How to Create a Google Business Profile (Step-by-Step for 2026)
Your Google Business Profile (GBP) is the most powerful free tool a local business has. It's what puts you on Google Maps, shows your hours and photos in search results, and lets customers call you with one tap. Without it, you're essentially invisible to anyone searching locally.
This guide walks you through every step of creating and setting up your GBP — from the first click at business.google.com to the 30-day checklist that gets your listing actually ranking.
What's in this guide
- Step 1 — Go to business.google.com and sign in
- Step 2 — Add your business name
- Step 3 — Choose your business category
- Step 4 — Add your location or service area
- Step 5 — Add phone number and website
- Step 6 — Verify your business
- Step 7 — Complete your profile
- First 30 days checklist
- Frequently asked questions
Before you start: make sure you're signed into the Google account you want to use for this business. This account becomes the owner of the listing — use a business email, not a personal Gmail you might lose access to.
Go to business.google.com and sign in
Navigate to business.google.com in your browser. You'll see a button to "Manage now" — click it and sign in with your Google account.
If you've never created a GBP before, you'll be prompted to start. If you've previously managed a listing, you'll land in your dashboard and can click "Add business" to create a new one.
Add your business name
Type your business name exactly as it appears on your signage, website, and other official materials. As you type, Google will suggest existing businesses — check these carefully before creating a new listing.
If your business already appears in the suggestions, click it. It may already exist as an unclaimed listing, which you can then claim (faster than starting from scratch, and it may already have some reviews).
Adding keywords to your business name (e.g., "Acme Plumbing — Best Denver Plumber 24/7") violates Google's guidelines and can get your listing suspended. Use your real business name only. Categories and your description are where keywords belong.
Choose your business category
This is the most important SEO decision in your entire GBP setup. Your primary category tells Google what kind of business you are — and it directly affects which searches you appear in.
Principles for picking the right category:
- Choose the most specific category available — "Roofing Contractor" beats "Contractor"
- Match it to your most profitable or most-searched service
- Search competitor listings to see what category the top-ranking businesses use
- You'll add secondary categories after verification — pick your primary now
Search "[your service] near me" in a private browser window and look at the Google Maps results. Click on the top-ranking competitors and note their categories. That's your benchmark — match or out-optimize from there.
Add your location or service area
Google asks whether you have a location customers can visit. Pick whichever fits your business model:
If customers come to you (storefront, office, studio): Enter your physical address. Be exact — suite numbers, floor numbers, directions on how to find you. This address is publicly visible and used for the map pin.
If you go to customers (plumber, cleaner, mobile service): Choose "No" for a physical location, then enter the service area — you can specify cities, regions, or zip codes. You still need a real address for verification, but it won't show publicly.
If you do both: Enter your address AND add service areas. The service area option appears after you enter your physical address.
Add your phone number and website
Enter the main phone number customers should call. This should match the number on your website and other online directories — NAP consistency matters for local SEO rankings.
Add your website URL. If you don't have a website yet, you can skip this for now and add it later. Google will also offer to create a free basic website from your GBP data — skip that and build a real site instead.
Use a local phone number rather than a toll-free 800 number if you have the option. Local area codes signal local relevance to both Google and potential customers comparing you to other local businesses.
Verify your business
Until you verify, your listing won't appear publicly or rank in Google. Verification proves to Google that you are who you say you are and that your business exists at the address provided.
Verification options Google may offer (not all are available for every business):
- Postcard: Google mails a postcard with a code to your address. Takes 5–14 days. Most common option.
- Phone or text: Google calls or texts with a code. Instant.
- Video recording: You record a short video walk-through of your business location, signage, and equipment. Reviewed within a few days.
- Instant verification: Available if you've already verified your website in Google Search Console with the same Google account. Fastest option.
- Email: Available for some business types.
Choose the fastest option available to you. While you wait for verification, you can continue building out your profile — the information saves and publishes once you're verified.
Frequently asked questions
It depends on the verification method. Phone and video verification are often instant or within minutes. Postcard verification takes 5–14 days for the card to arrive. Once you enter the code, your profile is usually live within a few hours.
Search for your business on Google Maps. If it shows up as unclaimed, click on it and you'll see an option to 'Claim this business.' Google will walk you through ownership verification. If someone else claimed it by mistake, you can request access — Google mediates ownership disputes.
Each physical location gets one listing. If you have multiple locations, you can create separate GBP listings for each. What you can't do is create multiple listings for the same location — Google will merge or remove duplicates.
Your primary category is the most important SEO decision in your entire GBP setup. Choose the most specific category that matches your main service — not a broad one. 'HVAC Contractor' outperforms 'Contractor.' You can add up to 9 secondary categories to cover additional services.
No. Service-area businesses (plumbers, electricians, cleaners, etc.) that go to customers can hide their address and specify the cities or zip codes they serve instead. You still need a real address for Google's verification process, but it won't be shown publicly.
Google offers several alternatives depending on your business type: phone call verification, video recording of your business location, or instant verification if your website is already verified in Google Search Console with the same account. Not all options are available to every business.
