Search Google for your business name right now. What comes up on the right side of the results? If it is a half-complete panel with a wrong address, no phone number, and zero reviews — or if nothing comes up at all — your business is losing customers every day to competitors who have claimed and optimised their listing.
Google Business Profile (formerly Google My Business) is completely free. It takes less than an hour to set up properly. And it is one of the highest-return digital marketing actions available to Nigerian businesses.
What Google Business Profile Does
When someone searches "accountant in Lekki" or "plumber Victoria Island", Google shows a map with three local businesses before any website results. This is called the Local Pack — and it is driven entirely by Google Business Profile data. The businesses in those three spots get the clicks, the calls, and the customers.
Beyond the Local Pack, your profile controls what appears when someone searches your business name directly: your address, phone number, website, opening hours, reviews, photos, and the ability to message you or get directions — all without visiting your website.
How to Set Up Your Profile Correctly
Claim Your Listing
Go to business.google.com. Search for your business. If it already exists (Google sometimes creates listings automatically), claim it. If not, create a new one. You will need to verify ownership — typically via a postcard sent to your business address or, for some categories, via phone or email.
Complete Every Section
Do not leave anything blank. The more complete your profile, the more Google trusts it and the better it ranks. Fill in:
- Business name (exactly as it appears on your signage and website)
- Primary category — choose the most specific one that fits
- Address — be precise, include the floor/unit if applicable
- Phone number — use the number customers actually reach you on
- Website URL
- Opening hours — update these whenever they change
- Services — list every service with a description
- Business description — 750 characters, use naturally the keywords your customers would search
Add Photos Consistently
Businesses with photos receive 42% more direction requests and 35% more website clicks than those without. Add your exterior, interior, team, and products or services. Update photos regularly — Google rewards active profiles.
Get Reviews — and Respond to Them
Reviews are the most powerful local ranking signal after profile completeness. Ask every satisfied customer to leave a review. Make it easy by sending them the direct review link from your profile dashboard. Respond to every review — it shows Google and prospective customers that you are engaged.
Common Mistakes Nigerian Businesses Make
- Using a personal name instead of a business name
- Listing a mobile number that is not always answered
- Not updating hours during public holidays
- Ignoring negative reviews instead of responding professionally
- Uploading low-quality or irrelevant photos
- Choosing the wrong primary category
How Quickly Does It Work?
Most businesses see an increase in profile views and calls within two to four weeks of fully optimising their listing. Ongoing improvements — regular photo uploads, new reviews, responding to questions — continue to improve rankings over time.
If you want help setting up or optimising your Google Business Profile alongside a broader SEO strategy, see our SEO services or book a free consultation.