Google Business Profile—formerly known as Google My Business—allows business owners to reach likely customers through Google Search and Google Maps.
Maintaining a Business Profile can increase your visibility on Google, enhance your credibility through reviews, and let you control your business information.
This article will cover why it’s important to have a Google Business Profile, how to set up your profile, and how you can optimize your profile. Let’s get started.
What Is Google Business Profile (formerly Google My Business)?
Google Business Profile (GBP) is a free tool that lets you manage how your business appears in Google Search and Google Maps to reach new customers.
Here’s what a Google Business Profile looks like:
Maintaining a GBP allows you to control your business’s online appearance, build credibility through reviews, and improve visibility on Google. A well-optimized profile increases your chances of ranking higher in relevant search results.
How to Claim an Existing Google Business Profile
Claiming your Google Business Profile if you already show up in Google results but haven’t added a Business Profile involves claiming it directly from search results.
Here’s how: Search for your business on Google, select it from search results, and click “Own this business?”
Unclaimed listings appear for two reasons:
- Automatic listing: Google automatically sourced your business details from other websites. You’ll see the option to “Manage now.”
- Listing created by someone else: Another person created a profile. You’ll see part of their email address and the option to “Request access.”
How to Claim an Automatically Created Google Business Profile
To claim an automatically created listing, click “Manage now.”
Google will ask you to verify ownership. Verification options include phone call, text, or video recording.
Select your preferred method, then click “Next.”
For verifications via phone, choose between a call or a text message. Then click “Next.”
Enter the code you received. Click “Verify.”
After completing verification, you’ll gain full access to your Google Business Profile.
How to Request Access to a Listing Managed by Someone Else
If someone else manages your Business Profile, click “Request access.”
Fill out the form with these details:
- Level of access: Choose “Management” if you’re an employee or an agency asking the owner for access. Choose “Ownership” if you’re a business owner.
- Relationship to the business: Choose owner, agency, or employee
- Contact information: Enter your name and phone number
Decide whether the profile owner can view your public details and email address. And click “Submit.”
After submitting your request to manage the profile, the listing owner/manager has three days to approve or deny your request. If approved, you’ll gain access to your Google Business Profile.
How to Create a Google Business Profile from Scratch
If your Google Business Profile doesn’t appear in search results, follow these six steps to create one in about 15 minutes.
1. Go to Google Maps and Add Your Business
Open Google Maps and click the menu in the top-left corner.
Select “Add your business.”
2. Fill Out Your Business Name and Category
Start typing your business name. If it appears in the drop-down, select it and skip ahead to the verification step.
If your business name doesn’t appear, select “Create a business with this name.”
Enter your business category. Click “Next.”
3. Add Business Location
If your business has a physical location customers can visit, click the circle next to “Yes” followed by “Next.” For some categories, like “Restaurants,” this is a mandatory step.
If you don’t have a physical location, select the circle next to “No.”
If you choose "Yes," enter your address. Ensure accuracy because google will use it for verification (more on that soon). Click “Next.”
Google may suggest similar business names. If you see your business, select it and jump to the verification step. If none match, select “None of these.” Then, click “Next.”
move the pin to your exact location, click “Adjust,” then drag and zoom the map to mark the exact spot. When done, click “Next.”
4. Choose Your Service Area
Indicate whether you offer deliveries or on-site services.
In case you don’t, select the circle next to “No,” and proceed to the next step to learn how to add your business contact information.
In case you do, click the circle next to “Yes” and select “Next.”
Enter areas you serve. Click “Next.”
5. Add Contact Information
Ensure that your contact information is accurate because searchers will use it to find and contact you.
Enter your phone number and website URL. Click “Next.”
6. Verify Your Business
Depending on the category type, you’ll get one or more of these options to verify your business:
- By phone: You’ll receive a Google automated call or text with your verification code
- By email: You’ll receive an email containing your verification code
- By postcard: You’ll receive a postcard at your registered address containing your verification code
- By video recording: Record a video showing proof of your location, business equipment, and that you are an authorized manager
- By live video call: Provide proof of your location, business equipment, and that you’re an authorized manager during a live call with a support representative
Depending on your business category, Google will present several options. Select your preferred option, then click “Next.”
For verifications via phone, choose between receiving a text or an automated phone call. Click “Next.”
Enter the code you received, and click “Verify.”
If you have multiple businesses or locations, track the status of each verification in Google Business Profile Manager. The column “Status” will show if the listing is verified or if you need to complete some extra steps.
How to Optimize a Google Business Profile
Optimizing your Google Business Profile increases your visibility in local searches and ensures accurate information for customers.
To see optimization in action, let’s review a competitive keyword: “bakery new york.”
- According to data from Semrush’s Keyword Overview tool, this term gets 3,900 average monthly searches
- The keyword difficulty (a prediction of how hard it is to show in Google’s top 10 results for this term) is 81% out of 100%, which makes it hard to rank for
Because competition is strong, local businesses must optimize their Google Business Profiles carefully. Next, we’ll look at what the top three ranking bakeries are doing well.
Ensure Name, Address, and Phone Number Accuracy and Consistency
Keeping your name, address, and phone number (NAP) information accurate in your Google Business Profile helps customers find and contact you.
Accurate NAP information also signals to search systems that your business is legitimate and trustworthy.
Google may pull business details from other online sources. For that reason, maintain consistent NAP information across your website and directories.
Use Listing Management to check where your business appears, verify NAP accuracy, and update information in one step.
Start typing the business name in Listing Management. Select it when it appears in the drop-down.
Listing Management then analyzes your online presence and assigns a rating. For Levain Bakery, the rating is “Medium” because their information is inaccurate in 17 listings.
At the same time, Levain Bakery’s information is accurate in more than 20 listings, which helps them stay competitive in local search results.
To easily distribute updated information via Listing Management, click “Enhance listings now.”
Enter your business details and click “Distribute business info.”
After distribution, you can track the status of each listing directly in the tool.
Write a Business Description
Having a clear business description in Google Business Profile lets you share products, services, your mission, and your history—and it can improve rankings and encourage customers to visit your business.
Like this example from Magnolia Bakery:
Google recommends using your business description to provide helpful and relevant details. Avoid keyword stuffing. Focus on information that supports customer decisions.
Here’s what Google warns against including in your business description:
- Low-quality, distracting, or irrelevant content
- Sales and promotional messages
- Links to external sites
For complete guidance, read the full list of guidelines for representing your business on Google.
Add High-Quality Photos
Adding high-quality photos to your Google Business Profile can attract more customers and shows search engines that your business is active.
For example, Magnolia Bakery uploaded images three years ago, but those photos are still relevant and support their visibility today.
As your business grows, customers will also add photos through reviews. These images expand your profile content and can strengthen rankings.
All three bakeries in our example each have thousands of photos, most uploaded by their customers.
Get Google Reviews
Getting Google reviews for your Business Profile builds trust with potential customers, improves rankings in local search, and provides feedback you can use to improve services.
The top three bakeries in our example each have thousands of reviews and strong average ratings.
Earn more Google reviews by:
- Asking customers for reviews at the time of purchase
- Handing out cards with a QR code linking to your GBP
- Use plaques with QR codes and/or NFC stands in-store
- Add a review request to receipts
Respond to Reviews
Responding to Google reviews on your Business Profile shows customers that you value their experience, whether feedback is positive or negative.
Review responses also signal to Google that your business is active, which can improve visibility in search results.
Levain Bakery thoughtfully responds to positive feedback:
And acknowledges negative comments:
By addressing customer frustrations, Levain Bakery builds trust. By collecting feedback, they identify opportunities to improve products and services.
Managing reviews across multiple profiles can feel overwhelming. The Review Management tool makes it easier by allowing you to:
- Monitor reviews from one platform
- Respond directly within the tool
- Use AI features to generate draft replies
Publish Google Posts
Publishing Google Posts in your Business Profile lets you promote offers, events, products, and services directly in search results. Posts can increase conversions, customer engagement, and visibility.
Google posts appear in the "Updates" section at the bottom of your profile.
Le Parisien Bakery uses Google Posts to highlight seasonal offers and promotions, like this:
Types of Google Posts include:
- Offers: Share promotional sales or offers
- What’s New: Post general updates or link to recent blog posts
- Events: Promote events hosted at your business location
Manage Your Google Business Profile with Semrush
Claiming and optimizing your Google Business Profile are the first steps to building a strong local presence. But long-term results require ongoing effort.
Maintaining NAP accuracy, responding to reviews, and publishing Google Posts gives you a chance to build and improve your local business’s reputation.
Tools like Review Management keep you on top of Google reviews by allowing you to monitor and respond in one place.
Sign up and start managing your Google Business Profile today.