If you run a local business in Australia and you're not showing up on Google Maps, you're invisible to a huge chunk of your potential customers. When someone searches "plumber near me" or "cafe Nowra" or "boat storage Jervis Bay", the map results are often the first thing they see — before any websites, before any ads.
Getting listed there is free. Setting it up properly takes about 30 minutes. And it's one of the highest-return things a local business can do for its online presence.
Here's exactly how to do it.
Step 1 — Create a Google Business Profile
Google Maps listings are managed through something called a Google Business Profile (it used to be called Google My Business). Head to business.google.com and sign in with a Google account — ideally one tied to your business rather than a personal Gmail.
Click "Add your business" and follow the prompts. You'll be asked for:
- Your business name
- Your business category (choose the most specific one that fits)
- Your location — either a physical address customers can visit, or a service area if you travel to clients
- Your phone number and website
If you're a tradie or a mobile service who doesn't have a shopfront, select "I deliver goods and services to my customers" and enter your service area by suburb or postcode. You don't need a physical address to appear on Google Maps.
Step 2 — Verify Your Business
Google needs to confirm you actually own the business before your listing goes live. Verification methods vary but the most common ones are:
Postcard. Google mails a postcard to your business address with a verification code. Takes 5-14 days. Once it arrives, enter the code in your Google Business Profile dashboard and you're verified.
Phone or email. Some businesses are eligible for instant verification by phone call or email. You'll see these options if they're available for your account.
Video verification. Increasingly Google is using a video call or recorded video to verify new listings, particularly for service-area businesses. You'll be asked to show your business location, signage, or equipment.
Don't skip verification — an unverified listing won't show up on Maps.
Step 3 — Fill Out Every Section Completely
A half-filled profile won't rank as well as a complete one. Once you're verified, go through every section and fill it in properly:
Business description. Write 2-3 sentences describing what you do, who you serve, and where you operate. Include your main suburb or region naturally — "serving the Shoalhaven and Illawarra" or "based in Nowra" gives Google location context.
Hours. Set your opening hours accurately, including any variations for public holidays. Customers rely on this information and Google penalises listings with incorrect hours if people report them.
Photos. Add real photos of your work, your team, your equipment, or your premises. Listings with photos get significantly more clicks than those without. For a tradie, before and after shots of jobs work well. For a retail business, photos of your shopfront and products.
Services. List your specific services in the services section. "Plumbing", "Gas fitting", "Hot water systems" — the more specific the better.
Website link. Link directly to your website. This is a backlink that actually counts, and it sends Google a signal connecting your Maps listing to your web presence.
Step 4 — Get Google Reviews
This is the single biggest factor in how well your Google Maps listing ranks against competitors. Businesses with more reviews, and higher average ratings, consistently outrank those with fewer.
The best way to get reviews is simply to ask. After completing a job, send the customer a direct link to your Google review page. You can get this link from your Google Business Profile dashboard — there's a "Share review form" button that generates a short URL you can send via text or email.
A few things that help:
- Ask while the experience is fresh — right after the job is done, not a week later
- Make it easy — send the direct link, don't just say "leave us a Google review"
- Respond to every review, positive or negative — Google rewards engagement and it shows potential customers you're attentive
Even 10 genuine five-star reviews puts most local businesses ahead of competitors who have none.
Step 5 — Keep Your Profile Active
Google favours active listings over dormant ones. A few habits that help your ranking over time:
Post updates regularly. Google Business Profile has a posts feature — similar to a social media post — where you can share offers, news, completed projects, or seasonal promotions. Posting once a week or even once a fortnight signals to Google that your business is active.
Answer questions. The Q&A section on your listing is public — anyone can ask a question and anyone can answer. Get in first and answer common questions about your services, pricing, and availability.
Keep your information accurate. If your phone number, hours, or address changes, update your profile immediately. Inconsistent information across Google Maps, your website, and other directories confuses Google and hurts your ranking.
What Is NAP Consistency and Why Does It Matter?
NAP stands for Name, Address, Phone number. Google cross-references your business information across the web — your Google Business Profile, your website, directories like True Local and Yellow Pages, your Facebook page — and looks for consistency.
If your business is listed as "Riley's Plumbing" on Google Maps but "Riley Plumbing Services" on True Local, and your phone number is slightly different across different listings, Google loses confidence in the accuracy of your information and ranks you lower.
Make sure your business name, address, and phone number are identical everywhere they appear online.
How Long Does It Take to Show Up?
Once verified, your listing typically goes live within a few days. Ranking well for competitive local searches — "plumber Nowra" rather than your own business name — takes longer and depends on the completeness of your profile, the number of reviews you have, and how well optimised your website is.
For most local businesses in regional areas like the Shoalhaven and Illawarra, a well-set-up Google Business Profile with 10+ reviews and a professional website can start appearing in the local map pack within weeks to a few months.
The Connection Between Google Maps and Your Website
Your Google Maps listing and your website work together. A strong listing drives more people to your website. A well-optimised website reinforces your Google Maps ranking. Businesses that invest in both consistently outperform those that only focus on one.
If you don't have a website yet — or your current one is outdated — your Google Maps listing is working at half capacity. Potential customers who click through from Maps and land on a slow, unprofessional website will bounce straight back to the search results and call your competitor instead.
Riley Tech Studio builds fast, modern websites for local businesses across the Shoalhaven and Illawarra that work hand in hand with your Google presence. Get in touch to talk about what's possible for your business.