Google My Business — now officially called Google Business Profile — is free, takes under an hour to set up, and is one of the most impactful things a Singapore small business can do to get found online.
Here's exactly how to do it.
Before You Start
You'll need:
- A Google account (Gmail or Google Workspace)
- Your business address (must be a physical address in Singapore for verification)
- Your business phone number
- A few photos of your business
- Your website URL (if you have one)
Step 1: Go to Google Business Profile
Visit business.google.com and sign in with your Google account. Click "Manage now" or "Add your business."
Step 2: Enter Your Business Name and Category
Type your business name exactly as customers know it. For the category, choose the most specific option available — "Hair Salon" rather than just "Beauty Salon", "Tuition Centre" rather than "Educational Institution." The category directly affects which local searches you appear for.
Step 3: Add Your Location
If customers visit your physical location (a shopfront, office, or studio), enter your full address. If you serve customers at their location (a plumber, aircon technician, home tutor), you can list a service area instead without a physical address.
For HDB businesses: include the block number, street name, and unit number. Precision helps Google match you to nearby searches.
Step 4: Add Your Phone Number and Website
Use the number customers should call. Link to your website URL — even if your website is simple, having it linked helps your profile rank in searches and gives potential customers more information.
Step 5: Verify Your Business
Google needs to verify you're a legitimate business at that location. The most common method is a postcard: Google mails a card with a verification code to your business address. It typically arrives in 5–14 days.
Once you receive it, log back in to your profile, enter the code, and your profile becomes publicly visible.
Step 6: Complete Your Profile
After verification, don't stop at the basics. Complete:
- Opening hours — including whether you're open on public holidays and how to reach you outside hours
- Photos — at minimum: your shopfront/exterior, your main work area, and a few photos of your products or services in action. Businesses with photos receive 42% more direction requests
- Description — 750 characters. Describe what you do, who you serve, and what makes you different. Include your main service keywords naturally.
- Attributes — e.g., "CHAS accredited", "by appointment only", "serves dine-in"
Step 7: Start Collecting Reviews
Reviews improve your Local Pack ranking and build trust with potential customers. Get the shareable review link from your profile dashboard and send it to customers who've expressed satisfaction. Aim for 10+ reviews in your first 3 months.
Common Mistakes to Avoid
- Wrong category — too broad means you miss specific searches
- Incomplete hours — if your hours are wrong, Google Maps sends customers to a closed business
- No photos — profiles with photos dramatically outperform those without
- Ignoring reviews — not responding to reviews (positive or negative) signals inactivity