Google Business Profile is a free listing that helps local customers find you on Google Search and Maps
You need a Google account and a business that serves customers face-to-face (either at your premises or by visiting them)
Video verification is now the standard method for most businesses in 2025
Complete every section of your profile to improve your chances of appearing in local searches
Keep your business name, address and phone number identical across all online platforms
To create a Google Business Profile, go to business.google.com, sign in with your Google account, enter your business details, choose your category, and complete verification.
The process takes 30-60 minutes, plus a few days for Google to verify your listing. Once live, your business appears on Google Maps and in local search results, where 46% of all Google searches have local intent.
When set up properly, it shows potential customers exactly what they need: where you are, how to contact you, when you’re open, and what others think of you.
This guide takes you through the entire process of creating and verifying your Google Business Profile.
Whether you run a shop in Manchester, offer plumbing services across Kent, or manage a consultancy in Edinburgh, you’ll find clear instructions for getting your business visible on Google.
Table of Contents
What Is Google Business Profile?
Google Business Profile (GBP) is a free listing tool that controls how your business appears on Google Search and Google Maps.
When someone searches for your business name or looks for services like yours nearby, your profile displays your address, phone number, opening hours, photos and customer reviews.
You might also hear it called Google My Business or GMB. Google changed the name in November 2021, but the service works the same way. Many business owners and marketers still use the old name, so don’t be confused if you see both terms used interchangeably.
Think of your profile as a mini-website that lives on Google.
According to BrightLocal’s 2025 Local Consumer Review Survey, 64% of consumers have used Google Business Profile to find a business’s contact information.
Your profile often appears before your actual website in search results, making it one of the first things potential customers see. A complete, well-maintained profile signals to both Google and searchers that you’re a legitimate, active business worth contacting.
Who Can Create a Google Business Profile?
Google designed this tool for businesses that meet customers in person.
With 97% of consumers searching online for local businesses (BrightLocal, 2025), having a Google Business Profile is essential for visibility.
You qualify if you fall into one of two categories.
Physical location businesses operate from premises where customers visit you. This includes shops, restaurants, pubs, salons, dental practices, garages, offices and any business with a fixed address where you see customers face-to-face.
Service area businesses go to customers rather than customers coming to you. Electricians, plumbers, locksmiths, mobile dog groomers, house cleaners and similar trades fit this category. You specify the areas you serve (towns, cities or postcodes) instead of displaying your home address publicly.
Some businesses are both.
A pizza restaurant might serve customers at their premises and deliver to homes within a certain radius. Google calls these hybrid businesses, and you can set up your profile to reflect both aspects.
What About Online-Only Businesses?
If you operate purely online with no face-to-face customer contact, you cannot have a Google Business Profile.
This rule applies to e-commerce shops that only sell through their website, digital agencies that work entirely remotely, and businesses using virtual office addresses.
Google enforces this policy strictly.
They want profiles on Google Maps to represent real, visitable businesses. Attempting to create a profile for an ineligible business often results in suspension.
If you’re online-only, focus on your website’s SEO and consider Google Ads to improve your visibility instead.
What Do You Need Before Setting Up Your Profile?
Gathering everything beforehand makes the setup process much smoother.
Here’s what to have ready:
A Google account using your work email. While you can use a personal Gmail address, a business email (like yourname@yourbusiness.co.uk) makes more sense. You’ll likely need to give colleagues or team members access eventually, and keeping business accounts separate from personal ones prevents complications later.
Your exact business details. Write down your official trading name, complete address (including postcode), phone number, website URL and opening hours. The name and address format matters – use exactly what appears on your shopfront signage and official documents. Inconsistencies here will cause problems with verification and local rankings.
A selection of photos. Prepare at least five or six quality images showing your premises, products, services or team. Profiles with photos consistently outperform those without. Birdeye’s 2025 State of Google Business Profile report found that businesses with high-quality, recent photos achieved higher engagement metrics including clicks, calls, and direction requests. You don’t need professional photography – clear, well-lit smartphone photos work fine.
Five minutes to check for existing listings. Before creating a new profile, search your business name on Google. A listing might already exist, either because a previous owner created one or because Google generated it automatically from other sources like Companies House data. If you find one, you’ll need to claim it rather than create a duplicate, which would cause problems.
How Do You Create a Google Business Profile Step by Step?
Step 1: Go to Google Business Profile Manager
Open business.google.com in your web browser and sign in with your Google account. If you’re starting fresh without a Google account, you’ll need to create one first.
Once signed in, click “Manage now” to begin. Google will guide you through each step, but knowing what to expect helps you move through the process confidently.
Step 2: Enter Your Business Name
Type your business name exactly as it appears on your shopfront, invoices and official documents.
Use your real trading name, not a version stuffed with keywords or location names.
For example, if you’re “Wilson’s Electrical Services,” enter exactly that. Don’t write “Wilson’s Electrical Services – Best Electrician in Bristol – 24 Hour Emergency Callout.” Google’s guidelines prohibit adding extra words to business names, and violating this rule often triggers suspensions that take weeks to resolve.
If your business already appears in Google’s database, it may show as a suggestion. Click on it if it’s yours, then follow the steps to claim it.
Step 3: Choose Your Business Category
Your primary category tells Google what type of business you run and affects which searches you appear in. According to Whitespark’s Local Search Ranking Factors survey, the primary category is the number one local ranking factor for appearing in Google’s local pack.
Google offers over 4,000 categories, so take time to find the most accurate one.
Start typing what you do and review the suggestions carefully.
A fish and chip shop should choose “Fish & Chip Shop” rather than the broader “Restaurant.” An accountancy practice should select “Accountant” rather than “Financial Consultant” if accountancy is their core service.
You can add secondary categories later to cover additional services, but your primary category carries the most weight for search rankings.
Step 4: Add Your Location or Service Area
For businesses with premises customers visit: Enter your full address including building number or name, street, town, county and postcode. Double-check everything matches what appears on your website and other online listings. Even small differences (like “Street” versus “St”) can cause issues.
For service area businesses: You can hide your physical address and instead specify where you travel to work. Add the towns, cities, boroughs or postcodes you serve. Google suggests keeping service areas within roughly two hours’ drive time from your base, though this isn’t a hard rule.
If you’re a hybrid business (customers can visit you AND you visit them), you can display your address while also specifying service areas.
Step 5: Add Contact Details
Enter your main business phone number and website address. These are what customers will use to reach you, so accuracy matters.
Use a phone number you can actually answer during business hours. If you have both a landline and mobile, the landline often looks more professional, but choose whichever you’re most likely to answer promptly. Missed calls from potential customers are missed opportunities.
Step 6: Complete Your Profile Information
Add your opening hours for each day of the week, including any variations. If you’re closed on bank holidays or have different hours on Saturdays, you can specify this.
Google may present additional fields based on your business category. Restaurants see options for menus and booking links. Service businesses see fields for listing specific services. Complete as many of these as apply to your business.
How Does Google Business Profile Verification Work?
After entering your details, Google needs to confirm two things:
- that your business genuinely exists at the location you’ve claimed
- and that you’re authorised to manage it
This verification step protects everyone from fake listings.
Until the verification process completes, your profile won’t appear publicly on Google Search or Maps. You’ll also have limited ability to make changes. So completing verification quickly is in your interest.
How Does Video Verification Work?
Video verification has become Google’s standard method for most businesses in 2026. You’ll record a short video (minimum 30 seconds) proving your business exists and operates as claimed.
For businesses with physical premises, your video should include:
The exterior of your building with visible street signs, building numbers or nearby landmarks that confirm your location. Then show your business signage – the name displayed must match what’s on your profile exactly.
Move inside and show your workspace, whether that’s a shop floor, office, treatment room or workshop. Finally, demonstrate you have legitimate access by unlocking a door, opening a till, or accessing an area only staff would reach.
For service area businesses, your video should include:
Your branded vehicle, equipment or tools with your business name visible. Business documents like invoices, permits or utility bills showing your business name at your address. If possible, film yourself at a job site performing your service.
Record the video directly through your Google Business Profile using your smartphone. You cannot film it separately and upload later – it must be captured within the Google interface.
According to Google’s support documentation, video reviews typically take three to five business days, though some businesses report longer waits during busy periods.
Important note: Google now limits how many times you can attempt video verification. If your video is rejected, you’ll receive feedback on what was missing. Address those specific issues before trying again, as repeated failures can result in losing the video verification option entirely.
What Other Verification Methods Are Available?
You might see alternative options depending on your business type, location and Google’s assessment of your listing:
Phone or SMS verification sends a code to your business phone number. If this option appears, verification can happen within a few minutes. It’s typically offered to businesses with phone numbers that Google can already verify through other sources.
Email verification works similarly but sends the code to your email address. This option usually requires your email domain to match your website domain.
Postcard verification sends a physical postcard containing a code to your business address. Once common, this method is now rarely offered. When it is available, cards take 7 to 14 days to arrive.
You cannot choose your preferred method. Google decides what options to show you. If you’re only offered video verification, that’s your path forward.
What Should You Do After Verification?
Verification makes your profile live, but a bare-bones listing won’t perform as well as a fully completed one.
Invest time in these areas:
Upload quality photos. Add images of your shopfront, interior, products, services in action and your team. Research from Localo’s analysis of 2 million Google Business Profiles found that businesses ranking in positions 1-3 had an average of 250 images, compared to fewer than 200 for those in positions 4-10. Aim for at least 10 images to start, then add new ones monthly to keep your profile fresh.
Write a compelling business description. You have 750 characters to explain what you do, who you serve and what makes you worth choosing. Write naturally, as if explaining your business to someone at a networking event. Include relevant service terms people might search for, but avoid cramming in keywords unnaturally.
Enable messaging if appropriate. Customers can send you direct messages through your profile. If you’re able to respond promptly, this adds another way for people to reach you. If you can’t monitor messages regularly, it’s better to leave this off than to leave enquiries unanswered.
Start collecting reviews. Google provides a direct link you can share with customers to make leaving reviews easy. Send it to satisfied customers after completing work or a sale. According to BrightLocal’s 2025 research, 83% of consumers read Google reviews before making a purchasing decision, and Google now hosts 73% of all online business reviews. Reviews build trust with future customers and influence your visibility in local searches.
Post updates regularly. Google Posts let you share news, special offers, events and updates directly on your profile. Posts can be up to 1,500 characters and can include images. You cannot include phone numbers or email addresses in the text of posts, but you can add call-to-action buttons.
Mistakes To Avoid
Inconsistent business information across the web. If your profile says “123 High Street” but your website says “123 High St” and your Facebook page says “123 Highstreet,” Google sees conflicting signals. Birdeye’s research indicates that verified profiles with complete, consistent data are 80% more likely to appear in search results. This inconsistency, known as NAP (Name, Address, Phone) discrepancy, can suppress your visibility.
Audit your listings across all platforms and standardise everything.
Choosing the wrong category. Selecting a category that doesn’t accurately describe your core business means you’ll appear in irrelevant searches and miss the relevant ones. If you’re primarily a locksmith, don’t choose “Security System Supplier” because you occasionally fit alarm systems.
Giving up on verification. Video verification frustrates many business owners, especially when rejections happen without clear explanations. But an unverified profile has severely limited visibility. Persist through the process, addressing each piece of feedback carefully. If you’re genuinely stuck, professional help exists.
Treating your profile as a one-time setup. Google rewards active profiles. Update your hours when they change (especially around bank holidays), add fresh photos periodically, respond to reviews promptly and keep your information current. Neglected profiles gradually lose visibility to competitors who stay active.
Next Steps
You now have everything you need to create, verify and set up your Google Business Profile.
The process takes most businesses between 30 minutes and an hour for the initial setup, plus a few days waiting for verification.
Once live, the ongoing maintenance is minimal. Spending 15 minutes a week responding to reviews, adding the occasional photo and posting updates keeps your profile active and performing well.
Most small business owners can manage their own profiles without any issues.
If you run into complications – perhaps a stubborn verification rejection, a profile suspension, or simply wanting someone else to handle the optimisation – expert help can save considerable time and frustration.
Respect Experts offers Google Business Profile services specifically for UK small businesses, with straightforward pricing and plain English guidance.
Whatever route you choose, getting your business visible on Google is one of the most effective free marketing steps you can take. With 76% of people who search for local businesses visiting within 24 hours (Google), your profile can turn searches into customers fast.
Frequently Asked Questions
They’re the same service with different names. Google rebranded Google My Business as Google Business Profile in November 2021. All the features work the same way, and any guides or tutorials using either name are referring to the same tool. The dashboard URL (business.google.com) hasn’t changed either.
Related: What Happened to Google Business Profile Questions and Answers?
Timescales depend on the method used. Phone and email verification can complete within minutes once you receive and enter the code. Video verification typically takes three to five business days as Google staff review your submission. Postcard verification, when available, requires 7 to 14 days for delivery plus a day or two for processing after you enter the code.
Yes. Service area businesses can hide their physical address while specifying the geographic areas they serve. This works well for tradespeople, mobile service providers and anyone who visits customers rather than receiving them. You still need a real address where you operate from (not a PO Box or virtual office), but it won’t display publicly on your profile.
Common rejection reasons include: video footage too dark or shaky to read signage clearly, business name on signage not matching the profile exactly, failing to show proof of access to the premises, or not including enough location context (street signs, landmarks) to confirm the address. Review Google’s specific requirements and film in good lighting conditions. Address each element systematically in your next attempt.
Search for your business name on Google while signed into the account that manages the profile. Your management options appear directly in the search results panel. Alternatively, visit business.google.com and select your business from the dashboard. You can update hours, photos, description, services and most other details immediately. Some changes (like your business name or address) may trigger re-verification.
Completely free. Creating, verifying and managing your profile costs nothing. Google may show you options for paid advertising (Google Ads) alongside your profile management, but the listing itself has no charges. Be cautious of any company contacting you claiming you must pay to appear on Google – this is a common scam targeting small businesses.
From your profile dashboard at business.google.com, go to the “Users” section and click “Add users.” Enter their email address and choose their permission level: Owner (full control including deleting the profile), Manager (can edit most information and respond to reviews), or Site Manager (limited access). They’ll receive an invitation to accept the role.
Explain what your business does, who you help and what makes you different from competitors. Mention your location and any specialisms. Write conversationally, as if introducing your business to someone new. You have 750 characters maximum. Avoid keyword stuffing, all-caps text, promotional phrases like “best in town,” and contact details (those belong in dedicated fields, not the description).
Photos make a significant difference. Birdeye’s 2025 State of Google Business Profile report found that businesses with high-quality, recent photos consistently outperformed competitors on engagement metrics including clicks, calls, and direction requests. Localo’s analysis of 2 million profiles found businesses in top search positions averaged 250 images. However, quality matters more than quantity – clear, well-lit images of your premises, products and team create a stronger impression than dozens of poor-quality shots.
Suspensions occur when Google believes a profile violates its guidelines. Common triggers include address issues (using a virtual office, residential address for a non-service-area business, or unverifiable location), business name policy violations, or suspicious activity patterns. To reinstate, review the guidelines, identify the likely cause, fix the issue, then submit an appeal through Google’s reinstatement request form. Recovery typically takes one to four weeks and isn’t guaranteed.