Google Business Profile (formerly Google My Business) is free and ensures your business is visible in Google Maps and local search results. Six steps from creation to verification.
Google Business Profile (GBP), known until 2021 as Google My Business, is the free platform for managing your business in Google Search and Google Maps. When someone searches for your business name, your category or a service in your area, Google pulls information from your GBP profile: name, address, phone number, website, opening hours, photos and customer reviews. A complete and verified profile increases your chance of appearing in the local map block ('Local Pack') and the knowledge panel to the right of search results. For businesses that depend on local customers (retailers, service providers, hospitality businesses), GBP is often the first source potential customers use to make contact, even before visiting your website.
Follow the steps in order: each step builds on the previous one. Verification (step 5) is only possible once your profile has been fully filled in.
Go to business.google.com and log in with the Google account you want to use to manage your business. Preferably use a business account (companyname@gmail.com or your own domain via Google Workspace) rather than a personal account, so you can add co-managers later. If you don't yet have a Google account, create one first at accounts.google.com.
Type your business name in the search field. If a listing already exists (Google sometimes creates listings automatically based on public data), choose 'Claim this business'. You will then need to prove you are the owner through verification. If no listing exists, choose 'Add your business' and enter your business name and primary category. The primary category is the most important factor determining which search results you appear in: choose as specifically as possible, for example 'Web design agency' rather than 'Software company'.
Fill in all fields: business name (exactly as registered), address or service area (if you have no physical client-facing address, choose 'Service area business' to hide your address), phone number, website, opening hours and description (max 750 characters, write answer-first). Also add secondary categories if you offer multiple services. NAP consistency is crucial: the name, address and phone number on your GBP profile must exactly match those on your website, because search engines use this as a verification signal.
Add at least three photos: a logo (minimum 250x250 pixels), a cover photo (1080x608 pixels recommended) and one or more location or atmosphere images. Format: JPG or PNG, maximum 5 MB per photo. Businesses with photos on their GBP profile are visited more often than profiles without, because photos build trust and signal the quality of the location. Upload photos with a relevant filename (not 'IMG_2034.jpg') as Google may use the filename as a signal.
Google requires verification to confirm you are actually the owner or manager of the business at that address. Available methods depend on your profile: video verification (most common for new listings in 2024 and 2025), phone OTP (one-time code via SMS or call), and letter post (PIN code by post, 3 to 7 business days). If your website is already verified in Google Search Console with the same Google account, instant verification is sometimes available. Start verification only once your profile is complete: incomplete profiles sometimes lead to rejected verification requests.
After verification your profile is live. Immediately publish a Google Post: an announcement, offer or update (max 1,500 characters, add an image for more reach). Google Posts expire after 7 or 30 days depending on the type. Send existing customers a direct review link via business.google.com (button 'Get more reviews'). Respond to every review, including negative ones, within 24 to 48 hours: Google sees responsiveness as a quality signal and potential customers read the responses too. Reviews are one of the strongest ranking signals for local results.
Check that the name, address and phone number on your GBP profile exactly match your website (ideally in the footer and on the contact page), Chamber of Commerce listing, and other directories such as Yelp or TripAdvisor. Even a spelling difference ('Delahaye Solutions' vs. 'Delahaye Solutions Ltd') can weaken the local ranking signal.
Publish at least one Google Post per month. Posts signal to Google that the profile is active. Use the offer post for temporary promotions and the update post for news. Always add a CTA button ('Learn more', 'Call now', 'Book now') with a link to your website.
More reviews with higher average scores increase both your visibility and the trust of potential customers. Send the review link by email after every successfully completed project or purchase. Do not ask specifically for five-star reviews; ask for an honest review. Google's policy prohibits incentivising positive reviews with discounts or other benefits.
Google Business Profile brings visitors; a professional website turns them into customers. Book a free call and discover what's possible for your business.
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