If your business isn’t showing up when people search for it on Google or look it up on Maps, a missing or unclaimed Google Business Profile is usually the reason. It’s the free listing that controls what shows up in the map pack, local search results, and the info panel next to your business name — hours, photos, reviews, directions, and more.
Table of Contents
This checklist walks through the entire process from scratch: creating the profile, verifying it, filling out every field that affects local search, and avoiding the mistakes that get listings suspended or buried.
Quick Answer
Go to business.google.com/add (or search your business name on Google Maps and click “Claim this business”), sign in with a Google account, enter your business name and category, add your location and contact details, then choose a verification method. Google reviews most submissions within about 5 business days, after which you can edit your profile, add photos, and start collecting reviews.
Step-by-Step: Creating the Profile
Start at business.google.com/add or search your business name in Google Maps first — many businesses already have an unclaimed listing generated automatically, and claiming an existing one is faster than creating a duplicate. If nothing comes up, click “Add your business to Google.”
Enter your exact legal or trading business name — the same name used on your website, invoices, and signage. Inconsistent naming across the web is one of the most common reasons profiles get flagged or rank poorly.
Choose a business category. This is one of the biggest ranking factors, so pick the most specific and accurate category available (e.g., “Italian Restaurant” rather than just “Restaurant”). You can add secondary categories later from the Business Profile dashboard.
Add your location. If customers visit you in person, add a physical address that Google can verify. If you’re a service-area business (plumber, mobile groomer, consultant) that doesn’t want a public storefront address, you can hide the address and instead define the areas you serve.
Add a phone number and website URL, then set your business hours, including special hours for holidays. Finish the initial setup and you’ll be prompted to verify.
Verifying Your Profile
Google decides which verification options you’re offered based on your business type, location, and account history — you generally can’t pick your preferred method. The main options are: instant verification (automatic, if your website is already verified in Google Search Console), video (recording a short walkthrough of your location inside the app, in one continuous take, showing signage and proof of operation), phone or text (an automated code sent to your listed number), email (Google emails you steps to confirm the listing), and postcard by mail (a code mailed to your business address, which can take up to two weeks).
Instant verification through Search Console is the fastest path when it’s offered, since it skips the waiting period entirely — but it’s only available to a subset of businesses and isn’t something you can request directly. Video has become one of the more frequently required methods, especially for new listings; record it in good daylight, in one uninterrupted take, clearly showing your business name/signage and the interior or work area, since edited or pre-recorded video isn’t accepted.
Once submitted, Google typically reviews non-instant verifications within about 5 business days, though it’s often faster for phone and email. You’ll get an email when it’s approved. Until then, some editing features stay locked.
After Verification: Fill Out the Rest of the Profile
A verified-but-empty profile still underperforms. Add a business description that naturally includes what you do and where you serve customers. Upload a profile photo, cover photo, and several interior/exterior/team photos — profiles with real photos tend to get more engagement than those with none.
Add attributes relevant to your business (accessibility, payment options, amenities), link your website and booking/ordering pages, and turn on messaging if you want to field questions directly through the listing. Post updates, offers, or events periodically using the “Posts” feature to keep the profile active.
Set up review monitoring and respond to reviews — both positive and negative. Responding signals to Google (and prospective customers) that the business is actively managed, and it’s one of the few ranking signals you have direct, ongoing control over.
Tips and Common Mistakes
Don’t stuff keywords into your business name (e.g., “Joe’s Plumbing — Best Emergency Plumber NYC”) — this violates Google’s guidelines and can get a listing suspended. Use your real, registered name only.
Avoid creating a second listing if one already exists; duplicates split your reviews and can trigger suspensions. Search thoroughly on Maps before adding a new one.
Keep your name, address, and phone number (NAP) identical across your website, social profiles, and directories like Yelp — inconsistency is a well-known local SEO drag.
If you operate from home and don’t want your address public, use the service-area business setting instead of listing a residential address, and never enter a fake or virtual office address just to rank in a location you don’t serve — Google actively removes listings for this.
Assign at least one backup Owner or Manager on the account so you’re not locked out if the original admin leaves the company or loses access.
Explore more: More digital strategy guides.
Google Business Profile setup FAQs
Is a Google Business Profile free?
Yes. Creating, verifying, and managing a Google Business Profile costs nothing — Google makes money from ads shown around your listing, not from the listing itself.
How long does verification take?
It varies by method. Instant verification (available if your site is already verified in Search Console) happens immediately. Phone and email verification typically complete within minutes to a day. Video verification is usually reviewed within about 5 business days. Postcard verification can take up to two weeks because it depends on mail delivery.
Can I set up a Google Business Profile without a storefront?
Yes. Service-area businesses can hide their address and instead list the cities or regions they serve, as long as they still meet Google’s eligibility guidelines for that business type.
What if my business already appears on Google Maps but I haven’t claimed it?
Search for it on Google Maps, select the listing, click “Claim this business,” then “Manage now,” and complete whichever verification method Google offers — you don’t need to create a duplicate listing.
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Photo by Steph Quernemoen on Unsplash.