Nearly every local purchase starts with a search: according to BrightLocal 98% of consumers used the internet to find information about local businesses in 2022. If you run a physical store alongside your online store, setting up Google Places for Business (now managed through Google Business Profile) is one of the fastest ways to show up when nearby customers are ready to buy.
Key Takeaways
- Search Google for your business first—Google may already have a listing you can claim and correct instead of starting from scratch.
- Fill in the “decision” details (category, hours, phone, website, photos) so customers can choose you without leaving Google Search or Maps.
- Complete verification as soon as possible—your profile’s visibility and editing control improve after you’re verified.
- After verification, keep information consistent across the web and build reviews to strengthen local relevance and trust.
And that in , comScore reported 13.7 billion Google searches in the U.S.?
Luckily, Google wants to help you take advantage of this potential traffic with Google Business Profile, their local search product for small business owners.
In this post you'll look at how to create your free Google Business Profile listing so your business can start getting more visitors both in-store and online.
What is Google Business Profile?
Google Business Profile is Google’s free local listing product for business owners.
A Business Profile is your business’s listing in Google Search and Google Maps (including mobile). It can show key details like your address or service area, phone number, website link, hours, categories, photos, updates, and customer reviews.
Your store’s listing and information is then shown in response to relevant queries, potentially reaching tens of thousands of prospective customers if optimized correctly.
And the good news is setting up your Business Profile is easy.
Getting started with Google Places for Business (Google Business Profile)
The first thing to know is that Google may already have a Business Profile for your business. Google can pull information from a number of sources to create listings. If not, you can create a new one. In either case, the process is similar.
Step 1: Sign in and find your Business Profile
Sign in to the Google Account you want to use to manage the profile (like your Gmail or Google Ads account). Then, in Google Search or Google Maps, search for your business name to find your Business Profile and choose the option to claim or manage it (if it already exists).
If you don’t see a profile for your business, you can add one from Google Search or Google Maps while signed in.
Step 2: Add or confirm your business details
If Google already has information about your business, you’ll be able to edit your details to make sure they are accurate.
Keep in mind that you typically need a real, physical address (or a defined service area, depending on your business type) to be eligible for a profile. If you serve customers at their location, you can often hide your street address and show a service area instead.
If Google cannot find any information about your business, you’ll have the option to add a new listing and enter the basic information about your store, its location (or service area), and how to find it online.
Whether you’re updating existing information or entering it for the first time, you’ll also have an opportunity to choose categories, input hours of operation, describe payment options, add photographs of your storefront, products, or employees, include video, and more.
Try to add as much detail and multimedia as possible so your listing is more engaging to visitors and provides lots of helpful information at a glance.
This is where a well-built Google Places for Business presence can start driving calls, direction requests, and website visits.
Step 3: Verify your Business Profile
Google offers different verification methods depending on your business and region (for example: phone, text, email, video, or postcard). You’ll only see the options available to you in your profile.
Once your listing has been verified, it may still take a little while for your Business Profile to show up in search results, but you’ll nonetheless be on your way to getting your local business in front of more searchers.
How local search helps your business
If you run a brick and mortar operation in addition to your online store, then optimizing for local search is something you need to pay attention to.
Google Business Profile makes this easier, and your listing can become a valuable source of both online ecommerce traffic and foot traffic to your physical location.
Once you’ve set up the basics in Google Places for Business, the next wins come from keeping your information fresh and making it easy for customers to trust what they see.
Next steps: optimize your Business Profile after verification
- Complete the basics: confirm your hours (including holiday hours), primary category, and contact details so customers can reach you quickly.
- Add photos and services/products: upload high-quality storefront and product photos, and list your key services or products to improve relevance for searches.
- Build and respond to reviews: ask happy customers to leave reviews, and reply to reviews (positive and negative) to show you’re active and trustworthy.
- Stay consistent across the web: keep your name, address, and phone number consistent anywhere your business is listed to avoid confusing customers and search engines.
Frequently Asked Questions
Is Google Business Profile free?
Yes. Google Business Profile is a free product that lets you manage how your business appears in Google Search and Google Maps. You may choose to run paid ads separately, but creating and managing a profile doesn’t require a paid plan.
Where does my Business Profile show up?
Your profile can appear in Google Search results and in Google Maps, including on mobile devices. Customers may see it when they search for your business name or for services and products you offer nearby.
How do I claim my Business Profile now that Google Places is gone?
Sign in to the Google Account you want to use, then search for your business in Google Search or Google Maps. If a profile exists, you’ll see an option to claim or manage it; if not, you can add your business while signed in.
What verification methods can Google use?
Verification options vary by business and region. Depending on what Google offers for your profile, you might verify by phone, text, email, video, or postcard, and you’ll only see the methods available to you during setup.
How can I improve my local ranking after I’m verified?
Start by completing every relevant field (categories, services, hours, and attributes) and adding strong photos. Then build a steady flow of reviews and respond to them, and keep your business information consistent anywhere it appears online.
Turn local searches into store visits (and online orders)
When your Google Places for Business listing is claimed, verified, and fully filled out, it becomes a high-intent storefront in Google Search and Maps—helping customers call you, get directions, and click through to buy online.
Next steps: claim your profile today, verify it using the method Google provides, then spend 15 minutes completing your categories, hours, photos, and products/services.
If you’re ready to capture the traffic your listing sends to your site, set up (or improve) your Shopify store so local shoppers can purchase the moment they find you—then keep your profile updated and reviews flowing to maintain momentum.
