Learning how to create a Google Business Profile, still widely called Google My Business, is often the highest-ROI local marketing move for a shop, practice or service business. A complete listing puts you on Google Maps, in the local pack and in the knowledge panel beside brand searches. Without one, or with an abandoned one, those placements go to competitors. This guide walks through creating a Google Business Profile from scratch: prerequisites, creation, verification, optimisation, reviews and a simple maintenance routine.
The product was renamed from Google My Business to Google Business Profile. Interfaces and URLs shift occasionally, but the logic does not: you need a verified, complete listing that matches your website and stays up to date.
What is a Google Business Profile?
A Google Business Profile is the business listing you manage inside Google's ecosystem. It shows your name, address, phone, hours, category, photos, reviews, website and, depending on the business, products, services, posts and Q&A. It powers both Google Search and Google Maps.
- Local search. Queries such as "plumber near me", "hair salon Lyon" or "business lawyer".
- Google Maps. Pins, directions and one-tap calls on mobile.
- Knowledge panel. The detailed block that appears when someone searches your brand name.
Why creating a Google My Business listing changes results?
Many local searches end without a website click: the user calls, gets directions or books from the listing. If you are not there, you do not exist for that intent.
- Free visibility. Unlike Google Ads, the organic listing is not paid per click.
- Trust. Accurate hours, real photos and verified reviews reassure faster than a generic homepage.
- Calls and directions. On mobile, Call and Directions are often the real business goal.
- Local SEO signal. A listing consistent with your site (NAP: name, address, phone) strengthens local credibility.
Before you create the listing: prerequisites and business type
Google account and authority to represent the business
You need a Google account. Prefer a dedicated business account (not only the owner's personal Gmail) and record who will hold admin access. You must be authorised to manage the listing: owner, manager or a mandated agency.
Storefront versus service-area business
Two models exist. A business with a customer-facing address (shop, clinic, restaurant) shows the address on Maps. A service-area business (plumber, coach, landscaper) can hide the address and define a service area. Choosing the wrong model creates inconsistencies and suspensions. If customers visit you, show the address. If you only travel to them, use a service area.
Prepare your NAP details
- Exact business name, no keyword stuffing ("Best Cheap Plumber Paris 15" is against guidelines and risky).
- Address matching your website, invoices and directories.
- A local phone number, ideally dedicated, consistent everywhere.
- Website URL (homepage or a clear contact / locations page).
- Real opening hours, including holidays if you manage them.
How to create a Google Business Profile step by step?
1. Open the creation flow
Go to Google Business Profile (business.google.com) or search your business name on Google: if no listing exists, Google often offers to create one. You can also start from Google Maps with "Add your business". Always use the Google account that will remain the primary owner.
2. Enter the business name
Type the exact trading name. If Google suggests an existing listing, check whether it is already yours (duplicates are common) or a same-name competitor. Claim an existing listing rather than creating a second one when your place is already listed.
3. Choose the primary category
Primary category is the strongest signal after name and address. Pick the most specific option ("Law firm" over "Business", "Hair salon" over "Beauty"). You can add secondary categories later; only one primary category should reflect your core activity.
4. Set the address or service area
For a public location, enter the full address and place the pin correctly. For a service area, define realistic cities or a radius: an oversized area dilutes local relevance and may be rejected.
5. Add phone and website
The phone must be answerable during opening hours. The site should load fast on mobile and show the same contact details as the listing. If you do not have a site yet, create one quickly: a clear showcase multiplies the listing's effect.
6. Start verification
Without verification the listing is not fully active. Google may offer postcard, phone, email, video or other options. Follow the proposed flow; do not create a second listing while waiting for a code.
Verify your Google Business Profile
Verification proves you control the business. It is mandatory, sometimes slow, and non-negotiable.
- Postcard. A code arrives at the business address, often within one to two weeks. Make sure mail is accessible.
- Phone or email. Faster when Google allows it, typically for certain categories or histories.
- Video. Film the exterior, interior and proof of activity as instructed. Plan the shot list before recording.
If verification fails, check the address, visible legal status and duplicate listings. Contacting Google Business Profile support is sometimes required.
Optimise the listing after creation
Creating the listing is only the start. Listings that convert are completed fully and kept fresh.
Description and attributes
Write a clear description: who you are, who you serve, where, and what makes you distinct. Avoid keyword stuffing. Fill attributes (accessibility, payment methods, appointment options): they power filters and build trust.
Hours, products and services
Wrong hours lose calls and trigger one-star reviews. Add services with short descriptions, and products where relevant. For restaurants or retail, a menu or catalogue in the listing reduces friction.
Photos and videos
Upload a cover photo, logo, exterior, interior, team and work examples. Recent authentic photos beat generic stock. Refresh the gallery every quarter.
Google Posts
Posts (offers, events, updates) show the listing is alive. One short post every one to two weeks is enough for most small businesses.
Questions and answers
Pre-publish frequent questions (parking, quotes, lead times, languages). Also monitor answers left by third parties.
Reviews: the engine of local conversion
Average rating and review volume weigh heavily in the local pack and in the decision to call. Ask for reviews after successful work via a direct link to the listing, never buy reviews or filter only positives.
- Reply to every review. Thank positives; handle negatives calmly with facts.
- Respond quickly. Replies within 48 hours show you are active.
- No incentives for ratings. Do not offer rewards conditioned on a star score.
Connect the listing to your website and Search Console
Listing and website reinforce each other. Show the same NAP in the footer and contact page. Link to your Maps listing. On the site, LocalBusiness structured data (JSON-LD) helps Google understand the entity. Search Console still matters for organic page SEO; the profile covers Maps and the local pack.
Common mistakes that hurt or suspend a listing
- Keyword-stuffed name. Google may suspend or overwrite it.
- Duplicates. Two listings for one place split reviews and signals.
- Inconsistent address. Mismatches between site, invoices and listing.
- Overly broad category. You compete with everyone and match no one well.
- Outdated hours. A classic source of one-star reviews.
- Create and abandon. Without photos or review replies, the listing underperforms.
- Fake city-centre address. Against guidelines and high suspension risk.
Monthly routine to keep the listing performing
- Check hours, phone and categories.
- Add 3–5 new photos.
- Publish at least one post.
- Reply to every pending review.
- Read insights (searches, views, calls, website clicks) and note one action.
How Cadrant complements your Google Business Profile?
The listing wins attention; the website converts people who want details, a quote or a booking. With Cadrant you describe the site you need in natural language, showcase, booking, contact form, and get a production-ready web app on your own domain, with solid SEO foundations.
- Service pages aligned with your Google categories.
- NAP details consistent with the listing.
- Forms or booking to turn Maps clicks into enquiries.
- Publish on your domain, ready to link from the profile.