How to Set Up a Google Business Profile in South Africa

The free tool most South African businesses are not using properly

Google Business Profile — formerly called Google My Business — is one of the most powerful free tools available to any South African business. When someone searches for your type of business in your area, your Google Business Profile is what appears on Google Maps and in the local map pack at the top of the results page. It is completely free to set up and can start driving calls and website visits within days of verification.

Step 1: Go to business.google.com

Sign in with a Google account. Click "Add your business" and enter your business name. Select the most specific category that matches what you do. If customers come to a physical location, add your address. If you go to customers — like a plumber or mobile service — select the service area option instead.

Step 2: Verify your business

Google confirms you operate at the location you claim. For most South African businesses this means requesting a postcard with a verification code — usually arriving within 5 to 14 days. Some businesses qualify for phone or email verification, which is faster. An unverified profile has almost no local search visibility.

Step 3: Complete your profile fully

Most businesses stop too early. A complete profile needs:

• Business hours — including weekends and public holidays
• Phone number and website URL
• Business description — use your primary keywords naturally here
• Photos — at minimum your logo, exterior, and interior or team
• Services or products — list every service with brief descriptions
• Attributes — "wheelchair accessible", "women-led", "online appointments"

Google rewards complete profiles with better visibility. An incomplete profile consistently ranks lower than a competitor who spent an extra 20 minutes filling everything in.

Step 4: Build a review system

Reviews are one of the most important local search ranking factors. Ask every satisfied client to leave a Google review. Send them a direct link to your review page — available in your Google Business Profile dashboard under "Get more reviews". Respond to every review. Google treats this as a trust and engagement signal that influences ranking.

Step 5: Link your profile to your website

A Google Business Profile without a linked website is a shop front without an interior. Google gives higher trust — and better local rankings — to businesses that have both a complete Google Business Profile and a well-built, well-optimised website. The two work together as a system.