Setting Up Your Unit with a Google Business Profile

Every little thing you do to promote your unit adds up. If you can spare about an hour, one of the highest-impact things you can do for recruitment is set up a free Google Business Profile for your pack, troop, crew, ship, or post.

What is a Google Business Profile?

A Google Business Profile controls how your unit shows up across Google Search and Google Maps. When a family searches for Scouting near them, a complete profile puts your unit, with your website, contact info, a map, photos, and reviews, right at the top of the results. Verified profiles are twice as likely to be seen as reputable.

Why it’s worth an hour of your time

Try it yourself: search Google for “Cub Scout packs near me.” The units at the top, with a website link and reviews, are the ones families click first. More than a quarter of searchers click the very first result, and Google reports that families are 2.7× more likely to consider a unit reputable and 70% more likely to visit its website when it has a Business Profile. It’s free, and it’s one of the best recruitment tools available to you.

How to set it up

1. Create a Google account for your unit. Use a unit email address (not a personal one) so it can be handed off to future leaders. When prompted, choose the option for managing a business.
2. Go to the Google Business Profile site while logged in as your unit account, and click Manage now.
3. Enter your unit name, for example, “Cub Scout Pack 123” or “Scouts BSA Troop 7G”, and add it to Google.
4. Choose a category such as Scouting or Youth organization.
5. Add a location families can visit (your meeting place or chartered organization’s address), or set a service area for the city/town you serve.
6. Add contact information. This is critical: include a phone number and a website. If your unit doesn’t have its own site, use your unit’s page in our unit directory or your BeAScout pin.
7. Add your mailing address (no PO boxes). It stays private, Google uses it to mail a verification postcard.
8. Choose verification. “Postcard by mail” is the simplest option; add a contact name and request it.
9. Set hours, messaging, and a description (up to 750 characters). In the description, mention who charters you, when you meet, and whether you’re a family unit. You can skip messaging if you’d rather families reach you by email.
10. Add photos, your unit logo and any pictures you have permission to post.
11. Finish. Google may offer a free advertising credit (optional). Continue through to your Business Profile Manager.

Verify and go live

Your postcard usually arrives within about five days, it looks a bit like a tax document, so keep an eye on your mail. Return to the Business Profile Manager, click Get Verified, and enter the code. Once verified, search Google for your unit, you’re live!

Keep it working for you

Your profile is a powerful, free recruiting tool. Ask leaders, parents, and your chartered organization to leave honest reviews, and use “posts” in the Business Profile Manager to promote Join Scouting Nights and community events. Every little bit boosts your visibility to the families looking for you.

Questions? Email the council at technology@virginiaheadwaters.org.