Ever noticed how some local businesses dominate Google’s search results with eye-catching profiles, while others barely register? The difference often comes down to one simple action: claiming and optimizing their Google Business Profile. This free tool is arguably the most powerful marketing asset available to businesses today, yet surprisingly, over 40% of local businesses haven’t taken control of their listings—leaving valuable visibility and customer connections on the table.
Claiming your business on Google requires finding your listing through Google Maps or Business Profile Manager, verifying ownership via postcard, phone, or email, and then optimizing with accurate business information. Businesses with verified and complete profiles receive 7x more clicks, appear 2.7x more frequently in local searches, and generate 35% more website traffic than unclaimed listings.
Whether you’re starting from scratch or taking over an existing listing, this guide walks you through every step of the claiming process. We’ll tackle common roadblocks like dealing with previously claimed listings and share optimization strategies that transform basic profiles into customer-generating machines. Ready to make your business more discoverable to the people searching for exactly what you offer?
Understanding Google Business Profile
Did you know that businesses with complete Google profiles receive 7x more clicks than those without? This powerful yet often overlooked tool serves as your digital storefront on the world’s largest search engine. Let’s explore what Google Business Profile is and why claiming yours should be at the top of your marketing priorities.
What is a Google Business Profile and why is it important?
A Google Business Profile is a free digital listing that displays your business information when customers search for your company or related services on Google Search and Maps. It functions as your business’s official presence on Google, showcasing critical details like your address, hours, photos, reviews, and services offered.
Your profile is made up of essential elements that help customers find and connect with your business: basic contact information, visual content, customer reviews, promotional posts, and answers to common questions.
| Component | Function |
|---|---|
| Business Information | Provides accurate NAP (Name, Address, Phone) |
| Photos & Videos | Shows your business visually |
| Reviews | Builds credibility and trust |
| Posts | Shares updates and promotions |
| Q&A | Answers common customer questions |
The significance of this profile cannot be overstated. Nearly 46% of all Google search queries have local intent, and 88% of consumers who conduct a local search on their smartphone visit a related store within a week. Without a claimed and optimized profile, you’re essentially invisible to potential customers actively searching for what you offer.
Benefits of claiming your business on Google
When you claim your Google business, you gain control over how your business appears to the millions of potential customers using Google daily. This verification establishes you as the legitimate owner of your digital presence.
- Improved visibility: Claimed businesses appear in search results, Google Maps, and Knowledge Panels
- Enhanced credibility: Verification badge signals to customers that your business is legitimate
- Control over information: Update hours, services, and responses to reviews in real-time
- Customer insights: Access to analytics showing how customers find and interact with your listing
- Promotional opportunities: Share events, offers, and updates through posts
- Competitive advantage: Stand out against unclaimed competitors with a complete profile
The benefits compound over time as you build a robust profile with reviews, photos, and accurate information. This free marketing tool delivers substantial returns on the minimal time investment required for setup and maintenance, making it one of the highest-ROI activities for local businesses.
Many businesses claim their listing but never fully optimize it. Simply completing all available profile fields puts you ahead of approximately 70% of your competitors.
How a verified listing impacts local search visibility
Visibility in local search results dramatically improves once you’ve verified your business listing. Google’s algorithm prioritizes confirmed businesses because they provide more reliable information to searchers. Verification affects three critical ranking factors: relevance, distance, and prominence. A verified profile signals to Google that your business is legitimate, active, and invested in providing accurate information. Businesses typically report a 30-50% increase in views after verification. Additionally, verified profiles can appear in the coveted Local Pack (map results with three businesses) that appears above organic search results, significantly increasing click-through rates and foot traffic to physical locations.
Let Outport Reviews help you manage your Google Business Profile and build a strong online presence.
Explore Our FeaturesStep-by-Step Process to Claim Your Business on Google
Imagine having a storefront that’s invisible until you officially register it. That’s essentially what an unclaimed Google Business Profile is. In this section, we’ll walk through the exact process to claim your digital presence—whether your business already appears on Google or you need to create a listing from scratch. Follow these proven methods for a smooth claiming experience.
How to check if your business is already listed
Before attempting to create a new listing, check if your business is already on Google. Start by conducting a simple search using your business name and location (e.g., “Coastal Delights Bakery Seattle”). Alternatively, visit Google Maps and enter your business name. Look carefully through the results, checking different spelling variations if necessary.
When searching for your existing listing, try these search variations:
- Your exact business name
- Business name + city
- Business name + street name
- Common misspellings of your business name
- Previous business names (if your location changed ownership)
If your business appears in the results, look for an “Own this business?” or “claim this business” button, which indicates an unclaimed listing. If no listing exists, you’ll need to create one from scratch. Taking this initial verification step prevents duplicate listings, which can confuse customers and dilute your online presence across multiple profiles.
Method 1: Claiming through Google Maps
One of the most straightforward ways to claim your business is through Google Maps. This method works well for businesses with physical locations that customers visit.
Open Google Maps in your browser or mobile app and search for your business name and location.
Click on your business from the search results to open the business panel.
Look for “Claim this business” or “Own this business?” and click the link.
Sign in with your Google account and follow the verification prompts.
| Step | What You’ll See | Common Issues |
|---|---|---|
| Search | Map with pins | Business not appearing |
| Select | Business panel | Wrong business selected |
| Claim | “Claim this business” link | No claim option visible |
| Verify | Verification methods | Verification code not arriving |
This method works identically on mobile devices, though button locations may vary slightly in the interface.
Method 2: Using the Google Business Profile Manager
The Google Business Profile Manager provides the most comprehensive control when claiming and managing your business. This dashboard-based approach offers advanced features not available through other methods.
Use a business-specific Google account rather than a personal account when claiming your listing. This ensures business continuity if staff changes occur.
Start by visiting business.google.com and sign in with the Google account you want associated with your business. Click “Add your business” or “Get started” if you’re new to the platform. Enter your business name exactly as it should appear publicly. If no matching business appears, you’ll be prompted to add it. If your business is found, select it and proceed to claim. Complete the business information form with accurate details about your category, location, service area, contact information, and website. Be precise—this information forms the foundation of your digital presence and affects how you appear in search results.
The manager interface provides two views: a simplified view for basic management and an advanced dashboard for granular control. The simplified view offers quick access to most-used features, while the advanced dashboard provides detailed insights and full configuration options.
| Feature | Simplified View | Advanced Dashboard |
|---|---|---|
| Post Updates | Yes | Yes |
| Edit Basic Info | Yes | Yes |
| Insights Analytics | Limited | Comprehensive |
| Multi-location Management | No | Yes |
How to claim a business on Google using an iPhone
iPhone users can easily claim their business through the Google Maps app. Download and open the app, sign in with your Google account, then search for your business. Tap on your business listing and scroll down until you see “Claim this business” or “Own this business?”. Tap this option and follow the on-screen instructions. The iOS interface streamlines the verification process with integrated camera access for uploading verification documents and push notifications for status updates. The mobile verification process typically takes the same amount of time as desktop methods.
The Google Maps app offers all the functionality of the desktop version, with a streamlined mobile interface. You can complete the entire claiming process directly from your iPhone, including verification steps.
What verification options are available?
Verification proves to Google that you are authorized to manage the business information displayed in your profile. Google offers several verification methods, though availability depends on your business type and location.
| Method | Timeframe | Best For |
|---|---|---|
| Postcard | 5-14 days | Most physical locations |
| Phone | Immediate | Businesses with public phone number |
| 1-2 days | Select service businesses | |
| Instant | Immediate | Pre-verified websites |
| Bulk | 1-3 weeks | Businesses with 10+ locations |
Postcard verification remains the most common method, where Google mails a card with a verification code to your business address. Phone verification offers immediate confirmation through an automated call with a PIN. Email verification sends a confirmation link to your business email. Instant verification is available if your business website is already verified through Search Console. Bulk verification is reserved for businesses managing numerous locations through a single account.
Our team at Outport Reviews can guide you through the verification process and optimize your listing for maximum visibility.
Contact Us TodayTroubleshooting Common Claiming Issues
Hitting roadblocks during the claiming process is more common than you might think. In fact, approximately 15% of business owners encounter at least one obstacle when claiming their Google listing. Let’s address the most frequent challenges and provide actionable solutions to overcome them quickly.
What to do if someone else has claimed your business
Discovering that someone else has claimed your business can be concerning. This situation typically occurs when former employees, marketing agencies, previous owners, or even competitors have gained control of your listing. Identifying the current profile owner isn’t possible from the public view, but the “Own this business?” prompt will be absent if someone already manages it.
If someone else has claimed your business:
- Try to identify who might have access (former employees, marketing agencies, previous owners)
- Contact them directly to request transfer if possible
- Use the “Request ownership” feature through Google Maps or Business Profile Manager
- Be prepared with business verification documents
- Allow 7 days for the current owner to respond before escalating
| Scenario | Best Approach |
|---|---|
| Former Employee/Agency | Direct contact first, then Google support |
| Previous Business Owner | Reference purchase agreement, contact Google |
| Unknown Party | Immediate ownership request through Google |
| Competitor (malicious) | Escalate to advanced verification |
To request ownership, select the listing and click “Request access.” Complete the form with your business details and relationship to the business. Google has systems in place to contact the current profile manager, who has 7 days to respond. If they deny or ignore your request, you can appeal with documentation proving ownership (business license, utility bills, formation documents). Be prepared to provide substantial evidence during Google’s review process.
How do I regain ownership of a Google Business Profile?
If you’ve lost access to your GBP account due to forgotten passwords or staff changes, several recovery paths exist. First, attempt account recovery through Google’s standard processes if you still have access to the associated email.
If you still have access to the email that was used to claim your profile, use Google’s account recovery process at accounts.google.com/recovery. This is often the fastest solution.
For cases where another party has control, use the official ownership request process. Navigate to the Business Profile, select “Claim this business,” then “Request access.” Google notifies the current owner, who must respond within 7 days. Document collection becomes crucial at this stage.
If initial requests are denied, file an official appeal with Google. Include comprehensive documentation like business registration certificates, utility bills, or tax documents with matching business name and address. Persistence is key—successful appeals typically require multiple follow-ups and complete documentation.
Steps to take when the “Own this business” option doesn’t appear
When the “claim this business” or “Own this business” option is missing, it usually indicates either the business is already claimed, the listing is suspended, or there might be duplicate listings. First, try searching for your business using different keywords or directly through the Business Profile Manager.
If you can’t find the “Own this business” option, it’s most likely because the listing is already claimed. Try creating a new listing first – Google will alert you if duplicates exist and guide you through the request access process.
If you still can’t find the claim option, create a new listing and Google will typically alert you to duplicates during this process. For persistent issues, contact Google Business Profile support through the help center. They can investigate backend issues affecting your listing accessibility. In some cases, Google may require additional verification steps before revealing ownership options for sensitive business categories.
How long does it take to claim a Google business?
The timeline to completely claim my business on Google varies based on your verification method and business type. Postcard verification typically takes 5-14 days, as physical mail must reach your location. Phone verification completes within minutes if your business phone number is correctly listed. Email verification generally resolves within 1-3 days. Instant verification is immediate for eligible businesses with Google Search Console-verified websites. Factors that might extend these timeframes include business category (sensitive industries face stricter verification), inconsistent address information, recent business relocations, or high-risk business categories. Most standard businesses complete the entire process within two weeks.
Optimizing Your Google Business Profile After Claiming
Now that you’ve successfully claimed your business, the real work begins. A bare-bones listing performs 70% worse than a fully optimized one. Here’s how to transform your newly claimed profile into a powerful customer acquisition tool through strategic optimization techniques.
Essential information to include in your listing
The foundation of an effective profile is accurate core information. Ensure your business name exactly matches your storefront signage, website, and other online listings. Your business address must be precise, including suite numbers and building details for accurate map placement.
Essential Business Information Checklist:
- Name: Exact legal or DBA name (no keywords or descriptors)
- Category: Primary category plus relevant secondary categories
- Address: Complete street address with postal code
- Phone: Local number with area code
- Website: Direct link to your homepage or location page
- Hours: Accurate operating hours for each day
Your business description should concisely explain your services, unique value propositions, and history in 750 characters or less. For service-area businesses, clearly define your coverage regions by cities, neighborhoods, or postal codes. Operating hours should reflect both regular hours and any special holiday schedules to prevent customer disappointment.
Choose your primary category carefully – it’s the most important ranking factor. You can add up to 10 secondary categories to appear in additional relevant searches.
Adding photos and videos to enhance visibility
Businesses with photos receive 42% more search/for your business direction requests and 35% more website clicks than those without visual content. Upload high-quality images of your exterior, interior, products, services, and team to give potential customers a virtual tour before they visit.
| Image Type | Recommended Size | Quantity | Purpose |
|---|---|---|---|
| Logo | Square, 250×250 minimum | 1 | Brand recognition |
| Cover Photo | 1080×608 pixels | 1 | First impression |
| Exterior | 720×720 minimum | 3-5 | Location identification |
| Interior | 720×720 minimum | 5-10 | Atmosphere showcase |
| Products/Services | 720×720 minimum | 10-15 | Offering display |
Additionally, 360-degree images and short videos (under 30 seconds) significantly increase engagement and conversion rates. Always respect privacy policy guidelines by obtaining consent from any employees or customers featured in your photos.
Name your image files with descriptive keywords before uploading (e.g., “denver-bakery-fresh-pastries.jpg” instead of “IMG12345.jpg”). Google’s image recognition technology can read these filenames to better understand your business.
How to manage and respond to customer reviews
Reviews significantly influence potential customers‘ decision-making, with 88% of consumers trusting online reviews as much as personal recommendations. Set up notifications to alert you whenever new reviews appear, allowing for prompt responses—ideally within 24 hours. Every review, positive or negative, deserves acknowledgment.
For positive reviews, express genuine gratitude, mention your business name naturally, and reinforce the specific positive points mentioned. This approach enhances both customer relationships and SEO value. For critical reviews, respond professionally without becoming defensive. Acknowledge concerns, apologize for their experience, offer solutions, and move detailed discussions offline by providing contact information.
Review Response Templates:
Positive Review: “Thank you, [Name], for your wonderful feedback! We’re thrilled that you enjoyed our [specific service/product mentioned]. At [Business Name], we strive to [value proposition], and we’re glad it showed during your visit. We look forward to serving you again soon!”
Negative Review: “Thank you for your feedback, [Name]. We apologize that your experience with us didn’t meet your expectations. At [Business Name], we take all customer concerns seriously. I’d like to learn more about what happened and make things right. Please contact me directly at [phone/email] so we can resolve this matter promptly.”
| Review Type | Effective Response | Ineffective Response |
|---|---|---|
| Positive | Personalized thanks, reinforcement | Generic reply, sales pitch |
| Negative | Acknowledgment, solution, contact | Defensiveness, excuses, arguments |
| Neutral | Appreciation, added value | Ignoring, minimal effort |
Consider implementing a review generation strategy by creating memorable post-purchase moments and sending follow-up emails with direct review links. Remember that consistent review management not only improves your visibility but significantly impacts conversion rates and business retention.
Let Outport Reviews help you collect, manage, and respond to customer reviews efficiently.
See Our PricingManaging Access and Ownership
Statistics show that 24% of businesses lose access to their Google listings due to poor access management. Understanding the nuances of ownership versus management rights ensures your digital storefront remains secure while enabling team collaboration as your business grows.
Do you need a Google account to claim a business?
Yes, a Google account is absolutely required to claim and manage a business listing on Google. This doesn’t have to be a Gmail address—you can create a Google account using your existing business email. For security and continuity, create an account specifically for business management rather than using a personal account.
Create a dedicated Google account using your business domain email (e.g., marketing@yourbusiness.com) rather than an individual’s email. Add recovery options and document the login details in your company’s secure system.
When setting up this account, choose a recovery email and phone number that will remain accessible even if staff changes occur. Establish strong password protocols and consider implementing two-factor authentication for additional security. Document these credentials in your company’s secure password management system to prevent future access issues during transitions or emergencies.
Who can have access to your Google Business Profile
Understanding access levels for your Google My Business profile helps maintain security while enabling team collaboration. Google provides a hierarchical permission structure to maintain clear accountability.
| Role | Permissions | Best For |
|---|---|---|
| Primary Owner | Complete control, can add/remove users, transfer ownership | Business owner, executive leadership |
| Owner | Almost all permissions except removing primary owner | Marketing director, operations manager |
| Manager | Can edit information, post updates, respond to reviews | Marketing staff, social media team |
| Site Manager | Limited to posting and responding to reviews | Junior staff, interns, reception |
For small businesses, limiting access to 2-3 trusted individuals is recommended. Larger organizations might implement a tiered approach, with corporate maintaining ownership and business location managers having site-specific access. Regular access audits help prevent security vulnerabilities when staff departures occur.
Consider creating a role-based access policy document that outlines who should have what level of access to your Google Business Profile, along with procedures for granting and revoking access when staff changes occur.
Adding or removing profile managers and owners
To add your business team members as managers, log into your Google Business Profile dashboard and navigate to the Users section from the menu. Click the “Add user” button and enter their email address. Select the appropriate access level based on their responsibilities, then send the invitation. The recipient will receive an email with instructions to accept the role.
Access your dashboard at business.google.com
Find the Users or Manage users option in your menu
Click “Add user” and enter their email address
Select Owner, Manager, or Site Manager based on needed permissions
When removing users after staff changes or security reviews, return to the Users section, locate the user’s email address, click the three-dot menu beside their name, and select “Remove.” This action takes effect immediately with no notification sent to the removed user. For enhanced security during sensitive transitions, consider claiming your Google Business Profile ownership transfer carefully.
To transfer primary ownership, add the new primary owner first, then have them remove your account once they’ve verified access. This sequential approach prevents accidental loss of profile control during ownership transitions and ensures business continuity throughout management changes.
FAQ About Claiming Your Business on Google
Business owners frequently ask these critical questions about Google Business Profile management. Each answer below provides concise, actionable information based on Google’s latest policies and our experience helping over 500 businesses establish their digital presence through optimized Google listings.
How to claim your business on Google is straightforward and completely free. There are no subscription fees or hidden costs for creating, verifying, or managing your business listing. To begin the free claiming process, visit business.google.com or use the Google Maps app and search for your business. Then select “Claim this business” and follow the verification steps.
While Google may offer paid advertising opportunities like Google Ads to enhance visibility, the basic business listing and all management features come at no cost. Beware of third-party services charging fees for this free process.
To determine if your business is already claimed, search for your business name and location. If you see a knowledge panel with your business information, look for an “Own this business?” link. If this link is present, the business is unclaimed. Alternatively, try to claim the business through Business Profile Manager—if it’s already claimed, you’ll receive a notification stating that the listing has an existing owner. You can also verify by attempting to add the business through the Google Business Profile Manager.
The verification timeline varies by method and business type. Businesses eligible for instant verification can be claimed immediately. Phone verification typically completes within minutes, while email verification takes 1-3 days. Postcard verification, the most common method, takes 5-14 days to arrive with your verification code. Multi-location businesses using bulk verification may require 1-3 weeks. Google will extend verification times for new businesses, recently moved locations, or those in sensitive categories like healthcare or financial services.
Absolutely. A verified Google Business Profile listing delivers exceptional marketing value without any financial cost. Businesses with complete profiles receive 7x more clicks than unclaimed listings and are 70% more likely to attract on-site visits. The profile functions as your digital storefront for the 46% of all searches with local intent.
From a trust perspective, 68% of consumers say they would not use a business with incorrect or missing information. While maintaining your profile requires some time investment for updates and review responses, no other free marketing tool offers comparable returns. For service-area businesses and retail locations alike, claiming your business is a non-negotiable marketing foundation.
After verification, the person who completed the claiming process becomes the primary owner with full access. This individual can then grant different levels of access to others using their email addresses. Access levels include Primary Owner (full control, only one allowed), Owner (can add/remove users), Manager (can edit and post), and Site Manager (limited to posts and reviews).
To view current users with access to your listing, log into your Google My Business dashboard and navigate to the Users section. For security, regularly audit this list, especially after staff changes, to maintain appropriate access control.
Outport Reviews can help you claim, optimize, and manage your Google Business Profile effectively.
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