How to Claim a Business on Google in Five Easy Steps

Most businesses don’t succeed by leaning on the strategy “if you build it, they will come.” You shouldn’t either. We’re here to offer an alternative option to jumpstart your professional success: Learning how to claim a business on Google.

Let’s face it—being found online is a must-have for businesses operating in today’s digital world, and search engines like Google are crucial to that effort. In fact, 68% of online experiences begin with the search engine. If somebody is searching online for a product or service you offer and your business does not show up in those search results, it’s unlikely they will choose you or become a customer. To them, it may appear that your business does not even exist.

One of the easiest ways to get the word out about your small business or new brick-and-mortar location is to leverage a Google Business Profile. If you’re unfamiliar with the Google Business Profile or have yet to complete your profile, you’re not alone. Many businesses have not claimed their Google Business Profile—but have no fear; we are here to help.

What is Google My Business?

A Google Business Profile is a free online business listing offered by Google, and we think all small business owners should take advantage of it. The more complete your business listing is, the higher you will rank in relevant Google search results—which has a direct impact on whether potential customers will choose your business over your competitors’ business. A Google Business Profile gives your business credibility and legitimacy online, both key to building a solid customer base.

A Google Business Profile is a valuable resource for retail businesses or businesses with storefronts or physical locations. Leveraging a Google Business Profile is a simple, free marketing tactic that business owners can use to enhance their business’s online presence, brand awareness, and recognition. You don’t have to have a marketing team or a robust digital marketing campaign to get in front of your potential customers at the exact moment they are searching for your services online. This is relevant for businesses of all shapes and sizes.

Why does it matter?

A Google Business Profile has a direct impact on where your business will appear both in Google Maps and Google’s search results. A business that has complete and accurate information in their Google Business Profile typically receives more clicks, is 70% more likely to attract visits to its physical location or storefront, and is 50% more likely to make a sale when compared to a business that has not. Again, the optimization and completeness of your listing will impact how successful it is in helping you achieve your business goals. Before we get into setting up your listing, let’s dive deeper into some of the ways leveraging a Google Business Profile can directly impact your organization:

• Google Maps: If you want to show up higher than your competitors in searches related to your offerings, you’ll need to ensure you fully optimize each field of your Google Maps listing. This can only be done when you claim your Google Business Profile. Google Maps is becoming yet another way people search for products and services local to them, so it’s crucial for your business to be a part of that consideration set.
• Location, location, location: Chances are you want to show up for relevant customer searches in your local area—even if that isn’t specified directly in the search term. Think “flower shop” vs. “flower shop Washington.” Google determines the IP address of the searcher to deliver the most relevant, location-based results to that specific user. If you have a Google Business Profile fully completed and optimized for the flower shop you operate in Washington, you’ll show up for searches for “flower show Washington” and searches for “flower shop.” If not, you’d be missing out on 50% of those searches that do not include a location qualifier.
• First page is best: 75% of people never scroll past the first page of search engine search results. That means if you’re not there, you’re likely missing out on a lot of potential business. Therefore, a Google Business Profile is critical to appearing on the first page of the search results for relevant inquiries.
• Knowledge Panel: If you’ve filled out your Google Business Profile, Google will display a Knowledge Panel for users who are searching for your business on the right-hand side of the search results page. Think of the Knowledge Panel as a pseudo-homepage for your business, with your hours of operation, photos, reviews, contact information, and more clearly outlined. If you have not claimed your business on Google, this will not be an option for you.
• Make it easy: Like most of us, your customers are used to instant gratification and want to easily find what they are looking for online. If they can do it directly from the search results page without actually clicking to visit a website, that’s even better! When you complete your Google Business Profile, you make it easier for potential customers to find your business, learn more about what you offer and contact you immediately. Having an incomplete profile means they may have to scroll to find your listing and then click into your website to access the information they’re looking for
• Accuracy is key: Customers searching online typically trust the results that are put in front of them. It would be bad for businesses to break that trust. By taking ownership of your Google Business Profile and keeping it updated on a regular basis, you can ensure that Google is displaying accurate information to customers and not misleading them. For example, you wouldn’t want Google to show that your business is open on Labor Day if it isn’t and risk customers showing up to a locked door, right? That wouldn’t be good for building customer trust and loyalty.
• View insights: As an owner or manager of your Google Business Profile, you’ll have access to insights about how often your profile has been viewed to help you gauge how popular your business is with current and potential customers. You can monitor and leverage these insights to make future decisions about how to market and promote your business.

How do I claim a business on Google?

Congrats! You’ve decided to claim your business on Google and provide a fully-optimized, robust set of information to your customers and potential customers online. Great move. Here’s how you start the process from your computer or phone:

1. Visit https://www.google.com/business/ to begin the process of filling out your profile. Keep in mind that you will need an active Google account to complete this process. If you do not already have a Google account, you can create one using your business email address. It’s important to use your business email address—or an email address you regularly check—because Google My Business will send you periodic notifications and updates about your listing via email.

2. Next, enter your business’s address to locate it on a map. You can then select whether you’d like your business to appear on Google Maps. If you are a retail location, have a storefront or conduct business where customers will regularly be visiting your location, this is a must. Failure to complete this step means your business will not show up in Google Maps.

3. Fill in all relevant business information. We cannot stress this enough—fill in everything. The more complete your profile, the more helpful it will be to searchers and the higher Google will rank it in the search results. Make sure you’re accurately completing every section to the best of your ability, including:

• • Business name
  • Physical location or office address
  • Business phone number
  • Business category
  • Attributes (will vary depending on the category you select)
  • Website URL
  • Business description
  • Hours of operation
  • Booking information for appointments (if applicable)
  • Menu (if applicable)
  • Q&A
  • Reviews (You will not fill this section out, but reviews about your business will appear in this section of your profile as they are left, so encourage your happy customers to leave them!)
  • Photos (Photos added of your business in the future by others will also appear in this section of your profile alongside the photos you upload yourself.)

4. Verify your account. Your Google Business Profile will not be active or appear in search results until it is verified. You can verify your business in several different ways:

• Google can call your business phone number to provide the PIN number. They will send you an automated recording, so make sure you have a pen and paper handy to record the PIN number during the call so you can enter it into your profile afterward.
• Google can text you the PIN number to your mobile device.
• Google can send you a physical postcard in the mail containing your PIN number. This method takes the longest because it relies on standard mail. Most postcards arrive within 14 days of the request being submitted.
• Google can occasionally verify your Google Business Profile immediately, if you verify your website with Google Search Console. To do this, search the name of your business on Google. An option to verify your profile or resolve an issue with an already claimed profile will come up. You can also do this step in the Google Maps app or by typing “My business” into the search bar.

5. Keep it updated! The only thing worse than not showing up online is showing up online with inaccurate or misleading information. Google can update profiles at any time and will periodically suggest edits to your profile in an attempt to make things clearer for searchers. Still, you should always keep an eye on your profile and update it if you make any significant business changes. Are you closed for a major holiday? Has your phone number changed? Did your business move to a new location? If the answer to any of these is “yes,” update your profile. Remember that your Google Business Profile is often a potential customer’s first touchpoint with your business, so you want to make sure your information is up-to-date and accurate at all times.

We're here to help entrepreneurs on their journeys to small business ownership and success.