Help Hub · ~20–30 minutes

How to set up your Business Profile

Around 20–30 minutes to set up, plus a few days for verification.

Your Google Business Profile is the panel that shows up when someone searches your business name, the one with your phone number, hours, photos and reviews. It’s also what powers the result that appears in Google Maps. For any business with local customers, this is non-negotiable. The good news is it’s free, and Google has steadily made the setup process easier over the years.

First time doing this? Read me first

Why bother? Roughly half of all Google searches have local intent, people looking for something near them. A well-set-up Business Profile is how you show up in those searches. It also feeds Google’s AI-generated answers, so a thorough profile increasingly shapes how AI tools describe your business too.

Before you start, you'll need:

A Google account
Your business name (exactly as you want it to appear)
Your business address, or your service area if you don't have a fixed location
Your phone number and website URL
Your hours of operation, and a few good photos of your business

Step 01

Start the setup

Go to google.com/business and click “Manage now”. Sign in with the Google account you want to own the profile.

Quick noteThis account should be one you’ll keep long-term. If you set it up under a personal Gmail and later need to transfer it, it’s possible but a faff.

Step 02

Enter your business name

Type your business name exactly as it should appear. Google will check whether a profile already exists. If it does, you’ll have the option to claim it instead of creating a new one, go that route if so.

Step 03

Choose a business category

Pick the category that most accurately describes your business. This is one of the most important fields on the entire profile, it’s how Google decides which searches you should show up for. If you’re torn between two, pick the one that captures your main service. You can add more categories later.

Step 04

Add your location (or service area)

Google will ask whether you have a location customers can visit. Three scenarios:

You have a storefront: enter your address. This is what will show on Maps.

You travel to customers (mobile business): don’t enter an address, instead, define a service area (suburbs, cities, or a radius).

You’re a hybrid: enter your address AND define your service area.

Step 05

Add contact details

Your phone number and website. Use a phone number that actually gets answered, this is what people will tap to call you from search results.

Step 06

Verify your business

This is the bit that takes the longest. Google needs to confirm you genuinely operate the business. In 2026, most new profiles are verified via a short video, you’ll record a clip on your phone showing your premises, signage and any equipment unique to your business. The video gets reviewed and approved within a few business days.

Other verification options sometimes appear: postcard, phone call, email or live video call. Google decides which methods are available based on your business type and location. Whichever you’re offered, follow the prompts carefully, getting verification right first time saves a lot of back-and-forth.

Step 07

Flesh out the profile while you wait

Don’t wait until verification is complete to finish the profile, keep going. The more complete it is when verification clears, the faster it starts showing up well in search.

Hours of operation (including any special holiday hours)
Business description (750 characters, write it in plain English, no keyword stuffing)
Services or products you offer
Photos: exterior, interior, team, products. Aim for at least 10 good ones
Attributes (wheelchair accessibility, payment methods, women-owned, etc.)
Booking links or appointment URLs if you take them

Step 08

Get your first reviews

Once verified, ask your most recent few customers to leave a review. The fastest way: from your Business Profile dashboard, grab your review link and send it directly. Three to five genuine reviews in your first month does a lot of heavy lifting for visibility.

Common questions

How long until I show up in search?

Usually within a day or two of verification. Showing up in the top three results of Google’s “local pack” takes longer, that’s a function of reviews, completeness, relevance and ongoing activity, all things we work on over time.

I don't have a storefront, can I still have a profile?

Yes. Service-area businesses (mobile mechanics, electricians, photographers) are fully supported. You just hide your address and define which areas you serve.

What if Google says my profile already exists?

It usually means someone (a previous owner, a customer, or Google itself based on public data) has already created an unverified listing. You can claim it. Google walks you through the process. Send me an email if you get stuck.

My verification was denied. What now?

This happens, especially for newer businesses. Google’s denial emails are usually vague. Try the verification again with extra detail in your video, clear signage, your business address visible if applicable, any unique equipment or branded items. If it’s denied twice, drop me a line, there’s usually a workaround.

Should I do anything ongoing?

Yes. The profile is not “set and forget”. Respond to reviews, post updates monthly, add new photos, keep your hours accurate around holidays. Ongoing activity is a major ranking factor. Google treats stale profiles as less relevant.

Done?

What's next?

Add me as a manager so I can help maintain the profile, respond to reviews, and post updates. Then if you haven’t already, get Analytics and Search Console set up too.

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