Google Business Profile guide for South African businesses

A Google Business Profile is the listing that appears in Google Search and Google Maps when someone looks for a business or for a service nearby. Many people still call it by its old name, Google My Business. For a South African business that serves a local area, it can be the first thing a customer sees, before the website. This guide covers who qualifies, how to set it up correctly, the service-area rules and what affects local ranking.

Google's rules for profiles are the same worldwide. Nothing in its guidelines is specific to South Africa, although the verification methods on offer can depend on the region and the type of business.

Who can have a profile

Google's guidelines for representing your business allow a profile for a business that either has a physical location customers can visit or travels to customers where they are. Three points catch people out:

• One profile per business. Duplicates can cause problems with how the business shows on Search and Maps.
• Virtual offices do not qualify. A rented mailing address where the business does not operate is not eligible.
• Co-working spaces have conditions. The office must have clear signage, receive customers during business hours and be staffed by the business's own people during those hours.

Getting the basics right

Business name

Use the real name, as it appears on signage, the website and stationery. Google does not permit extra words such as a tagline, a list of services or a suburb. Adding them can lead to suspension.

Address

Use a precise street address. PO boxes are not accepted. A business that shows its address should have permanent signage there.

Category

Choose the most specific category that fits, and as few categories as possible. Google's test is that the category completes the sentence "This business is a ...". It describes what the business is, not everything it sells.

Hours, contact details and the rest

Fill in opening hours, special hours for public holidays, phone number, website, description, services, attributes and photos. Google also lets a business add chat by WhatsApp or text message. Keep every detail the same as on the website.

Service-area rules

This is the part that needs the most care. Google's service-area guidance separates three kinds of business.

Storefront business. Customers come to the address. Show the address.

Service-area business. The business visits or delivers to customers and does not serve them at its address. Plumbers and cleaning services are Google's examples. The rules are:

• Remove the address from the profile and list service areas only. This applies to a business run from home.
• Have one profile for the whole area, not one per town.
• Set up to 20 service areas, by city, postal code or another area type. A radius around a point cannot be used.
• Keep the overall area within about two hours' driving time from where the business is based. Google notes that a larger area can be appropriate for some businesses.

Hybrid business. Customers come to the address and the business also travels to them. Show the address and set a service area. The address must be staffed and able to receive customers during the stated hours, with permanent signage.

A business that sells alcohol, cannabis or weapons cannot be a service-area business without a storefront.

Verification

A profile must be verified before its performance data is available and, according to Google, verification makes the business more likely to appear in results. Google chooses which methods are available, and the business cannot change them. The options Google lists are a video recording, a phone call or text, an email, a live video call and a postcard.

For a live video call, Google asks to see the location (outside signs or the street), the business itself (products, branded equipment or tools) and proof of management, such as access to staff-only areas. Verification reviews take up to five business days. Postcards usually arrive within 14 days where that method is offered. Google will never ask for the verification code, and it should not be shared with anyone.

Reviews

Ask customers for reviews by sharing the review link or QR code that Google provides. Google's rules are firm on one point: offering discounts, free goods or services in exchange for a review, or for changing or removing one, is strictly prohibited.

Reply to reviews. Google's advice is to keep replies short, polite and specific, not to use them to promote offers, and never to share a reviewer's private information. For a complaint, acknowledge it, say what can be done and move the detail to a phone call or email.

How Google ranks local results

Google names three factors in its local ranking guidance:

• Relevance: how well the profile matches the search.
• Distance: how far the business is from the person searching.
• Prominence: how well known the business is, which takes in links from other websites and the number and rating of reviews.

Google states there is no way to request or pay for a better local ranking. Its own tips are to verify the profile, keep the information accurate and complete, respond to reviews and add photos.

Profiles and AI answers

Google's guidance on generative AI features says a Google Business Profile helps local businesses and services appear in AI responses as well as in ordinary results. An accurate, complete profile now does two jobs.

Measuring it

A verified profile reports the search terms people used to find it, how many people viewed it, and the calls, direction requests, website clicks, messages and bookings that followed. These belong in any local SEO report.

Stryx includes Google Business Profile work in local SEO. For South African businesses, see SEO in South Africa, or get in touch to discuss a profile.