Correction:<\/strong> an earlier version of this guide recommended adding industry or location keywords to the business name. That advice was incorrect. This updated guide follows Google’s current naming policy and also corrects the old verification and messaging instructions.<\/p>\n The steps below are based on Google’s public documentation checked on October 5, 2026. Your screens and available features can differ by business type, region and account. We haven’t created or verified a business as a test for this article.<\/p>\n I would work through the identity and location questions before spending time on photos or promotional copy. Getting those foundations right helps you avoid a duplicate listing, an exposed home address or a name that conflicts with Google’s rules.<\/p>\n Google Business Profile is a free way for eligible businesses to manage how they appear in Google Search and Maps. It can show information such as hours, contact details, location, services and photos, and lets a verified business interact with customer reviews.<\/p>\n It isn’t the same as a website, a Google Ads campaign or a promise of high rankings. You can pay an agency for help, but Google doesn’t charge you to add or claim an eligible profile. Start with Google’s Business Profile overview<\/a> if you’re unsure which product you need.<\/p>\n For an ordinary local business, the central eligibility question is whether you meet customers in person, either at your premises or by going to them. An online-only shop or remote-only service doesn’t become eligible simply by entering a home address.<\/p>\n Google has specific exceptions and rules for some business types, so check its getting-started guidance<\/a> before creating a listing. If your situation is unusual, resolve eligibility first rather than trying different addresses until a form accepts one.<\/p>\n Prepare a small setup record before you begin:<\/p>\n This record is for your own preparation. Don’t publish private documents, account recovery details or verification codes in a public listing or support forum.<\/p>\n Search Google Maps for the business name and city. Check the address, phone number and other identifying details carefully, especially if there are similarly named businesses or several branches.<\/p>\n These are different routes. Don’t create another listing just because you can’t access the first one. Google’s add-or-claim instructions<\/a> explain the initial choices.<\/p>\n For storefront or hybrid businesses, Google’s ownership guide<\/a> describes finding the business through the add-business page and using Request Access<\/strong>. Service-area businesses without a shop or office have a separate support route described on that page.<\/p>\n The existing owner has three days to respond. If there is no response, a claim option may become available, but it isn’t guaranteed. Keep the confirmation email and follow the route Google provides rather than treating a new duplicate as a workaround.<\/p>\n You need a Google Account, but it doesn’t have to use a Gmail address. Choose an account arrangement the business can maintain after a staff member or outside contractor leaves.<\/p>\n If several people help, use individual owner or manager invitations rather than passing around one password. Google’s owner-and-manager guidance<\/a> explains the roles. Managers can handle many day-to-day tasks, while owners have additional control over users and the profile.<\/p>\n Before involving an agency, agree on who owns the profile, who can edit information and who receives important notifications. Keep the business owner in control. A setup service should not leave you dependent on an account you can’t access.<\/p>\n Google says the name should reflect the business’s real-world identity, as consistently represented to customers. Unnecessary additions can violate the rules and may lead to suspension. Read the official naming guidelines<\/a> before changing this field.<\/p>\n Here’s a fictional example:<\/p>\n If a city or service is genuinely part of your established business name, the rule is still to represent that real name accurately. The problem is adding terms solely to influence search visibility.<\/p>\n Don’t choose the name field by looking at the longest competitor listing. A competitor’s wording is not evidence that it complies with Google’s policy. If you’re planning a real rebrand, update your business identity consistently and check the applicable profile-change requirements.<\/p>\n Select the most specific suitable primary category from Google’s available list. You can’t create a new category by typing an arbitrary phrase. If the exact option you want isn’t offered, choose the nearest accurate broader category.<\/p>\n Use additional categories only where they describe the business. Don’t add one for every product or copy categories belonging to a separately operated business inside your premises. Google also notes that a category change can trigger verification again. Its category guide<\/a> explains these distinctions.<\/p>\n A useful preparation question is: \u201cWhat would a customer say this business is?\u201d Then keep a separate list of what it does. That makes it easier to choose a category without squeezing your entire service menu into one field.<\/p>\n Decide how you actually meet customers before entering a public address. A service-area business, a storefront and a hybrid business need different information.<\/p>\nKey takeaways<\/h2>\n
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What is Google Business Profile?<\/h2>\n
Before you start: check eligibility and gather your details<\/h2>\n
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1. Find the existing listing before creating a new one<\/h2>\n
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If a previous owner or agency controls the profile<\/h3>\n
2. Use an account the business can keep<\/h2>\n
3. Enter your real business name<\/h2>\n
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4. Choose a category that describes the business<\/h2>\n
5. Set the correct location and service area<\/h2>\n
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