How to get your business on Google
There are two ways a business shows up on Google: the Business Profile that appears in Maps and local results, and the website that appears in the normal results. They work together. Everything below is taken from Google's own help pages.
Add or claim your Business Profile
Google says you can add or claim your business at no charge, as long as the business is eligible.
Check it does not exist yet
Search for your business on Google Search and Maps. If a profile already exists, claim it rather than creating a second one.
Go to business.google.com/add
Click "Add your business to Google" and follow the on-screen instructions to add your details.
Choose a verification option
Select one of the verification options Google offers and follow its steps. The profile is yours to manage once verified.
Get the address right
Google asks that the address is correct and meets its address guidelines. Service-area businesses have one profile for the central office, with a service area.
What decides where you show in local results
Google names three factors for local results.
Relevance
How well your Business Profile matches what someone searched for. Google says complete, detailed business information helps it match you to relevant searches.
Distance
How far your business is from the person searching. If they do not share a location, Google uses what it knows about where they are.
Prominence
How well-known the business is, based partly on how many websites link to it and how many reviews it has.
Reviews
Google says more reviews and positive ratings can help your local ranking. Ask happy customers; never buy reviews.
Business Profile rules that catch people out
From Google's guidelines for representing your business on Google.
- Do not put URLs or keywords in your address linesAddress guidelines
- Do not create more than one profile for each locationAddress guidelines
- Co-working offices need signage, staff and customers during business hoursAddress guidelines
- Show permanent fixed signage of your name at a displayed addressAddress guidelines
- Service-area businesses: one profile for the central officeService-area businesses
- Pin the location on the map if the address has no street numberAddress guidelines
Business Profile and website: what each one does
You will usually want both. They answer different searches.
Google Business Profile
- Shows in Google Maps and local results
- Name, address or service area, hours, phone and reviews
- Ranked on relevance, distance and prominence
- Free to add or claim
- Your website link appears on it
Your website and SEO
- Shows in the normal Google results
- One page per service, with your prices and details
- Google's SEO starter guide: SEO helps search engines understand your content
- Links from other websites also count towards prominence
- Changes can take a few hours to several months to show
Need help with the website side? See SEO services, or SEO in East London. Our sister site Allsorts Directory also lists South African businesses.
How long it takes
What Google says about timing, so you know what to expect.
Google: "Some changes might take effect in a few hours."
Google: others "could take several months".
Google suggests waiting a few weeks to assess whether a change had a beneficial effect.
Questions people ask
Is a Google Business Profile free?
Yes. Google says you can add or claim your business at no charge, provided it is eligible for a Business Profile.
What is SEO?
Google's SEO starter guide describes search engine optimisation as helping search engines understand your content, and helping users find your site and decide whether to visit it from a search engine.
Can I have a Business Profile without a shop front?
Yes. Google's guidelines cover service-area businesses, which serve customers at the customers' locations. They should have one profile for the central office or location, with a designated service area.
How do reviews affect my Google ranking?
Google says prominence, one of its three local ranking factors, is based partly on how many reviews a business has, and that more reviews and positive ratings can help local ranking.
Sources
Every statement above comes from these pages, read on 15 November 2026. This guide explains the rules in plain language; it is not legal or tax advice for your particular business.
- Google Business Profile HelpAdd or claim your Business Profile
- Google Business Profile HelpHow to improve your local ranking on Google
- Google Business Profile HelpGuidelines for representing your business on Google
- Google Search CentralSEO Starter Guide
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