How to Create and Claim a Google Business Profile
Learn how to set up a new profile, claim an existing listing and establish ownership correctly.
Before creating a new Google Business Profile, there is one step that should always come first: check whether your business already has a profile on Google.
A Business Profile may already exist even if you have never personally created or managed it. If an unverified profile already exists, Google provides a process for claiming it. If no profile exists, an eligible business can create one. Add or claim your Business Profile [support.google.com]
Taking a few minutes to establish what already exists can prevent duplicate profiles, ownership problems and unnecessary confusion later.
This guide explains the difference between creating and claiming a Business Profile, what to prepare beforehand, how to approach existing listings and what should happen after ownership has been established.
Quick Answer: How Do You Create or Claim a Google Business Profile?
There are three main situations:
No profile exists: An eligible business can create a new Business Profile and proceed through Google's setup and verification process. Add or claim your Business Profile [support.google.com]
An unverified profile already exists: An authorised business representative can claim the existing profile and then complete verification. Add or claim your Business Profile [support.google.com]
A verified profile is already managed by somebody else: An authorised person can use Google's ownership-request process rather than creating another profile. Request ownership of a Business Profile [support.google.com]
The most important principle is simple:
Find out what already exists before creating anything new.
What Should You Prepare Before Creating a Business Profile?
Before beginning, make sure the basic facts about the business are clear.
You should understand:
The genuine business name
How the business operates
Whether customers visit its premises
Whether the business travels to customers
The appropriate business address, where applicable
The areas genuinely served
The main telephone number
The official website
Normal business hours
The principal products or services offered
Who is authorised to manage the business
Having this information clear beforehand makes it easier to represent the business consistently.
Most importantly, confirm that the business is actually eligible for a Google Business Profile before creating one.
If there is any uncertainty, start with Google Business Profile Eligibility Explained.
Check Whether a Business Profile Already Exists
Do not assume that because you have never created a Business Profile, one does not already exist.
Search Google and Google Maps for the business before attempting to create a new profile.
Look for the genuine:
Business name
Location
Telephone information
Existing profile
Relevant map listing
If you find an existing Business Profile, establish whether it is:
Already managed by you
Unverified and available to claim
Verified and controlled by somebody else
A duplicate or incorrect listing
Each situation requires a different response.
Creating vs Claiming a Google Business Profile
The terms create and claim describe two different situations.
Creating a Profile
You create a Business Profile when an eligible business does not already have one on Google.
Google directs businesses in this situation to add the business and enter its details before moving into verification. Add or claim your Business Profile [support.google.com]
Claiming a Profile
Claiming applies when a Business Profile for the genuine business already exists but has not yet been verified and brought under the business's control.
Google says an unverified existing profile can be claimed through Google Maps by finding the business, selecting the claim option and following the verification process. Add or claim your Business Profile [support.google.com]
The distinction matters because creating another profile when the correct one already exists can result in duplicate-profile problems.
How to Create a New Google Business Profile
If you have confirmed that the business is eligible and no appropriate profile already exists, you can begin creating one.
Google's current instructions direct businesses to its Business Profile setup, where the business details are entered and an available verification option is selected. Add or claim your Business Profile [support.google.com]
At this stage, accuracy matters more than trying to optimise everything immediately.
Enter information that genuinely represents the business.
Use the Genuine Business Identity
The information used during setup creates the foundation for the profile.
Do not treat setup as an opportunity to manufacture a more search-friendly version of the company.
The profile should correspond to the genuine business.
Before continuing, make sure you are confident about:
The business name
Business type
Location or service-area arrangement
Telephone number
Website
Business category
The individual parts can be developed later. At the creation stage, the priority is establishing an accurate base.
Choosing the Initial Business Category
Your business category helps describe what the business actually does.
When initially creating the profile, choose the available category that most accurately describes the principal business.
Do not worry about trying to cover every service immediately.
Category selection becomes much more important during proper profile optimisation, particularly when dealing with primary and additional categories.
For a detailed explanation, continue later to Google Business Profile Categories: Complete Guide.
Business Address and Service-Area Considerations
The way the location is represented should reflect how the business genuinely serves customers.
A customer-facing business and a service-area business should not automatically be configured in the same way.
If customers genuinely visit and receive service at the business premises, address information may be appropriate.
If the business travels to customers and does not serve customers from its address, the profile should be configured appropriately for that operating model.
Do not display an address simply because displaying one seems advantageous.
The profile should accurately represent the real-world business.
For a detailed explanation, read Google Business Profile Service Areas Explained.
How to Claim an Existing Unverified Business Profile
If the correct profile already exists but has not been verified, do not create another listing.
Google's current guidance says that on a computer you can:
Open Google Maps.
Search for the business name and city.
Select the correct business.
Select Claim this business and then Manage now.
Select an available verification option.
Follow the on-screen instructions. Add or claim your Business Profile [support.google.com]
Google also provides a claiming process through the Google Maps mobile app. Add or claim your Business Profile [support.google.com]
Claiming the correct existing listing keeps you working with the profile that already represents the business rather than creating another version of it.
What If Somebody Else Already Manages the Profile?
Finding that somebody else manages the profile does not mean you should create another one.
If a verified Business Profile for your business is already controlled by another person, Google provides an ownership-request process for authorised business representatives. Request ownership of a Business Profile [support.google.com]
For storefront and hybrid businesses, Google's current process involves finding the business through its Business Profile setup, selecting the correct business and requesting access from the existing owner. Request ownership of a Business Profile [support.google.com]
Google states that the current profile owner then has three days to respond to an ownership request. Depending on the response, the request may be approved, denied or, in some circumstances following no response, the requester may be given an option to claim the profile. Google notes that this claiming option is not always available. Request ownership of a Business Profile [support.google.com]
Service-area businesses have a different ownership-transfer route in Google's current guidance, so follow Google's current instructions for that business type rather than assuming the storefront process is identical. Request ownership of a Business Profile [support.google.com]
Why You Should Avoid Duplicate Profiles
Google states that there should be only one Business Profile for each business and that multiple profiles for the same business can mislead customers and are against its policies. Resolve duplicate profiles & ownership issues [support.google.com]
Google also says a profile classed as a duplicate will not show on Google Search or Maps. Resolve duplicate profiles & ownership issues [support.google.com]
Duplicate situations can arise for various reasons, including:
A verified profile already existing
Multiple profiles using the same address
Multiple profiles being created for the same business because it offers different services [support.google.com]
This is why creating a fresh profile should never be your automatic response when something appears wrong with an existing listing.
First establish what already exists.
What About Multiple Businesses at the Same Address?
Having the same address does not automatically mean two legitimate businesses must share a profile.
Google states that multiple businesses at the same address can each have their own Business Profile where they are distinct businesses with different names, clearly visible differences in signage and are independently eligible for Business Profiles. Resolve duplicate profiles & ownership issues [support.google.com]
The key distinction is between:
Multiple genuinely distinct eligible businesses
and:
Multiple profiles created for one business
Those are not the same situation.
Moving Into Verification
Creating or claiming the profile does not finish the process.
Verification is Google's process for confirming the business and its connection to the person managing the profile.
Google's creation and claiming guidance directs businesses into an available verification option as part of establishing management of the profile. Add or claim your Business Profile [support.google.com]
Verification deserves its own explanation because the options and evidence involved can vary.
Continue with How to Verify a Google Business Profile before attempting to improvise around verification problems.
What Should You Do After Claiming the Profile?
Once legitimate ownership and verification are established, you can begin developing the profile properly.
This is where Business Profile optimisation starts to become a structured process.
Review areas including:
Business name
Address or service area
Telephone number
Website
Opening hours
Primary category
Additional categories
Business description
Services
Products, where relevant
Photographs and video
Reviews
Other available profile features
Do not feel compelled to change everything at once.
First establish which information is already correct and which areas genuinely require attention.
Initial Google Business Profile Optimisation Checklist
Once you have access, work through the profile methodically.
Business Identity
Is the business name accurate?
Does the profile represent the correct business?
Is the location configuration appropriate?
Is the telephone number current?
Does the website link work?
Categories
Does the primary category accurately describe the business?
Are any additional categories genuinely appropriate?
Customer Information
Are opening hours accurate?
Is the service area appropriate?
Can customers understand what the business offers?
Content
Is there a useful business description?
Are relevant services included?
Are products appropriate for this business?
Are the photographs genuine and useful?
Reputation
Are existing reviews being monitored?
Are responses professional and appropriate?
This initial review establishes where deeper work is required.
Common Create-and-Claim Mistakes
Creating a New Profile Before Searching for the Business
Always establish whether an appropriate profile already exists first.
Creating Another Profile Because Somebody Else Controls the Original
Use Google's ownership process rather than immediately creating a duplicate. Request ownership of a Business Profile [support.google.com]
Creating Different Profiles for Different Services
Google identifies multiple profiles for the same business offering different services as one reason profiles may be considered duplicates. Resolve duplicate profiles & ownership issues [support.google.com]
Entering Information for Search Engines Rather Than Customers
Represent the real business. Optimisation should not require inventing a different identity.
Rushing Into Advanced Optimisation
Establish eligibility, ownership, accuracy and verification before worrying about advanced visibility.
Ignoring Existing Information
An existing profile may already contain useful information. Audit it before changing it.
Lewis Learning Hub Practical Guidance
Treat the creation and claiming stage as identity establishment, not optimisation.
The correct order is:
Is the business eligible?
↓
Does a profile already exist?
↓
Who currently controls it?
↓
Does the profile represent the correct business?
↓
Can legitimate ownership be established?
↓
Can the business be verified?
↓
Then begin optimisation
This prevents a common problem: trying to optimise a profile whose underlying ownership, identity or configuration has never been properly sorted out.
Do not begin by asking:
“How do I make this rank?”
Begin by asking:
“Is this definitely the correct profile for the genuine business, and is it under the correct control?”
Once that foundation is secure, optimisation becomes much more logical.
Create and Claim Checklist
Before moving into full profile optimisation, confirm:
The business is eligible for a Google Business Profile
You searched for an existing profile before creating another
You have identified the correct existing listing, if there is one
You understand whether the profile needs creating, claiming or an ownership request
The business identity is accurate
The location or service-area arrangement reflects reality
The telephone number is correct
The website is correct
The initial business category accurately describes the business
No unnecessary duplicate profile has been created
The person managing the profile is legitimately authorised
Verification is complete or the correct verification process is underway
You have reviewed the profile before making extensive changes
Once those foundations are established, you can begin developing the individual elements properly.
Related Google Business Profile Guides
If you have not yet confirmed whether your business qualifies, start with:
Google Business Profile Eligibility Explained
For the broader picture, read:
Google Business Profile: The Complete Guide
The most useful next guides are:
Next guide: How to Verify a Google Business Profile
Ready to Master the Complete System?
Creating or claiming the correct profile is only the beginning.
A properly developed Business Profile involves verification, business information, categories, services, content, photography, reviews, local visibility, measurement and ongoing management.
Google Business Profile Mastery brings those areas together into a structured implementation system, with practical demonstrations, exercises, resources and guided support.
Explore Google Business Profile Mastery →
Frequently Asked Questions
Should I create a new Google Business Profile if my business already appears on Google?
Not automatically. If an unverified profile already exists, Google provides a process for claiming it. If a verified profile is controlled by someone else and you are authorised to manage the business, Google provides an ownership-request process. Add or claim your Business Profile Request ownership of a Business Profile [support.google.com] [support.google.com]
Is creating or claiming a Google Business Profile free?
Google states that eligible businesses can add or claim their Business Profile at no charge. Add or claim your Business Profile [support.google.com]
What if an unverified profile already exists?
Google says you can find the business through Google Maps, select Claim this business, choose Manage now and proceed through an available verification option. Add or claim your Business Profile [support.google.com]
What if somebody else owns the verified profile?
If you are authorised to manage the business, Google provides a process for requesting ownership from the current profile owner. Request ownership of a Business Profile [support.google.com]
Can I create separate profiles for each service my business provides?
Not simply because one business offers several services. Google identifies multiple profiles for the same business offering different services as one situation that can result in duplicate profiles. Resolve duplicate profiles & ownership issues [support.google.com]
Can two businesses at the same address both have profiles?
Google says multiple businesses sharing an address can have their own profiles if they are distinct, eligible businesses with different names and clearly visible differences in signage. Resolve duplicate profiles & ownership issues [support.google.com]
What should I do after claiming my profile?
Once the correct profile is under legitimate control, the next major stage is verification and then systematic profile development. Continue with How to Verify a Google Business Profile.