How to Create a Google Business Profile (Step by Step)
A Google Business Profile puts your business on Google Search and Maps for free. Here's how to set one up from scratch, get verified and avoid the mistakes that cause suspensions.
Table of contents
Short answer: sign in to a Google account, open Google Business Profile, choose to add your business, then enter your business name, category, location or service area, phone number and website. Finally, verify that you own the business. Google offers methods such as phone, text, email, video or postcard, depending on your business. It's free. Before you start, search for your business on Google Maps: if a listing already exists, claim it rather than creating a duplicate.
This guide is part of our Google Business Profile optimisation series. If you'd like it set up for you, see our Google Business Profile service.
What is a Google Business Profile?
It's your free listing on Google Search and Google Maps. When someone searches "dentist near me" or your business name, the panel showing your hours, reviews, photos, phone number and directions comes from your Business Profile. For local businesses it's often the first thing customers see, before your website, so getting it set up properly is one of the most valuable free marketing jobs you can do.
Is my business eligible?
Google requires in-person contact with customers during your stated hours. That covers businesses with premises customers visit (shops, clinics, restaurants) and service-area businesses that visit customers (plumbers, cleaners, mobile hairdressers). Online-only businesses, rental or for-sale properties, and businesses without customer contact aren't eligible. Seasonal businesses can qualify if they keep permanent signage.
Read Google's eligibility and representation guidelines before you begin. Breaking them, for example by adding keywords to your business name or using a virtual office, is a common reason profiles get suspended.
Should I create a profile or claim one?
Check first. Search your business name on Google Maps. Google sometimes creates listings automatically from public information, and a previous owner or employee may have made one. If you find your business, select Own this business? or Claim this business and follow the prompts. See how to claim your Google Business Profile. Creating a second listing for the same location causes duplicate problems and can confuse customers.
How do I create a profile, step by step?
- Sign in to the Google account you want to manage the profile with. A business email address you control long-term is best.
- Go to Google Business Profile and select the option to add or manage your business.
- Enter your business name exactly as it appears in the real world: on your signage, website and stationery.
- Choose your primary category, the one that best describes your main service (for example "Plumber", not "Plumbing services and boiler repair"). You can add more categories later. See Google Business Profile categories.
- Add a location if customers visit you. If you only serve customers at their premises, choose not to show an address and add your service areas instead.
- Add contact details: your main phone number and website.
- Verify your business using one of the methods Google offers.
- Complete the profile: hours, description, services or products, photos and attributes.
How does verification work?
Google needs proof that you run the business at that location. Depending on your category, location and history, Google may offer phone or text verification, email, a video recording (showing your signage, premises and proof of management) or a postcard with a code. Sometimes only one option is available. Video verification usually asks you to show the outside of the business, your equipment or stock, and something only an owner could access, such as a till or business documents.
If verification fails, check that your name, address and category match reality, then try again or contact support. See Google Business Profile verification.
What should I do straight after verification?
Complete everything. A complete profile helps you appear in more searches and gives customers what they need to choose you.
| Section | What to add |
|---|---|
| Hours | Regular hours, plus special hours for holidays |
| Description | What you do, who for and where, in plain language |
| Services or products | Each main service with a short description and price if possible |
| Photos | Exterior, interior, team, work examples; add more regularly |
| Attributes | Accessibility, payment options, women-led and so on, where relevant |
| Reviews | Start asking customers with your review link |
Then share your Google review link with recent customers and post occasional updates.
How do I get more out of it over time?
Keep your profile current. Update hours before holidays, add new photos of real work every month, reply to every review and answer questions. Add products or services as you launch them. Google's own guidance says local results are based mainly on relevance, distance and prominence, and a well-maintained profile with plenty of genuine reviews supports all three. See how to optimise your Google Business Profile and how to rank higher on Google Maps.
Why do new profiles get suspended?
Most suspensions come from breaking the representation guidelines, often by accident. The usual causes are adding keywords or locations to the business name, using a virtual office or PO box as an address, creating several listings for one location, or listing an address customers can't actually visit. Use your real name and real address, and keep everything consistent with your website. See Google Business Profile suspended.
A worked example
A new mobile dog groomer searches Google Maps and finds no existing listing. They sign in with their business email, enter "Paws & Bubbles", choose the category "Pet groomer", hide their home address and list the towns they cover, then add their phone number and website. Google offers video verification, so they record their van signage, equipment and business paperwork. After verification they add hours, services with prices and ten photos, and text their review link to recent clients. Within weeks the profile starts appearing for "dog groomer near me" in their area. (Illustrative.)
Common mistakes
- Creating a new listing when one already exists
- Adding keywords or locations to the business name
- Using a virtual office, PO box or address you don't operate from
- Choosing a vague primary category
- Leaving the profile half-finished after verification
The bottom line
Creating a Google Business Profile is free and takes minutes: check for an existing listing, add your real name, category, location or service area and contact details, verify, then complete every section. A complete, accurate profile is one of the strongest free local marketing tools you have.
Want your profile set up and optimised properly? Request a free growth audit.
Frequently asked questions
How do I create a Google Business Profile?
Sign in to a Google account, go to Google Business Profile, choose to add your business, enter your business name, category, location or service area, phone and website, then complete verification.
Is a Google Business Profile free?
Yes. Creating, verifying and managing a Google Business Profile is free.
How do I add my business to Google Maps?
Create and verify a Google Business Profile. Once verified, your business can appear on Google Maps and in local search results.
Can I create a Google Business Profile without an address?
Yes, if you serve customers at their locations. Service-area businesses can hide their address and list the areas they serve instead. You still need a real address for verification.
How long does it take for a new Google Business Profile to show?
Your profile appears after verification, and edits are usually reviewed within minutes to days. Ranking well in local results takes longer and depends on relevance, distance and prominence.
Sources
- #Google Business Profile
- #Local SEO
- #Google Maps
- #How-To
Written by
SEO, AI search, paid media and social specialists
Articles from the MangoGrow editorial team are researched and written by our specialists in SEO, AI search, paid advertising, content, and social media, and reviewed before publishing.
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