A step-by-step guide to creating and verifying a company profile on Google, filling in categories, photos and services, and monthly upkeep so that the profile brings inquiries.
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A company profile on Google (Google Business Profile) is filled in like this: you verify ownership of the profile, choose accurate categories, enter the name, address, phone number, website and working hours, add services, photos and a description, and then regularly respond to reviews and update the information. The information must match reality and the details on the website.
A company profile on Google is a free business listing that appears in Google Search and Google Maps. The service used to be called Google My Business. In the listing, people see the name, category, address, phone number, working hours, reviews, photos and a link to the website, and can immediately call or get directions.
Under Google's guidelines, a profile is created for businesses that have in-person contact with customers: stores, salons, clinics, offices that receive visitors, or companies that travel to customers within a certain area. An online business without in-person interaction with customers, as a rule, does not qualify under these guidelines. The conditions may change, so check the current version of the guidelines in the Google Help Center.
Verification shows Google that the business really exists at the stated address, so the details at this stage must be accurate. The timing depends on the method: a call or e-mail takes less time than a letter by post.
The fields that matter most are the ones Google uses to determine what the business does and where it is located. The table will help you miss nothing.
| Field | What to enter | What to pay attention to |
|---|---|---|
| Name | The real name, as on the signage and in documents | No keywords, city or slogans that are not part of the name |
| Categories | One accurate primary category and several additional ones | Only those that match your actual services |
| Address or area | The full address with a correct pin on the map, or a list of cities and districts | The address must be real, no virtual offices |
| Phone and website | The main number and the page that best matches the profile | The number and website match those listed on the website and in directories |
| Working hours | Regular schedule, special days and holidays | Update before holidays and vacations |
| Description | What you do, for whom, how you differ | There is a length limit (up to 750 characters); no links or promotional calls to action |
| Services and products | Names, short descriptions, approximate prices if needed | Wording in the clients' own language |
| Attributes | Accessibility, payment methods, service languages | Only what is true |
The name must match the business's name in real life: on the signage, the website and in documents. Adding keywords, a city or slogans violates the guidelines and can lead to the profile being suspended. The primary category affects which queries the profile appears for, so choose the most accurate one.
The description tells what the company does, who it works for and what sets it apart. Write in natural language, without advertising slogans or links. For promotions, it is better to use separate posts.
A profile with real photos and a specific list of services looks more reliable. Add a logo, a cover photo, photos of the entrance and interior, the team and completed work. Photos should be sharp, recent and genuine: stock images and collages with captions reduce trust.
In the services section, list your real lines of work with short descriptions. Stores have a products section available. Phrase the names the way clients search for them, and keep them consistent with the website.
Posts let you announce news, a promotion or an event. They do not replace the website and do not guarantee higher rankings, yet they keep the profile up to date and give the client a reason to get in touch. Add them periodically and only with real offers.
Profile statistics show how many people saw the listing, called, requested directions and clicked through to the website. Add UTM tags to the website link so that analytics shows the traffic coming specifically from the profile. If you have several branches, create a separate profile for each location with its own address and phone number, and add a page for each branch on the website.
Profile requirements depend on how you work with clients. The table shows the main cases.
| Type of business | How to set up the profile | What to pay attention to |
|---|---|---|
| A venue with premises: store, salon, clinic | Full address, working hours, photos of the entrance and interior | The pin on the map must match the actual entrance |
| A business that travels to clients | Service area; the address can be hidden | List the real cities and districts where you work |
| Several branches | A separate profile for each location and a separate branch page on the website | Names are consistent; phone numbers and hours match each location |
| An online business without in-person contact | A profile is, as a rule, unavailable | Work with the website, directories and reviews on other platforms |
Eligibility rules depend on the type of business and may change, so before creating a profile, review the current requirements in the Google Help Center.
The name, address and phone number must match in the profile, on the website and in directories. Small discrepancies, for example different street abbreviations or phone number formats, confuse users and the systems that match the data. Create a reference record of your contact details and copy it everywhere without changes. If the address or phone number changes, update them at the same time in the profile, on the website and in directories, otherwise clients will look for outdated contacts.
Creating and managing a profile is free. Only separate advertising in Google Ads, which is set up separately, may be paid.
The timing depends on the method and on Google's review. A call or e-mail is usually faster; a letter by post takes longer. If the code takes a long time to arrive, check that the address is accurate and request verification again.
Businesses that travel to clients can hide the address and specify a service area. For venues that receive visitors, the address is shown.
Read the notification and check compliance with the guidelines: name, address, category, details on the website. Fix the discrepancies and submit a reinstatement request through the Google Help Center. Keep proof, for example photos of the signage and documents.
The profile complements the website. The website has room for detailed descriptions, prices, case studies and forms, while the profile helps people find you on the map and in local search results. They work best together.
A company profile on Google works when the details are accurate, the services are described in the clients' language, the photos are fresh and reviews do not go unanswered. The initial setup requires attention, and the ongoing upkeep requires regularity. Draw up a short routine: who responds to reviews, who updates the hours and photos, who checks suggested edits. Once a quarter, compare the profile with the website and directories and fix any discrepancies. It is a small amount of work that works for the company's visibility every day. If you want your profile, website and directories to work in harmony, LightSEO will help with local SEO and a turnkey corporate website.
