Your Google Business Profile is the foundation of your local online presence. It's what shows up when someone searches for your business name, looks for services near them, or checks directions on Google Maps. Without a profile — or with an unclaimed one — you're invisible to a large share of potential customers.
This guide walks you through adding or claiming your profile, step by step.
Step 1: Sign in to Google Business Profile
Go to business.google.com and sign in with the Google Account you want associated with your business. If you don't have one, create a free Google Account first.
Use the account you'll actively manage — ideally a business email rather than a personal Gmail, so ownership stays with the business if staff changes.
Step 2: Search for your business
Type your business name into the search box. Google will show matching listings already in its system. Your business may already exist as an unverified or auto-generated listing — this is common.
- If your business appears: select it and proceed to claim it.
- If it doesn't appear: select "Add your business to Google" and enter your details from scratch.
Step 3: Enter your business information
Fill in every field accurately:
- Business name — use your real trading name, exactly as customers know it. Don't add keywords or location names to your business name; this violates Google's guidelines.
- Category — choose the most specific primary category that describes what you do. This directly affects which searches you appear in.
- Address — if you serve customers at a physical location, add it. If you're service-area based (e.g. a plumber or delivery service), you can hide your address and set a service area instead.
- Phone number and website — use your direct business number, not a call centre or third-party line.
- Hours — keep these accurate and updated, including special hours for holidays.
Step 4: Claim an existing listing
If your business already has a listing, you'll be prompted to request ownership. Google will check whether someone else currently manages it. If unmanaged, you can claim it immediately. If someone else owns it, you can request a transfer — Google will contact the current owner and, if there's no response within a set period, transfer it to you.
What happens next
Once you've submitted your information, Google will prompt you to verify the business. Verification confirms you have legitimate authority to manage the listing and is required before your profile is fully live. See our guide on verifying your Google Business Profile for the next step.
Why this matters for reviews
An unclaimed profile can be edited by anyone — including competitors or automated systems pulling incorrect data. Claiming and verifying your profile locks it to your control, so the review link customers tap on your NFC card or plaque always leads to the right place.