If you run a local business, showing up where customers are searching on Google Search and Google Maps is non-negotiable. That’s exactly what a Google Business Profile (GBP) helps you do. Formerly known as Google My Business, GBP is the free tool that lets you control how your company appears online. From store hours and directions to reviews and photos, a complete profile helps you stand out against competitors and earn trust from potential customers.
Creating your profile isn’t complicated, but it does require attention to detail, especially now that Google has added video verification as part of the process. In this step-by-step guide, we’ll walk you through how to set up your Google Business Profile, verify it, and optimize it so your business gets discovered more often by the people looking for what you offer.
Building Your Profile the Right Way: A Simple Walkthrough
Creating a Google Business Profile is how you show up in Google Search and Google Maps when nearby customers are looking for what you offer. Use this walkthrough to set up your profile the right way, so verification (including the newer video verification) goes smoothly and your listing performs from day one.
0) Prep in five minutes (worth it)
- Legal business name (exactly as it appears on signage/invoices)
- Primary service(s) and a short, customer-friendly description (≤ 750 chars)
- Address or service areas, phone number, website URL
- Hours (plus holiday plans), 8–15 authentic photos (logo, exterior, interior, team, work)
1) Sign in with the correct Google account
Use an account your business controls long-term (not a staff member’s personal email). If needed, create a dedicated business Gmail.
2) Open Business Profile Manager
Go to business.google.com and choose Manage now or Add your business to Google. This is the dashboard you’ll use going forward.
3) Set your business name (exact match)
Enter the precise business name—no keywords or taglines added. If Google suggests an existing listing that’s yours, claim it instead of creating a duplicate.
Pro tip: Consistency matters. Keep the same name, address, and phone (NAP) everywhere—website, social, directories.
4) Choose the ideal category
Pick a primary category that precisely matches what customers search for (e.g., “Plumber,” “Dental clinic,” “Coffee shop”). You can add secondary categories later to cover services, but your primary drives relevance.
Quick check: Search your category on Google and note which competitors appear. Align with the best-fit category that those winners use.
5) Location vs. service area (and hybrids)
- Storefront: Select Yes, enter your address, and place the map pin accurately (include suite/floor).
- Service-area business (SAB): Select No and list the cities/ZIPs you actually serve. Your street address stays hidden.
- Hybrid: If customers sometimes visit you and you visit them, show your address and add service areas.
Avoid P.O. boxes, virtual offices, or coworking addresses without permanent signage—these can trigger suspensions.
6) Add contact details that convert
Enter your phone and website URL. If you use call tracking, add the tracking number as primary and your main line as an additional number to preserve NAP consistency.
Link the best landing page (often a location page), and consider UTM tags for clear attribution in analytics.
7) Lock in accurate hours (and holiday hours)
Set regular hours now and add holiday hours early. Profiles with reliable hours earn more clicks and fewer “Is this place open?” doubts.
8) Write a crisp, human description
Use precise language: who you serve, what you do best, and what sets you apart. Keep it under 750 characters and avoid overly promotional language. A simple template:
“We’re a [primary service] serving [city/region], specializing in [top services]. Visit us at [landmark/street] or book online. Open [days/hours].”
9) Upload real, high-quality photos
Prioritize clarity and authenticity over filters. Minimum set:
- Logo (square), cover image (wide)
- Exterior with signage (daylight), interior wide shot
- Team at work, close-ups of products/equipment
Fresh photos signal an active business. Add a few every month.
10) Add products and/or services
List your core offerings with short descriptions and (if appropriate) starting prices. This helps customers (and Google) understand your scope.
11) Enable features that fit your workflow
- Messaging: Turn on only if you can reply quickly.
- Bookings/Integrations: Connect your scheduling app if supported.
- Accessibility & specialty attributes: e.g., wheelchair accessible, women-owned, veteran-owned, LGBTQ+ friendly, delivery, dine-in, pickup.
12) Finalize and proceed to verification
Once the essentials are in, Google will prompt verification, often video verification today. Don’t worry; we’ll cover that in the next section. For now, ensure your information is complete so that approval is granted.
Step 2: Verify Your Google Business Profile
Before your business shows up on Google Search or Maps, you’ll need to prove you’re the rightful owner. Verification is Google’s way of keeping listings trustworthy, and in 2025, the process often relies on video verification, though other methods are still available.
Why verification matters
An unverified profile won’t appear publicly or let you update key information. Verification ensures that customers see accurate details about your business and that no one else can claim or edit your profile.
Verification methods you may see
- Video Verification (most common in 2025):
You’ll be asked to record a short video showing evidence that your business operates at your listed location. Google looks for authenticity, not perfection.
What to include in one continuous video:
- Exterior signage with your business name and street context
- Entrance or suite number (if in a building or plaza)
- Interior workspace or equipment that customers would expect
- Proof of access (e.g., unlocking the door, staff-only areas)
- Licenses or utility bills (sometimes requested as supporting proof)
- Pro Tip: Film during the day, keep the phone steady, and avoid showing customers’ faces for privacy.
- Postcard by Mail:
Google sends a postcard with a verification code to your business address. Delivery can take 5–14 days. Once it arrives, log in to your dashboard and enter the code. - Phone or Email:
For some businesses, Google may send a code via text message or email. This is usually offered if Google already recognizes your business as legitimate. - Instant Verification:
If your website is already verified with Google Search Console, you may get instant approval without further steps. This is less common but a nice surprise if available.
How long does it take?
- Video verification: Same day to a few days, depending on review time.
- Postcard: 1–2 weeks.
- Phone/Email: Instant or within minutes.
Common mistakes to avoid during verification
- Using a PO Box or virtual office as your address (suspension risk).
- Submitting a video that doesn’t show signage or workspace clearly.
- Forgetting to turn on location services while filming.
- Entering hours or contact details that don’t match reality.
Once Google approves your verification, your business profile becomes live. From here, you can update details, upload new photos, respond to reviews, and start building visibility in local search results.
The Fine-Tuning That Drives Clicks: Optimizing Your GBP
Verification gets you on the map, but optimization is what makes your listing stand out. A well-maintained Google Business Profile not only improves your local ranking but also builds trust with customers before they even click your website.
Fill in every detail Google gives you
Don’t leave sections blank. A complete profile signals credibility to both search engines and potential customers. Make sure you’ve covered:
- Attributes: Accessibility options, ownership details (women-owned, veteran-owned), or business highlights like delivery, dine-in, or online appointments.
- Products and Services: Add what you sell or the services you provide, with short descriptions and (when possible) prices.
- Booking links: If you use a scheduling tool (like Calendly or salon software), connect it so customers can book directly.
Showcase your business visually
High-quality images are often the deciding factor when a customer is comparing businesses.
- Logo and cover photo: Professional and consistent with your website/social media.
- Exterior and interior shots: Help customers recognize your business before they arrive.
- Team and action shots: Build trust by showing the people behind the business.
- Product or service photos: Give customers a clear picture of what you offer.
Businesses with real, high-quality photos typically receive more clicks, calls, and directions requests.
Use posts to stay active
Your GBP lets you share updates much like a social feed. Use it for:
- Promotions and seasonal offers
- Upcoming events or product launches
- Helpful “what’s new” updates about your services
Remember that consistency matters. Aim for at least one or two posts per month to keep your profile fresh.
Encourage and respond to reviews
Customer reviews are one of the strongest local ranking signals—and they influence buyer decisions directly.
- Ask consistently: Include a review link in follow-up emails or use a QR code at checkout.
- Respond to all reviews: Thank happy customers, and address concerns respectfully when a review is negative.
- Highlight reviews in posts: Sharing testimonials in updates shows social proof.
Monitor insights and adjust
The GBP dashboard gives you data on searches, calls, direction requests, and website clicks. Use these insights to:
- Spot which keywords or queries are driving discovery.
- Track if your updates (like new photos or posts) lead to more engagement.
- Adjust business hours or services based on real customer activity.
Adding Admins and Managers to Your Google Business Profile
Once your profile is verified, you may want others—like staff or your marketing agency—to help manage it. Instead of sharing your login details, Google lets you safely grant access through roles.
Why add extra users?
- Shared responsibility: Owners don’t have to manage every update alone.
- Agency support: Agencies can post updates, reply to reviews, or optimize their profile without needing your personal credentials.
- Continuity: Even if one person leaves the team, the profile remains securely managed.
How to add a new user
- Sign in as the profile’s primary owner.
- On Google Search, type your business name to pull up the management dashboard.
- Click the three-dot menu → Business Profile settings → People and access.
- Select Add and enter the person’s email address.
- Choose the correct role (see below).
- Hit Invite. The new user will get an email that they must accept before gaining access.
Role types explained
- Owner: Full control—can edit all information, respond to reviews, add/remove users, or even delete the profile.
- Manager: Can make most edits (hours, posts, reviews, photos) but cannot add or remove users.
- Site Manager (limited): Can perform basic tasks like updating info or adding photos, but with fewer privileges.
Best practice: Reserve Owner roles for business principals or IT admins. For agencies and staff, the Manager role is usually enough.
Keep control of your listing
Regularly review who has access to your profile. If an employee leaves or your agency changes, remove their access to keep your profile secure and up to date.
Ready to Be Found? Let Goddard Strategies Guide the Way
Creating and optimizing a Google Business Profile isn’t just a box to check, for it’s one of the most powerful ways to get discovered by customers in your local market. From setting up the basics and navigating video verification to fine-tuning your details and inviting managers, every step strengthens your visibility on Google Search and Maps.
The good news? This is a do-it-yourself process, and once you’ve verified your business, you have complete control over how your company is presented online. By keeping your profile accurate, adding fresh photos, and actively responding to reviews, you’ll build credibility and make it easier for new customers to choose you over competitors.
If you’d like expert guidance beyond this DIY guide, Goddard Strategies is here to help. Our team can step in as a trusted Manager on your profile, ensuring it’s optimized, maintained, and aligned with your broader marketing goals. Whether you’re just getting started or looking to refine an existing listing, we’ll make sure your business stands out where it matters most.
Ready to be found? Start your Google Business Profile today with Goddard Strategies for hands-on support in taking your local visibility to the next level.
