How do you set up a Google Business Profile?
You can set up a Google Business Profile for free at business.google.com/add. Enter your business name, category, and address, follow the on-screen steps, and then choose a verification method; your profile only becomes fully visible on Google Maps and Search once it’s verified (k1).
Think of a neighborhood coffee shop: if someone types “coffee shop near me” on their phone and you want to show up on the map, your profile needs to be set up and verified. An unverified profile can show incomplete or incorrect information, which means losing a customer before they even walk through the door.
Your business might already be listed on Google
Sometimes a business already has an existing listing on Google Maps before anyone has created a profile for it. In that case, instead of setting up a new profile, you need to claim the existing listing. Search for the business name and city on Google Maps and use the “Claim this business” option (k1).
To sign up for Business Profile, you need a Google Account; you can use an existing one or create a new one. Linking your company email address to this account makes it easier to manage the profile later on (k2).
How does verification work?
Google automatically determines the verification method based on your business type and region; you don’t get to choose it yourself. The common methods are:
- Phone or SMS: You enter the code sent to your business phone number.
- Email: You follow the steps sent to the email address you used on the verification screen.
- Live video call: You show proof of your location, equipment, or that you run the business, via your camera.
- Mail (postcard): You enter the 5-digit code mailed to your business address into your profile; postcards usually arrive within 14 days and the code must be used within 30 days (k3).
If you’re using the postcard method, don’t change your business name, address, or category until the code arrives, or it will become invalid. Once you complete the verification steps, Google’s review usually takes about 5 business days, though it can sometimes take longer. If you’ve already verified your website with Google Search Console or you’re using bulk verification, your profile can be verified instantly (k3).
What to do after setting up your profile
A verified profile lets you:
- Keep your hours, phone number, website, and location information up to date
- Showcase your business by adding photos and videos
- See and respond to customer reviews
- Direct customers to your website or booking links (k2)
For a boutique owner, this can be as simple a habit as adding new collection photos every week. In the business description field, you can write about the products and services you offer and how long you’ve been operating; however, you can’t add URLs or HTML code to this field, and it can’t exceed 750 characters (k4).
Category selection matters too: choose the category that best describes your business as your primary category, and don’t use categories as if they were keywords. You can select up to 9 categories (k4).
Things to watch for when editing your profile
You can edit your profile directly from Google Search or Maps; the “Edit profile” option lets you update your address, hours, phone number, website, and social media links (one link each for platforms like Facebook, Instagram, LinkedIn, Pinterest, TikTok, X, and YouTube) (k4).
Keep in mind that if you change your business name after verification, you may be asked to verify it again. If you want to hide your phone number on your profile, you can do that under “Other Business Profile settings > Advanced settings.”
A proper profile is the first step in local SEO
A Google Business Profile is the cornerstone of visibility in local search, but it’s not enough on its own. Your website’s structure, your content, and your business’s overall consistency across the internet also affect your rankings. That’s why it’s worth doing some SEO work on your website after setting up your profile; your local SEO and the SEO efforts on your site should complement each other. If you’re curious how long SEO work takes to show results, take a look at this article. If you don’t have a website yet, our website service and our article on what determines website pricing might also be useful.
In short
Setting up a Google Business Profile takes just a few minutes at business.google.com/add, but the real value of the profile shows up once it’s verified and kept up to date. Complete whichever verification method you’re offered, whether that’s phone, mail, or video call, and then keep your hours, photos, and description current. If you’d like to see how your website and your profile are doing together, you can request a free check-up.