Google Business Profile (formerly Google My Business) is the free tool that puts your business on Google Maps and in local search results. If you have not claimed yours, this is the single most important thing you can do for your online visibility today.
Step 1: Find or create your listing
Go to business.google.com and sign in with a Google account. Search for your business name. Google often creates automatic listings for businesses, so you may already have one.
If your business appears: click "Claim this business" and follow the steps. If it does not appear: click "Add your business to Google" and fill in your details.
Use your exact business name - no keyword stuffing in the name field. Google penalises this and your listing can be suspended.
Step 2: Verify your listing
Google needs to confirm you actually own or manage the business. Verification methods vary:
- Postcard: Google mails a code to your business address. Takes 5-14 days. Most common method. - Phone or email: Available for some businesses. Instant. - Video verification: A newer option where you record a short video showing your business location or equipment.
Do not skip verification. Without it, you cannot manage your listing, respond to reviews, or make edits.
Step 3: Complete every field
Once verified, fill out everything:
- Business category: Choose your primary category carefully - it is the most important ranking factor. Be specific ("Electrician" rather than "Electrical services"). - Address and service area: If you work from home or do not have a shopfront, you can hide your address and show your service area instead. - Phone number: Match exactly what is on your website. - Website: Link to your homepage or a relevant service page. - Hours: Keep these accurate, including public holidays. - Business description: 750 characters. Write for humans. Explain what you do, who you help, and what makes you different.
Step 4: Add photos and start collecting reviews
Profiles with photos get significantly more clicks than those without. Add at least 5-10 photos to start: your business exterior or van, your team, examples of your work.
Then set up a system for collecting reviews. Find your review link in the Profile dashboard under "Get more reviews" and send it to every customer after a completed job. Your first 10 reviews will move the needle faster than almost anything else you can do.
For ongoing management and optimisation, read our guide to maximising your Google Business Profile.
Common problems to watch for
A few things that trip businesses up:
- Duplicate listings: If your business appears twice on Google, you need to merge them. Report the duplicate through "Suggest an edit". - Suspended listings: Usually caused by keyword-stuffed business names, address inconsistencies, or policy violations. Contact Google Business Profile support to resolve. - Wrong category: If you rank for the wrong searches, check your primary category. It affects what you appear for more than almost anything else.
If you want help setting up or recovering a listing, our Google Business Profile service covers initial setup, optimisation, and ongoing management.