How do you set up a Google Business Profile? Go to business.google.com, search for your business or add it, enter your exact business details, choose the right categories, verify the profile with the method Google offers, then complete the services, hours, description and photos. A complete, verified profile is the base of local SEO, because it controls how you appear in Google Maps and local search. This checklist covers every step.
Checklist at a glance
- Use your real business name, exactly as customers know it.
- Pick the best primary category and only categories that truly apply.
- Verify the profile and complete every section.
- Add real photos and keep hours accurate.
- Follow Google’s guidelines to avoid suspension.
Before you start
- A Google account you will keep long term (ideally a business email, not a personal one).
- Your exact business name, address or service area, phone number and website.
- Opening hours, a short description and a list of your services.
- Photos of your location, team and work.
Step 1: create or claim the profile
- Search for your business on Google Maps. If it appears, claim it; if not, add it.
- Enter the name as it appears on your signage and documents. Do not add keywords or locations to the name.
- Choose whether customers visit you (show your address) or you travel to them (set a service area and hide the address).
- Add your phone number and website.
Step 2: verification
Google asks you to prove the business is real. The options shown depend on your business and location, and can include a call, text, email, a video of your premises or a postcard. Follow only what Google shows you. If verification fails, check that your details match real-world signage and try the next option.
Step 3: categories, services and description
- Choose one primary category that best describes the main thing you do.
- Add secondary categories only for services you really offer.
- List your services with short, clear descriptions.
- Write a description in plain language: who you help, what you do and what makes you different. Avoid stuffing keywords or promotions.
Step 4: hours, attributes and contact details
Set regular hours and holiday hours, add attributes such as accessibility or payment options where available and keep your website link pointing to a page that matches your business.
Step 5: photos and posts
Add a logo, a cover photo and real pictures of your premises, team and work. Post updates, offers or news regularly. Real photos build trust and often perform better than stock images.
Step 6: reviews
Share your review link with happy customers and reply to every review. Never buy reviews or offer rewards for positive ones.
Mistakes that cause suspension
- Adding keywords or extra locations to the business name.
- Using a virtual office or P.O. box as a physical address.
- Creating several profiles for the same business.
- Choosing categories or services that do not apply.
- Changing important details without being ready to re-verify.
Monthly upkeep checklist
- Check that hours, phone and address are still correct.
- Reply to new reviews and questions.
- Add new photos and one or two posts.
- Look at insights: searches, calls and direction requests.
- Make sure your website and profile say the same thing.
What to do next
Pair the profile with a fast, clear website. Our local SEO services and SEO services cover profile setup, local pages and reporting. Read our local SEO plan and what SEO costs for more.
Frequently asked questions
Is a Google Business Profile free?
Yes, creating and managing a profile is free.
Do I need a website to have a profile?
No, but a good website strengthens your profile and gives customers more trust. See our website packages.
Can I hide my address?
If you serve customers at their location, you can hide the address and show a service area instead.
Why was my profile suspended?
Common reasons are a name with extra keywords, a fake or ineligible address, duplicate profiles or ineligible categories. Review Google’s guidelines and appeal with accurate information.
How long does verification take?
It varies by method, from instant to several days. Follow the steps Google shows.
Need help with your profile?
Contact ExpertsGrow for help with setup, local pages and ongoing local SEO.
