What You'll Learn
- Step-by-step instructions for claiming and verifying your Google Business Profile, including all verification methods
- Why access control matters and how to prevent getting locked out of your own business profile
- What to do immediately after verification to maximize your profile’s impact on local search visibility
- Common problems like suspended profiles, fake edits from competitors, and duplicate listings (with solutions)
- Optimization strategies that go beyond claiming to actually drive calls, directions, and customers
In the fast-moving world of digital marketing, it’s easy to get caught up chasing the latest trends while overlooking the fundamentals. But here’s something that hasn’t changed: if you run a local business and haven’t claimed your Google Business Profile, you’re leaving money on the table.
Whether you opened your doors last month or you’ve been serving customers for 50 years, claiming your Google Business Profile should be priority one. It’s free, it takes about 10 minutes, and it’s the single most important thing you can do for your local search visibility.
What Is Google Business Profile?
Google Business Profile (formerly Google My Business) is your business’s official presence on Google Search and Google Maps. When someone searches for “accountant near me” or “coffee shop in Worcester,” the businesses that appear in that map pack with phone numbers, reviews, and photos are using Google Business Profile.
Without a claimed profile, your business might still show up in searches, but you have zero control over the information Google displays. That means incorrect hours, wrong phone numbers, or outdated addresses. And you’ll miss out on appearing in that crucial map pack entirely.
Why This Matters More Than Ever
Google Business Profile isn’t just another marketing checkbox. It’s often the first interaction potential customers have with your business. According to Google, businesses with complete profiles are twice as likely to be considered reputable by consumers.
Here’s what a claimed and optimized profile gives you:
- Control over your business information across Google Search and Maps
- Direct communication with customers through messaging and Q&A
- Review management so you can respond to customer feedback
- Performance insights showing how people find and interact with your listing
- Free photos and updates that appear directly in search results
- Priority in local search results, especially for mobile searches
The businesses that show up in the Google Maps 3-pack (those top three results with the map) almost always have claimed, verified, and actively managed profiles. If you’re not in that space, you’re invisible to a huge portion of local searchers.
How to Claim Your Google Business Profile
The claiming process is straightforward, but there are a few steps where businesses commonly get stuck. Here’s the complete walkthrough:
Step 1: Find or Create Your Listing
Go to business.google.com and sign in with a Google account (preferably a company email, not a personal Gmail).
Search for your business name. If it already exists (Google creates listings automatically from various sources), you’ll see it in the results. Click “Claim this business.”
If it doesn’t exist, click “Add your business to Google” and enter your business name.
Step 2: Enter Your Business Information
You’ll need to provide:
- Business category (choose carefully – this affects which searches you appear in)
- Physical location (if customers visit) or service area (if you go to customers)
- Contact information (use a local phone number, not a call tracking number)
- Business hours (be accurate – incorrect hours frustrate customers)
- Website URL (use your primary domain)
Be thorough here. Google uses this information to determine when and where to show your business in search results.
Step 3: Verification
This is where many businesses get stuck. Google needs to verify you actually own or manage the business. Common verification methods include:
Postcard Verification (Most Common) Google mails a postcard with a verification code to your business address. This typically arrives in 5-7 business days. When it shows up, log back into your Google Business Profile and enter the code.
Phone Verification Some businesses can verify instantly via phone call or text. If this option is available, take it – it’s the fastest route.
Email Verification If you have an email address associated with your domain in Google’s records, you might get this option.
Video Verification Newer option where you record a video walkthrough of your business location.
Important: Don’t try to game the system by using a PO Box if you have a physical location, or claiming locations you don’t actually operate from. Google will catch it, and getting your profile reinstated after a suspension is a nightmare.
What Happens After You Claim It?
Claiming your profile is just the beginning. Now you need to make sure it’s actually working for you.
Immediate Actions After Verification
1. Complete Every Section Fill out attributes, add a business description (750 characters), upload photos (at minimum: storefront, interior, products/services, team), and answer commonly asked questions in the Q&A section.
2. Choose Your Primary Category Carefully Your primary category is critical for ranking. “Restaurant” and “Italian Restaurant” will show up for different searches. Research competitors in your area to see what categories they use.
3. Add Your Service Area or Service Menu If you’re a service business, define your service area. If you’re a restaurant, add your menu. If you’re a law firm, list your practice areas. The more complete information you provide, the better.
4. Set Up Messaging Enable direct messaging so potential customers can contact you through your profile. You can manage these through the Google Business app on your phone.
The Access Control Problem
Here’s where many businesses run into trouble: someone claims the profile years ago, that person leaves the company, and now nobody knows how to access it.
We see this constantly. A former employee claimed the listing with their personal Gmail. They’re gone now, taking the login credentials with them. Or the original owner used an email address they haven’t checked in years. Either way, you’re locked out of your own business profile.
Fix this now by:
- Documenting who has owner-level access (keep this in your company records)
- Adding multiple owner-level users (use company email addresses)
- Reviewing access quarterly and removing former employees
- Using a shared company account as the primary owner rather than personal emails
Go to your profile’s “Users” section and add at least two owner-level users. If something happens to one account, you still have access through the other.
Why Active Management Matters
Having a claimed profile isn’t enough. Google rewards businesses that actively manage their profiles with better visibility in search results.
Reviews Respond to every review, positive or negative. Google’s algorithm considers review response rate and recency as ranking factors. Plus, potential customers read your responses to gauge how you handle issues.
Posts Google Business Posts appear directly in your search results and maps listing. Share updates, offers, events, or news. These don’t need to be fancy – a simple “New summer hours starting June 1st” or “Try our seasonal menu” keeps your profile active.
Photos Upload photos regularly. Businesses with photos receive 42% more requests for directions and 35% more click-throughs to their websites. Show your space, your products, your team.
Updates When your hours change for holidays, when you add new services, when you move locations – update your profile immediately. Google penalizes outdated information.
Common Issues and Solutions
“Someone else claimed my business” Use the “Request access” or “Suggest an edit” options, or if that doesn’t work, fill out Google’s support form. Be prepared to prove ownership with documentation.
“My profile was suspended” Usually happens when Google suspects you violated their guidelines (fake address, keyword stuffing in business name, operating outside service area). Review Google’s guidelines, fix violations, and request reinstatement.
“Competitors are making fake edits” Yes, anyone can suggest edits to any business profile. This is why you need to claim and verify – you’ll get notifications about suggested changes and can reject them before they go live.
“My profile is a duplicate” If multiple listings exist for your business, you need to mark duplicates and merge them. Having multiple profiles dilutes your review count and confuses customers.
Beyond the Basics: Optimization Tips
Once your profile is claimed and maintained, you can start optimizing for better results:
- Use all 750 characters in your business description with natural language about what you do and where you serve
- Fill out every applicable attribute (wheelchair accessible, outdoor seating, LGBTQ+ friendly, etc.)
- Add products or services with descriptions and prices
- Create a booking link if you take appointments
- Enable the “Request a Quote” feature if applicable
- Monitor your insights to see which searches drive traffic
The Bottom Line
Your Google Business Profile is your digital storefront. It’s often the first thing people see when they search for businesses like yours. An unclaimed or poorly managed profile means you’re leaving visibility, calls, and customers to competitors who took 10 minutes to do this right.
Claim it today. Verify it this week. Maintain it every month.
If you need help getting your Google Business Profile claimed, verified, or optimized, or if you’re dealing with a suspended or problematic listing, reach out to Scribendi. We’ve helped hundreds of businesses navigate these waters, and we can get your profile working for you instead of against you.
Ready to get started? Visit business.google.com and claim your listing today.
