Set up your Google Business Profile from scratch

Google Business Profile (GBP) is the listing that shows up in Google Maps, local search results, and the local pack—those three results at the top of a "near me" search. For most US small businesses, it's the highest-ROI channel you'll own. It's where customers find you when they're actively searching, ready to buy, and in your area. Unlike your website (which takes work to drive traffic to), GBP is passive distribution.

Setting it up wrong delays results and can even lock you out. This guide covers the exact steps, in order, so you don't have to redo them later.

Step 1: Use the right Google account

Head to google.com/business and sign in. The account that creates the profile owns it indefinitely, so pick carefully.

Best practice: Use a business email (like admin@yourcompany.com) rather than a personal Gmail. When your team changes, you can transfer ownership to the new person without losing the account entirely.

Avoid: Setting it up under an agency's email or an employee's personal account. You'll want to add managers later, not transfer ownership.

Step 2: Search for your business or create new

Type your business name into the search box. Google often has unclaimed listings already in its index (from maps data, citations, old reviews, etc.). Claim the existing one rather than creating a duplicate—duplicates confuse Google and dilute your authority.

If nothing appears, create a new listing. Enter your exact business name as it appears on your storefront, business license, and invoices. Don't keyword-stuff ("Sarah's Dental Cleanings & Invisalign Braces Denver" instead of just "Sarah's Dental"). Google's policy is strict on this—stuffing can get you suspended and force a re-verification.

Step 3: Set your primary category

Your primary category is the most important field you'll fill. It tells Google which search queries you're eligible to appear for. Get it wrong and all the photos and reviews in the world won't help.

Look at who's currently ranking for the keywords you want. If you're a dentist and you want to rank for "teeth cleaning near me," check what category the top-ranking dentists use and match it. Google provides a dropdown of category options. Pick the most specific one, not a broad umbrella.

You can add up to nine secondary categories, but only if you genuinely offer those services. Secondary categories dilute your focus—a dental practice that claims to offer "dental implants, root canals, whitening, orthodontics, AND pet dental care" signals to Google that you're a generalist. Stick to your core.

Step 4: Add your address or service area

If customers come to a physical location, enter your full address: street, city, state, and ZIP code. Copy it exactly from your business registration documents. Google is picky about formatting.

Good: 425 N Michigan Ave Ste 1200, Chicago, IL 60611
Bad: 425 N Michigan, Chicago or 425 North Michigan Avenue, Chicago, IL

If you're a service business that travels to customers (plumber, mobile dog groomer, handyman), select "I deliver services to my customers" and define your service area by ZIP code or city. Be realistic about coverage—if you claim to serve 30 ZIP codes but you're actually based in one neighborhood, Google will downrank you across the board.

Step 5: Add phone and website

Use a single primary phone number. Ideally a local area code (a 312 number if you're in Chicago, a 212 if you're in New York). A local number signals local relevance to Google's algorithm.

Add your website URL. If you don't have a website yet, Google will offer you a free one. It's not pretty, but it works as a placeholder. You can upgrade to your own domain later.

Step 6: Verify your listing

Google won't show your profile in search results until it's verified. Verification happens through one of three methods:

• Postcard verification: Google mails a postcard with a verification code to your business address. Takes 5–14 days. Don't change your profile details while you're waiting—it can cancel the postcard and restart the timer.
• Video verification: Google asks you to film a 10-30 second video showing your storefront, signage, and business in action. You record it on your phone and upload. Increasingly the default for service businesses. Results in 1–2 days.
• Phone or email: For a small subset of categories (mostly B2B and professional services). You receive a code via call or email and enter it immediately.

Pick whichever method your account offers. If video is an option and you can film in under a minute, take it—it's fastest.

Step 7: Complete your profile immediately after verification

Once verified, your listing is live. Now fill in the remaining fields. Priority order:

1. Business hours — including holidays. A listing that says "closed" on a holiday you're actually open costs you visibility. Update during daylight saving, winter hours, and special closures.
2. Business description — up to 750 characters, written for humans. Mention what you do, where you do it, and what makes you different. "Serving Seattle since 2015, we specialize in residential roof repairs. Family-owned. Licensed and insured." Don't keyword-stuff.
3. Photos — minimum 10–15 across: storefront (exterior and interior), team, products/services in action. Quality beats quantity. Well-lit, sharp, recent images. Hire a photographer if needed.
4. Services/Products — list these as structured items, not buried in your description. A plumber: "Emergency plumbing", "Water heater repair", "Drain cleaning", etc.
5. Attributes — toggle the ones that apply (women-owned, wheelchair accessible, free parking, accepts credit cards, etc.). These trigger their own search filters.

After launch

Your profile is now public and visible in the local pack. The next layer is optimization: fine-tuning your category mix based on where you rank, building a review velocity routine, and adding regular posts to signal freshness. Each of those is its own guide—check them out when you're ready to level up.