Google My Business (now officially called Google Business Profile) is Google’s free tool that decides whether your business shows up or not when someone searches for what you offer near where they are. For local businesses, it’s as important as having a website, and in many cases more: 76% of people who search for a local business on their phone visit that business the same day, according to figures published by Google in Think with Google (2016).
If you haven’t created your profile yet or it’s only half done, this article takes you from zero to an optimized profile, step by step.
What is Google Business Profile and why do people still call it Google My Business?
Google renamed the tool in 2021: it went from Google My Business to Google Business Profile. But people keep searching for “Google My Business” because that’s the name they know it by. For this article, we’ll use both interchangeably.
What this tool does is simple: it lets you control the information Google shows about your business when someone looks you up. The name, the hours, the address, the phone number, the photos, the reviews and the updates you publish. All of that comes from your profile.
Without a profile, Google shows whatever it finds on its own, which is usually incomplete, outdated or plain wrong information. With a profile, you control what people see.
How do I create my Google Business Profile from scratch?
You need a Google account (Gmail) to get started. If you already have one for personal use, you can use it or create a new one exclusively for the business.
Step 1: Go to business.google.com
Open your browser, type business.google.com and click “Manage now” or “Get started”. Sign in with your Google account.
Step 2: Check if your business already exists
Google asks you to type your business name. Before creating a new one, search first: Google may have already generated an automatic profile for your business because it found information about you online. If it shows up, claim it instead of creating a new one.
Step 3: Enter the business name
Type the exact name you want to be found by. Without adding keywords or the city to the name (Google penalizes that and it’s called “GMB keyword stuffing”). Just the real name of the business.
Step 4: Choose the primary category
This is the most important step of the entire process. The category tells Google which types of searches should show your business. Be specific: don’t choose “Restaurant” if you’re a pizzeria, choose “Pizzeria”. Don’t choose “Beauty salon” if you’re specifically a men’s barbershop.
You can add secondary categories later, but the primary one carries the most weight.
Step 5: Add your location (if you have a physical storefront)
If you have a place customers can visit, select “Yes” and enter the full address. Google will verify it.
If you work at your customers’ homes or on site without a storefront (plumber, electrician, personal trainer), select “No” and then indicate your service area (the towns or postal codes where you work).
Step 6: Add phone and website
Enter your main phone number and your website address. If you don’t have a website yet, you can leave it blank and add it later.
Step 7: Request verification
Google needs to confirm that the business exists and that you are its owner. Several options will appear depending on your business:
- Postcard: Google sends a letter with a code to the business address. It takes between 5 and 14 days. When it arrives, you enter the code in your profile and it’s verified.
- Video call: Google asks you to record a short video showing the premises, the storefront and something that proves you’re the owner (business license, invoices). It’s faster than the postcard.
- Phone or email: available only for some business types. Google calls or sends a code by email that you enter on the spot.
- Instant verification: if your website is already verified in Google Search Console with the same account, verification is sometimes immediate.
The most common option is still the postcard. While you wait for the code, you can keep completing the profile.
What should I fill in first on my Google listing?
Once the profile is created, there’s information that can’t be missing because Google uses it to decide whether to show you or not:
| Profile field | Priority | Impact on visibility | Time |
|---|---|---|---|
| Primary category | Critical | Very high, defines which searches you appear in | 2 min |
| Name, address and phone | Critical | Very high, must match the rest of your web presence | 5 min |
| Opening hours, including holidays | High | High, Google penalises outdated information | 10 min |
| Real photos (10 minimum) | High | High on clicks, less on ranking | 20 min |
| Description with services | Medium | Medium | 15 min |
| Detailed products and services | Medium | Medium, helps with specific searches | 30 min |
| Weekly posts | Low | Low, but keeps the profile active | 5 min weekly |
Opening hours: one of the details users check the most. If the hours are wrong, the customer shows up when you’re closed and leaves you a negative review. Update them for holidays and vacations too. In How to Get Google Reviews you’ll find how to manage the customer relationship well from your profile.
Business description: you have 750 characters. Describe what you do, who you help and what makes you different. Naturally include the keywords you want to be found by, but write for the customer, not for Google. The first 250 characters are what shows without expanding, so put the most important part at the beginning.
Photos: profiles with photos receive 42% more requests for directions and 35% more clicks to the website, according to Google’s data. Add at least: a photo of the storefront (so customers recognize you when they arrive), a photo of the interior, photos of your main products or services, and a photo of the team or of you working. Photos must be real, not stock images.
Services or products: complete the services section with what you offer and an approximate price if you can. This appears directly on the profile and helps the customer decide before calling.
How do I optimise the profile to appear on Google Maps?
Creating the profile is the first step. Optimizing it so you show up before your competitors is the next one.
Complete 100% of the information. Google rewards complete profiles. Review every section: attributes (outdoor seating, wifi, wheelchair accessible), payment methods, languages, opening year. Every additional detail counts.
Turn on messaging. In the messaging section, you can enable the option for customers to write to you directly from your Google profile. Many users prefer writing over calling. If you turn it on, reply fast: Google penalizes slow response times.
Publish updates regularly. Google Business Profile has a “Posts” section where you can share news, offers, events or articles. Posting once a week or every two weeks keeps the profile active, which Google interprets as a signal that the business is operating and up to date.
Manage reviews actively. Reviews are one of the most important local ranking factors. Ask your customers for reviews (in How to Get Google Reviews you have the exact scripts) and respond to all of them, positive and negative. If you don’t know how to handle the negative ones without losing the customer, in How to Respond to Negative Google Reviews you have the complete structure.
Use the questions and answers section. Anyone can ask questions on your profile and anyone can answer them. Check this section every week and answer them yourself before a stranger does. You can also add the frequently asked questions yourself with their answers so they appear already resolved.
Frequently Asked Questions
The next step
A complete and active Google Business Profile is the foundation of local rankings. It won't give you results in a week, but in two or three months it starts making a difference in how many people find you when they search for what you offer near where they are.
If you have questions about a specific part of your profile or want me to review how well it's optimized, reach out on LinkedIn.