The short version: the setup itself really does take about 10 minutes. The bit that varies is verification afterwards, which can be instant or take a couple of weeks depending on the method Google hands you. Both are covered below.
It's the panel that shows up when someone searches your business name, and it puts you on Google Maps and in the local "near me" results that send customers to your door. Below is everything, in order.
Before you start
Spend two minutes gathering these and the setup will actually take 10 minutes:
- ✓ Your exact business name, written the way it appears on your website.
- ✓ Your address, or your service area if you go to customers rather than them coming to you (mobile hairdressers, plumbers, dog groomers).
- ✓ Your phone number and website URL. These should match your website and any directory listings.
- ✓ Your main business category (café, electrician, accountant).
- ✓ A few photos: your logo plus a handful of real shots of your premises, work, or products.
The 10-minute setup
Go to the Google Business Profile site
Head to google.com/business and click Manage now.
Sign in to your Google account
If you don't have one, create it. It's free and takes a couple of minutes. Use the account you're happy to manage the business from long-term.
Enter your exact business name
Type it carefully. If it appears in the dropdown, a profile already exists, so claim that one rather than creating a duplicate. Don't stuff keywords into your name (no "Dave's Plumbing Hull Emergency 24hr"). Google penalises this and can suspend your listing. Use your real trading name.
Choose your business type
Tell Google whether customers visit you, you visit them, or you operate online. Pick all that apply.
Select your primary category
Choose the closest match from the dropdown. This matters more than people expect, because your category is a big factor in whether you show up in local searches. Pick the most accurate one.
Add your location or service area
If customers visit your premises, enter the address. If you travel to them, set a service area instead, such as Hull and East Yorkshire.
Add your contact details
Your phone number and website. Keep these the same as what's on your site and other listings, because consistency helps you rank.
That's the setup done, in about 10 minutes.
Verification: the part that takes longer
Your profile won't go live until Google confirms you're really the owner, and this is the step that can drag on, so it's worth knowing what to expect.
You don't get to choose how you verify. Google decides based on your business type, category, location and account history, then offers you a method. For most new businesses in 2026 that means video verification: you record a short video, or do a live call, showing your signage, your surroundings, the inside of your premises, and proof you run the place (unlocking the door, your tools, your till). Avoid filming faces or sensitive documents. It's usually reviewed within 24 to 72 hours.
The other methods you might be offered:
Phone or text gives you an instant code sent to your business number. Email works the same way, usually to an address on your website's domain. If your website is already verified in Google Search Console, Google may verify you instantly, which is the quickest route when it applies. And the old postcard method posts a code to your address, though it's now rare and being phased out, especially for service-area businesses. If you do get a postcard, allow 5 to 14 days, and don't request a new one early because that cancels the first code.
Finish your profile
Once you're verified, or while verification is processing where Google allows it, fill in the rest: your opening hours, your services or products, a business description, your photos (logo, a cover image and several real shots), and any attributes that apply, like wheelchair access, free Wi-Fi or dog friendly.
A complete profile beats a half-finished one in local search, so every empty field is a missed opportunity.
Keep it active
Setup isn't a one-off job. Post the odd update and reply to your reviews. Both tell Google your business is alive and well, which helps you climb the local rankings over time.
Getting reviews
Reviews are one of the strongest signals Google uses to rank local businesses, and they're often the last thing a customer checks before getting in touch. Once you're verified you can share a direct review link, found in your profile dashboard under "Ask for reviews," and send it to happy customers by text or email, or turn it into a QR code for your counter or receipts.
The best time to ask is just after you've done good work, while it's fresh in the customer's mind. Keep the message short and friendly with the link included. That does far more than a long one.
Reply to every review, good or bad. A calm, helpful response to a complaint often impresses future customers more than a row of five stars. Steer clear of the things that get businesses penalised, though: don't buy reviews, don't offer discounts in exchange for them, and don't only ask the customers you already know are happy. Google can spot it, and so can your customers.
Mistakes to avoid
- ✕ Keyword-stuffing your business name, which risks suspension.
- ✕ Inconsistent name, address or phone across your website and listings.
- ✕ Editing your name, address or category during verification, which resets the whole process.
- ✕ Blurry or incomplete verification videos, a common reason for rejection.
- ✕ Creating a duplicate instead of claiming a listing that already exists.
In short
You can set up your Google Business Profile in 10 minutes. Whether it's live in 10 minutes or a few days comes down to how Google asks you to verify, and that part is out of your hands. It costs nothing, and for a local business that's hard to beat for the time it takes.
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