How to List Your Business on Google for Free (Step-by-Step Guide)

Why does your competitor have more customers than you?

Picture this. A person walking through your city centre picks up their phone and types: "jewellery shop near me". Google shows them three results with photos, hours, reviews, and directions. The first result is your competitor's jewellery shop. Yours? It doesn't exist. As if you never opened your doors.

This is not a rare occurrence. 46% of all Google searches have a local intent — meaning people are looking for something nearby. A restaurant, a plumber, a florist, a mechanic. If your business doesn't show up in these searches, you're losing customers every single day.

The good news? You can fix this problem today, for free, in less than 20 minutes. In this guide, I'll explain exactly how, step by step, without technical jargon and without needing to be a computer expert.

What is Google Business Profile?

Think of Google Business Profile as a free digital sign. When someone searches for your business (or a business like yours) on Google or Google Maps, your profile is what appears: the name, the address, the phone number, the photos, the opening hours, the customer reviews.

You may have heard of "Google My Business". It's the same thing, Google just changed the name. Today it's officially called "Google Business Profile".

The most important thing to know is this: it's completely free. You don't have to pay anything. Not today, not tomorrow, not ever. Google offers it for free because it wants people to find what they're looking for, and you want customers to find you. Everyone's happy.

Why your business needs to be on Google (the numbers speak for themselves)

"Fine, it's free, but does it actually work?" Yes. And the numbers prove it very clearly:

• 76% of people who search for something "near me" on Google visit a business within 24 hours (source: Google).
• 88% of smartphone users who make a local search visit the shop or call within a day.
• Businesses with a complete and well-maintained profile are considered 2.7 times more trustworthy than those without one.
• Businesses with photos receive 42% more direction requests and 35% more clicks to their website (source: Google).
• Google Maps has over 2 billion active users per month. Two billion. That's as if a quarter of the world's population used the same app every month.

In simple terms: people are searching for businesses like yours on Google. If you're there, they find you. If you're not, they find someone else.

Prefer to have someone take care of it for you? Ivemind creates and optimizes Google Business Profiles for craftspeople and shop owners across Italy. 47+ projects delivered, free initial consultation. Let's talk →

How to list your business on Google: step-by-step guide

Now let's get practical. Grab your computer (or your phone), get comfortable, and follow these steps.

Step 1: Go to business.google.com

Open your browser (Chrome, Safari, whichever you normally use) and go to business.google.com. To proceed, you need a Google account, meaning a Gmail address. If you don't have one, create one: it's free and takes just a few minutes.

If you already have a Gmail address (your personal one is perfectly fine), log in with that.

Step 2: Enter your business name

Google will ask for your business name. Type the exact name your customers know. If your bakery is called "Luigi's Bakery", write exactly that. Don't invent different names, don't add extra words like "the best" or "in Rome". The name must be the real one, the one on your sign.

Step 3: Choose the type of business

Google asks what type of business you have. The main options are:

• Physical shop — you have a premises where customers come in person (a shop, a restaurant, a beauty salon).
• Service business — you go to the customer (a plumber, an electrician, a cleaning service).
• Hybrid business — a bit of both (a florist who has a shop but also does home deliveries).

Choose the one that best describes you.

Step 4: Choose the category

This step is very important. Google asks you to choose a category for your business. Be as specific as possible:

• Type "Jewellery shop", not "Shop".
• Type "Pizzeria", not "Restaurant".
• Type "Carpentry", not "Craftsman".

Why? Because when someone searches "jewellery shop near me", Google shows businesses in the "Jewellery shop" category. If you only wrote "Shop", you won't appear. You can also add secondary categories later — for example, a jewellery shop could add "Jewellery repair" or "Watch shop".

Step 5: Enter your address

If you have a physical shop, enter the full address. This will allow customers to find you on Google Maps and get directions to reach you. Double-check that the address is correct — an error here means lost customers who end up on the wrong side of the street.

If you're a service business without a fixed location, you can indicate the area where you operate (for example "your city and province") without showing a specific address.

Step 6: Add phone number and website

Enter your phone number — the one you actually use for work, not the personal one you keep on silent. Customers will call you directly from Google with one click.

If you have a website, add it. If you don't, don't worry: it's not required. Your Google profile works perfectly well without one.

Step 7: Verify your business

This is the step that scares people the most, but it's simpler than you think. Google needs to verify that your business actually exists and that you're the owner. There are several methods:

• Video verification (the most common method in 2026): Google asks you to record a short video with your phone. You need to show your business sign, the exterior and interior of the premises, and prove that you have access to the location. It's simple: you walk, record, and send. Google reviews it and usually approves within a few days.
• Phone or SMS: Google sends you a code via call or text message. You enter it and you're verified. Very fast.
• Email: Similar to phone, but the code arrives via email.
• Postcard: Google used to send a postcard to your address with a code. This method is becoming increasingly rare in 2026, but in some cases it's still possible.

Once your business is verified, the profile becomes active and visible. Congratulations: now your business is on Google!

How to optimize your profile (and make it work for you)

Creating the profile is the first step, but to get real results you need to maintain it and keep it updated. Here's how to do it the right way.

Add quality photos

Photos are essential. Remember: businesses with photos receive 42% more direction requests. You don't need professional photos — well-taken phone photos that are bright and in focus are enough. Add:

• The exterior of your shop or workshop (so customers recognize it when they arrive).
• The interior — show the environment, make people feel welcome.
• Your products or services — restaurant dishes, handmade creations, completed projects.
• Your team — put a human face behind the business. People trust people.

Aim for at least 10 photos and add new ones regularly.

Want to know how to optimize your presence on Google Maps? Read our dedicated guide.

Write a clear description

You have 750 characters to describe your business, but keep in mind that the first 250 are the most visible (the rest is hidden behind a "read more"). So put the most important information first.

Be direct: what you do, where you do it, what makes you special. For example: "Artisan jewellery shop in the city centre. We've been creating and repairing jewellery since 1985. Specialized in custom wedding rings and antique jewellery restoration."

Set the correct opening hours

It seems obvious, but so many businesses have wrong hours on Google. The result: a customer arrives and finds the door locked. They won't come back. Enter the correct hours and always update them, especially:

• During holidays (Christmas, Easter, August bank holiday...).
• If you have special hours during certain periods.
• If you have a lunch break.

Google lets you set special hours for holidays: use it!

Respond to ALL reviews

Respond to every single review, both positive and negative.

• Positive review: thank them warmly. Not with a dry "thanks", but with something personal: "Thanks Marco! We're so glad the cake for your daughter's birthday was a hit with everyone."
• Negative review: respond calmly and professionally. Don't get defensive. Acknowledge the problem, apologize if necessary, offer a solution. Future customers read your responses and judge how you respond, not just the review itself.

Publish regular updates

Your Google profile isn't something you create and forget. You can publish posts with:

• Special offers ("20% off frames this week!").
• Events ("Free local wine tasting this Saturday").
• News ("We just received the new spring collection").

Posts show Google that your business is active and alive, and give customers one more reason to visit you.

2025–2026 updates

Google has introduced some new features worth knowing about:

• QR codes for reviews: you can generate a QR code directly from your profile. Print it and place it at the checkout, on the counter, or on the receipt. Customers scan it with their phone and leave a review in seconds. Incredibly handy.
• WhatsApp integration: you can link your WhatsApp Business number to your profile, so customers can message you directly. Note: the old built-in Google chat feature was removed in July 2024 and replaced by this integration.

Common mistakes to avoid

Here are the mistakes I see most often. Avoid them and you'll already be a step ahead.

1. Not claiming or verifying your profile. Your business may already be on Google (someone added the address, or Google created it automatically from maps). But if you don't claim and verify it, you can't control the information. Anyone could suggest incorrect changes.

1. Wrong or outdated hours. A customer who shows up and finds the door closed when Google says "open" not only doesn't buy: they also leave a bad review.

1. No photos. A profile without photos is like an empty shop window. People scroll past and choose whoever presents themselves better.

1. Ignoring reviews. Especially negative ones. Not responding gives the impression that you don't care about your customers.

1. Creating the profile and then abandoning it. Google rewards businesses that stay active. An abandoned profile drops in the results, and sooner or later the information becomes outdated.

A true story: from pizza maker to entrepreneur, thanks to Google

This isn't theory. It really happens.

A pizza maker in Northern Italy opened his pizzeria in 2018. From the very beginning, he understood one thing: being good isn't enough, you also need to be found. He keeps his Google Business Profile constantly updated. He posts photos of his pizzas, shares the weekly specials every week, and responds to every review.

The results? In three years he hired 5 employees. He estimates a sales increase of about 7% for every post he publishes on Google. His pizzeria was included in one of the most prestigious rankings in the industry.

He didn't spend thousands of euros on advertising. He used a free tool, with consistency and care. That's what Google Business Profile can do when you use it well.

It's time to get found

Let's recap. Listing your business on Google:

• Costs nothing. It's 100% free.
• Takes 15–20 minutes for the initial setup.
• Can transform your visibility: more people find you, more customers walk through the door.

In a world where nearly half of all Google searches are local, not being present is like having a beautiful shop on a hidden street with no sign. Google Business Profile is your sign on the busiest street in the world.

Also discover the other free tools to advertise your business and read our 9 ideas to attract more customers to your shop. You may be eligible for non-repayable grants to cover the costs of digitalization.

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When it makes sense to hire a professional

Creating the basic profile takes 20 minutes. But making it truly pay off is another story. Here's when it's worth getting help:

• You don't have time for ongoing management. A Google profile needs regular updates: weekly posts, responses to reviews, updating hours and photos. If you can't dedicate the time, a professional does it for you.
• You want results faster. An expert knows exactly which levers to pull to climb the rankings: the right categories, description optimization, review strategy.
• You need a complete digital presence. Your Google Profile works best when connected to an optimized website, social media, and a local SEO strategy. An integrated approach multiplies the results.
• You want to avoid costly mistakes. Duplicate profiles, rejected verifications, inconsistent information across platforms: these are problems a professional knows how to prevent and fix.

Ivemind: your digital partner

Ivemind is an Italian social cooperative and innovative startup. We have helped 47+ companies and organizations build their digital presence, with 100% client satisfaction. 60% of our profits are reinvested in social inclusion projects.

We can help you create and optimize your Google Business Profile, build a professional website, and manage your online presence on an ongoing basis.

Contact us for a free consultation or discover our consulting services.