Google Business Profile

A Google Business Profile is a free tool that lets you control how your business appears on Google Search and Maps. This guide walks you through how to set up, verify, and optimise your profile from start to finish. A complete and accurate profile helps new customers find you, understand what you offer, and trust your business enough to make a visit or a purchase. Use this guide if you are a new business owner or want to improve your existing online presence in your local area.

Fast Answer

First Step: Go to google.com/business, sign in with your Google Account, and follow the on-screen prompts to add your business name, location, and category.

30-60 minutes: Time to set up

Easy to Moderate Difficulty

Verification delays Watch out for

Before You Start

A Google Account: Any standard Gmail account will work. It's best to use one dedicated to your business.
Official Business Name: The legal, registered name of your business as it's known to customers.
Business Address or Service Area: A physical address customers can visit, or a list of the towns and postcodes you serve.
Business Phone Number: A primary contact number for customers.
Website Address: A link to your business website, if you have one.
Business Category: The most accurate description of what your business does (e.g., "Italian Restaurant," "Electrician," "Book Shop").
High-Quality Photos: Have your logo, a picture of your storefront, and a few photos of your products or work ready to upload.

Check first: Ensure the address you provide is a genuine physical location where you can receive mail. Using a P.O. box or a virtual office address for a business that doesn't physically operate there violates Google's guidelines and can lead to your profile being suspended.

How to Set Up Your Google Business Profile

Sign In and Start Your Profile

First, navigate to the official Google Business Profile website at google.com/business. Click the "Manage now" button. You will be prompted to sign in with a Google Account. We recommend using an email address associated with your business for professional management.

Once signed in, you'll be asked to enter your business name. As you type, Google will show existing businesses that match. If your business appears, you can select it to claim an existing profile. If not, select the option to "Create a business with this name" to start a new profile from scratch.

Enter Your Core Business Name and Category

On the next screen, you will confirm your business name and choose a business category. Your business name should be your actual, real-world name. Do not add extra keywords or locations (e.g., write "Bob's Plumbing," not "Bob's Plumbing Best Plumber in Manchester"). This can get your profile penalised.

The business category is one of the most important parts of your profile. It tells Google what you do and which customer searches are relevant to you. Start typing your main service (e.g., "cafe," "solicitor," "garage") and choose the most specific and accurate option from the list Google provides. You can add more categories later, but this first one is your primary category.

Define Your Location and Service Area

Google will ask if you have a location customers can visit, like a shop or office. This is a critical step that determines what kind of profile you have.

If you select "Yes," you have a "brick-and-mortar" business. You will need to enter your full street address. This address will be public and appear on Google Maps.
If you select "No," you have a "service-area business." This is for businesses that travel to their customers, like plumbers, cleaners, or mobile dog groomers. Instead of a single address pin, you will define your service area by listing the cities, postcodes, or counties you cover. Your home address will remain hidden from the public.

You can also have a hybrid business, such as a restaurant that has a physical location but also offers delivery. You can configure this by entering your address and then adding service areas.

Provide Your Contact Information

Next, you'll be asked to add a contact phone number and a website address. It's crucial that this information is accurate and consistent with the details listed on your website and other online directories. This consistency helps Google trust that your business is legitimate.

If you don't have a website, Google gives you the option to create a simple, free one based on the information in your profile. While a proper website is always better, this is a good starting point if you don't have one yet.

Tip: Use a local phone number rather than a national or mobile number if possible. This can help build trust with local customers and reinforce your location for search rankings.

Complete the Verification Process

Before your profile goes live, you must prove to Google that your business is real and that you are authorised to manage it. This is called verification. The available methods depend on your business type and location, but common options include:

Postcard by Mail: This is the most common method. Google sends a postcard with a unique verification code to your business address. It usually arrives in 3-7 business days. Once you receive it, you log back into your profile and enter the code.
Phone Call or Text: Some businesses are eligible for verification via an automated call or text message to the business phone number.
Email: If your business uses an email address on a domain that matches your website (e.g., yourname@yourbusiness.co.uk), you may be able to verify instantly via email.
Video Recording: You may be asked to record a short video showing your place of business, business license, company vehicle, or other proof of operation.

While your profile is awaiting verification, you can continue filling out the details. However, it will not be visible to the public until verification is complete.

Flesh Out Your Profile with Details

Don't stop at the basics. A complete profile performs better. Navigate your Google Business Profile dashboard and fill out every relevant section. Add your business hours, including special hours for holidays. Write a compelling business description that explains what you do, what makes you unique, and who you serve. You have 750 characters, so make them count.

Explore the "Attributes" section. Here you can add factual details that help customers, such as "Wheelchair accessible entrance," "Free Wi-Fi," "Outdoor seating," or identity attributes like "Women-led." The more information you provide, the easier it is for the right customers to find and choose you.

Upload High-Quality Photos and Videos

Customers are visual. Profiles with photos receive significantly more clicks and requests for directions. Start by uploading your logo and a cover photo that best represents your business.

Beyond that, add a variety of images to build trust and show what you're about:

Exterior Photos: Help customers recognise your business from the street.
Interior Photos: Show off your atmosphere, layout, and facilities.
Product/Work Photos: Showcase what you sell or the quality of your services.
Team Photos: Put a friendly face to your business.

Aim for well-lit, high-resolution images. You can also add short videos (up to 30 seconds) to make your profile even more engaging.

List Your Products or Services

This is a powerful but often overlooked feature. Instead of just relying on your business category, you can list every specific service or product you offer. For example, a bakery could list "Sourdough Loaf," "Croissants," and "Custom Celebration Cakes," each with a photo, description, and price.

A plumber could list services like "Boiler Repair," "Leaky Tap Fix," and "Emergency Call-Outs." This detailed information helps you appear in more specific customer searches (e.g., "emergency boiler repair near me") and gives customers the answers they need instantly.

Encourage and Respond to Customer Reviews

Reviews are the lifeblood of your local reputation. The majority of consumers read online reviews before visiting a business. Actively encourage your happy customers to leave feedback. You can create a direct link to your review page from your GBP dashboard to share via email or on receipts.

Crucially, you must respond to all reviews—both positive and negative. Thank positive reviewers for their custom. For negative reviews, remain professional, apologise for their experience, and offer to resolve the issue offline. How you handle criticism publicly says a lot about your business to other potential customers.

Keep Your Profile Active with Posts and Q&A

A Google Business Profile is not a "set it and forget it" tool. Keep it fresh by using Google Posts. These are like mini-adverts or social media updates that appear directly on your profile. You can use them to announce new products, share special offers, promote upcoming events, or share company news.

Also, monitor the Questions & Answers section. Anyone can ask a question on your profile, and anyone can answer. Make sure you are the first to answer questions accurately. You can also pre-emptively add your own common questions and answers (e.g., "Do you have parking?", "Are you dog-friendly?") to provide helpful information upfront.

Quick Reference: Handling Customer Reviews

Situation	Use this approach	Why
A glowing 5-star review	Thank them personally and try to mention a specific positive point they made in their review.	Shows you read and appreciate feedback, which encourages more customers to leave reviews.
A fair 3-star review with constructive criticism	Thank them for their honest feedback and briefly explain how you'll use it to address the issue.	Demonstrates that you are listening to customers and are committed to improving your service.
An angry 1-star review from a legitimate customer	Apologise publicly for their poor experience, take responsibility, and offer to resolve the matter offline by providing a contact email or phone number.	This de-escalates the situation publicly and shows other potential customers that you take complaints seriously.
A fake, spam, or malicious review	Do not reply or engage with the review. Simply use your GBP dashboard to flag or report the review to Google for violating their policies.	Engaging with a fake review can give it credibility. Let Google's moderation process handle it without drawing more attention to it.

Common Problems When You Manage a Google Business Profile

My verification postcard never arrived.

Postcards can take up to 7-10 business days. If it's been longer than two weeks, log in to your dashboard and check that your address was entered correctly. If it is, you can request a new postcard. Don't request too many, as only the code on the most recent postcard will work.

My profile has been suspended.

Suspensions usually happen due to a violation of Google's guidelines. The most common reasons are an inaccurate business name (keyword stuffing), an invalid address (like a P.O. Box), or creating multiple profiles for the same business. Carefully review the guidelines, correct any potential issues in your profile, and then submit a reinstatement request form through Google's help centre.

Someone left a review that is clearly fake.

While frustrating, you can't simply delete bad reviews. If you believe a review violates Google's content policy (e.g., it's spam, off-topic, or a conflict of interest), you can flag it for removal. From your profile's "Reviews" section, find the review, click the three-dot menu, and select "Report review." Google will assess it, but be aware that removal is not guaranteed.

My business hours or phone number are wrong on Google Maps.

Sometimes Google pulls in data from other online sources, or users can "suggest an edit" that might be incorrect. The best defence is a well-maintained profile. Regularly check your core information. If you see an error, correct it immediately in your dashboard. A complete and active profile is treated by Google as the most authoritative source of information for your business.

Advanced Tips for Google Business Profile

Optimise for Local Keywords

While you shouldn't stuff your business name with keywords, you can and should use them naturally elsewhere. Mention your key services and the specific neighbourhoods you serve in your business description, in your responses to reviews, in the Q&A section, and when you list your services. This helps Google understand your relevance for specific local searches.

Enable the Messaging Feature

You can allow customers to send you a text message directly from your business profile. This is a convenient, low-friction way for potential customers to ask quick questions. If you turn this feature on, be prepared to respond quickly. Google tracks your response time and displays it to users, so a fast reply is essential.

Analyse Your Performance Insights

Your dashboard includes a "Performance" report. This data is incredibly valuable. It shows you which search queries people used to find you (e.g., "cafe near me," "your business name"), how many people saw your profile, and what actions they took (website clicks, calls, direction requests). Use this data to understand your customers and see what's working.

Create a Detailed Services Menu

Don't just list a few services. Build out a comprehensive menu. If you run a salon, don't just list "Haircuts." List "Men's Cut," "Women's Cut & Blow-dry," "Balayage Colouring," and add a description and starting price for each. This level of detail answers customer questions upfront and helps you rank for very specific service-related searches.

Google Business Profile FAQ

Is a Google Business Profile really free to use?

Yes, creating and managing your Google Business Profile is completely free. It is one of the most powerful free marketing tools available to local businesses. You may be contacted by third-party agencies offering to manage it for a fee, but the tool itself costs nothing from Google.

Can I use my home address if I run my business from home?

Yes, but you should set it up as a service-area business. During setup, when Google asks if you have a location customers can visit, select "No." You can then enter your service area (the areas you travel to) and your home address will not be displayed publicly on the map.

How can I add another person to help manage my profile?

In your Business Profile dashboard, go to "Settings," then "Managers." From there, you can add another person using their Google account email address. You can assign them as either an "Owner" (with full control) or a "Manager" (with most capabilities except adding/removing users or deleting the profile).

What is the difference between a website and a Google Business Profile?

Think of your Google Business Profile as a digital signpost and your website as your digital headquarters. The profile's job is to make you visible on Google Search and Maps and provide quick, essential information (hours, location, reviews). Your website provides much more detail, tells your brand story, and is a space you fully own and control.

How often should I update my profile?

You should check it at least once a week. Key ongoing tasks include responding to new reviews and questions, and publishing at least one new Google Post. You should also update your hours immediately for any holidays or special closures.

Final Checklist for Google Business Profile

Profile Claimed and Verified: Your profile is live and you have full control.
Name, Address, and Phone Number (NAP): Core details are 100% accurate and consistent across the web.
Primary Category Chosen: The most specific and relevant category for your business is selected.
All Sections Completed: Business hours, description, and attributes are fully filled out.
High-Quality Photos Uploaded: At least 10 photos, including your logo, cover, and images of your premises/work.
Services or Products Listed: You have a detailed menu of what you offer.
Review Strategy in Place: You have a plan to encourage new reviews and respond to all feedback.
Regular Activity Planned: Schedule time each week to add a Google Post and check for new questions.