Here’s something every local business owner should know:
Local SEO 101: If you want to find success ranking for local searches related to your business (like ‘pizza near me’ for a pizza restaurant), you must claim and verify a Google Business Profile (GBP) listing.
Why’s that?
It’s because Google uses GBP data to display relevant business information across Google Search, Google Maps, and Google Shopping.
Claiming a GBP listing is how you get your business to appear in cool search features like this (which appear at the tip-top of the page):
So, If you’re a business owner who doesn’t have a Google Business Profile (GBP), you could be losing money right now!
To back up that claim, 64% of consumers have used Google Business Profiles to find businesses and their contact information. In 2020 alone, there was a massive increase in customer calls (61%) from Google Business Profiles.
Moreover, GBP is just plain helpful.
It’s a powerful and completely free tool that will boost your business’s online presence and bring in more leads.
In this blog post, we’ll teach you how to create a Google Business Profile account and how to claim your GBP listing.
As a reminder, this is part 4 of our 5-part learning series on Google Business Profile.
Past chapters included:
- What is Google Business Profile?
- How to Optimize a Google Business Profile Listing
- How to Use Google Posts
Once you’re done with this guide, the final chapter is How to Get Google Reviews, so be sure to check that out next.
For now, let’s get started learning how to claim a GBP listing!
10 Easy Steps to Creating a Google Business Account
Before you can claim your Google Business Profile, you must first have a Google Business account.
Step 1: Go to the Google Business Profile web page.
Step 2: Click Manage Now.
Step 3: Type in your business name.
Step 4: Type in your business category.
Step 5: Decide whether your business needs a physical location added to Google Maps.
Step 6: Add your business physical address.
Step 7: Find your business on Google Maps.
Step 8: Let Google know if you deliver.
Step 9: Provide Google with your business phone number.
Voila, once this is done, you’re all set. All that’s left is to verify your GBP to make it official.
Verifying Your Google Business Profile
Why is verification necessary?
It’s a required step because it confirms your business’s location and that you’re authorized to manage its online presence.
If Google didn’t take this step, virtually anyone could claim to be you and start sabotaging your online presence, so it’s worth the time it takes to get done.
You can verify your Google Business Profile through several methods, including:
Verifying via postcard
If you opt for the postcard route, Google will send a postcard with a unique verification code to your business address.
The postcard typically arrives in a few business days (but sometimes it can take up to two weeks).
Once you’ve got the postcard, log back into your GBP account and go to the verification section. From there, all you have to do is enter the code printed on the postcard into the designated field, and you’re all set!
Verifying via call or text
A much faster option is to verify business ownership through a phone call or text message.
However, you need to be able to answer your business phone number directly for this method to work.
Click on Get Verified and then select Phone or SMS.
Once that’s finished, you’ll receive a call or a text containing the code. Simply type the code into your profile, and you’re done!
Verifying via email
Some businesses will have the option to claim ownership through email. Unfortunately, this method isn’t available for every business.
The best way to determine your eligibility is to log in to your GBP and see if the email verification option is available.
If you’re able to verify via email, here’s what to do next:
- Log in to Google Business Profile: Go to business.google.com and sign in with your Google account.
- Select your business: If you manage multiple companies, choose the one you want to verify.
- Navigate to verification: Look for the Get verified button or a similar prompt within your GBP dashboard.
- Choose Email: Among the options listed, select the one for email verification.
- Check your inbox: Google will send a verification email to the address associated with your profile.
- Follow the instructions in the email: The email will contain a verification code and instructions on how to enter it. Typically, you’ll either click a ‘Verify now’ button in the email or copy and paste the code into your GBP dashboard.
- Verification complete: Once you’ve entered the code correctly, your profile should be verified!
Verify via video recording
You can also verify your business by recording a single, continuous video. Be sure to include:
- Your Google Maps location and nearby landmarks: To confirm your business’s location, record its exterior and the surrounding area.
- Your business in action: Briefly showcase the products, services, or tools you use for customers.
- Proof you’re authorized to represent the business: Show something that demonstrates your management role, like access to employee-only areas.
To record on your mobile device:
- Open your Business Profile in the Google Maps app.
- Tap ‘Get verified.’
- Select ‘Capture video.’
- Start recording and follow the prompts.
- Upload the video when you’re done.
| Important note: For further details, Google has a guide geared at helping small business owners set up their Google Business Profile accounts properly. |
Verify via Google Search Console
Users who already have a verified Google Search Console (GSC) account can use it to verify their GBP, too.
So, if you’ve already been analyzing your SEO metrics through GSC, it could make verifying your GBP easier since the verification process is instant.
Here’s how to make it happen:
- Make sure you have access to both Google Search Console and your Google Business Profile. You must be logged into the same Google account for both services.
- Log in to Google Business Profile. Go to GBP and sign in.
- Select your business. If you manage multiple businesses, choose the one you want to verify.
- Look for the verification options. Within your Business Profile dashboard, find the ‘Get verified’ button or a similar prompt.
- Choose the Search Console option. Select the verification method related to Google Search Console. It might be labeled as ‘Instant Verification’ or ‘Verify through Search Console.’
- Confirm verification. If you’re eligible, Google will instantly verify your profile. As proof, you’ll receive a success message confirming that you’re fully verified.
| Pro-tip: Not all businesses are eligible for instant verification via GSC. You must use a different verification method if you don’t see the option for Google Search Console. |
How can you tell if your GBP listing is verified?
Are you unsure whether your attempt at verification was successful or not?
If so, log in to your GBP account and check to see if your dashboard has a ‘Get verified’ button.
You can also do a quick Google search for your business to see if there’s an option to verify your company.
It will look similar to this:
If you DON’T see this message, your verification attempt was successful.
How long does it take to verify a Google Business Profile listing?
Verification is relatively simple and only takes about a week to complete.
Once you’ve requested ownership of your GBP listing, the current owner will have anywhere from 3 to 7 days to respond.
You can check the status of your request by signing into your Google Business Profile, or a clickable link may be sent to your confirmation email.
How to Claim Your Google Business Profile Listing through Google Maps
Here’s a fact that’s crucial to your local SEO success:
Your business only appears on Google Maps searches if you’ve claimed your Google Business Profile listing.
Claiming your profile lets you control your business information, interact with customers, and improve your local SEO – all of which are essential for attracting more customers.
If your business is NOT on Google Maps yet:
- Open the Google Maps app on your phone or tablet.
- Tap the three lines in the top left corner to open the menu.
- Select ‘Add a missing place.’
- Fill out all the essential business information (name, address, category, etc.).
- Tap ‘Submit.’ After this is done, Google will review your submission. Typically, within 24 hours (but sometimes it may take longer), your business will start appearing in searches and on Google Maps. You’ll also receive a confirmation email, so keep an eye on your inbox.
If your business IS on Google Maps, but you haven’t claimed it yet:
- Open the Google Maps app on your phone or tablet.
- Search for your business name and select the correct listing.
- Scroll down and tap ‘Claim this business.’
- Choose ‘I own or manage this business.’ If you manage a different business, select the other option.
- Select a verification option (postcard, phone, email, etc.) and follow the on-screen instructions.
| Pro tip: It’s definitely possible for a business to appear on Google Maps even if you haven’t claimed it (after all, Google would have to wait for every business to claim themselves before they could appear on Maps searches). However, you won’t be able to edit or manage any of the information until you claim it through your Google Business Profile account. |
What do you do if your business is already claimed?
If you discover that someone else has already claimed your business listing on Google, don’t worry!
You can still gain ownership through a simple process:
- Visit the Google Business Profile creation page: Go to https://business.google.com/create.
- Search for your business: Enter your name and physical address, and then select your business from the results.
- Click ‘Continue.’
- Request access: A message will likely appear stating that another user has already verified the listing. Click on the ‘Request access’ button.
- Fill out the form: Provide your contact information and explain why you’re requesting ownership. Be clear and concise, all while emphasizing your legitimate connection to the business.
- Submit your request: Click ‘Submit.’ The current profile owner will receive a notification email, and they’ll have a few days to respond after that.
Here are some best practices for dealing with this type of dispute:
✅Be patient: The current owner might take a few days to respond to your request.
✅Follow up: If you don’t hear back within a reasonable time, contact Google support for assistance.
✅Gather evidence: If there’s a dispute over ownership, be prepared to provide documentation proving your connection to the business (e.g., your business license, utility bills, tax documents).
Claiming multiple locations
Here’s a breakdown of how to claim and manage multiple business locations within a single GBP account:
- Access Your Google Business Profile
- Sign into your GBP account to get started.
- Add a New Location
- Look for an option on your dashboard like ‘Add location’ or ‘Create a new listing.’ The exact wording may vary.
- Click on this option to start the process of adding a new location.
- Provide Business Information
- You’ll have to enter the details of your new location, just like when you created your first profile.
- Fill in your business’s name, address, category, phone number, website, and other relevant information.
- Verify the New Location
- Choose a verification method for the new location. Options may include postcard, phone, email, or video recording.
- Follow the instructions provided for your chosen verification method.
- Manage All Locations
- Once verified, the new location will be added to your GBP account.
- You can now manage all your locations from a single dashboard. This includes updating business information, responding to reviews, and viewing insights.
Why Claim a Google Business Profile Listing?
GBP isn’t just for brick-and-mortar locations.
Service-area businesses can also join the fun and gain some digital marketing real estate in the process.
Why would they want to do this?
The main reason is to get the SEO value out of having a GBP. Besides appearing in Maps searches, a GBP also gives you the ability to respond to Google reviews.
Since responding to both negative and positive reviews is a tried-and-true business practice (both will improve customer’s perception of your brand), it makes sense that online-only businesses would want to gain this ability.
Not only that, but other GBP features like Posts and Q&A sections are helpful for businesses of all types, regardless of whether they have a physical location or not.
While GBP listings have the most significant impacts on local businesses, there’s still value to be found for service-area and online-only businesses.
For instance, when you have a Google Business Profile listing, Google displays a Knowledge Panel whenever a user searches for your business name directly.
Here’s what ours looks like:
This is a valuable marketing tool that lets users know your:
- Address
- Average rating out of five stars
- Phone number
- Hours of operation
- Frequently asked questions
Your Google Posts will also appear in this Knowledge Bar, informing users about upcoming events and promotions at your business.
If you don’t claim a GBP listing, this knowledge bar won’t appear, which is why GBP is a must-have for all businesses, local or otherwise.
What Information Should I Add to the Google Business Profile Listing?
Once you’ve claimed your listing, it’s time to optimize it to attract more customers. Here are some essential things to include in your GBP listing:
- Complete all fields: Provide as much information as possible, including your business hours, website, photos, and a compelling description.
- Encourage reviews: Positive reviews build trust and credibility, so encourage loyal customers to leave them for you.
- Respond to reviews: Engage with your customers by responding to both positive and negative reviews.
- Keep your information up-to-date: Regularly update your business hours, contact information, and other relevant details.
- Include booking information: Include a booking calendar such as Calendly to make scheduling appointments super simple for your prospects.
- Menu: If you run a restaurant or a place that delivers food, include a digital version of your menu for easy access (and to boost sales).
Don’t forget about reviews!
Reviews are an integral part of the GBP experience. Reviews will boost your online presence and trustworthiness. They’ll also encourage your happy customers to share their experiences, which can have a positive spiraling effect (reviews leading to more reviews, that is).
To find the most success, you need to respond to every review you receive, even the less-than-flattering ones.
Here are some best practices to follow when responding to GBP reviews:
- Stay polite
- Answer good and bad reviews
- Offer solutions both online and offline
- Don’t argue
You may also want to upload videos or photos, so remember to write a compelling business description that will encourage customers to visit your location.
A strong business description and high-quality images encourage customers to click on your listing and visit your business. To provide evidence this is true, GBP listings that contain photos receive an average of 35% more clicks than those that do not.
What are the Benefits of Using a Google Business Profile?
Now that you know how to claim your Google Business Profile listing and how to create a GBP account, let’s discuss why you should take the time to fully utilize its awesome features.
Enhanced visibility on Google Maps and local search
A Google Business Profile significantly increases your visibility in local search results.
When potential customers search for businesses like yours, your listing can appear prominently at the top of Google Maps and in the Google Local Pack – which is a dedicated section on the search results page showcasing relevant businesses in the area (we shared one earlier for music stores).
This prime real estate ensures that your crucial business information – like your name, address, phone number, and operating hours – is readily available, making it easier for customers to find and contact you.
Increased customer engagement through reviews
Google Business Profile allows customers to leave reviews directly on your listing. Positive reviews can build trust and attract new customers, while negative reviews provide an opportunity to address concerns and improve your service.
Responding to reviews shows that you value customer feedback and are committed to providing excellent service, so don’t be shy about engaging with them, too.
Gain valuable insights
You can access data on how people find your business, what they search for, and how they interact with your listing.
Using these insights to refine your marketing strategies and better understand your customers will improve your marketing across the board.
For instance, if you discover that most of your customers are discovering you through the same channel (such as being ranked #1 for an important local keyword), you’ll know to invest a ton of time and effort into maintaining it and improving it.
It’s Free!
One of the best aspects of GBP is it’s free and easy to use.
Also, you don’t need advanced technical skills to set up and manage your profile. There’s no coding or design required, and all the features are very straightforward.
It’s an extremely accessible platform, making it viable for all business owners, regardless of their level of expertise.
That’s All Folks! Closing Thoughts on Claiming a GBP Listing
We’ve covered a lot so far so let’s briefly recap:
- Google Business Profile listings let your business appear in Google Maps searches and other SERP (search engine results pages) features like the Local Pack.
- You can respond to reviews to build customer loyalty.
- Verifying your GBP listing is a necessary step, and you can do so through the various methods covered in this article.
- GBP yields benefits for both physical and online-only businesses.
Claiming your GBP listing is great for your SEO and increases trust in your company.
So, if you want your business to rank higher on SERPs and have a better chance of being seen by potential customers, it’s time to set up your Google Business Profile!
And don’t worry – our team can help make the process easy for you.
Schedule a call today to find out how we can get your business ranking for your most important keywords!
If you’d rather leave your digital marketing to seasoned experts like us, check out HOTH X, our fully managed service that provides a one-way ticket to simple SEO success.
Also, check out part 5 in this series, How to Get Google Reviews.
