Setting up a Google Business Profile (GBP) is the most important free marketing action a Utah local business can take. It determines whether your business appears when someone searches for your service in your area — on Google Search and Google Maps. A properly set up and actively maintained GBP is worth more than most paid advertising campaigns for local service businesses.
Step 1: Create or Claim Your Profile
Go to business.google.com and sign in with a Google account. Search for your business name — if a listing already exists, claim it. If not, click "Add your business to Google" and follow the setup process. You'll be asked to verify your business by postcard, phone, or video — complete verification as quickly as possible, as your profile won't appear in search results until verified.
Step 2: Complete Every Field Thoroughly
Incomplete profiles rank lower than complete ones. Fill out:
- Business name: Your actual business name — don't stuff keywords here, as Google penalizes it
- Address: Your exact street address, or configure a service area if you're a mobile business (for HVAC, landscaping, cleaning, etc.)
- Phone number: A local Utah area code phone number you actively monitor
- Website: Your actual website URL
- Hours: Accurate and up-to-date, including holiday hours
- Business category: Choose the most specific category that fits your primary service — this is critically important for relevance ranking
- Business description: 750 characters describing what you do, who you serve, and your service area — include your primary service and city naturally
- Products/services: List your specific services with descriptions and pricing if applicable
Step 3: Add Visual Content
Add a minimum of 10 photos: your logo, a cover photo, your storefront or team, photos of your work or products, and interior shots if applicable. Update photos at least monthly. If you have video content, add it — businesses with video see higher engagement than those without. Google rewards recently updated profiles with higher visibility.
Step 4: Get Your First Reviews
Within your GBP dashboard, find the "Get more reviews" option and copy your direct review link. Send this link to 10-20 current or past customers with a brief, friendly request for a review. Aim to collect at least 10 reviews before you start any other local marketing — having fewer than 10 reviews suppresses your visibility in the local pack even with a perfectly optimized profile.
Step 5: Post Regularly
GBP posts appear in your knowledge panel and signal to Google that your business is active. Post at minimum once per week: an offer, an update, a completed project photo, or a tip relevant to your service. This takes 5 minutes per week and measurably improves local pack ranking consistency over time.