When someone in Arusha searches "car repair near me" or a visitor in Dar es Salaam searches "restaurant Masaki", Google often shows a map with a short list of businesses before any websites. Those listings come from Google Business Profile, a free tool from Google. For businesses that serve customers in a specific area, it can be one of the most valuable marketing tools available – and many Tanzanian businesses still have no profile at all, or one that is incomplete.
What a Business Profile shows
A complete profile can display:
- your business name, category and description;
- your location on Google Maps, with directions;
- phone number and website;
- opening hours, including holidays;
- photos of your premises, products and team;
- customer reviews and your replies;
- posts about offers, events and news.
All of this appears directly in Google Search and Maps, often before a customer visits your website.
Step 1: Claim or create your profile
Search for your business on Google Maps. If it already exists (sometimes customers add businesses), claim it. If not, create a new profile with your Google account. Use an account that belongs to the business, not one person, so you do not lose access when staff change.
Step 2: Verify your business
Google needs to confirm that you really run the business. Depending on your category and location, verification may be by phone, email, video or another method. Follow the instructions carefully. Until you are verified, many features are limited.
Step 3: Complete every section
Profiles with complete, accurate information tend to perform better. Pay special attention to:
- Business name – use your real name exactly as it appears on your signboard. Do not add extra keywords; this can get your profile suspended.
- Category – choose the most specific category that describes your main business, then add secondary categories.
- Location – place the map pin accurately. In areas where addresses are informal, describe nearby landmarks in your description.
- Hours – keep them accurate, including public holidays.
- Description – explain what you offer and who you serve, in plain language.
Step 4: Add good photos
Profiles with photos receive more attention. Upload:
- the outside of your building, so people can recognise it when they arrive;
- the inside of your shop or office;
- your products and completed work;
- your team at work.
Use real, recent photos taken in good light. Add new ones every month or two.
Step 5: Ask for reviews – and reply to them
Reviews influence both customers and Google. Ask satisfied customers to leave an honest review; you can share a direct review link by WhatsApp or print a QR code at your counter. Never buy fake reviews or offer rewards for positive ones – this breaks Google's rules and damages trust.
Reply to every review, positive and negative. Thank happy customers. For complaints, respond calmly, apologise where appropriate and offer to resolve the issue privately. Future customers read your replies as carefully as the reviews.
Step 6: Post updates
Use posts to share offers, new products, events or holiday hours. Regular activity shows that your business is active and gives customers a reason to choose you.
Connect your profile and your website
Your Business Profile and website support each other. Make sure your name, address and phone number are identical on both. Link to your website from your profile, and include your location and a map on your website's contact page.
Common mistakes to avoid
- Creating several profiles for the same location.
- Using a personal phone number that nobody answers.
- Letting opening hours go out of date.
- Ignoring negative reviews.
- Using a home address when you do not serve customers there (use a service area instead).
A few hours of setup and a few minutes each week can bring a steady flow of local customers who are ready to buy.
Daraja helps businesses set up and manage their online presence, from websites to Google listings. Contact us.