Google Business Profile guide for Kenyan businesses

A Google Business Profile (GBP) is the free listing that shows up on Google Search and Maps when someone looks for your business or what you sell. For many Nairobi businesses it brings in more calls than the website. Here is how to set one up properly and keep it working.

Step 1: create or claim the profile

Go to google.com/business and sign in with a Google account the business owns (not a staff member's personal email). Search for your business name. If a listing already exists, request ownership; if not, create one.

Step 2: pick categories carefully

The primary category is the strongest relevance signal on your profile. Choose the most specific one that describes your core service. Add secondary categories only for things you really do. Too many unrelated categories dilute the profile.

Step 3: address or service area

• Customers visit you (shop, clinic, salon, restaurant): show the address and make sure the map pin is exactly on your entrance.
• You visit customers or work remotely (plumbers, cleaners, web studios, consultants): set it up as a service-area business, hide the address and add the areas you serve, such as Westlands, Kilimani, Lavington, Karen, Nairobi CBD or Juja.

Never use a virtual office or a friend's address you don't operate from. It is against Google's guidelines.

Step 4: verification

Google chooses the method. In Kenya it is often a video verification: one continuous recording that shows your street or area, your signage or branded items, and proof you manage the business (tools, equipment, a branded vehicle or your workspace). Plan the video before you start recording.

Step 5: fill every field

• Business name: your real name, exactly as on your signage. Don't add keywords like "Best Web Design Nairobi".
• Phone: the number you actually answer. A WhatsApp-enabled number is ideal.
• Website: link to your most relevant page. Add UTM tags so you can track visits.
• Hours: keep them accurate, including public holidays.
• Services: list each service with a short description and a KES price if you publish one.
• Description: 2–3 plain sentences about what you do, for whom, and where.

Step 6: photos

Upload your logo, a cover photo and at least ten real photos: team, work, premises, products. Add new ones every month. Real photos build trust; stock photos do not.

Step 7: post weekly

GBP posts are short updates with a photo and a button. Post once a week: a recent project, an offer, a tip or an event. It keeps the profile active and gives searchers a reason to click.

Step 8: reviews

Ask every satisfied customer, using your short review link from the GBP dashboard. Send it on WhatsApp right after the job, when they are happiest. Reply to every review within a couple of days. Never offer payment or gifts for reviews.

A simple message works: "Hi Wanjiru, thank you for choosing us. If you have a minute, a Google review helps other Nairobi businesses find us: [link]. Asante!"

Step 9: track results

The Performance section shows calls, messages, website clicks and direction requests. Compare month on month, and pair it with Google Search Console data for your site.

Common mistakes

• Keyword-stuffed business names (risk of suspension).
• Different phone numbers on Google, the website and Facebook.
• Duplicate listings for the same location.
• Ignoring the Q&A and review sections.

Need help? We set up and manage profiles as part of local SEO in Nairobi. Also see the full local SEO checklist.