Google Business Profile – Everything You Need to Know.

Key Takeaways

• Boost Local Visibility: Google Business Profiles allow you to appear in Google’s Local Pack and Maps when customers search nearby or within location-based queries.
• Build Trust: Verified profiles with accurate details and reviews inspire confidence.
• Drive Conversions: Google Business Profiles allow customers to call, book, or visit your site directly from Google.
• Stay Up to Date: Regularly updating hours, photos, and offers keeps your listing fresh.
• Simple Setup: Creating and verifying your profile can be done in minutes.
  

Introduction

Imagine this: a customer needs exactly what you offer, a haircut, a plumber, a dog groomer, and they’re searching on Google right now. What’s the first thing they’ll see?

Your Google Business Profile.

This can make or break that first impression. In today’s online-first world, where 97% of people look for local businesses on the internet, if your profile isn’t optimised, verified, and brimming with helpful information, you could be invisible to local customers who are ready to buy.

In this guide, you’ll discover everything you need to know to create, verify, and manage your Google Business Profile so your business stands out when it matters most.

What Is Google Business Profile (GMB)?

Google Business Profile (formerly known as Google My Business or GMB) is a free tool from Google that allows business owners to manage how their business appears across Google Search and Google Maps. Whether someone’s searching for a “plumber near me”, looking for a café in Sheffield, or browsing local electricians in London, your Google Business Profile is often the first thing they’ll see.

Core Features of a Google Business Profile

Think of your Google Business Profile as your digital shopfront. Key features include:

• Business name and category
• Location and Google Maps listing
• Opening hours, including public holiday settings (important for UK trading hours)
• Phone number and website link
• Photos and videos showcasing your products, services, team, or premises
• Customer reviews and star ratings
• Business updates and posts (similar to social media updates)
• Bookings, messaging, and Q&As (where enabled)

These elements are all displayed right on the search results page, visible before someone even clicks through to your website.

Why Every UK Local Business Needs a GBP

In 2025, it is non-negotiable not just to have a Google Business Profile, but to keep it well-maintained. Here’s why:

• Boosts Local SEO: Your Google Business Profile is one of the top ranking factors for appearing in the Google Local Pack (the map listings at the top of local searches).
• Increases Visibility on Google Maps: If someone’s using Google Maps to find a product/service in your industry, your profile helps you get found.
• Builds Trust: Real reviews, up-to-date info, and professional photos signal credibility, encouraging more clicks and calls.
• Drives Conversions: With various CTA options such as click-to-call, directions, and book now, potential customers can engage without ever leaving Google.

How to Create a Google Business Page

Setting up your Google Business Profile is straightforward and can be completed in just a few steps. 

Here’s a step-by-step guide for UK businesses:

1. Visit the Google Business Profile Manager

Go to the official Google Business Profile website. Click “Get Started” to begin.

Tip: If you’re already signed into your Google account, you’ll go straight to step 3.

2. Sign In With a Google Account

Use a Google account that you want associated with your business. Ideally, use a company email account or a shared business login that your team can access.

Security Tip: Set up 2-factor authentication on the account to protect your profile.

3. Enter Your Business Name and Category

Type in your business name exactly as it appears on your website, signage, and other listings. 

Choose your business type depending on whether you are an e-commerce business, a local store or a service business. 

Then choose a primary category that accurately describes what your business does.

SEO Tip: A recent study found that 86% of all Google Business Profile views came from category searches, so accurate categorisation of your business is key for visibility. Google may suggest several applicable categories, so be as specific as possible. 

Then, input your business address accordingly. This is crucial as not only will it ensure your location is accurately listed, but it will also speed up the verification process.

4. Enter Contact Details

Add your phone number and website URL (if you have one). This allows potential customers to call, click, or visit directly from your listing.

Many searches happen on mobile – make sure your contact details are correct and clickable.

5. Complete Profile Setup

After entering your phone number and email address, you will be prompted to fill in specific information relevant to your business.

You can skip these sections at this point if you wish to fill in the information later.

After entering your contact details and progressing through the setup questions, you’ll arrive at your Google Business Profile dashboard – this is where you can begin optimising your listing to stand out to customers.

Before you start enhancing your profile, though, it’s essential to verify your business. Verification confirms to Google (and your customers) that your business is legitimate and operating at the location you’ve provided. Without completing this step, your profile won’t appear publicly on Google Search or Maps.

How to Verify My Business on Google

Here’s everything UK business owners need to know about verifying their profile in 2025.

Verification Methods

Google offers several ways to verify your business. The method available to you depends on the type of business you run, your location, and how Google evaluates your listing.

1. Postcard by Mail

Google will send a verification postcard with a unique code to your business address. It usually arrives within 14 days.

• Look for a plain envelope from Google Business Profile
• Enter the code in your GBP dashboard once it arrives

If you choose this verification option, do not change or edit your business name, address or category in the profile, as this will cause verification to fail and you will need to request a new code.

2. Phone Call or Text

If eligible, you’ll be offered the option to verify instantly by phone. Google will call or text a code to the number you listed in your profile.

• Make sure your number is correct and can receive texts or calls
  

3. Email Verification

Some businesses, especially service-based or online businesses, may qualify for email verification. If offered, Google will send a verification link to your business email.

4. Video Verification

This is a newer method recently introduced in the UK. Google may ask for a short video walkthrough of your premises, signage, or tools of the trade. You’ll record and upload this via the Google Business Profile app.

• Show your storefront, branded vehicle, signage, and tools in action
• Be sure to follow the official video guidelines
  

5. Instant Verification

If your business is already verified in Google Search Console, you may qualify for instant verification. This is more common for online-first businesses or organisations with strong domain authority.

Tips to Speed Up the Process

• Double-check your business details before submitting (especially your address and phone number)
• Use an official email domain (e.g., [email protected]) instead of generic ones like Gmail
• Watch your post closely! Royal Mail delays can happen, so don’t let the postcard go unnoticed
  

What to Do If Verification Fails

If your verification attempt fails, don’t panic – there are several ways to resolve it:

1. Request a new code via your preferred method (post, phone, or email)
2. Contact Google Business Support through the help centre or chat
3. Submit a video verification to prove your business is real
4. Use the GBP Community Forum to get help from Google product experts
   

Important: Don’t try to create a duplicate listing – this can lead to your profile being suspended.

Why Is My Business Not Showing Up on Google?

So you’ve created your Google Business Profile, but it’s still not showing in search results or on Google Maps. Don’t worry, you’re not alone. Many people run into this issue, especially during the first few weeks of setup.

Here are the most common reasons your business may not be visible, and what you can do to fix it.

Common Reasons Your Google Business Profile Isn’t Appearing

1. Your Listing Is Not Verified

An unverified profile won’t appear publicly on Google Search or Maps. You must complete the verification process before your listing is eligible for display.

Solution: Go to your Google Business dashboard and check your verification status. If it says “Pending Verification”, complete the necessary steps (see the previous section for help).

2. Your Account Is Suspended

Google may suspend listings that violate its guidelines. Common reasons include inaccurate business names, keyword stuffing, or suspicious activity like multiple listings for the same business.

Solution: Visit your GBP dashboard. If suspended, you’ll see a notification. Review Google’s Business Profile guidelines and submit an appeal through the reinstatement form.

3. Your Profile Information Is Incomplete

Missing or inconsistent information, such as no phone number, unclear business category, or lack of location details, can prevent your listing from appearing in relevant searches.

Solution: Fill out every field in your profile. Ensure your business name, address, phone number (NAP), hours, website, and category are accurate and match what’s on your website and other online listings.

4. Your Listing Is Too New

Newly created or recently verified profiles may take several days to appear in search results while Google’s systems index the information.

Solution: Give it time. Most listings go live within 3–7 business days after verification.

5. Duplicate Listings Exist

Google may suppress your listing if it detects duplicate business profiles at the same address or with similar names.

Solution: Search for your business on Google Maps or Search. If you find a duplicate, report it through the “Suggest an edit” option or flag it via the Google Business Help page.

If everything looks correct and your business still doesn’t show up, consider contacting Google Business Profile Support for help.

How to Reply to Google Reviews

Responding to Google reviews, both positive and negative, is one of the most powerful ways to build trust, boost your local SEO, and show customers you care. In 2025, Google prioritises active and engaged business profiles and replies to reviews are a key signal of credibility.

Why Replying to Reviews Matters

Whether it’s a glowing 5-star review from a loyal customer or a complaint from a frustrated one, every review is an opportunity to reinforce your brand and reputation.

Here’s why it matters:

• Builds trust – Prospective customers read replies to see how you handle feedback
• Boosts local SEO – Google considers review engagement when ranking local businesses
• Shows appreciation – Acknowledging happy customers encourages repeat business
• Provides damage control – Addressing negative reviews can turn criticism into loyalty
  

Did you know: According to research, 89% of UK consumers read business responses to reviews before making a decision.

Best Practices for Responding to Google Reviews

1. Reply to Every Review

Even a simple “Thanks for your kind words!” shows you’re active and attentive.

2. Use a Friendly, Professional Tone

Stay polite and helpful even when faced with harsh criticism. Avoid being defensive.

3. Be Specific

Personalise your responses where possible. Mention the customer’s name or any details of their visit (“We’re glad you enjoyed your haircut at our Bristol salon!”).

4. Address Issues Transparently

For negative reviews:

• Apologise sincerely if warranted
• Explain the situation (briefly)
• Offer to resolve the matter offline if needed
  

5. Don’t Include Personal Information

Never share private customer data in your reply, even if they mentioned it in their review.

How to Reply Using the Google Business Profile Dashboard

You can reply to reviews directly via the Google Search interface, Google Maps, or the GBP dashboard:

Method 1: Via Google Search

1. Log in to your Google account
2. Search for your business name
3. Click “Customers → Reviews”
4. Hit “Reply” beneath any review

Method 2: Via Google Maps

1. Open Google Maps and log in
2. Click the menu > “Your Business Profile”
3. Go to the “Reviews” tab
4. Select a review and click “Reply”

Method 3: Via the Google Business Profile Manager

1. Visit Google Business Profile
2. Select your business
3. Navigate to “Reviews”
4. Respond directly from the dashboard
   

TIP: Draft your replies in a document or notes app first, especially for sensitive responses, to avoid errors or emotional tone.

How to Delete My Business from Google

There may come a time when you need to remove, close, or delete your business listing from Google. Perhaps you’re retiring, relocating, merging with another company, or simply changing how you operate. But before taking action, it’s important to understand what each option means and the potential impact on your SEO and reputation.

Closing vs Removing vs Deleting: What’s the Difference?

Action	What it does	When to use it
Mark as Permanently Closed	Shows your business as closed in Google Search & Maps	You’ve shut down or relocated
Remove Listing (from your account)	Stops you from managing the profile, but it may still appear publicly	You no longer own or manage the business
Request Removal from Google	Google reviews and may fully remove the listing if it violates policy or is duplicate	The listing is fake, incorrect, or no longer valid

Important: You can’t fully “delete” a business listing in most cases, especially if it has existed publicly. Google aims to maintain historical data for user trust and accuracy.

How to Mark Your Business as Closed on Google

This is the most common action for UK businesses that are shutting down or moving.

Steps:

1. Sign in to your Google Business Profile
2. Search your business name in Google Search
3. Click on “Edit Profile” → “Business Information”
4. Scroll to the “Business Status” section
5. Select “Mark as permanently closed”
   

Your listing will now show as “Permanently closed” in red on Google Search and Maps.

Tip: If you’re just relocating, update your address instead of closing the listing.

How to Remove a Business Listing from Your Account

This removes your ability to manage the profile but doesn’t delete it from Google’s systems.

Steps:

1. Go to your Google Business Profile manager
2. Select the business you’d like to remove
3. Click the three-dot menu → “Remove Business”
4. Confirm removal

You’ll lose access to the listing, but it may still appear publicly unless closed or reported.

Requesting Full Removal from Google (In Certain Cases)

Google may remove a listing if:

• The business never existed
• It’s a duplicate
• It violates Google’s guidelines

To request removal:

• Visit the listing on Google Maps
• Click “Suggest an edit”
• Choose “Remove this place” and provide your reason

Or, go to the Google Business Redressal Form to report policy violations.

Considerations Before You Remove or Close Your Listing

• SEO Impact: Removing or closing a listing may erase the SEO equity you’ve built, particularly if your profile has strong reviews or visibility.
• Customer Confusion: Customers searching for your services may see a closed or missing listing and assume you’ve gone out of business, even if you’ve just moved or rebranded.
• Redirection: If you’re transitioning to a new brand, it’s better to update the profile rather than delete it, so you can redirect traffic and retain your rankings.
  

TIP: If you’re merging with or taking over another business, claim and update the existing listing instead of deleting yours.

Final Thoughts

Creating your Google Business Profile is only the beginning of building a strong online presence. To stay visible and competitive, make it a habit to keep your information up to date, especially your hours and contact details. Regularly add new photos, highlight special offers or seasonal services, and use the Posts feature to engage your audience.

Encourage satisfied customers to leave reviews and always respond to show you value their feedback. Use Google Insights to track how people find and interact with your profile, so you can focus on what’s working. Finally, link your website and social media channels to maintain consistency and strengthen your credibility.

Just a few minutes each week can make a big difference in how effectively your profile attracts and converts customers.

Looking to explore other areas of digital marketing?

At Bright Sprout, we offer digital solutions across a range of services.

Whether you’re looking to dominate search engines organically with SEO, explore paid advertising with PPC solutions, thrive creatively through Social Media Marketing, attract a new audience with Pinterest Marketing or revamp your online presence with Web Development, we can help you fulfil your online potential.

Contact us for a friendly chat about how we can take your business to the next level!