Your Google Business Profile, a free listing also known as a Google business listing, offers numerous benefits. When optimized correctly, it highlights your company’s strengths and simplifies the process for potential customers to find, learn about, and get in touch with your business. However, to unlock the full potential of your Business Profile, you must verify ownership with Google.

While the concept seems straightforward – create, claim, and verify – the actual process can be more complex, as you’ve likely discovered. This complexity stems from the involvement of three distinct Google accounts and two different Google platforms, all with similar names.

This post aims to clarify the intricacies of Google’s system and provide a clear path to creating a Google My Business account, then using it to claim and verify your Business Profile on Google.

Why is a Google My Business account essential?

Your Google Business Profile is a valuable asset for businesses of all sizes. It allows consumers to easily find, learn about, and contact your business online. These are just the core benefits. Not having one can be detrimental to your business. Potential for customer loss. Without a Google My Business account, you lack control over the information presented in your Business Profile. And based on a BrightLocal study, 68% of consumers would stop engaging with a local business if they encountered inaccurate online information. Reputation risks. Without a Google My Business account, responding to Google reviews becomes impossible, which is a significant mandatory section of your Business Profile. Reviews are crucial, acting as a Google ranking factor and the number one influence in consumer purchasing decisions. Managing them is not optional. Competitive disadvantage. A neglected or incomplete Business Profile is analogous to a poorly maintained physical storefront. It can make consumers question your reliability. They are more likely to gravitate towards a Business Profile in search results that appears active and offers a wealth of appealing information.

Reduced search engine result page (SERP) presence. Google employs quality as a ranking factor for Business Profiles, and a basic presence isn’t enough. A Business Profile managed through a Google My Business account, however, can be optimized to outrank competitors in relevant keyword searches.

Would you choose the unclaimed listing on the left or the one enhanced by a Google My Business account on the right?

Prerequisites for claiming and verifying your business on Google

By now, the importance of creating a Google My Business account and verifying your business ownership should be evident. This process is necessary for providing accurate information, managing reviews, attracting customers, and boosting your local search ranking, potentially even landing you on the first page. However, navigating this process can be tricky due to the involvement of two Google platforms and three Google account types, all with similar names, some of which you may already possess. Let’s clarify the terminology to ensure a smooth process. Google Account: This is the free account you create with Google to gain access to services like Google Docs, Google Drive, Google Photos, Gmail, and more. Although often referred to as a “Gmail account,” Gmail is merely one feature. You can use any email address to set up a Google Account. To avoid confusion, this post will use the term “standard Google Account” when referring to this account type. It’s common for business owners to have two standard Google accounts – one for personal use and another for business.

Business Profile: This refers to your free business listing on Google, visible on Google Maps, Google Search’s local results, and the Knowledge Panel on the right side of Google Search results.

An example of a Business Profile on Google Maps. Google My Business account: This is a free account that provides a dashboard to manage and optimize your Business Profile.

Your Google My Business dashboard.

How to verify your business on Google

Now that we have a clear understanding of the terminology, let’s piece everything together for a comprehensive overview. Objective: To obtain full access to your Business Profile on Google. Method: Accomplished through your Google My Business account, which you create using a standard Google Account. Steps:

1. Ensure you have a standard Google Account specifically for your business.
2. Confirm the existence of a Business Profile for your business.
3. Establish a Google My Business account.
4. Submit a request to claim your Business Profile.
5. Verify your ownership of the business. With this foundation in place, you’re ready to successfully claim and verify your business on Google. While the steps outlined below are presented linearly, you may need to skip a step in some instances. Nonetheless, carefully reading through all steps is recommended to avoid encountering obstacles or creating duplicate accounts.

Step #1: Ensure you have a Google Account dedicated to your business

This refers to the standard Google Account discussed in the terminology section. If you already have one (ensure it’s not your personal Google Account), proceed to Step #2. If you lack a dedicated Google Account for your business, follow these steps: 1. Navigate to accounts.google.com/signin. 2. Click “Create account.”

3. Choose the option “To manage my business” from the drop-down menu.

4. Provide the required information.

Step #2: Confirm the existence of a Business Profile

Your Business Profile is the official term for your Google business listing. As previously mentioned, Google Business Profiles are separate from Google My Business accounts. A Business Profile can exist independently without a Google My Business account. However, this lack of connection prevents the business owner from controlling the information displayed until they claim it, a process facilitated through Google My Business. In essence, you need to ensure a Business Profile exists to claim it once you set up your Google My Business account. If you’ve already created a Business Profile, skip to Step #4. If you haven’t or are unsure, follow these steps: Note: Even if you didn’t personally create it, there’s a high probability that your Business Profile already exists. This is because a Business Profile is simply an entry on Google Maps, which anyone can add. To determine whether you need to create a Business Profile, follow these steps: 1. Go to Google.com/maps. 2. Search for your business name. 3. If your business name appears in the drop-down accompanied by an address, your Business Profile already exists. You’re good to move on to Step #4.

If your business name doesn’t appear with an address, select it, and you’ll encounter something similar to this:

4. Choose “Add a missing place,” leading you to a screen like this:

5. Fill in the requested information. Note the option to claim the business within the same window. Since you don’t yet have a Google My Business account, proceed to Step #3. If you already have a Google My Business account, follow the prompts, and you’ll be directed to Step #5 – good progress!

Step #3: Register for a Google My Business account

A Google My Business account is essential for claiming your Business Profile on Google. Assuming you have a standard Google account (refer to Step #1), here’s how to sign up for a Google My Business account: 1. Ensure you’re logged into the standard Google Account designated for your business (not your personal account). 2. Navigate to google.com/business. 3. Select “Manage now.”

4. Furnish Google with the basic information requested, including:

• Business name (need inspiration? Check out these creative business name ideas!)
• Address
• Website
• Phone number
• Delivery area (if applicable)
• Category Once you link this account to your Business Profile (the final step), more fields will become available in your dashboard, allowing you to provide comprehensive information about your business. This information is key to optimizing your business for local SEO and attracting more customers through your free listing.

Step #4: Submit a claim request for your Business Profile

This step involves connecting the pieces. Creating a Google My Business account (Step #3) doesn’t automatically link it to your Business Profile (Step #2). You need to explicitly instruct Google to connect them, achieved by verifying business ownership. Begin by locating your Business Profile on Google Maps or Google Search and requesting to claim it. Two methods are available:

Claim request method #1:

1. Go to google.com and search for your business name and location. If your Business Profile appears on the right side, locate and click the “Own this business?” option.

2. You’ll be directed to a screen prompting you to “Manage this business so you can reply to reviews, update info, and more.”

3. Click “Manage now” and follow the prompts to claim your business. Remember to be logged in with the standard Google Account associated with your business, not your personal account, as explained in Step #1.

Claim request method #2: Google Maps

1. Go to Google.com/maps. 2. Enter your business name. 3. Click on your Business Profile to expand it. 4. Look for and click the “Claim this business” option.

Clicking “Claim this business” will overlay the same screen from the first method directly over the map.

4. Click “Manage now” and follow the instructions. Again, ensure you’re logged in with the Google Account you created for your business as outlined in Step #1.

Step #6: Verify ownership of your business

This is the final hurdle! When you click “Manage now” in Step #5, you’ll be prompted to provide information verifying your ownership. Depending on your business type and whether you created the Business Profile while logged into your Google My Business account, you might be instantly validated. If not, Google will send a verification code to either your mailing address, email, or phone number, depending on your account’s status and your industry’s security requirements.

Once you receive and enter the code into the provided field, you’ll have full ownership of your Business Profile on Google! You can then manage reviews, update information, add compelling details, and optimize it for successful local marketing.

Prioritize verifying your business on Google

Google’s approach to local business discovery and engagement is evolving. To stay connected with your target audience and attract customers using your free Business Profile, follow these steps. While the process might seem intricate, guides like this and resources like doing it on mobile can simplify it. Take action today by creating, claiming, and verifying your Business Profile through Google My Business. Maximize this powerful free tool to your advantage.