Setting up your Google Business Profile: step by step to more local customers

Anyone searching for “bakery near me” or “dentist Cologne” often sees a map with listings first. The basis for this is the Google Business Profile – a free listing with address, opening hours, phone number, website, photos and reviews. For businesses with local customers it's one of the most important listings of all.

How to create the profile

1. 1

   Google account

   Sign in with a Google account – ideally with a business email address.

2. 2

   Find or add your business

   If your business is already on Google, claim the listing. Otherwise create a new one.

3. 3

   Choose a category

   Pick the primary category that describes your business most precisely.

4. 4

   Address or service area

   If you have a shop, enter the address. If you go to your customers, you can enter a service area instead.

5. 5

   Phone and website

   Enter phone number and website – exactly as they appear in your legal notice.

6. 6

   Verify

   Finally, you confirm that the business is yours (see below).

Verification: how it works

Google decides which verification methods are available – depending on the type of business, region and public information. Options include phone or text, email, a live video call or a postcard with a code. If video is offered, Google recommends it.

• The postcard usually arrives within 14 days
• Verification codes expire after 30 days
• Don't change name, address or category until verified – otherwise the code won't match
• Don't request a new code while the postcard is on its way – it delays everything
• Never share the code with anyone; Google never asks for it
• After completing the steps, Google's review usually takes up to five business days

How to maintain your profile properly

• Keep opening hours up to date – including public holidays and vacations
• Upload real photos of your premises, team and work
• Add services or products
• Reply to reviews – politely, critical ones too
• Publish news or offers as posts from time to time

Ask happy customers for a review – but never buy or reward reviews. Fake reviews violate Google's policies. Source on verification: Google Business Profile Help, “Verify your business”.