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Create a Google Business Profile

You create a Google Business Profile for free with a Google account by entering your name, category, address or service area and contact details, then verifying the profile. After that your business shows up in Google Maps and in the map view of search.

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Last updated: 23 October 2026 · By Maurice, freeehouse team · About 3 minutes to read

What do I need?

  • a Google account, ideally one for the business rather than a private one
  • the exact name of your business, as it appears on your sign and invoices
  • an address where customers can visit you, or a service area if you travel to customers
  • phone number and website
  • opening hours and a few good photos

How do I create the profile step by step?

  1. 1

    Go to Google Business Profile and sign in with your Google account.

  2. 2

    Enter the business name. Check whether Google already knows an entry; if it does, claim it instead of creating a new one.

  3. 3

    Choose the main category. It is one of the most important details.

  4. 4

    Enter your address or service area.

  5. 5

    Add your phone number and website.

  6. 6

    Verify the profile. Depending on the business, Google offers different ways, for example phone, SMS, email, video or postcard.

  7. 7

    Add opening hours, services, a description and photos.

Which category do I choose?

The main category should say as precisely as possible what you are, not what else you also do. A hair salon is a hair salon, not a beauty studio. Other services go into additional categories. According to Google, relevance, meaning how well your profile matches the search, is one of the three factors for local ranking.

What is allowed and what is not?

Google has guidelines for how businesses are represented. The key points:

  • The name must be the real name. Do not add place names or search terms unless they are part of the name.
  • Give an address only if customers are actually received there. Otherwise enter a service area and hide the address.
  • One profile per location, no duplicates.

Violations can lead to Google suspending the profile. Duplicate profiles, by the way, often appear after a move. Mark an old profile as moved instead of just leaving it.

How do I look after the profile?

  • Keep opening hours up to date, public holidays included.
  • Upload new photos regularly.
  • Publish posts about news, offers and appointments.
  • Reply to every review, critical ones too, politely and factually.
  • List the services you offer.

Does the profile replace a website?

No. The profile shows the basics. On your website you explain services, prices and process in detail, and the profile links there. For Google, the website is also a source for understanding what you offer. More in the comparison Website or Google profile.

At freeehouse, we link your Google Business Profile on the new website and set up Search Console at launch. Building and maintaining the profile itself is offered separately by our parent agency Smith & Victory. We do not charge for building the website. How freeehouse works

What do I post in the Business Profile?

Posts appear in the profile and show that the business is active. Good topics: new services, appointments and promotions, a look behind the scenes, a finished project with a photo, holiday opening hours. One post a month is better than ten at once and then nothing for months.

Frequently asked questions

Is the Google Business Profile free?

Yes. Creating and maintaining it costs nothing. Only ads are paid.

Can I create a profile without an address?

Yes, as a business with a service area. The address is then not shown, and you enter the places you work in instead.

How long does verification take?

Depending on the method, from instant to a few days, and longer for the postcard.

Why was my profile suspended?

Common reasons are a name with added search terms, an address where no customers are received, or duplicate profiles. Check the guidelines, then request a new review.

Sources

Providers' prices and terms change often. What counts is what's in your customer account and your contract. Not legal advice.

Read more

Get found locally on GoogleGet more Google reviews without the troubleGetting your website found on Google: how it worksWebsite or Google profile: is the profile enough?
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