A Google Business Profile is the listing that appears when someone searches for your business by name or finds you in the Local Pack. Without it, you effectively don’t exist in local search. Setting one up takes less than an hour, but there are a few traps that catch people, mostly around verification.
This guide walks you through the whole process: whether to create a new profile or claim an existing one, the verification methods Google may offer, what to do when verification stalls, and the first fields to fill in once you’re live. Once setup is done, head to the full optimisation guide for everything that comes after.
Create a new profile or claim an existing one?
Before you create anything, search for your business on Google Maps. If a listing already exists and says “Claim this business,” you have an unclaimed profile. Claim it rather than creating a duplicate; two listings for the same business can cause confusion and hurt your local SEO.
If a profile exists but is unclaimed, click “Claim this business” in Maps or Search and follow the prompts. Google will ask you to verify that you represent the business. The process from there is the same as creating from scratch.
If no profile exists, go to business.google.com and click “Manage now.” You’ll be walked through entering your business name, category, address or service area, contact details, and website.
A few things to know at this stage:
- If your business serves customers at a physical location (a shop, a clinic, a restaurant), enter your street address.
- If you go to customers rather than having them come to you (a plumber, a mobile dog groomer, a cleaning service), choose “I deliver goods and services to my customers” and define a service area instead of listing a street address.
- If you do both (a bakery that also does catering), you can add both.
Don’t overthink the category at this point. Pick the closest match and move on. You can refine it later, and choosing the right primary category is covered in detail in the Google Business Profile categories guide.
Verification: what to expect
An unverified profile will not rank. Google needs to confirm you’re authorised to manage the listing before it shows up reliably in Search and Maps. This is the step most people find frustrating, because Google doesn’t always offer the same verification options to every business.
The method Google offers depends on your business type, location, and history. Here are the ones you may see:
| Method | How it works | Typical wait |
|---|---|---|
| Video recording | Record a short video showing your storefront, interior, and proof of ownership (a utility bill, signage, or similar) | A few days for review |
| Phone call | Google calls your listed number and gives you a code | Immediate |
| SMS | Google texts a code to your listed number | Immediate |
| Google emails a code to the address associated with your account | A few minutes | |
| Postcard | Google mails a postcard with a PIN to your business address | 5-14 days |
Video recording has become the most common method for new profiles. If you’re asked for one, record at least 60 seconds of continuous footage: approach the business from the street (showing the address or signage), walk inside, and then show a piece of official documentation that connects you to the address. Google’s reviewers are checking that the business is real and at the location you’ve listed.
Phone, SMS, and email verification are faster and easier when they’re offered. They’re more common for businesses that have some existing Google presence.
Postcard is the slowest fallback. If a postcard is your only option, request it and then be patient. Do not create a second listing while waiting.
Common verification problems and how to handle them
The postcard never arrives. Wait the full 14 days, then request a new one. Make sure your address is entered exactly as it appears on your street, including any suite or unit number. If you’re in a shared building, check that mail is being collected.
The video was rejected. Google’s review team is checking for specific things. Re-record with better lighting, make sure the exterior signage or street number is clearly visible, and include clearer proof of ownership documentation. A rates notice, lease, or utility bill with your name and address works well.
You can’t find the verification option. If verification options aren’t appearing, try a different browser or device. Occasionally the interface stalls. Logging out and back in often resets it.
The listing was suspended before you could verify. This sometimes happens if Google detects something unusual, like a category that flags as high-risk or an address associated with many other listings. If this happens to you, the Google Business Profile suspension guide covers the reinstatement process in detail.
You verified but the profile still isn’t showing up. After verification, Google can take a few days to push the listing into search results. If it’s been more than a week, check your profile for any red banners or warnings, which may indicate a secondary review is in progress.
What to fill in first once you’re live
Verification is done. Now fill in the profile before you start asking customers to leave reviews or sharing the link. An incomplete profile looks unprofessional and ranks lower than a complete one. Google’s own documentation states that businesses with “complete and accurate info are more likely to show up in local search results.”
Prioritise these fields in order:
Business name
Use your legal or trading name exactly as it appears on your signage and website. Do not add suburbs, keywords, or phrases like “best” or “cheap” to your business name. Google’s guidelines prohibit keyword stuffing in business names, and it can trigger a suspension.
Address and service area
Double-check the address is accurate and formatted correctly. If you added a service area instead of or in addition to an address, confirm the radius or the specific regions you cover are correct.
Phone number
Use a local number where possible. A direct line to your business rather than a call centre number helps Google associate your listing with a specific location.
Business hours
Set regular hours and add any special hours for public holidays. Customers who arrive when you’re closed because your hours were wrong won’t leave a good review.
Website
Link to your main website. If you have a specific location page for this branch or location, link to that instead of the homepage.
Business description
Write two to four sentences covering what you do, who you serve, and where. Focus on clarity, not keyword density. This description appears on your profile and should read naturally.
Photos
Upload at least three photos to start: your exterior (so customers can find you), your interior or work environment, and either your logo or a team photo. A profile with no photos looks inactive. More on this in the optimisation guide.
A note on AI search and your profile
Getting the basics of your Google Business Profile right matters beyond the map pack. AI tools like ChatGPT, Perplexity, and Google’s AI Overviews increasingly cite local businesses in response to queries like “best electrician in Brisbane” or “who does same-day plumbing in Melbourne.” The sources these systems draw from include your website, your Business Profile, and third-party mentions across the web.
A verified, complete, and active profile gives AI systems more reliable signals to work with. An unverified or sparse profile has less to cite. If you want to understand how AI search is affecting your business’s visibility, tools like Fokal track how often you’re named in AI answers alongside your local search rankings, so you can see both in one place.
What to do next
Once your profile is live and the essential fields are filled in, the next step is optimisation: choosing the right additional categories, building up reviews, adding services, and making sure your name, address, and phone number match everywhere they appear online.
Quick setup checklist:
- Search Google Maps before creating anything (claim an existing listing if one exists)
- Create or claim at business.google.com
- Choose the right business type: storefront, service area, or both
- Complete verification (video, phone, SMS, email, or postcard)
- Enter your business name exactly as it appears on signage
- Add your address or service area
- Set regular business hours and special hours
- Add your phone number and website
- Write a clear business description
- Upload at least three photos
- Head to the optimisation guide for everything that comes next