Guide · Google Maps
Google Business Profile: a step-by-step guide to showing up on Google Maps
When someone searches for a service nearby, the first thing they often see isn't a website — it's a map with three businesses. That listing is your Google Business Profile. It's free, and here are Google's official rules for setting it up right.
What is a Google Business Profile, and who can have one?
It's your business listing on Google Maps and Search: name, address or service area, hours, phone, website, photos and reviews. It used to be called Google My Business.
Under Google's guidelines, you qualify if your business has a physical location customers can visit or travels to customers. Online-only businesses with no in-person contact don't qualify. Google also says each business should have only one profile — duplicates cause problems.
Am I a storefront or a service-area business?
This is the first decision and the one that trips people up most:
| Type | Example | What Google says |
|---|---|---|
| Storefront | Clinic, shop, studio where you see customers | Show your exact address. |
| Service-area business | Plumber, cleaner, mobile tutor, consultant who visits clients | Hide your address and set the area you serve. Google says it shouldn't extend much beyond about 2 hours' driving time from your base. |
| Hybrid | Shop that also does house calls | Show your address and add a service area. |
How do I create and verify my profile?
A useful detail: Google notes that some profiles can be verified instantly if your website is already verified in Google Search Console — one more reason to set it up.
- 01
Start your profile
Search for "Google Business Profile" or add your business from Google Maps while signed in.
- 02
Use your real business name
Exactly as it appears on your signage, website and stationery. Google doesn't allow keywords, taglines, phone numbers or locations in the name — doing so can get the profile suspended.
- 03
Pick your primary category
The most specific one that describes your core business. Google asks you to use as few categories as possible.
- 04
Location or service area
Enter your address if customers come to you; otherwise hide it and set your service area.
- 05
Phone and website
A number under your direct control (ideally local) and your website URL — no redirects to other pages or numbers.
- 06
Verify
Google decides which options you get based on your business type and region: phone or text, email, live video call, recorded video or a postcard with a code. Reviews can take up to 5 business days.
How do I rank higher on the map?
Google says local results are based mainly on three factors:
- Relevance: how well your profile matches what someone is searching for. Complete, detailed information helps.
- Distance: how far you are from the searcher. You can't control this one.
- Prominence: how well-known your business is, including links from other sites and your review count. Google says more reviews and positive ratings can help.
And one thing worth repeating: Google states there's no way to pay for a better local ranking. Anyone selling that is selling smoke.
What does help is a website with clear pages for each service, linked from your profile. If yours isn't there yet, see website design.
What does a complete profile include?
About posts: Google lets you publish updates, offers (with start and end dates) and events. Posts older than 6 months are archived unless they have a date range. One post a month is enough to keep the profile active.
- Your real name, with no added keywords.
- An accurate primary category and only a few secondary ones.
- The correct address or service area.
- A phone number you answer and a link to your website.
- Real hours (Google notes that appointment-only businesses generally shouldn't list hours).
- A clear description of what you do and who it's for.
- Real photos: your storefront or team, finished work, the space where you serve clients.
- Posts with updates, offers or events.
- Genuine reviews — with replies.
How do I ask for reviews without breaking the rules?
Google gives you a link and a QR code customers can use to leave a review. Share it when you finish a job, by text or WhatsApp, or printed at your front desk.
What Google's policies prohibit:
- Reviews that don't come from a real experience.
- Offering payment, discounts, or free goods or services in exchange for reviews.
- Asking only happy customers for reviews, or discouraging negative ones.
- Reviews from current or former employees or anyone with a conflict of interest.
- Requiring staff to collect a set number of reviews or reviews with specific content.
How should I respond to reviews, especially bad ones?
Google's guidance is to keep replies brief, honest and professional. Don't use replies to push deals — the reviewer is already a customer. For a negative review: protect the person's privacy, don't get personal, own what's yours to own and offer a genuine apology where it fits. Signing with your name or initials and replying promptly helps too.
Your profile and your website work together. To see how it all fits, read the SEO for service businesses guide or check the SEO services plan, which includes profile optimization.
FAQ
Frequently asked questions
How much does a Google Business Profile cost?
Creating and maintaining the profile is free. Google also says you can't pay for a better local ranking.
Can I have a profile if I work from home?
Yes, as a service-area business, if you travel to your customers. You hide your address and set a service area. P.O. boxes and virtual offices aren't allowed.
How long does verification take?
Google says reviews can take up to 5 business days. Google decides which verification methods you're offered based on your business type and region.
Can I add keywords to my business name?
No. Google requires your real-world business name, with no taglines, keywords, phone numbers or locations. Adding unnecessary information can lead to suspension.
Can I offer a discount in exchange for a review?
No. Google's policies prohibit reviews given in exchange for payment, discounts, or free goods or services.
Sources
- Google Business Profile Help: Guidelines for representing your business on Google
- Google Business Profile Help: Sign up for a Business Profile
- Google Business Profile Help: Verify your business on Google
- Google Business Profile Help: Tips to improve your local ranking on Google
- Google Business Profile Help: Create posts on your Business Profile
- Google Business Profile Help: Read and reply to reviews
- Google Maps user contributed content policy: prohibited and restricted content
Keep reading
Let's talk.
Free 30-minute assessment. I'll tell you honestly whether I can help, what it costs and how long it takes.