Google Business Profile: set up and verify

Last updated 10 October 2026 · By the XKey team

Before you start

Search Google Maps for your business name first. If a profile already exists – Google sometimes creates them from public information – you'll claim it rather than create a new one. Duplicate profiles confuse customers and Google, so never make a second one. You'll need a Google account; use one the business controls, not a personal or employee account that might disappear.

Step 1: create or claim the profile

Go to Google Business Profile, enter your business name and choose your primary category. This is the most important choice you'll make: pick the one that describes what you are ("Plumber", "Wedding photographer", "Italian restaurant") rather than everything you do. You can add extra categories later.

Step 2: storefront or service-area business

If customers visit you, enter your address. If you go to them – trades, cleaners, mobile hairdressers – you can hide your address and list the towns or postcodes you cover instead. You can't use a PO box, virtual office or someone else's address.

Step 3: verification

Google needs to confirm you really run the business, and Google decides which method you're offered. For most new profiles that's now a short video, recorded on your phone in one continuous take. It typically needs to show:

• Where you are – your street, nearby businesses or your signage.
• That the business is real – equipment, stock, branded vehicles or your workspace.
• That you manage it – for example unlocking the door, opening a till or showing tools only staff would have.

Keep faces and private documents out of shot. Reviews of the video usually take a few working days. Older or established profiles may be offered phone, email or instant verification instead. If the video is rejected, read the reason carefully, fix it and submit a new one rather than creating another profile.

Step 4: fill in everything

• Hours, including bank holidays and special hours.
• Services or menu, with prices where you can.
• Description – up to 750 characters, written for customers. Mention what you do and where, without stuffing in keywords.
• Photos – real photos of your work, team, premises and vehicles. Profiles with photos get far more attention than those without.
• Website link – to your home page or the most relevant local page.

Step 5: keep it active

Add new photos, share updates and offers as posts, keep your hours accurate and reply to every review. Make sure your name, address and phone number match your website exactly – see the local SEO checklist.

Rules that get profiles suspended

Adding keywords or towns to your business name ("Smith Plumbing – Best Plumber Preston"), using a fake or shared address, creating more than one profile per location, and buying or faking reviews. Suspension can take weeks to reverse, so it isn't worth the risk.

Once your profile is live, check your website's local signals with the local SEO checker.

Frequently asked questions

Does a Google Business Profile cost anything?

No. It's free. Be wary of anyone calling to say your listing will be removed unless you pay – Google doesn't charge for profiles.

Can I choose postcard verification?

Google decides which verification methods you're offered, and for most new profiles that's video. If another option is available you'll see it on the verification screen.

How long does it take to appear on Google Maps?

Usually within a few days of successful verification, though edits can take a little longer to show everywhere.