How to Create a Google Business Profile: Step-by-Step Guide

A Google Business Profile is the listing that shows up when people search for your business on Google Search and Google Maps. It’s free, it takes about 20 minutes to set up, and for most local businesses it brings in more calls than the website does. This guide walks through every step, including the parts Google changed recently.

What do I need before I create a Google Business Profile?

You need a Google account, your business details, and about 20 minutes. Have these ready before you start:

• A Google account owned by the business owner, not a web designer or agency. You can add helpers later.
• Your exact business name as it appears on your signage, invoices, and website.
• Your address or service area, plus your main phone number and website URL.
• Your business hours, including any days you’re closed.
• A phone you can record video on, since video is now the most common way Google verifies businesses.
• A few good photos: your logo, your storefront or work, and you or your team.

How do I create a Google Business Profile step by step?

Start at business.google.com, enter your business details, verify that you own the business, and then complete your profile. Here’s each step in order.

Step 1: Go to Google Business Profile Manager

Open business.google.com and click Manage now. Sign in with the business owner’s Google account.

Step 2: Search for your business name

Type your business name into the search box. If your business appears in the list, Google already has a listing for it. Select it and follow the prompts to claim it, then skip to Step 6. If it doesn’t appear, choose the option to add your business and keep going.

Step 3: Choose your business type and category

Google asks what kind of business you run: an online store, a local store customers visit, or a service business that goes to customers. Then pick a primary category. Choose the one that most closely describes your main service, such as “Wedding photographer” rather than just “Photographer.” Your primary category has a big effect on which searches you show up for. You can add up to nine more categories later.

Step 4: Add your location or service area

If customers come to you, enter your full street address. If you travel to customers, choose not to show your address and list the cities or ZIP codes you serve instead. You can still enter a home address for verification. Google keeps it private.

Step 5: Add your phone number and website

Use your main business number, ideally a local one, and enter your full website address. Make sure both match what’s on your website exactly. Consistent details help Google trust your listing.

Step 6: Verify your business

Google needs proof that you own or manage the business before your profile goes live. Pick from the verification methods Google offers you. Most businesses are asked to record a short video. See the verification section below for details.

Step 7: Complete your profile

Once you’re verified, fill in everything Google allows. Complete profiles get more views and more calls. Add:

• Hours, plus special hours for holidays.
• A description of up to 750 characters. Say what you do, who you serve, and where. Write it for people, not for keywords.
• Services or products, with prices if you’re comfortable sharing them.
• Photos: a square logo, a cover photo, and at least 10 photos of your work, space, or team. Add new ones every month.
• Attributes, such as wheelchair access or women-owned. The options depend on your category.
• Booking links, if you use an online scheduler.

Is a Google Business Profile free?

Yes. Creating and managing a Google Business Profile is completely free, and Google never charges to list or verify your business. If someone calls claiming to be from Google and asks for payment to “verify” or “protect” your listing, it’s a scam. Hang up.

How do I create a business page on Google if I don’t have a storefront?

Choose “service business” during setup, hide your address, and list the areas you serve. Google calls this a service-area business, and it’s the right setup for photographers, plumbers, consultants, and anyone else who works at the customer’s location or online. You still need a real address for verification, but it won’t be shown publicly. Don’t use a PO Box or a virtual office. Google treats those as a violation and may suspend the profile.

How do I verify my Google Business Profile?

Google offers verification options based on your business type and location, and most businesses are now asked to record a short video. You can’t choose a method Google doesn’t offer you, but here’s what each one involves:

Video tips: record in one take with no edits, start outside so your street or signage is visible, and show something only the owner could access, like a tool kit, a business license, or the inside of your work space.

How long does Google Business Profile verification take?

Phone, text, and email verification are instant. Video verification usually takes a few business days to review, and sometimes longer. Postcards can take up to two weeks to arrive. Don’t edit your business name, address, or category while you’re waiting, since changes can restart the review.

What should I do after my profile is verified?

Ask for reviews, keep your details current, and add fresh photos and posts every month. A verified profile is the starting point, not the finish line. These habits keep it working:

• Ask every happy client for a review. Use the “Ask for reviews” link in your profile and send it by text or email.
• Reply to every review within a day or two, including the negative ones. Stay calm and professional.
• Post updates, offers, or recent work about once a week.
• Update your hours before holidays and any time they change.
• Check your Performance tab monthly to see searches, calls, website clicks, and direction requests.
• Add helpers safely. Under Business Profile settings, go to People and access to invite someone as a Manager. Keep yourself as the primary owner.

What happened to Q&A and messaging on Google Business Profiles?

Google removed both. Messaging (chat) ended in 2024, and the Questions and Answers section was phased out in late 2025. In the Google Maps app, an AI feature called “Ask Maps” now answers customer questions using your profile, website, and reviews. That means the details in your description, services, and reviews matter more than ever, because they’re what the AI reads.

What if my business already shows up on Google?

If your business already appears on Google, claim the existing listing instead of creating a new one. Search for it at business.google.com and follow the prompts to request ownership. If someone else, like a former employee or old agency, controls it, Google will contact them for you. If they don’t respond within about a week, you can usually claim it yourself. Never create a second profile for the same location. Duplicates confuse Google and can get both listings suspended.

What mistakes should I avoid with a Google Business Profile?

The most common mistakes are stuffing keywords into the business name, using a fake or virtual address, and creating duplicate profiles. Also avoid:

• Letting a web designer or agency own the profile instead of you.
• Choosing a broad category when a specific one fits better.
• Using different phone numbers or names on your profile and website.
• Ignoring reviews, especially negative ones.
• Uploading stock photos instead of photos of your real business.

Why was my Google Business Profile suspended?

Most suspensions happen because something in the profile breaks Google’s guidelines, such as keywords in the business name, a virtual office address, or a duplicate listing. Read Google’s guidelines for representing your business, fix the problem, and then submit a reinstatement request from your profile. Don’t make several edits at once while you wait.

Where can I get help with my Google Business Profile?

Start with the Google Business Profile Help Center, which also lets you contact support. If you’d rather have someone set up and manage your profile for you, Google Business Profile optimization is included in every GO-SEO plan. Learn more about our Google Business Profile services or our Los Angeles SEO agency plans.