A Google Business Profile (formerly Google My Business) allows businesses to manage their presence across Google Search and Maps. It’s free to use and helps improve local visibility.
Why do you need one?
A Google Business Profile makes it much easier for local customers to find you. Your profile appears in Google Search and Maps, showing key business details like location, hours, contact info, photos and reviews. It’s the modern equivalent of a Yellow Pages listing.
If you don’t create a listing, Google may auto-generate one. Owning your profile gives you control over what’s displayed and allows you to respond to Google reviews.
How to create a Google Business Profile
To get started, visit Google Business Profile.
Step 1: Sign in or create an account
- If you already have a Google account for your business, click Sign in.
- If you don’t, click Manage Now and follow the prompts to create an account.
- You can now use a non-Gmail email address to create a Google account.
Step 2: Set up your business profile
Google will guide you through the setup process, including:
- Adding your business name, category and location.
- Uploading a logo and images.
- Writing a business description.
- Setting contact details and operating hours.
You can skip steps if unsure – everything can be updated later.
If Google has auto-generated a listing, look for the “Own this business?” tag when searching your business name. If that appears, you can claim the listing. If someone else has already claimed it, you’ll need to request access.
Step 3: Verification
Google requires verification to confirm legitimacy. This may involve:
- Phone or email verification.
- Video verification.
- Postal verification (note: PO Boxes are not accepted).
Until verified, only limited information will appear in Search and Maps.
Managing your profile
Once verified, your profile becomes publicly visible. You can manage it via the Google Maps app on your mobile device, or directly from Google Search in the browser on a desktop.
Keep your profile up to date by:
- Updating business hours and holiday closures.
- Adding new photos and posts.
- Responding to customer reviews – see our blog post on Google Reviews for practical advice on this.
- Setting up a QR code for reviews to make it easy for customers to leave feedback.
- Using WhatsApp integration if you want customers to message you directly from your listing.
- Monitoring performance via the Insights dashboard.
Google now offers AI-generated post suggestions – these can be a useful starting point but edit them before publishing so they reflect your actual business voice.
You can also link your profile to Google Analytics for deeper analysis.
Need help?
We offer Communications & Marketing services to help you set up, optimise and manage your Google Business Profile.