completed project), and at least three photos each of staff, the exterior (including signage and parking), and the interior (public areas like the reception desk).

The Q&A section allows potential customers to ask questions. You can also seed questions yourself with common inquiries to save time answering them repeatedly.

If you use an online booking system like Calendly, you can integrate it with GBP.

For products, if you sell pre-built cabinets with a fixed price, you can showcase them here with photos and pricing details.

Once verified, regularly post updates about recent jobs and happy customers. These posts help Google justify showing your business profile. For best results, update every two months with posts that include relevant keywords.

Optimizing a GBP can feel like a lot, but specialists like myself can help with verification and setup. I’ll drop some links and resources in the description, and if you have any questions, feel free to reach out to Intrycks and check out our other videos.