How do I set up and verify my Google Business Profile?

Your Google Business Profile (GBP) is what makes your business appear in Google Maps and the Local 3-Pack. Without it, you're essentially invisible in local search. Setting it up takes about an hour; verifying it can take a few days depending on the method. Here's exactly how to do it.

Step 1: Check if a profile already exists

Before creating a new profile, search Google for your business name and city. Google sometimes auto-generates unverified listings using data it finds online. If one exists, you'll see a "Claim this business" option. Claiming an existing listing is faster than creating one from scratch and avoids the issue of duplicate listings.

Step 2: Create or claim your profile

1. Go to business.google.com and sign in with a Google account you'll use to manage the business
2. Click "Add your business to Google" (or search for your business name)
3. Enter your business name exactly as you want it to appear
4. Select your primary business category — this is critical, so choose carefully
5. Indicate whether you have a physical location customers visit, a service area, or both
6. Enter your address (or service area) and phone number
7. Add your website URL

Step 3: Verify your listing

Verification proves to Google that you're the legitimate owner of the business. Google offers several verification methods, and what's available to you depends on your business type:

Postcard verification is the most common. When the postcard arrives, log back into business.google.com and enter the 5-digit code. Don't request a new code or make major profile changes while waiting — it can invalidate the current code.

Step 4: Fill out your profile completely

Once verified, don't stop at the basics. Profiles that are 100% complete rank significantly better than partially filled ones. Go through every section:

• Business description — 750 characters max; include your main services and location
• Hours — Including holiday hours when relevant
• Services — List every service with a name and description
• Products — If applicable
• Attributes — Things like "wheelchair accessible," "free Wi-Fi," "women-owned business"
• Photos — At minimum: exterior, interior, team photo, and work samples

Service-area businesses

If you go to customers (plumbers, cleaners, landscapers) rather than having customers come to you, you can hide your physical address and instead define a service area by city, ZIP code, or radius. You still need a real address to verify, but it won't be publicly displayed.