Before registering: is there already a listing, and is your business eligible?
A common mistake is to find your business on Google Maps and create another profile just in case. This can leave you with two competing listings, or ones classified as duplicates. First, search for your business's real name and town in Google Search and Maps.
Google Business Profile is intended for businesses that meet customers in person: at premises customers can visit, at customers' locations, or both. A business operating exclusively online is generally ineligible for a local Business Profile. We also clarify the details in our guide to the basics of Business Profile.
Four ways a business may operate
Customer-facing premises
Customers can actually visit the stated location, such as a hair salon. The public address and physical premises must reflect the real operation.
Service-area business
For example, an engineer who works at customers' addresses. They provide a genuine operating location for verification, but must hide the address from the public if customers are not received there.
Hybrid business
It welcomes customers at its premises and also visits them. Only list a location as customer-facing if customers can genuinely visit it.
Online-only business
If you have no in-person contact with customers, check eligibility first instead of inventing premises for registration.
Create a new profile or claim an existing one? A decision guide
- Is the business already on Maps? Search for the genuine name, address or town, as well as any previous business name if it changed.
- Not listed, and eligible? Use the Add your business to Google page to create your business details using a Google account you control.
- Listed, but not linked to your account? Look for the option to claim the business on the existing listing; Google's interface wording may change. Follow the steps shown there.
- Already verified by someone else? Submit an official ownership or access request; do not create a second listing for the same business simply because you cannot access the first one.
- Google asks for verification? Prepare evidence of how the business actually operates and complete the method offered for your profile.
Google's official help on creating and claiming profiles describes the current process. Simply being visible does not mean a profile is managed by the right person.
What should you prepare before creating a profile?
You need accurate information about your real business, not a listing stuffed with keywords. Have ready a Google account the business can access long-term, the name you actually use publicly, a category describing your main activity, and working contact details.
- Name: your genuine trading name as customers know it, not an advertising slogan such as “best cheap electrician in Szolnok”.
- Business model: can customers visit your address, or do you only travel to them? This determines which details should be public.
- Address and service area: your actual location and the towns you genuinely serve. Choosing a service area does not create extra business locations.
- Contact: a working phone number and, if applicable, a genuine, relevant website. A website is not required to create an eligible Business Profile.
- Evidence: permanent signage, your own equipment, access to the business premises, or other authentic evidence requested by Google.
Example: a tradesperson in Szolnok must not publish their home address as a customer-facing location if customers cannot visit. They still need to demonstrate genuine business operations to Google. An invented office address or virtual premises is not a valid workaround.
Creating a Business Profile and claiming an existing listing: step by step
If you do not yet have a listing
- Sign in to the Google account controlled by your business.
- Open business.google.com/add and enter details of your genuine business.
- Select the category and operating model that reflect what you actually do, using the current interface. Available category names may differ from how you describe yourself in everyday language.
- Enter the real address and/or service area, keeping details public or hidden as appropriate for your business model.
- Check the contact information, then continue with Google's required verification process.
If a listing already exists
Claiming the business shown on Maps may be the right solution. If someone else already owns the profile, follow Google's access-request procedure. Do not try to bypass it by creating another profile: Google's rules on duplicate listings mean this may cause further problems.
When it comes to your own business
Getting your Business Profile right from the start can prevent problems later
Creating or claiming a listing and having Google verify it are separate steps. Once the listing is set up, the next business step may be to build a consistent local online presence alongside your website.
How does verification work? Google offers the method
Creating a profile and gaining verified ownership are not the same step. Google may offer various methods, such as a phone or SMS code, email, video recording, live video, or verification by post. You cannot freely choose from the entire list. Google determines which options are available to your particular account and may require multiple checks.
According to Google, processing verification can take up to five working days in some cases, or longer. Do not schedule an order, opening or campaign launch around a guaranteed verification date. Always follow the latest instructions in Google's official verification guide.
If the system only offers video verification, do not look for a non-existent “switch to postcard” button or pay someone who promises an alternative method. What matters is the options Google actually provides in your account.
Video verification: what should you show for your business type?
If a video is required, record it on a mobile device directly within the Business Profile process, continuously and without editing; Google requires at least 30 seconds of footage. A pre-recorded promotional video or separately edited clip uploaded afterwards is not acceptable. The video must support the location, the existence of the business and your authority to manage it.
| Business type | Possible evidence in the recording | What to look out for |
|---|---|---|
| Customer-facing premises (e.g. salon) | Street sign and building number; permanent business sign; interior and access to staff-only areas. | The name and address shown must be real. An anonymous street video does not prove you control the business. |
| Service-area business (e.g. tradesperson) | Surroundings of the operating location; your own tools used for the service, a branded vehicle or other evidence of business activity. | If customers cannot visit the location, do not display your home address as a public customer-facing address. The recording can still serve as location evidence. |
| Hybrid (e.g. workshop offering call-outs) | Real premises customers can visit; business sign and workshop; relevant equipment and access to the interior. | The public address must represent genuine customer visits, not merely a postal address. |
These examples help you prepare; they are not pre-approved forms of evidence. Google assesses the specific requirements.
Checklist before recording your video
- You are at the location where the business actually operates, with identifiable surroundings.
- You can demonstrate that the business exists and that you are authorised to manage it, without interruptions.
- You have a suitable mobile connection for uploading and record directly inside Google's process.
- No unrelated person's face, bank account details, identity documents, tax numbers or other sensitive information appears.
- You do not cut, splice or edit the video afterwards.
Details and current requirements: Google: verify your business with a video recording.
Why can verification stall or need repeating?
| What you see | What it might mean | What to do next |
|---|---|---|
| Only video verification is available | Google is offering this method for the profile. | Prepare evidence suitable for your business model; do not assume a postal alternative will appear. |
| The video was rejected | There was insufficient evidence of the location, business activity or your authority. | Review the stated problems, then make a new, genuine, uninterrupted recording. |
| Another account has verified it | An access or ownership issue. | Submit an official access request rather than creating a duplicate. |
| Verified, but cannot find the profile | This may be a processing or visibility issue. | Check its status, then use the Business Profile visibility troubleshooting guide. |
| Verification requested again after changes | Certain significant edits can trigger fresh verification. | Follow the request shown in the profile; do not try to speed things up with false information. |
If the profile explicitly says it has been suspended, that requires a different official procedure. It is not the same as waiting for verification; the Knowledge Base covers suspensions in a separate article.
Who should own the Business Profile when a professional helps?
An agency or employee may handle the setup, but the business should not lose access. Ideally, the primary owner should be a Google account controlled by the business, while the contractor receives the manager or owner permissions needed for their work. This avoids sharing personal passwords.
Before commissioning help, agree which email holds primary ownership, who can manage the profile and how permissions will be handled when the engagement ends. Google's guide to user roles can help you check this. No external provider can guarantee Google's verification decision.
What should happen after verification?
Verification does not mean “local SEO complete”; it is the basis for managing an authentic profile. Check the public name, category, address or service area, phone number and opening hours. The next article walks through a ten-point Business Profile data check. The factors affecting local visibility are a separate topic, because approval does not automatically mean a top ranking.
Check the profile on your phone too: can you find it, do the call and website links work, and does it take customers to the right place? If something is missing, identify the type of problem before creating any second profile.
Frequently asked questions about creating and verifying profiles
Do I need my own website?
No. An eligible business can create or claim a Business Profile without a website. Whether a website would help you explain your services in detail is a separate question.
Is creating a Google Business Profile free?
Google's basic Business Profile creation and management are free of charge. Fees for an outside specialist or paid advertising are separate costs.
Can I always choose SMS or email verification?
No. Google determines the available methods. Video or multiple checks may be required.
How soon can I be certain of verification?
There is no guaranteed deadline. Google processes the request according to the account status and checks involved; check your current status in your profile.
Can I hide my home address if I visit customers?
If customers cannot visit your address, the appropriate option for a service-area business is to hide it publicly. You must still demonstrate genuine operations during verification.
Sources and further reading
Open official sources
Create or claim a profile ↗ – New and existing listings.
Verify your business ↗ – Offered methods and process.
Video verification requirements ↗ – Recording, location and authority.
Business Profile eligibility ↗ – In-person customer contact.
Ownership and manager permissions ↗ – Access without password sharing.
Related Knowledge Base guides
Next step · Kaluzsa
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