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Claim A Google Business

Why Claiming Your Google Business Profile Matters

If a customer searches for your business on Google and finds an unclaimed listing, you have no control over the information they see. Hours could be wrong, the phone number might be outdated, and photos could be missing. Worse, a competitor or a random user could suggest edits that stick.

Claiming a Google Business Profile (formerly Google My Business) gives you ownership over how your business appears in Google Search and Google Maps. It is one of the highest-impact, zero-cost steps any local business can take to improve visibility. According to Google's own local ranking guidance, the completeness and accuracy of your Business Profile directly influences how often you appear in local search results.

Once you have claimed and verified your listing, you can respond to reviews, post updates, add photos, and track how customers find you. Before any of that is possible, you need to go through the claim process.

Not sure how your listing currently looks to nearby customers? Run a free Google Maps rank scan to see where you stand before you start.

What "Claiming" a Google Business Profile Actually Means

Google often creates business listings automatically by pulling data from the web. These auto-generated profiles are unverified, meaning no human has confirmed they are accurate or that they represent the real business owner.

Claiming a profile means you are telling Google, "I am the rightful owner of this business, and I want to manage this listing." After you claim and verify, Google grants you administrative access. You can edit every field, add products or services, respond to reviews, and see performance insights.

There are two main scenarios:

  • The listing already exists but is unclaimed. You find it in Google Maps and submit a claim.
  • No listing exists yet. You create a new one from scratch and then verify it.

Both paths eventually lead to the same destination: a verified, owner-managed Business Profile. The Google Business Profile Help Center walks through both flows in detail.

Step-by-Step: How to Claim a Google Business Profile

Step 1 - Search for Your Business First

Before creating anything new, always check whether a listing exists. Go to Google Maps and type your exact business name and city. If a card appears, click on it and look for a "Claim this business" or "Own this business?" link at the bottom of the card.

Step 2 - Sign In to a Google Account

Use the Google account you want linked to the business permanently, ideally a business email rather than a personal Gmail. Go to business.google.com and sign in.

Step 3 - Enter Your Business Details

If starting fresh, enter your business name, category, address, phone number, and website. Be precise. Consistency between your Profile and your website is important for local SEO, as explained in Google Search Essentials.

Step 4 - Choose a Verification Method

Google will ask you to verify that you are the real owner. Common options include:

  • Postcard by mail - Google sends a postcard with a code to your business address (usually arrives in 5-14 days).
  • Phone or text - A code is sent to a number listed on the profile.
  • Email - A code is sent to a verified business email.
  • Video call - A Google representative video-calls to visually confirm your location.
  • Instant verification - Available if your website is already verified in Google Search Console.

Step 5 - Enter the Verification Code

Once you receive the code, go back to your Business Profile, enter it, and your listing becomes officially verified. You can now edit every detail.

What to Do Immediately After You Claim

Claiming is only the beginning. The businesses that win in local search are the ones that treat their Profile as a living asset, not a set-and-forget checkbox.

Complete every section:

  • Business name, address, phone, and website (check for exact match across all platforms)
  • Hours, including holiday hours
  • Business category (primary and secondary)
  • Description using natural language about what you do
  • Products and services with prices where relevant
  • Photos of your storefront, team, and work

Start gathering reviews. Research from BrightLocal's Local Consumer Review Survey consistently shows that reviews are a primary factor in how consumers choose local businesses. Respond to every review, positive or negative, to show engagement.

Understand review policies. Before you ask customers for reviews, read Google's review policies so you stay within the rules and avoid having reviews removed.

Need help tracking your rankings after you claim? The free local SEO tools at MapRank let you monitor your position in Google Maps and spot opportunities to improve.

How to Request Ownership If Someone Else Has Already Claimed It

Sometimes you search for your business and find that someone else, perhaps a former employee, an agency, or a previous owner, has already claimed it. This is more common than you might think.

Here is what to do:

  1. Go to your business listing in Google Maps and click "Claim this business."
  2. Google will detect that the listing is already verified and show you an option to "Request access."
  3. Fill out the form. Google notifies the current owner, who has seven days to respond.
  4. If they approve, you become an owner or manager. If they do not respond within seven days, Google may grant you access directly, provided you pass a verification check.

If the current owner denies your request and you believe you are the rightful owner, you can submit an appeal through the Google Business Profile Help Center. Document your ownership with business registration papers, utility bills, or other official records before you start.

Structured Data: Going Beyond the Basic Profile

Once your Profile is claimed and verified, consider adding Schema.org LocalBusiness structured data to your website. This tells search engines exactly what your business is, where it is located, and what it offers. It can enhance your appearance in search results with rich snippets.

After adding markup, use the Google Rich Results Test to confirm it is implemented correctly. Pairing a strong Business Profile with clean structured data on your website reinforces trust signals across Google's systems.

For a broader understanding of how local search works, the educational resources at Moz's Local SEO guide are a reliable reference point.

Frequently Asked Questions

Is claiming a Google Business Profile free? Yes. Creating, claiming, and verifying a Business Profile costs nothing. Google does not charge for the basic listing. Paid advertising (Google Ads) is separate and optional.

How long does Google verification take? It depends on the method. Phone and email verification can be instant. Postcard verification typically takes five to fourteen days. Video verification is scheduled and usually completed within a few business days.

Can I claim a Google Business Profile for a service-area business that has no physical storefront? Yes. Google allows service-area businesses (plumbers, cleaners, contractors, etc.) to hide their address while still appearing in local search results. During setup, choose "I deliver goods and services to my customers" and define your service area by city, county, or postal code.

Key Takeaways

  • Claiming your Google Business Profile gives you control over the information customers see and directly influences your local search ranking.
  • Always check whether a listing already exists before creating a new one to avoid duplicates.
  • Verification is required before you can edit the profile. Choose the fastest method available to you.
  • If someone else has already claimed your listing, request access through Google's official process rather than creating a duplicate.
  • A complete, photo-rich, review-filled profile consistently outperforms incomplete ones in local search results.
  • Adding Schema.org LocalBusiness structured data to your website strengthens your presence beyond just the profile itself.
  • Claiming is the starting point, not the finish line. Regular updates, review responses, and post activity keep your profile competitive.

Ready to see exactly how your business ranks in your local area right now? Run a free Google Maps rank scan at MapRank and get a clear picture of where you stand. If you want a deeper strategy for climbing the local rankings, explore MapRank's plans built for businesses that want measurable results.

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