Google Business Profile—formerly known as Google My Business—allows business owners to reach customers via Google Search and Google Maps.
Maintaining a Business Profile can increase your visibility on Google, enhance your credibility through reviews, and let you control your business information.
In this article, we’ll cover:
- Why you should have a Google Business Profile
- How to set up your Google Business Profile
- How to optimize your Google Business Profile
- Frequently asked questions
First, we will cover the basics of Google Business Profile.
What Is Google My Business (Now Known as Google Business Profile)?
Google Business Profile (GBP) is a free tool that lets you control how your business appears on Google Search, Google Maps, and Google Shopping.
With GBP, you can connect with customers, post business updates, and list products or services.
Here's what a GBP looks like:
You can create a GBP account even if you don't have a physical storefront, as long as you have contact with customers.
For example, a plumber who visits customers at their homes can still have a Google Business Profile.
Is Google Business Profile Free?
Yes, creating and managing your Google Business Profile is completely free.
You can gain significant benefits without spending any money.
What Are the Benefits of Google Business Profile?
Maintaining a Google Business Profile offers three main benefits:
- Increase visibility on Google
- Gain credibility with reviews
- Share business information with customers
Let's examine each benefit in more detail.
Increase Visibility on Google
When users search for a business on Google, they often see a map and a list of businesses at the top of the search results—called the "local pack" or "map pack."
Here's what it looks like:
The local pack appears for location-specific queries or search terms that suggest location, such as "[business type] near me."
It includes Google Maps results and business information.
Businesses with well-optimized Google Business Profiles are much more likely to appear in these results.
Mobile searches that include phrases like "where to buy" and "near me" increased over 200% between 2017 and 2019.
These are considered "discovery searches." Instead of looking for a particular brand, users are searching more generally for a category.
If a user is physically near your business and searches for a general term related to your business category, your business is more likely to appear as a geolocated result if it has a well-optimized Google Business Profile (we’ll discuss optimization tips later).
Like this:
Gain Credibility with Reviews
Online reviews play a significant role in how users perceive local businesses—97% of users read online reviews at least some of the time when looking for local businesses.
The star rating next to business names on Google Maps range from 1 to 5 stars and reflect customer reviews.
Reviews offer valuable feedback about your business. And replying to reviews helps build trust with your customers.
Customers don't expect perfect reviews. A mix of positive and negative reviews appears more trustworthy, According to Google.
Responding to all reviews—both positive and negative—is an effective way to build trust and credibility with current and future customers.
Share Business Information with Customers
Your Google Business Profile allows you to display your business hours, contact information, services, and more.
You can also update customers about temporary changes.
For example, you can display holiday hours or indicate if your business is temporarily closed or has fully reopened.
How to Set Up Your Google Business Profile from Scratch
If your Business Profile already exists and you only need to claim it, you can skip these steps and proceed to the next section.
If you’re starting from scratch, follow these steps:
Step 1: Go to Google Maps and Add Your Business
Navigate to Google Maps and open the menu by clicking the button in the top-left corner.
In the menu, select the "Add your business" option.
Step 2: Create Your Business Account
If you already have a business account, sign in and skip this section.
If you don’t have an account, follow these steps to create one:
Click the “Create account” button and choose “To manage my business” from the drop-down menu.
Fill out your information like your name and preferred username, then click the “Next” button.
Verify your identity with a phone number.
Google will ask for additional details, then direct you to the terms and conditions page.
Click the “Agree” button on the terms and conditions page to start setting up your profile.
Step 3: Fill Out Your Business Name and Category
Now it's time to set up your Business Profile, which you can start by entering your business name and category.
First, type your business name. As you type, Google will display a list of existing businesses in its database.
- If your business appears on the list, skip to the next step to learn how to claim your business.
- If it doesn’t, continue typing your full business name.
Write your business name exactly as it is.
Don’t add keywords to your business name, as Google may suspend your account. You’ll add relevant keywords in your Business Description later.
Next, start typing your business category and choose one from the list:
Your business category tells Google what kind of business you have, making it more searchable.
You can change your business category or add more categories later if needed.
Step 4: Add Your Location
Add your location if your business has a physical address—some business categories like "Restaurant" require a location.
If you don’t have a physical storefront, choose the circle next to "No" to skip this step.
If you choose the circle next to "Yes," Google will ask for your address. Searchers can see your address on Google Maps, so ensure it is accurate.
Google also uses your address to check for potential duplicate listings.
If one of the duplicate listings is yours, proceed to the next step to learn how to claim your business.
If not, select the circle next to "None of these."
Step 5: Choose Your Service Area
This step depends on whether you added a business address.
If you added a business address, this step is optional. Google will ask if you provide deliveries or home and office visits.
Select "Yes" to inform searchers about the areas you serve.
Select "No" to proceed to the next step.
If you didn’t add a business address, you must complete this step.
Choose an area from Google's suggestions or start typing the name of the area you serve.
Step 6: Add Your Contact Information
Enter your phone number and website URL, if you have one.
Ensure that your contact information is accurate, as searchers will use it to find and contact you.
Step 7: Opt In to Updates and Recommendations
Google will ask if you want to receive updates and recommendations for your Google Business Profile.
We recommend selecting "Yes" to receive best practices directly from Google.
Step 8: Verify Your Listing
Your Business Profile won't become searchable until you verify it, so be sure to complete this step eventually if you skip verification during the initial setup.
There are five ways to verify your listing:
- By phone: You’ll receive a Google automated call or text with your verification code
- By email: You’ll receive an email containing your verification code
- By postcard: You’ll receive a postcard at your registered address containing your verification code
- By video recording: Record a video showing proof of your location, business equipment, and that you are an authorized manager
- By live video call: Provide proof of your location, business equipment, and that you’re an authorized manager during a live call with a support representative
Your verification options depend on whether you’ve added a physical location.
If you have a physical location, you need to verify your business by postcard.
The postcard will contain a five-digit code, which you will enter when logged into your account.
If your business doesn't have a physical location, you need to enter your personal address for verification purposes.
After that, you can choose to receive a phone call, text message, or select something else from "More options."
If the available verification methods don’t work for you, you can contact the Google Business Profile Help Center for assistance.
Bonus Step: Add More Information and Opt In to Google Services
After you verify your listing, Google will prompt you to add more information about your business and will let you opt in to relevant services based on the business category you chose.
You can add specific services you offer, set your hours, enable messaging, and more.
Fill in as much information as possible. Details like operating hours and business photos help potential customers find and reach you.
Here are the optional steps to add more information or opt in to additional services:
Specific Services You Offer
Based on your selected business category, you can specify the services you provide.
For example, marketing agencies can add "Telemarketing" as a service or create custom services like "SEO."
Operating Days and Hours
Next, add your business's operating days and hours.
Select all the days of the week when your store is open. For each day you mark as "Open," set the corresponding opening and closing times.
Messaging Through Google
Google lets searchers message you directly from your Google Business Profile, but only enable this feature if you regularly monitor your account.
To activate the messaging feature, toggle the "Accept Messages" option on the "Add messaging" page.
Even if you disable messaging through Google, potential customers can still contact you using the contact information you've provided.
Business Description
Google provides you with 750 characters to briefly describe your business.
According to their guidelines, your business description should include:
- Your products or services
- Your unique selling point(s)
- Your history
- Any other information searchers might find helpful
After writing your business description, run it through a spelling and grammar checker like Grammarly.
And be aware that Google may suspend Business Profiles due to errors in your business name or profile.
Avoid including the following in your business description:
- Offensive content
- Links
- HTML code (ensure all text is plain)
- Sale announcements
Business Photos
Add photos of your business to show customers your space and the products you sell.
You can add specific photos based on your business category. For example, restaurants can add photos of their menu and dishes.
Adding photos to your profile makes your business more attractive to customers.
Photos give customers a genuine understanding of your business and can expand your reach without the need to run ads or promotions.
We’ll cover additional tips on Google Business Profile images later.
Google Ads
Lastly, you can optionally set up Google Ads, which doesn’t affect how often your business appears in free organic search results.
How to Claim an Existing, Unverified Listing
Google automatically generates and updates business information, which means an unmanaged and unverified listing of your business may already exist in Google's database.
You can claim your listing and add it to your dashboard.
By claiming your listing, you can keep your business information accurate, make announcements, and respond to customer reviews and questions.
Here's how to do it in four easy steps:
Step 1: Search for Your Business on Google Maps
Go to Google Maps and search for your business name.
If your business doesn’t appear in the search results, the listing likely doesn’t exist and you’ll need to create a new listing.
Refer to the previous section for a step-by-step guide.
Step 2: Look for the ‘Claim this Business’ Button
After finding your business on Google Maps, look for the "Claim this business" button or the "Own this business?" link.
If you can’t find either of these options, one of two situations may apply:
- The listing is already verified: To claim a verified listing, you need to contact the current business manager. Proceed to the next section for detailed instructions.
- You’re already the profile manager: Log in to your Google account and navigate to your Business Profile Manager dashboard to see if the listing is already assigned to your account.
Step 3: Click ‘Manage Now’
On the next page, you’ll see a "Manage now" button that you should click if you’re sure the listing is your business.
If you determine the business isn’t yours, click "I own or manage another business" to create a new listing.
Step 4: Verify Your Business
Verifying your business confirms to Google that you’re the authorized manager of the business listing you’re trying to claim.
Google will allow you to manage your listing—by responding to reviews or editing information—only after you verify ownership.
You can verify your listing by phone, email, postcard, recorded video, or live video call.
Once you verify ownership, you can manage your business through your Google Business Profile Manager dashboard.
How to Request Access to a Google Business Profile Managed by Someone Else
If you can’t find the "Claim this business" button on your existing business listing, it’s likely managed by another account.
Here’s how you can reclaim the profile in three steps:
Step 1: Go to the Create Page
Go to the Create page and search for your business.
You should see a drop-down menu with existing listings in Google's database. Select the business listing you want to claim.
Step 2: Request Access
Google will confirm that the listing you want to claim is owned by another email address.
If the email address is yours, sign in to it to gain access to the listing. If you've lost the login information, consult Google's Account Recovery guide.
If the email address isn't yours, click the "Request Access" button.
Step 3: Fill Out the Form
Google will ask you to provide personal details, including your name, contact number, the level of access you require, and your relationship to the business.
After you submit the form, the current account holder managing your listing will receive your request. They have three days to grant you access or reject your request.
If you don’t hear back, you might be able to claim your profile yourself. Go to your Google Business Profile manager dashboard and look for the option to claim your business.
Google will grant you full management access to your business listing seven days after you become the new owner.
How to Optimize Your Google Business Profile
Now that you’ve set up or claimed your listing, you can optimize it by following these steps:
Review NAP Consistency
NAP stands for name, address, and phone number. These elements are among the most important information in your Google Business Profile.
NAP consistency helps potential customers identify and find your business. Keeping this information consistent across all online platforms is important for avoiding confusion.
Start by verifying that your NAP information is correct in your business account.
Search for your business name on Google while logged in. You’ll see an option to view your profile.
Click on the "View profile" option.
Then, click on the "Edit profile" button.
A new window will open.
Check that your business name, address, and phone number are accurate.
In addition to your Google Business Profile, you might have NAP information on popular directories like Yelp or Tripadvisor.
Ensure that your NAP information on these directories matches what you have listed in your Google Business Profile.
Manually checking and updating each listing is possible but can be inefficient.
To save time and resources, use a tool like Semrush's Listing Management.
Open the tool and enter your business name. The tool will automatically detect your business information.
You’ll see basic information about your listings if you haven’t signed up for a Semrush Local plan.
If you already have a paid plan, you’ll see a dashboard with basic information like the one below. Click "Live listings."
You’ll see your NAP information across dozens of online directories. The tool will highlight any inconsistencies found.
Many SEOs also use call tracking, which involves using different phone numbers that forward to your main business number. This allows you to track which channel the call came from.
Here is how to use call tracking without negatively impacting NAP consistency:
Return to the "Edit profile" option in your Google Business Profile and navigate to the phone number section.
Add your call tracking number as the "primary phone" option and your standard business phone number as an "additional phone" number.
By including your main phone line as an additional number, you maintain NAP consistency while using call tracking.
Write a Business Description
A business description allows you to provide information about your products/services and business history.
Google recommends using your Business Description to offer helpful details about your products, services, mission, and history.
Focus on providing relevant information instead of stuffing keywords into the description.
Here are additional tips from Google on what not to include in your description:
- Inaccurate or confusing information
- Profane language
- Specials or promotions
- Misspellings, gibberish, or gimmicky character use
For more information, read the full list of guidelines for representing your business on Google.
Add Images to Your Listing
Now that you have a business description, add images to help your listing stand out.
First, set a profile photo—usually your logo—and a cover photo that best represents your business. You can also upload additional business photos to your Google Business Profile listing.
Examples of business photos to add include exterior photos, interior photos, product photos, photos of your team at work, and common areas.
Here are Google Business Profile's guidelines for photo sizes:
- File size: Between 10 KB and 5 MB
- Profile photo: 250 x 250 pixels
- Cover photo: 1080 x 608 pixels
- Google posts: 1200 x 900 pixels
- Business photos: 720 x 720 pixels
- Format: JPG or PNG
Create Google Posts
Use Google Posts to share offers, events, products, and services directly on Google Search and Maps.
These posts appear in the "Updates" section at the bottom of your Business Profile.
Here’s what they look like:
Posts can include text, photos, or videos.
Here are the types of Google Posts you can create:
- Offers: Highlight promotional sales or offers. Include a title, start and end date, and a photo or video. Optionally add a coupon code, link, and offer details.
- What’s New: Share general updates about your business or link to recent blog posts. Optionally include a photo or video, a description, and an action button.
- Events: Promote business events. Include a title, start and end dates, time, and optional details like a description, a photo or video, and an action button.
Here’s how to create a post:
1. Click “Add update” on your business profile
2. Click “Add update” again to open the post editor
3. Write your post in the "Add a description" box and add photos by clicking "Add photos"
4. Optionally, add a button to guide customers to your website, make a purchase, or take another action. Add a link for the button destination.
5. Preview your post by clicking the "Preview" button in the bottom right. Make changes if needed
6. Publish your post by clicking the "Post" button in the bottom right.
Your post will show up within your GBP.
To make the most of your Google Posts, include high-quality photos and post regularly.
Posts last for seven days (unless you choose an “Event” post and set a longer time frame). But there’s no benefit to having more than two posts live because only a couple of posts are visible at once.
Also, be sure to keep the copy short.
Only 75-100 characters show up in the preview out of the 1,500 words allowed. So, including crucial information (event dates, offer details, business updates, etc.) at the beginning is crucial.
Feature Products on Google Business Profile
Use Google Business Profile's Product Editor to highlight a curated list of products directly on your business listing.
Create collections with at least three products, fill in the necessary details, and users can click on individual products for more information.
Like this:
The Product Editor is designed for small- and medium-sized businesses and individual businesses in most sectors. Restaurants can use the Popular Dishes feature instead.
Here’s how to add a product:
1. Click the "Edit products" button on your business profile
2. Click the "Get started" button
3. In the window that appears, upload a photo of your product and enter its name
4. Select a product category or create a new one
5. Optionally, add the item's price and a short description
6. We recommend adding a link to your product's landing page to make it easier for searchers to visit your product page
7. Click "Save." It may take up to 30 minutes for your products to become visible to searchers.
Note that recently edited products will appear first on your listing.
Respond to Reviews
Monitoring your reviews is crucial because Google reviews significantly impact your business's reputation and how people perceive it—and reviews are among the first things people see when they search for your business name.
You can check your reviews manually by logging into your Google Business Profile account.
Alternatively, integrate Semrush's Review Management tool (which is part of Semrush Local) with your Google Business Profile to respond to Google and Facebook reviews more efficiently.
You’ll see the number of reviews received in the last few months, the total reviews to date, and the average rating.
The tool also displays individual reviews and automatically suggests responses.
Review and customize the suggested responses to ensure they’re personalized and relevant before posting them publicly.
Responding to reviews, especially negative ones, is vital. It shows you care about customer feedback.
Offering incentives for customer reviews is against Google's terms and conditions.
However, you can remind customers to leave reviews by providing a link in emails, on receipts, or at the end of chat interactions.
To get the link for customers to leave reviews, click the "Ask for reviews" button on your Business Profile dashboard.
A pop-up with your review link will appear. Copy it and share it with your customers.
Add Questions and Answers
Provide important information upfront by posting answers to common customer questions directly on your profile—and allowing customers to ask questions if feasible.
Here's what customer questions look like:
Keep up with any questions from your customers to provide up-to-date information about your business and help build your reputation and trustworthiness.
To find these questions, search for your business on Google or Google Maps.
For this example, we’ll use Google Maps.
Select your store, then scroll down to the "Questions and answers" section of your Google Business Profile.
Click on the "More questions" button.
A new window will display all the questions people have asked about your business.
Respond to questions by clicking the "Answer this question" button at the bottom of each question.
If you find outdated or incorrect answers, post the correct response. Then, click on the three dots beside the answer to report the inaccurate information.
You can also post your own questions and treat this section like an FAQ page.
For example, customers may wonder if you offer delivery options.
Instead of waiting for someone to ask, post the question using your personal account and answer it yourself.
Just sign in to your personal Google account and search for your business on Google Maps.
Go to the "Questions and answers" section of your Google Business Profile and post your question.
Switch to your business account and provide the answer.
Select Highlights and Attributes
Using attributes (also known as highlights) effectively showcases unique aspects of your business.
Examples include "LGBTQ friendly," "Accepts new patients," or "Women-led."
Here's how attributes appear on a live listing:
To add attributes:
1. Click the "Edit profile" button on your Business Profile dashboard
2. Go to the "More" tab and click the pencil icon next to the category you want to edit
3. Choose "Yes" or "No" for the available attributes. And click “Save.”
Your updates may take up to 10 days to be published.
Google Business Profile FAQs
Do You Need a Physical Address to Use Google Business Profile?
No, you don’t necessarily need a physical address to manage a Google Business Profile.
Both businesses that travel to customers and those with physical storefronts are eligible.
For example, many service providers don’t operate from a formal storefront or office but can still manage a Google Business Profile.
When setting up your account, you’ll need to input an address, but you don’t have to display it publicly.
Examples of ineligible businesses include online-only businesses, rental or for-sale properties, and lead generation companies.
What to Do If You Don't Want to Display Your Address in Google Business Profile
If you work from home and travel to customers to provide services, you might not want to publicize your address.
(Note that all restaurants must display an address.)
To hide your address on your Google Business Profile, click the "Edit profile" button in your dashboard.
Scroll down to the "Business location" section and click the pencil icon.
Turn off the "Show business address to customers" option, then click "Save."
After you remove your address, Google will use your specified service areas to determine your profile's relevance. Ensure your service areas are accurate so potential customers can find you.
Find the "Service area" setting just below your address.
Click the pencil icon to add or remove service areas.
Add service areas by entering the streets, cities, and states you serve. Remove existing areas by clicking the "X" next to them.
How to List More Than One Location on Google My Business Profile
If you manage multiple eligible businesses, you can list more than one location from a single account.
"Business Groups" allow you to share management capabilities with multiple users, which is helpful for agencies or teams working on many accounts.
Here’s how to provide access to a group of locations for an agency, coworker, or manager:
- Create a business group
- Transfer applicable businesses to the business group
- Add members to your new business group
You can add individual locations one by one or import a list if you need to add many locations.
How to Change an Address on Your Google My Business Profile
To change your listing's address, follow these steps:
1. Go to your Business Profile and click the "Edit profile" button
2. Scroll down to the "Business location" section and click the pencil icon next to it
3. Update your address and click "Save"
If Google can’t find the address, click the "Adjust" button that appears over the map on the right.
Then, drag the pin to the correct location on the map.
After you finish, click "Save." It may take a few days for Google to review and publish the change.
What to Do When Your Business Category Isn't Available on Google Business Profile
Choosing a business category that closely matches your business is important so that both Google and customers know what you do.
There are currently over 4,000 Google Business Profile categories. However, you may find that the exact category for your business doesn’t exist yet.
If you can’t find the exact category you need, choose a slightly broader available category.
For example, the business below is within a niche category that isn’t available, so they’ve chosen a slightly broader category.
This category is less specific but still relevant, making it a good option.
What Are Labels in GBP and Why Are They Important?
Labels help you organize multiple listings within your Google Business Profile account, which makes it easy to stay organized if you manage many listings.
These labels are for organizational purposes only and don’t affect the performance of your listings.
For example, if you manage GBP listings for a national company, you might label your listings by region.
You can assign up to 10 labels per location, with a limit of 50 characters per label.
To assign labels, click the three dots in the top-right corner of your dashboard and select "Business Profile settings."
Next, click "Advanced settings" and scroll down to the "Labels" section.
Click the pencil icon, create your labels, and then click "Save."
Manage Your Google Business Profile with Semrush
Maintaining your Google Business Profile is a free way to improve your competitiveness.
Complete your business information, respond to reviews regularly, and post news and events to keep your profile up to date, enhance your local search presence, and generate leads.
To automate the process and manage multiple listings easily, use Semrush's Listing Management tool.