Your Google Business Profile helps people find your business in Search and Maps, check your details and decide whether to contact you. You may remember it as Google My Business.

For a local business, an accurate profile is a useful place to start. This guide walks through setting one up and keeping it helpful for customers. If you already have a profile, use it as a check of what needs updating.

Check that your business is eligible

Google Business Profile is for eligible businesses that meet customers in person, either at their premises or by travelling to them. An online-only store or business is not eligible just because it has a website.

If you are unsure, check Google's eligibility guidance before creating a profile.

Find and claim your profile

Search for your business name in Google Search and Maps first. If a listing already exists, use the claim or ownership process rather than creating another one. If someone else manages it, request access to the existing profile.

If there is no listing, start through Google's add-business page. Sign in with a Google Account your business controls and follow the prompts. Google's add or claim guide covers the available routes.

Keep ownership with your business. Give staff or your agency their own access through the owner and manager settings, rather than sharing a password.

Complete verification

Google determines which verification methods are available for your business. Follow the method shown in your profile rather than assuming you can choose a postcard or phone call.

You may be asked for a video recording showing your location, business activity and evidence that you manage the business. Read the requirements before recording so you have what you need ready.

Use Google's verification guide and, if requested, its video verification instructions. If verification does not work, follow the help route rather than creating another listing.

Set your address or service area correctly

If customers visit your business premises, use an eligible customer-facing address. If you travel to customers and do not serve them at your address, set up as a service-area business and hide the address from public view.

For example, a plumber working from home can show the areas they serve without presenting their home as a shop customers should visit. Choose places you actually cover.

Google's service-area guide explains the distinction between service-area and hybrid businesses.

Complete the details customers need

Work through the profile and make the basics accurate:

  • Use the business name customers know, without adding extra service keywords or suburbs.
  • Choose a primary category that best describes the business, with relevant additional categories where appropriate.
  • Check your phone number, website link and opening hours.
  • Add special hours for public holidays or temporary changes.
  • Describe what you do clearly and add the relevant services available in your profile.

Keep these details consistent with your website. Refer to Google's business representation guidelines if you are unsure how to describe your setup.

Add useful photos and customer reviews

Choose photos that help people recognise and understand the business: the entrance if customers visit, your team, the work you do and relevant products or facilities. Replace images that no longer reflect the business.

Make asking for feedback part of your normal follow-up. Share your profile's review link with customers after a job or purchase, and take time to respond to their comments. Google's review guide explains how to share the link.

Useful photos and specific customer experiences give someone more to assess before they call or visit.

Keep it current and review progress

Set a regular reminder to check your hours, links, photos and reviews, along with any notifications or suggested changes. Give someone responsibility for keeping the profile accurate when the business changes.

Review the performance information available in your profile alongside your actual enquiries and bookings. Look for patterns over time rather than judging success by a single search from your own phone.

Google says local results mainly depend on relevance, distance and prominence. A complete profile helps Google and customers understand your business, but it does not guarantee the top position. See Google's local ranking guidance.

Your profile works alongside your website. Our monthly marketing check-up can help you keep an eye on both. If you need help improving your local visibility, explore our SEO service or book a chat.