Create or claim your profile
Start by searching for your business on Google Maps. There is often a listing already, created automatically by Google or by someone else. If so, claim the profile as the owner rather than creating a second one.
If there is no listing yet, create a new profile at business.google.com. Use a company Google account for this, not someone's private account. You can add other people as managers later.
If someone else manages the existing profile, such as a former agency, you can request access through Google.
Choose the right category and details
Your primary category has a strong influence on which searches your profile appears in. Choose the category that describes your core business most precisely, meaning a specific trade such as carpenter rather than a general term. Add further categories for your other services.
The name in your profile must match your real business name as it appears on your sign, website and letterhead. Adding extra search terms to the name breaches Google's guidelines and can get the profile suspended.
Make sure your name, address and phone number are written exactly the same way as on your website and in directories such as local.ch or search.ch. This consistency helps Google identify your business unambiguously.
Verify ownership
Before your profile becomes fully visible and your changes go live, you have to confirm that you run the business. Google decides which method to offer. Options include a short video, a phone call or text message, an email or a postcard with a code.
For video verification, Google specifies what to show, such as the surroundings, the company sign and proof that you have access to the premises. Also have documents ready that prove your name and address.
If you mainly work at your customers' premises, for example as a painter and decorator or a cleaning company, you can hide your address and set a service area instead.
Keep opening hours, photos and services up to date
Enter your regular opening hours and add special hours for public holidays and holiday closures. Wrong information leads to annoyed customers and poor reviews.
Upload real photos: the outside of the building so that people can find you, your premises, your team and examples of your work. Describe your services or products in short, clear text and link to the relevant page on your website.
Use posts to announce promotions or news. Check the profile regularly, as users and Google itself can suggest changes.
Collect reviews and reply to them
Ask satisfied customers for a review straight after a job. Your profile includes a link that you can share by email or text message, or as a QR code on invoices.
Do not offer anything in return for reviews, and never buy them: both breach Google's guidelines. Reply to every review in a factual, friendly way, including the critical ones. A calm reply shows other readers that you take criticism seriously.
Frequently asked questions
Does a Google Business Profile cost anything?
No, the profile is free. You only pay if you also run ads on Google Ads or get help with setting up and maintaining the profile.
How long does verification take?
That depends on the method Google offers. Phone, text message or email are often quick, while a video check or a postcard can take longer. If possible, do not change any details in the profile while the check is under way.
Can I create a profile without a physical shop?
Yes. If you visit your customers on site, create a profile with a service area and hide the address. Businesses that only sell online and have no face-to-face contact with customers are generally not eligible under Google's guidelines.