A dentist in Remera told me 40% of his new patients found him through Google Maps. He didn’t pay for ads. He didn’t do SEO. He just claimed his Google Business Profile, added photos, and responded to reviews. That free listing brings him more patients than his paid advertising.
Step 1: Claim your profile
- Go to business.google.com
- Sign in with any Google account (preferably your business email)
- Search for your business — it might already exist if customers have searched for it
- If it exists, claim it. If not, create a new listing
- Google will ask you to verify. In Rwanda, this usually happens via phone call or postcard
Step 2: Complete every field
Profiles that are 100% complete are 7x more likely to get clicks than incomplete ones. Fill in everything:
- Business name — exact legal name, no keyword stuffing
- Category — primary category (“Dentist”, “Restaurant”, “Hotel”) + secondary categories
- Address — exact location. Pin it correctly on the map — many Kigali businesses have their pin in the wrong spot
- Phone number — the one you actually answer
- Website — link to your website (if you have one)
- Hours — accurate hours. Update for holidays
- Description — 250 words about your business. Include keywords your customers would search for
Step 3: Add photos
Businesses with photos receive 42% more direction requests and 35% more click-throughs to their websites. Add:
- Exterior photo (so people can recognise the building)
- Interior photos
- Product/service photos
- Team photos
- Logo as your profile image
Update photos quarterly. Stale photos signal a stale business.
Step 4: Get and respond to reviews
Reviews are the most powerful trust signal on Google. To get them:
- Ask satisfied customers directly: “Would you mind leaving us a Google review?”
- Send the direct review link via WhatsApp after a completed service
- Respond to every review — positive and negative. Businesses that respond to reviews are seen as more trustworthy
Step 5: Post regularly
Google Business Profile has a posting feature. Share updates, offers, events, or photos. Weekly posts keep your profile active and signal to Google that your business is current.
If you don’t have a website yet, Google Business Profile is your best starting point. If you do have a website, linking it to your Google profile creates a powerful combination for local search visibility.
It’s free. It’s powerful. And most businesses in Rwanda haven’t optimised theirs yet. That’s your opportunity.