How to Create and Verify a Google Business Profile
A Google Business Profile is one of the simplest ways to show up in local search and on Google Maps. Here's how to set one up, verify it and keep it working for you.
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If you own a local business, setting up a Google Business Profile is one of the most useful things you can do to appear in Google Search and on Google Maps. A profile helps customers find you when they search for the products or services you offer, and it shows key information at a glance: your website, opening hours, phone number and customer reviews.
It's also an effective way to improve your local SEO, which helps you rank higher for local searches. Setting up a profile is straightforward and only requires some basic information about your business.
What Is a Google Business Profile?
Google Business Profile (formerly known as Google My Business) is a free tool that helps businesses gain visibility in local search results. It's what powers your listing in the Local Pack (the map and list of businesses that appears for local searches), in the Local Finder and on Google Maps, right where customers are looking for what you provide.
This guide walks you through setting up a Google Business Profile the right way.
How to Create a Google Business Profile
The process comes down to claiming your business, submitting accurate information and verifying it with Google. Once your business is verified, it can appear to potential customers when they search for related terms on Google. Managing the profile also lets you see your business the way customers see it, which helps you spot gaps and tailor your marketing.
1. Set up a Google Account
You need a Google Account to manage your profile. If you don't already have one for your business, go to accounts.google.com and click "Create account". You can use an existing email address or create a new one.
2. Go to Google Business Profile
Visit google.com/business and click "Manage now" to start setting up your profile.
3. Search for your business name
Enter your business name in the search bar. If it shows up, there's already a profile for your business. If not, choose the option to add your business to Google.
4. Request access to an existing profile
If someone else already manages the profile for your business, such as a former employee, you can request access. Click "Request access" and follow the step-by-step instructions.
5. Enter your business name and category
Use your official business name, exactly as it appears on your signage and documents, without extra keywords. Then select the category that best matches your business. Choose your primary category carefully, as it strongly influences which searches you appear for. You can change it or add secondary categories later.
6. Enter your business address
You'll be asked whether your business has a physical location that customers can visit. If it does, enter your address and confirm the marker's position on Google Maps so people can find you easily.
If you don't serve customers at a physical location, for example if you're a plumber or a mobile service, you can skip the address and instead list the areas you serve.
7. Add your phone number and website
Make sure your phone number and website are correct. These are often the first things customers use to contact you, and they let you see how many people call or click through from your profile.
8. Verify your business
Verification confirms that your information is correct and that only you can manage the profile. Google decides which methods are available for your business. Depending on your business type and location, you may be offered one or more of these options:
- Phone or text: you receive a code by call or SMS and enter it to complete verification.
- Email: a code is sent to your email address for you to enter.
- Video recording: you record a short video showing your location, signage, tools of the trade or proof of management.
- Postcard: Google mails a postcard with a code to your business address. Once it arrives, enter the code to finish.
How to Manage and Optimize Your Profile
Complete your profile
Keep your profile up to date and as complete as possible. Filling out every relevant field shows customers that you're trustworthy. Extra details like a business description, attributes, opening hours and photos of your premises, team and work give customers an idea of what to expect. A comprehensive profile can be the difference between a visitor and a customer.
Focus on reviews
Ask satisfied customers to leave reviews. People considering your business will read them to see what their own experience might be like, and reviews can also help your business show up more in local searches.
Reviews have a major impact on how others see your business. Before someone buys from or trusts a company, they often read online reviews, and if those reviews are poor, they'll likely look for alternatives. Pay attention to what people are saying about you.
Feedback is also valuable for the business itself. Reviews tell you what customers need and point out problems with your service or products, so you can improve what you offer.
Respond to reviews, both positive and negative. Replying shows potential customers that you care, and it can help you win back customers who weren't happy. When someone leaves a bad review, treat it as an opportunity to solve the problem in public and show your commitment to customer satisfaction.
List all your products and services
Add the products and services you offer, with a short description and, where it makes sense, a price. This tells potential customers exactly what you offer and lets you highlight what makes you different.
Use Google Posts
Google Posts let you share news, offers and events directly on your profile, for free. Use a high-quality image and check how it looks in the thumbnail so nothing important is cut off. There are three main post types:
- Updates share general news about your business, such as a new product, a change in service or a helpful tip.
- Offers promote special deals. Each one includes a title, a date range and redemption details such as a coupon code or a link to your website.
- Events promote something happening on specific dates, with a title, start and end date and an optional call-to-action button.
Posting regularly keeps your profile fresh and gives people another reason to choose you.
Final Thoughts
A Google Business Profile is a free tool that gives your business a presence on Google Search and Maps. Once your profile is verified, keep it accurate, add photos and a detailed description of your services, choose your primary category carefully and stay on top of reviews. Done well, it's one of the simplest ways to increase your visibility and attract more local customers.
