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Google Business Profile is a free tool that lets you manage how your business appears across Google Search and Maps. It not only lets potential customers know the physical location of your business. A Google Business Profile listing will also increase your visibility online.

When customers search for your business on Google, information shows in a box. This appears in their search results, known as a Knowledge Graph. It includes your business name, location, business hours and customer reviews.

This article will explain the benefits of Google Business Profile and how to create an account.

Why you need a Google Business Profile account

Getting started with Google Business Profile is straightforward, but you may be wondering why you need this service. 

  • Customers find your business

    When prospective customers are looking for local businesses like yours on Google, they are generally ready to make a purchase. This means that it is imperative that your business appears in their search results with an accurate location and other info.

    According to Hubspot, 50% of people who conduct a local search, for example "seafood restaurant near me", make a visit to a business that day. Google also revealed that "near me" searches increased by 200% in 2019.

  • It improves your SEO

    Search Engine Optimisation (SEO) is the process of boosting your website’s position in search engine results pages. It does this by increasing organic web traffic and improving other ranking factors.

    Having a Google Business Profile listing is one of the main drivers of local SEO success. It helps customers not only to find your physical location, but also your website.

    In short, Google Business Profile will help your website’s visibility.

  • You can update useful info

    Potential customers can find out important info about your business on your Google Business Profile listing. This includes contact details, opening hours and your web address. It is important to keep all this data up to date through your Google Business Profile dashboard.

  • Post photos and videos

    Your listing includes the option to post photos of your business, and even video. According to Google, businesses with photos see 35% more clicks to their website than those without.

    You can upload a profile picture, a cover photo and various other shots of your business to make your listing as engaging as possible.

    Short videos can also increase engagement and make your profile stand out.

  • Users can post reviews

    Google Business Profile can help you manage your reputation by letting you invite and respond to reviews.

    Unbiased reviews by the public can give potential new customers a valuable insight into your business.

    Responding to each review you receive is crucial. This will namely encourage others to post reviews as well as demonstrating your commitment to good service.

  • Booking functionality

    You can add a booking service to your Knowledge Graph. This useful action button allows you to take bookings, appointments or reservations.

    Working with Google’s partners, you can now have your product booked directly from the Knowledge Graph.

Creating a Google Business Profile account

Setting up your Google Business Profile account is free, quick and easy. Navigate to the Google Business Profile homepage and sign in with your Google account. After you created your account, you'll need to verify it.


Add your business name

Don't worry if there are other kinds of businesses with the same name. You can specify your type of business later on.


Enter your business address

This way, people know where to find you.


Choose your business category

This tells Google which type of customers should be seeing your business listing.


Add your business phone number and website

This way, people know how to contact you.


Take me to the Google Business Profile homepage

How to verify your business on Google

Verify your business to make it visible for customers. Verification lets Google know that your business info is accurate and that only you, the business owner, has access to the listing. It also allows you to manage your business info in Search, Maps and other Google properties.

By post

Sign in and choose the business you want to verify. Make sure the business address is right and add a contact name.

When you are ready, click "mail", and your postcard should arrive within five days. Once the postcard has arrived, log back in to Google Business Profile and enter the five-digit verification code.

By phone

Some businesses are eligible to verify by phone. You’ll know that you’re eligible if you see the "Verify by phone" option when you begin the process. You will receive your verification code via text.

By website

Just like the phone option, some businesses may be able to verify by email. If you are eligible, you will see the "verify by email" button.

Once you have requested verification, you'll receive an email in your inbox. Click the button within this email and you are ready to go.

Take me to Google's guidelines for representing my business

Optimising your Google Business Profile profile

Once you have created and verified your Google Business Profile profile, it’s important to make sure that you are making the most of it. This means adding as much relevant info as you can, including pictures and video. Please use the following tips to optimise your Google Business Profile listing:

  • Provide all information

    It might sound obvious, but it’s important to fill in all the information Google asks for. This includes the area you serve, your hours, a public phone number and URL. But also any other information such as free Wi-Fi, or wheelchair accessibility.

    Not only will this provide your customers with any information they might need, it will also stop others from making edits on your page.

    Anyone can suggest an edit to a business listing, so you’ll want to make sure that you, the owner, have everything correct. Check in to your dashboard regularly to ensure that no one has suggested any unwanted edits.

  • Add photos and video

    Great imagery can help your profile stand out in the search engine results pages, so make sure to add a few different pictures. According to Google, businesses with photos receive 35% more clicks through to their website than those without.

    Read Google's report in full.

    Remember to add a logo to help customers recognise your business. A cover photo can show your personality as a business, and any additional photos can put the spotlight on your products or services. You can also add short videos to your profile.

  • Video guidelines

    Make sure your videos meet the following requirements:

    • Duration: Up to 30 seconds long

    • File size: Up to 100 MB

    • Resolution: 720 pixels or higher

  • Reply to reviews

    One of the best ways to keep your Google Business Profile listing optimised and up-to-date, is to reply to customer reviews.

    When you respond to reviews, you show existing and potential customers that you value their business. Reviews appear publicly, so remember to be professional and courteous.

  • Google Business Profile app

    To ensure your Google Business Profile profile is working for you, it’s a good idea to download the Google Business Profile app. This gives you the ability to update your information and pictures as well as respond to reviews via your mobile device.

    The app's Knowledge Graph helps you regular insights. Think of people who find you through maps and search, those who have phoned, or those who got directions or visited your website. It also highlights the number of unresponded reviews that you can reply to directly from the app.

    Read Google's factsheet on their business profile.

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