Google My Business Setup Guide 2025: Complete Step-by-Step Tutorial

Key Takeaways

• You'll need a Gmail account, accurate business details, and about 15 minutes to get your Google Business Profile sorted

• Fill in everything properly after verification - half-finished profiles don't rank as well in local searches

• Keep your business name, address, and phone number the same everywhere online (NAP consistency)

• Verification usually takes 5-7 days by post, though some businesses get instant phone verification

• The real work starts after setup - ongoing updates make all the difference to your visibility

What You Actually Need to Get Started

Setting up your Google Business Profile in 2025 isn't too complicated once you get the hang of it. At Lucky Penny, we've helped many businesses sort this out, and honestly, the main thing is not rushing through your details. You'll want a Gmail account, all your business info handy, and maybe 15 minutes to get it done properly.

Most business owners we meet have tried to rush through this bit and ended up with verification headaches later. What we're finding is that if you take a bit of time to get the setup right from the start, Google tends to verify you faster and you'll have fewer problems down the line.

Thing is, businesses with properly set up Google Business Profiles do noticeably better in local searches than those with half-finished ones. These local SEO factors really do make a difference, we see it with our clients all the time.

Creating Your Google Account and Business Profile

Head over to business.google.com and sign in with your Gmail account. If you haven't got one yet, you'll want to create it using your business email - makes things much tidier when it comes to managing who owns what later on.

Enter your business name exactly how it appears everywhere else, on your shop front, website, business cards, the lot. This consistency matters more than you'd think because Google checks your name against other places it finds you online. Get it slightly wrong and you might find verification taking longer than it should.

We see businesses making the mistake of shortening their name or adding extra bits thinking it'll help them show up better in searches. It won't, unfortunately. Your primary business category is worth thinking about carefully though - it determines what features you'll get access to.

Getting Your Address and Location Right

For businesses with a physical location, you'll want to enter your complete address exactly as Royal Mail would write it. Google uses your postcode to work out your service area, so getting this spot on is rather important if you want to show up in local searches.

If you're a service business (plumber, consultant, that sort of thing), you can hide your address and just show your service areas instead. You'll still need a proper business address for verification purposes, mind you, but customers won't see it. Be realistic about where you actually work, don't claim you cover half the country if you don't.

We come across businesses all the time claiming they serve massive areas they couldn't realistically cover. Google's got quite clever at spotting this sort of thing, and it can actually hurt your rankings. Building a proper local marketing approach means being honest about what you can actually deliver.

Phone Numbers and Contact Details

Use a local phone number if you can, Google seems to prefer numbers that match your business location. Landlines often verify quicker than mobile numbers, though both work fine.

Make sure your phone's actually answered during business hours. Google sometimes rings to verify businesses, and if nobody picks up, it can delay things. Add your website if you've got one, and double-check it loads properly on phones.

What we've found working with UK businesses is that the ones with complete, accurate contact details tend to do better in local searches. It's not just about getting verified, Google's algorithms seem to favour businesses that provide comprehensive information.

Business Categories and Your Description

You get 750 characters for your business description, so make them count. Describe what you do, who you help, and what makes you different from the competition. Keep it natural, write for people, not search engines.

You can add up to 10 business categories when setting up. Start with your main one, then add any others that fit. Those little attribute icons (like "wheelchair accessible" or "free WiFi") are worth selecting too. anything that applies to your business.

Verification Methods and How Long They Take

Most UK businesses get verified by postcard, which takes 5-7 working days to arrive. There's a code on the card you'll need to enter in your dashboard. Just make sure someone's around to receive it and that your address is bang on.

Phone verification's instant when it's available, but Google decides who gets this option. Email verification pops up occasionally for established businesses. Video verification's becoming more common, you film your premises following Google's instructions, and it usually processes within 2-3 days.

Opening Hours and Special Times

Get your opening hours right when you're setting up. Google uses this information for those "Open Now" labels in search results. Don't forget to update special hours for bank holidays, customers often search for businesses during Christmas, Easter, and other holidays.

Accurate opening hours are actually a ranking factor. Google wants to send people to businesses that are genuinely open when they say they are.

Photos and Making Your Business Look Good

Add photos straight after verification. Google suggests at least 3, but businesses with 10 or more photos generally get better engagement. Include shots of your premises, your team, and anything that shows what you're about.

Quality matters more than quantity here. Use decent photos that actually represent your business well. Your logo becomes your main profile photo, so make sure it looks clear when it's small.

When Things Go Wrong: Common Problems

If your verification postcard hasn't turned up after 10 days, check your address matches exactly with what Royal Mail has on file. Even small differences like "St" versus "Street" can cause issues.

Suspended accounts usually happen because of policy violations - fake addresses, dodgy business types, or misleading information. Some setup problems need more technical know-how than most business owners want to deal with. Professional digital marketing help can sort these technical headaches while you get on with running your business.

What to Do After You're Verified

Once you're verified, fill in every section you can. Half-finished profiles don't perform as well in local searches. This means adding all your services, business information, and any features that apply to your business type.

Turn on messaging if it makes sense for your business. Customers can send messages directly through your profile, and quick replies help your standing with Google. Start keeping an eye on reviews and responding to them straight away.

The businesses we work with that actually use their Google Business Profile as a marketing tool consistently do better than those who just set it up and forget about it.

Keeping Everything Updated and Optimised

Your Google Business Profile needs regular attention to keep performing well in local searches. Post updates about new services, special offers, or company news. Keep an eye on your insights to see how customers are finding and interacting with your listing.

Many UK businesses struggle to keep on top of this alongside everything else they're juggling. Our collaborative approach at Lucky Penny often includes ongoing Google Business Profile management as part of broader local marketing strategies. If you'd like some professional support with your local marketing, drop us a line and we can chat about how to get the most from your local search presence.

Stay Classy!

Tom Griffiths

Frequently Asked Questions

How long does Google My Business verification take? Postcard verification usually takes 5-7 working days for UK businesses. Phone verification is instant when available. Video verification typically processes within 2-3 days.

Can I change my business name after verification? Yes, but big changes might need re-verification. Small corrections usually go through automatically, while major name or address changes often trigger new verification requirements.

What if my business doesn't have a physical address? Service businesses can hide their address and just show service areas. You still need a real address for verification, but customers won't see it publicly.

How many categories should I pick? Choose one main category that best describes your business, then add relevant secondary ones. Focus on accuracy rather than trying to appear in every possible search.

Can I manage multiple locations from one account? Yes, you can manage several business locations from one Google account. Each location needs separate verification, but you can switch between them easily once they're all set up.