Introduction

How often do you search online to find a business offering a specific product or service? How often does that search happen via Google?

While Google is not the World Wide Web, it does own 91% of the search engine market share, making Google a key resource for people looking for information online about businesses or specific products and services (StatCounter, 2025). Additionally, approximately 80% of U.S. consumers look up business locations on Google Maps (SOCi, 2025). Thus, how your business ap-pears on Google is important for being searchable whenever someone goes online looking for a product or service.

A Google Business Profile, formerly known as Google My Business, lets you manage the information about your business on Google. When you add and verify your Business Profile, customers can then find your business when they use Google to search the web or use Google Maps.

Through your Business Profile, you can let potential customers know information such as which products and services you of-fer, your location, the area you serve and your hours of operation. In addition to a Google Business Profile, which allows potential customers to find your business, it also gives you access to a suite of services, including Google Analytics, Ads, review features and ways to engage with customers.

How to Set up a Google Business Profile

Visit Google Business and click “Start Now” to begin the process of setting up your Google Business Profile. Once you are on this Google Business Profile webpage, follow the directions outlined below to complete your Profile.

1. Create a Google Account
   To set up a Google Business Profile, you will need a Google account. If you have a Gmail account, you can use it to set up your Business Profile. If you do not have a Gmail account, you can set up a free Google account. If you have an existing business email address that is not a Gmail account, and do not want to change your business email to a Gmail account, you do not have to. To use an existing non-Gmail account, simply go to the Google account setup page, use your existing email address and choose a password. This will become your login to your new Google account. Once you have your Google account set up, you can now log in and begin setting up your Business Profile.
2. Enter your Business Name
   The first piece of information you will be asked for is your business name. When you begin typing your business name in the search bar, it will populate businesses already in Google that have similar names to your business.
   If your business name populates, be sure it also matches your city and state to confirm it is your actual business. If confirmed to be yours, this means a Profile already exists on Google. Thus, you just need to “claim” your business rather than add it to Google. This can be done by selecting the populated business name, then pressing the “Request Access” button on the next page. You will then be given the option to choose the level of access you would like: primary owner (full control, current owner transfers the Profile to you) or manager (can edit info, respond to reviews, post updates, etc.). Your request will be sent via email to the current page manager. They have seven days to approve or deny your request to claim the page. If they do not respond, Google will give you the option to verify the business yourself, as discussed in step 8 below. If your request is approved, you will be given access to update the information discussed in the steps below.
   If your business name does not populate, this means there is no existing Google Business Profile for your business, and you will need to add it. Ensure you enter your business name exactly as you want it to appear on Google and press Continue.
3. Choose your Business Type
   You will then be asked to select a business category from the dropdown menu. Your business can be categorized as online retail (customers can purchase products through your website), local store (customers can visit with your business in person) or service business (your business makes visits to customers). Once you have made your selection, press Next.
4. Enter a Business Category
   Next, you will help customers discover your business by industry by adding a business category. For example, you may categorize your business as “HVAC Contractor” or “Italian Restaurant.” As you type a description of your industry, possible categories will populate for you to select. You will only add one category to start, but you can change or add more categories later. Once you have selected your business category, press Next.
5. Identify Service Area
   You will then be asked, “Where do you serve your customers?” This is an optional question. Adding a service area for businesses without a storefront can help specify the areas served while not sharing your exact physical address. You can add service areas by typing the name of a town and selecting from the populated list. You will be able to select up to 20 different cities, zip codes or counties. While it might be tempting to enter cities or zip codes nationwide, keep in mind that Google search is designed to be hyperlocal, within a 100-mile service area. If you expand beyond 100 miles, you will dilute the results of your business showing up in searches. You can add or change service areas later. When you are done adding service areas, click Next.
6. Add Contact Details
   Next, you will add the contact information you want to make available to customers. You must include your phone number, and you can also include a website address and a chat number (text message or WhatsApp). Be sure you include only contact information for ways you plan to engage with your customers. For example, you may not want to include a chat option if your only business phone is a landline and you do not plan to engage with customers via text message. When you have filled out the information you wish to include, press Next.
7. Verify Address
   You will then need to enter your mailing address to verify your business. This is strictly for verification purposes and will be hidden from the public. A post office box is not an eligible address to verify your business. When you have entered the address you would like to use for the verification process, press Next.
   Once your address is verified, you will be prompted to drop a pin on the map to mark your location. If you have a home-based or online only, DO NOT drop a pin when it prompts you to. If you do, this will confirm to Google that you want your business address to appear in Google Maps, and that your home address will be publicly available. So, if you have a home-based or online business, it is recommended to skip this step. Be advised, it may prompt you multiple times, and you can continue to skip drop-ping a pin. This will keep your physical address of Google Maps but retain your business information.
   You will be given the option to “Verify Later.” Any information you add to your Business Profile, however, will not be visible until you complete the verification step.
8. Choose a Way to Verify your BusinessYou will then be given options to verify your business. There are several ways Google can verify your business, depending on what type of business you have, your hours of operation, and where you are located. The options available for you to verify your business will be listed. Select the verification method you would like to use and follow the specific directions provided to move to the next step.
   Possible verification methods include:
   1. Mail: Google can mail you a postcard containing a code. Once the postcard arrives at your business address, you can go to your Business Profile and enter the 5-digit code in the “Code” field and click Submit.
   2. Email: Select “Get verified > Email” from your Google Business Profile. Then follow the steps as instructed in the email.
   3. Phone or text: Select “Get verified > Phone or SMS”. Answer the call or open the text. You will receive a code. Enter the code on your Google Business Profile.
   4. Video recording: You can record a video that shows your business information. This can be a video of your business location, your storefront, showroom or signage. You can also show proof of management by recording an aspect of your business that only an employee would be able to access, such as opening a cash register or using the Point of Sale system.
      1. The video must be at least 30 seconds long and unedited.
      2. The recording must be uploaded to your Google Business Profile from your mobile device.
   5. Live video call*: Select “Get verified > Live video call > Next”. Your mobile device must be able to accept live video calls. Once you receive the live video call, you should be prepared to show aspects of your location, business information and be able to verify ownership. Once again, you can show your business signage. You can show street signage that confirms your location. You might be asked to show business products such as branded equipment, marketing materials, and employee-only areas.
      *Google will never call you unsolicited. Only complete this request if you selected live video call as your verification method.
      
9. Customize your profile
   It is now time to customize your profile, beginning with the services your business offers. Based on the category of business you indicated in Step 4, Google will provide suggested common services. You can select from the list they provided or add more services you offer by clicking “Add custom service.” Services available to include will populate as you type into the box. When you have finished selecting services, press Next.
10. Add Business Hours
    You will now be asked to let customers know when you are open for business. All days of the week will be toggled closed to start. Press the toggle button for the days that your business is open. For each day that you mark open, you will be asked to select the time your business opens and closes. If your business does not have a traditional opening schedule, you can skip this step. When you have finished adding your business hours, press Next.
11. Add Business Description
    Next, you will be given the opportunity to give a brief description of your business, up to 750 words. This is an opportunity to explain what your business does and who you serve. In general, you may want to adopt a professional tone and adopt strategies that help with search engine optimization. For example, you may mention your business category, indicate the main products/ services you offer, and your primary service area. When you have finished writing your business description, press Next.
12. Add a Storefront Photo
    You can then choose to upload a photo of your storefront. If you have a brick-and-mortar store, adding an exterior photo can help customers identify you. If you do not have a storefront or do not wish to upload a storefront photo, you can skip this step. Otherwise, press Next when you have uploaded your photo.
13. Add photos of your work
    Finally, you will be given the opportunity to add photos of work you have done. For example, you may upload photos of products you are selling/have sold (i.e., honey, jewelry, etc.) or projects completed (i.e., concrete poured, completed window tinting, etc.). You can skip this step if you do not want to upload photos at this time. Press Next when you have finished uploading photos of your work. Congratulations! You now have a Google Business profile, and your business will be searchable on Google and Google Maps.

Managing your Google Business Profile

One of the advantages of having a Google Business profile is being able to continue managing what information is available on Google about your business. Thus, once your profile is set up and verifioed, it is essential to keep your profile updated so potential customers have the most up-to-date information about your business.

You can easily update your profile by googling the name of your business or simply googling “my business” and selecting “Edit profile.” All the information you provided in the process of setting up your profile should be updated any time there is a change to your business. For example, if your business hours change, you should update your Google Business profile to reflect the changes. You can also add additional photos or make posts at any time.

In addition to keeping your business information up to date, you can also directly engage with customers via your Google Business profile. It is good practice to respond to the reviews customers leave and respond to any messages that you get. When you edit your profile, if you Google your business name or just “my business,” you can read and respond to customer reviews and questions.

Conclusion

A Google Business profile offers a free way for businesses of all sizes to control the information available on Google about their business. This allows potential customers searching for products or services in an area to find your business. While setting up a profile allows your business to be discoverable on Google and Google Maps, it is essential to keep the information up to date so that customers are given consistent, reliable information about your business.

References

SOCi. (2025). Consumer Behavior Index. SOCi. https://www.soci.ai/insights/consumer-behavior-index/

StatCounter. (2025). Search engine market share worldwide. https://gs.statcounter.com/search-engine-market-share