How do I set up a Google Business Profile from zero?

What should I do before creating a Google Business Profile?

Search the business name and city on Google Search and Google Maps before opening a new profile. Google's add-or-claim guidance says to use Add only when no profile exists, Claim this business when an unverified profile exists, and an ownership request when another person has already verified the profile. The business must either have a physical location customers can visit or travel to customers to serve them. Google's representation guidance also says to keep one profile per business and represent the business as customers recognize it in the real world.

The Google Business Profile hub covers the profile beyond this setup sequence.

How do I create a profile when no listing exists?

Google's Sign up for Business Profile instructions give this computer sequence:

1. Sign in to a Google Account, or create one.
2. Go to create a profile.
3. Enter the business name. Use the name that represents the business in the real world.
4. Search for the business category, select the offered category, and click Next.
5. Complete the location, contact, and remaining setup screens described below.

The no-profile branch begins at business.google.com/add: select Add your business to Google, follow the on-screen instructions, select a verification option when Google presents one, and follow the verification steps. The next decisions are not keyword choices. They describe where customers meet the business and what the business is.

Should I choose a storefront, hybrid, or service-area business?

Choose Yes when customers can visit a storefront staffed during business hours. Google may then ask for the street address or a map marker. Choose No when customers do not visit a staffed storefront. A business that serves customers at its address and also travels or delivers is a hybrid business. A business that travels or delivers without serving customers at its own address is a service-area business.

Google says businesses selling age-restricted products or services such as alcohol, cannabis, or weapons need a storefront. Use the business model that matches the customer experience, not a private place where equipment or paperwork happens.

How do I set a service area without showing an address?

For a service-area business, enter the cities, postal codes, or other areas the business actually serves. Google allows up to 20 service areas and recommends keeping the overall boundary within about two hours of driving time from the business base, while noting that a larger area may fit some businesses. If customers are not served at the address, remove or hide that address and use only the service area. Google does not allow a new radius-distance service area, so enter a city, postal code, or another named area instead.

To edit the service area after setup, open Business Profile → Edit profile → Location → Service area → Edit. Select a suggested area or enter one, then select Save. Google says an approved service-area edit may take up to 48 hours to appear. A service-area business has one profile for the whole area it serves, not a separate profile for every city.

For the location decision and the fields that change with each model, see the Google Business Profile service-area guide and the definition of a service-area business.

How should I choose the business category?

Choose the primary category that best describes what the business is, then select the most specific option Google offers. If the specific category is unavailable, choose a general category that accurately describes the business. Google does not allow custom categories. A profile can have up to 9 additional categories after the primary category, but Google says to use only the fewest categories needed for the core business. Use additional categories only for relevant special departments or services, not for every product or service the business offers.

An independently owned and operated public-facing department should have its own profile rather than being added as a category to the host business. The Google Business Profile category guide explains that decision in more detail.

To change categories after setup, open Business Profile → Edit profile. Select Edit next to Business category, enter the primary category, select an offered option, optionally select Add another category, and select Save. Google may ask for verification again after an existing category is added or edited.

How do I finish setup and request verification?

Enter the business phone number and website URL, select Next, then select Finish. Google then asks you to select a verification option. Review the business information before requesting verification. If the profile shows the red verification banner, select Verify now. If you are not ready, select Verify later, then Later.

Keep the business name, address or service area, and category consistent with the real business before you request verification. If the profile belongs to a chain and the person completing setup is not authorized to manage it, the authorized person should continue the process.

Which verification method should I use?

Google automatically determines which verification methods are available for a profile, and the methods cannot be changed manually. Availability can depend on the business type, public information, region, or business hours. Some businesses need more than one method. Use the option Google shows, and use Google Business Profile video verification when Google makes it available because Google recommends that option for eligible businesses.

The Google Business Profile verification answer covers the method-specific paths. Do not wait for a preferred method to appear. Google decides which options the profile can use.

How long does Google take to verify a new profile?

After the verification steps are complete, Google reviews the submitted information. Google says verification reviews take up to 5 business days, although rare reviews may take longer. Google confirms verification by email, and its creation guidance says customers can find the profile only after verification is complete. Some profiles may be verified instantly through website verification in Search Console or bulk verification.

What should I do if Google sends a verification postcard?

Postcard verification is available only for some businesses. If Google offers it, confirm the mailing address, request the postcard, and enter the five-digit code in the Business Profile when it arrives. Most codes arrive within 14 days and expire after 30 days.

While waiting, do not edit the business name, address, or category, and do not request a new code. Google says those edits can make the mailed code unusable, while a new request invalidates the code already in the mail and starts another delivery. Keep the code secure.

What should I check after Google verifies my profile?

After Google confirms the profile, open the public listing in Google Search and Google Maps and compare it with the real business before treating setup as complete. Google's editing guidance says a verified profile can be updated to keep its information accurate and current.

If any row fails, stop and correct the profile. Complete verification again if Google shows Get verified or asks you to re-verify before treating the setup as finished. The business-representation guidelines, category guidance, and verification guidance define the checks above.