How to claim your Google Business Profile: complete guide

What is Google Business Profile and why claiming matters

Your Google Business Profile controls how your business appears on Google Search and Google Maps. It's the information panel that shows up on the right-hand side when someone searches for your business by name, displaying your address, phone number, opening hours, photos, and customer reviews.

In 2025, having a verified Google Business Profile has become even more critical for local businesses. Since November 2024, Google requires a verified profile to run Local Services Ads, making verification essential for businesses wanting to advertise through Google's local advertising platform.

The problem many small business owners face is discovering that someone else has already created a profile for their business. This could be a former employee, a well-meaning customer, a previous marketing agency, or even Google itself automatically generating a listing based on public information.

When you need to claim an existing profile

You'll need to claim an existing Google Business Profile if:

A former employee set up the profile and left the company
Your previous marketing agency created it and you've changed providers
Someone in your local community created a profile for your business
Google automatically generated a profile based on public information
You've taken over a business and need to update the management

The good news is that Google has streamlined the claiming process in 2025, though they've also made verification stricter to combat fake listings and spam.

Finding your business profile on Google

Before you can claim your profile, you need to locate it. Here's how:

Method 1: Search on Google

Go to Google and search for your exact business name
Look for your business information panel on the right-hand side
If you see your business details but don't have access to manage them, you'll need to claim the profile

Method 2: Check Google Maps

Open Google Maps
Search for your business name or address
Click on your business listing when it appears
Look for management options or claiming buttons

Step-by-step claiming process

Once you've found your existing profile, follow these steps to claim it:

For businesses with physical locations

Go to business.google.com/add
Enter your business name and address - Type in your exact business details
Select your business from the list - Choose the existing profile that matches your business
Click "Request Access" - You'll see this option if someone else currently manages the profile
Fill out the request form - Provide your contact details and explain why you should have access
Submit your request - Google will send a confirmation email

Alternative method: Claim directly from search results

Search for your business on Google
Look for "Own this business?" or "Claim this business" link at the bottom of your business information panel
Click the link and follow the claiming process

For service area businesses

If your business travels to customers rather than having a physical location they visit, the process is slightly different. You'll need to contact Google support directly and select "Transfer ownership of listing" from their contact options.

How the request access process works

After submitting your access request, here's what happens:

The three-day waiting period

The current profile owner has exactly three days to respond to your request. During this time, one of three things will happen:

Request approved: You'll receive an email notification and can immediately start managing the profile
Request denied: You'll get an email explaining the denial. You can appeal the decision or use the "suggest an edit" feature
No response: If the owner doesn't respond within three days, Google may offer you the option to claim the profile yourself

What happens if there's no response

When the current owner doesn't respond within three days:

Open the confirmation email Google sent when you first requested access
Click "View request" then "Verify"
Follow Google's verification process to prove you own the business
Once verified, you'll gain management access to the profile

Important waiting period after gaining access

Once you become a profile owner or manager, you must wait seven days before you can:

Delete or undelete the profile
Remove other owners or managers
Transfer primary ownership to someone else

This waiting period helps prevent malicious takeovers and gives the previous owner time to appeal if the transfer was unauthorised.

Google Business Profile verification methods in 2025

Google has significantly tightened verification requirements in 2025 to combat fake listings. The verification method is automatically determined by Google and cannot be changed. Here are the current options:

Video verification (most common in 2025)

Video verification has become the standard method for most new profiles and address changes. Here's what you need to prepare:

What to include in your verification video:

Exterior shots: Show your business signage, storefront, and surrounding area including street signs
Interior shots: Display your workspace, equipment, and any business licences
Proof of operation: Demonstrate that you're authorised to operate at this location
Clear walkthrough: Connect exterior and interior by showing yourself entering the business

Video requirements:

Resolution: 720p or higher
Duration: Up to 30 seconds
File size: Maximum 75MB
Show authentic, real-time footage (no stock images or heavily edited content)

Common reasons for video verification rejection:

Business name not visible on storefront signage
Failure to show authorisation to operate the business
Not showing surrounding area or street context
Poor video quality or unclear footage

Processing time: 3-5 business days. Google now provides clearer feedback when videos are rejected, allowing you to address specific issues and resubmit.

Email verification

Available for select businesses, typically those with established online presence:

Ensure the email address shown is correct and accessible
Click "Verify by email"
Check your inbox for the verification email (usually arrives within minutes)
Click the verification link or enter the code provided

Phone verification

When available, this is usually the fastest method:

Ensure your business phone number is correct
Select phone verification option
Answer the call from Google (they will never ask for sensitive information)
Listen for the verification code and enter it when prompted

Postcard verification (limited availability)

Postcard verification is no longer available for most businesses in 2025, but when it is offered:

Ensure your mailing address is correct and can receive post
Postcards typically arrive within 14 days
Enter the verification code from the postcard in your profile
PO boxes are not accepted for verification

Troubleshooting common issues

If your access request is denied

When your request for access is denied, you have several options:

Contact the current owner directly: If you know who manages the profile, reach out to them personally
Use "suggest an edit": Make changes to incorrect information using Google's editing feature
Appeal the decision: Contact Google support to review the denial
Get multiple people to suggest the same edits: Having 2-3 people suggest the same correction can be effective

If verification fails

Common reasons for verification failure and solutions:

Address issues: Ensure your business address is unique, permanent, and meets Google's guidelines. Avoid PO boxes, virtual offices, or shared spaces without dedicated signage
Signage problems: Your business name must be clearly visible on your storefront or entrance
Documentation mismatch: Ensure all business documents (licences, utility bills) match your profile information exactly

Speed up the verification process

To potentially get faster verification:

Verify your website with Google Search Console using the same email address
Ensure your Google Analytics account is connected to your website
Have your business documents ready (licences, utility bills, etc.)
Use a business email address that matches your domain name

What to do after claiming your profile

Once you've successfully claimed and verified your Google Business Profile, it's time to optimise it. Here are the immediate steps you should take:

Complete your profile information

Business description: Write a clear, keyword-informed description that explains what you do
Categories: Select accurate categories that represent your services (Google allows up to 10 categories)
Attributes: Add specific features like "wheelchair accessible," "free Wi-Fi," or "outdoor seating"
Hours: Ensure your opening hours are accurate, including special holiday hours
Contact information: Double-check your phone number, website, and address

Add high-quality photos and videos

Visual content is crucial for engagement in 2025:

Upload exterior and interior photos
Add photos of your team, products, or services
Include behind-the-scenes content
Ensure all images are at least 720p resolution
Avoid heavily filtered or misleading images

Quick optimisation tips for 2025

Stay active with Google Posts

Google Posts allow you to share updates directly on your profile:

Share special offers and promotions
Announce new products or services
Post about upcoming events
Include clear calls-to-action

Encourage and manage reviews

Customer reviews significantly impact your local search rankings:

Ask satisfied customers to leave reviews
Respond to all reviews, both positive and negative
Use keywords naturally in your responses
Address negative feedback constructively

Maintain NAP consistency

Ensure your Name, Address, and Phone number (NAP) are identical across:

Your Google Business Profile
Your website
Other online directories
Social media profiles

Leverage new 2025 features

Sustainability badges: Highlight green initiatives and eco-friendly practices
AI Overview optimisation: Ensure your content is structured for Google's AI-generated search summaries
Video reviews: Encourage customers to leave short video reviews for enhanced engagement
Visual search optimisation: Optimise for Google Lens with clear, high-quality images

When to seek professional help

While claiming your Google Business Profile is often straightforward, some situations require professional assistance:

Consider professional help if:

You manage multiple business locations
Your verification requests keep getting rejected
You're facing complex ownership disputes
You need comprehensive local SEO strategy
Your business has been suspended from Google

What professionals can provide:

Expert verification assistance and troubleshooting
Comprehensive profile optimisation
Local SEO strategy and implementation
Review management and response strategies
Ongoing monitoring and maintenance

If you're struggling with any aspect of your Google Business Profile, consider reaching out to local SEO professionals who can navigate the complexities and ensure your profile is fully optimised for 2025's requirements.