How to Claim Your Google Business Profile

When potential customers search for a business like yours on Google, what do they see? Do they find accurate information about your services, hours, location, and contact details? Or are they seeing an outdated listing—or perhaps no listing at all?

Your Google Business Profile helps customers discover your business through Google Search and Google Maps. It is a valuable tool for local marketing, helping people find your business and learn more about what you offer.

The good news? Creating or claiming an eligible Google Business Profile is free. If you haven’t taken control of your listing, now is a great time to get started.

What Is a Google Business Profile?

A Google Business Profile is the information about your business that appears on Google Search and Maps. Depending on your business type and the information available, your profile can display details such as:

Your business name and location
Phone number and website
Business hours
Products and services
Customer reviews
Photos and other business information

A well-maintained profile makes it easier for potential customers to find and contact you when they’re looking for the products or services you provide.

Step 1: Check Whether Your Business Already Has a Profile

Before creating a new listing, search for your business on Google or Google Maps. Someone may have already created a profile for your business, even if you never set one up yourself.

If you find an existing listing, check whether it is verified and whether you have permission to manage it.

Why does this matter? Creating duplicate listings can cause confusion for customers and create problems with how your business information appears in search results.

Step 2: Add or Claim Your Business

What you do next depends on whether a profile already exists.

If your business doesn’t have a profile:

Visit Google Business Profile.
Select the option to add your business.
Follow the instructions to enter your business information.
Choose an available verification method and complete the process.

If an unverified profile already exists:

Open Google Maps.
Search for your business name and city.
Select the correct business listing.
Choose Claim this business and then Manage now, if those options are available.
Follow the instructions to verify your business.

If someone else has already verified the profile, you may need to request ownership rather than create a new listing.

Google determines which verification methods are available for each business, so follow the options presented during setup.

Step 3: Verify Your Business

Verification helps Google establish that you are authorized to manage the profile. Until you complete the required verification process, you may not have full control over your business information.

Follow Google’s instructions carefully and provide accurate information about your business. If verification is unsuccessful, consult the Google Business Profile Help Center for troubleshooting guidance.

Step 4: Review and Improve Your Profile

Claiming your profile is only the beginning. Once you have access, take time to review your information and make sure it accurately reflects your business.

Use this checklist:

Business name: Use the name your business consistently uses in the real world. Don’t add extra keywords, promotional phrases, or location terms just to improve rankings.

Address or service area: Make sure your information is accurate. If you travel to customers rather than serving them at your business address, configure your profile appropriately.

Phone number and website: Provide current contact information that connects customers directly with your business.

Business hours: Keep your regular hours up to date and make changes for holidays or temporary closures when appropriate.

Business category: Choose the most specific category that accurately describes your primary business.

Products and services: Make sure your profile communicates what you offer and helps potential customers understand whether you’re the right choice.

Photos: Add relevant, authentic images that help customers recognize your business and understand what to expect.

Accuracy is essential. Google has guidelines for business names, addresses, categories, and other profile information, and violations can lead to changes, restrictions, or suspension.

Step 5: Make Your Profile Part of Your Marketing Strategy

Your Google Business Profile should complement your website and other marketing activities—not replace them.

Once your profile is claimed and verified, make it part of your regular marketing routine:

Encourage honest customer reviews. Ask satisfied customers to share their experiences, and respond professionally to feedback.
Keep information current. Update hours, services, and other details whenever something changes.
Add useful photos. Show your work, products, team, or location where appropriate.
Publish updates when relevant. Use available profile features to share timely business news, events, and offers in accordance with Google’s policies.
Monitor your visibility. Review the performance information available in your profile to understand how customers discover and interact with your business.
Strengthen your website. Make sure your website provides clear information about your services, contact details, and next steps for prospective customers.

Consistency across your website, Google Business Profile, and other online listings helps customers find reliable information about your business.

Does Every Business Qualify for a Google Business Profile?

Not necessarily. Google Business Profiles are intended for eligible businesses that have in-person contact with customers. This includes businesses customers visit at a physical location and service-area businesses that travel to customers.

Online-only businesses that don’t have in-person customer contact generally aren’t eligible. Virtual offices and mailing addresses that don’t meet Google’s requirements also cannot be used simply to establish a business location.

If you’re unsure whether your business qualifies, review Google’s official Business Profile eligibility and ownership guidelines.

Take Control of Your Business’s Online Presence

Your Google Business Profile is an important part of your local marketing strategy. Claiming and verifying your listing helps you manage how your business information appears on Google and gives you a foundation for improving your online presence.

If you haven’t checked your listing recently, start by searching for your business on Google Maps. You may discover that you need to claim an existing profile, correct outdated information, or complete verification.

Need help improving your online visibility?

Nielsen Marketing Consulting helps businesses strengthen their digital marketing, improve their online presence, and reach the right audiences. Contact us to discuss how we can help make your marketing work harder for your business.

For more information, visit Google’s official instructions for adding or claiming a Business Profile.