A profile is public business information. Small errors can confuse customers; shortcuts can create a bigger cleanup.

1. Check ownership and verification. 2. Correct category, hours, phone, services, and website. 3. Add accurate photos. 4. Reply to real reviews without scripting a fake conversation.

Do not create duplicates, stuff keywords into the name, or offer rewards for reviews.

Search your business name and city on Google Maps first. What you find decides the next step.

• Nothing there: add it at business.google.com/add. Google says adding or claiming a profile is free.
• A profile exists but nobody verified it: open it in Google Maps and select Claim this business.
• A past employee or vendor verified it: request ownership from the current owner. Don’t make a second profile.

Google picks the verification methods, and you can’t change them. Options can include phone or text, email, a live video call or a postcard.

• Phone: Google says automated phone menus, the “press 1 for hours” kind, won’t get the code. Answer the line live or pick text.
• Video: be at the shop. Google suggests showing outside signs, your equipment, and an employee-only area or your keys.
• Postcard: don’t edit the name, address or category while you wait, and don’t request a new code. Codes expire after 30 days.

Google says its review takes up to 5 business days, sometimes longer. Google will never ask for your code, so don’t read it to anyone who calls.

• Name: use the name on your sign, website and stationery. Leave out taglines, hours, phone numbers and service keywords. Google says extra words could get the profile suspended.
• Category: pick the fewest that describe the core business. Google’s test is “this business IS a,” not “this business HAS a.”
• Hours: list the hours customers can come in, and set special hours for holidays. Google says appointment-only businesses shouldn’t list hours.
• Phone: use a number the business controls. Google prefers a local number over a call center line.
• Description: no links and no sale prices. Google doesn’t allow either there.

Google can also pick up category details from your website. Keep the site and profile saying the same thing. After any change, test it like a customer: tap call, directions and the website link. Here is what Google looks for on a business website.

Don’t share one login. Google says each person should use their own Google Account, so nobody shares a password.

• Make staff or a vendor a manager. Managers can edit info, reply to reviews and post. They can’t add or remove people or delete the profile.
• Keep the primary owner on an account the business controls. A profile has only one primary owner.
• To add or remove someone, open the profile and go to More, then Business Profile settings, then People and access.
• When someone leaves, remove them there. Their past review replies and posts stay on the profile. See what to do when someone leaves the team.

Google notes that outside managers often charge a fee to run a profile. Walk away from anyone who promises a ranking. Google says third parties can’t promise or directly influence where you rank.

If a caller says they work for Google, Google suggests asking them to email you from an @google.com address. If you do hire help, Google suggests reviewing the profile’s performance each month. If the profile is verified, the facts match and customers call, you may not need help at all.

Save screenshots of anything wrong, then use the official route or bring the evidence to us.

Use updates when they are useful to customers; do not post filler for its own sake.

Ask honestly and follow Google’s policy.

Want it handled? Tech Consulting — Want a second set of eyes? We can map the setup before you buy or replace anything.

Product features and rules can change. Use the linked source as the current word.

• Google Business Profile Help: Add or claim your Business Profile — Adding a new profile, claiming an unverified one, requesting ownership; no charge. Checked October 19, 2026.
• Google Business Profile Help: Verify your business on Google — Verification methods, phone-menu limits, video and postcard steps, review time. Checked October 19, 2026.
• Google Business Profile Help: Guidelines for representing your business on Google — Rules for name, categories, hours, phone and description. Checked October 19, 2026.
• Google Business Profile Help: Manage your Business Profile owners & managers — Owner and manager roles, People and access, removing users. Checked October 19, 2026.
• Google Business Profile Help: Tips for working with third parties to manage your Business Profile — Free tool, ranking promises, people claiming to work for Google. Checked October 19, 2026.