How to Create a Google My Business Profile

Getting your business in front of local customers starts with a Google Business Profile. This isn't just another social media account, it's your digital storefront on the world's largest search engine, and setting it up correctly is one of the most effective things you can do for your local marketing. This guide will walk you through exactly how to create your profile step-by-step, optimize it for maximum visibility, and turn it into a powerful tool for attracting new business.

What is a Google Business Profile, and Why Do You Absolutely Need One?

Ever searched for something like "coffee shop near me" or "best tacos in Brooklyn"? Those map listings that pop up at the top of the search results with star ratings, business hours, and photos are Google Business Profiles (formerly known as Google My Business). At its core, it's a free listing that lets you manage how your business appears on Google Search and Google Maps.

Simply having one is non-negotiable for most businesses. Here's why:

• It Gets You Seen By Local Customers. It's the number one factor for appearing in the local "map pack" results. Being here puts you directly in front of people who are actively searching for the products or services you offer, right in your neighborhood.
• It Builds Instant Trust. A complete profile with photos, positive reviews, and up-to-date hours tells potential customers that you're a legitimate and professional operation. A lack of a profile (or an unclaimed, empty one) can sow doubt.
• It Provides Key Information at a Glance. Customers can instantly find your address, phone number, website, and hours without having to dig through your website. They can see how busy your location is, book an appointment, or get directions with a single tap.
• It's a Direct Line of Communication. Through reviews, questions, and direct messaging, customers can engage with you - and you can engage right back. This engagement isn't just good for customer service, it's a positive signal to Google's algorithm.

The Step-by-Step Guide to Creating Your Profile

Setting up your profile is straightforward, but it's important to get the details right from the start. Follow these steps, and you'll have your foundation built in no time.

Step 1: Get Started

First, head over to google.com/business and click the "Manage now" button. You'll need to sign into the Google account you want associated with your business. If you already have a Gmail account you use for your business, use that. If not, it's a good idea to create one (e.g., yourbusinessname@gmail.com) to keep things separate from your personal account.

Step 2: Find or Create Your Business Name

Type in your official business name. As you type, Google will show you a list of existing businesses that might be a match. If your business appears, it means a profile already exists. A previous owner may have created it, or Google might have automatically generated one. In this case, you'll just need to claim it and go through the verification process.

If your business doesn't appear, select "Create a business with this name" to start from scratch.

Step 3: Choose Your Business Type

This is an important step that determines how potential customers interact with your profile. You'll have to choose one of three types:

• Local store: Choose this option if you have a physical storefront or office that customers can visit. Examples include a retail boutique, a restaurant, a hair salon, or a doctor's office. You will need to provide a public street address.
• Service area business: This is for businesses that travel to their customers to provide services. Examples include plumbers, electricians, cleaning services, or mobile pet groomers. You won't show a physical address on your profile, instead, you'll define a service area by listing the cities, counties, or zip codes you cover.
• Online business: If your business operates 100% online, you can select this. However, Google Business Profile is primarily a tool for local discovery, so functionalities for purely online businesses are more limited.

Step 4: Pick Your Business Category

Your business category tells Google what you do, which helps it show your profile in relevant search results. Be as specific as possible here. For example, instead of just "Restaurant," choose "Italian Restaurant" or "Vegan Restaurant." You'll choose one primary category now, which is the most important one. Later, you'll be able to add secondary categories (e.g., your Italian restaurant could add "Pizza Delivery" as a secondary category).

Step 5: Enter Your Location or Service Area

If you chose "Local store," you'll be prompted to enter your full physical address. Make sure this is precise, as Google will use it for both Maps directions and for sending your verification postcard.

If you're a "Service area business," this is where you'll list the areas you serve. You can add multiple cities or zip codes to accurately reflect where you do business.

Step 6: Add Your Contact Information

Next, you'll add your business phone number and website address. Make sure the phone number is the one you want customers to call. Adding a website is highly recommended, as it adds another layer of legitimacy and gives interested customers a place to learn more. If you don't have a website, you can skip this for now, but making even a simple one should be a top priority.

Step 7: Verify Your Business

This is the final lock you have to click into place. Verification proves to Google that your business is real and that you're authorized to manage its profile. Until you verify, your profile won't be fully public. There are several ways to verify:

• Postcard by Mail: This is the most common method. Google will mail a physical postcard containing a unique verification code to your business address. It typically arrives in 5-7 business days. Once you get it, you'll log back into your profile and enter the code.
• Phone Call or Text: Some businesses are eligible for verification via an automated phone call or text message to the business's public phone number.
• Email: Similar to the phone method, some businesses might have the option to receive a verification code sent to their official business email address (e.g., you@yourdomain.com).
• Video Recording: This newer method requires you to record a short video that proves your location and ownership. You might need to show your storefront, company vehicle, business license, and proof of your workspace.

While you wait for verification, you can - and should - continue to fill out and optimize your profile. Those edits will go live as soon as you're verified.

Optimizing Your Profile to Stand Out

Creating your profile is just the beginning. The real value comes from optimizing it with rich information that makes customers choose you over the competition.

Flesh Out Every Single Section

Don't leave anything blank. The more information Google has, the more confidently it can rank your profile. Go through your profile dashboard and complete everything, including:

• Business Description: Write a clear, compelling summary of who you are and what you offer. Naturally include a few relevant keywords your customers might search for, but avoid keyword-stuffing.
• Hours: Set your regular operating hours. Be diligent about updating them for holidays or special events using the "special hours" feature.
• Attributes: These are quick tags that give customers more detail. You can add attributes like "Wheelchair accessible," "Free Wi-Fi," "Women-led," or "Outdoor seating." These often help you appear in very specific searches.
• Opening Date: Let people know how long you've been in business. Longevity can be a strong trust signal.

Upload High-Quality Photos and Videos

Your profile is a visual introduction to your business. A profile without photos looks untrustworthy and barren. Aim to upload a mix of high-quality images:

• Logo & Cover Photo: These are your branding essentials. Your logo helps with recognition, and the cover photo should be a great shot that represents your business's personality.
• Exterior photos: Help customers recognize your storefront from the street.
• Interior photos: Show off your ambiance, decor, and workspace. Let people see what it's like to be there.
• Product shots: Highlight what you sell in the best possible light.
• Team photos: Put a human face on your business. Pictures of your team working with customers (with their permission!) can be very powerful.

Adding a short video, like a 30-second virtual tour of your space or a greeting from the owner, also adds more personality and helps your profile stand out.

Encourage and Respond to Customer Reviews

Reviews are one of the most significant factors in local search rankings and customer decision-making. More positive reviews tell both Google and potential customers that your business is trustworthy. Make it a habit to ask happy customers to leave a review. You can create a direct link to your review page inside your Business Profile dashboard to make it easy for them.

Just as important is responding to your reviews - both the good and the bad. Thanking customers for positive feedback shows you appreciate them. Responding to negative feedback professionally and offering to resolve the issue shows that you care about customer experience and can often turn a negative situation around.

Use Google Posts and Q&A

Treat your Business Profile as an active marketing channel, not a static listing.

• Google Posts: These are like mini-updates that appear directly on your profile. You can use them to announce promotions, feature a new product, share a company update, or highlight an upcoming event. They show that your business is active and engaged.
• Questions & Answers: This feature allows customers to ask questions directly on your profile. Be proactive! Seed this section yourself by asking and answering common questions like "Do you have parking?", "Are you pet-friendly?", or "Do you take reservations?". It's a great way to handle common inquiries upfront.

Final Thoughts

Creating and managing your Google Business Profile isn't just a one-time task, it's a foundational piece of your local marketing strategy. By setting it up correctly and keeping it fresh with photos, posts, and responses to customer reviews, you're building a powerful, free tool for attracting customers directly from Google Maps and Search.

Once your profile is up, keeping the momentum going with those Google Posts is key to showing your business is active. While Google isn't a traditional social platform, syncing those posts with your larger social strategy can save a ton of time. That's actually why we built Postbase - to help manage all your content, from Instagram Reels to TikToks, in one visual calendar. You can plan everything in one place, making it much easier to remember to create and schedule those important updates for your profile without getting lost in the chaos.