You have opened a new business, or you have been running one for years, and when you search for it on Google nothing comes up. The good news is that getting on Google costs nothing. You do not need to pay Google, buy ads or hire anyone to appear on Google Maps and in search. This guide shows the free steps in the order that matters, from your first listing to getting your website found.
What "being on Google" really means
When people say they want their business on Google, they usually mean one or more of three things:
- Google Maps and the map results. The small map with three businesses that appears for searches like "bakery near me". This comes from your Google Business Profile.
- Your business panel. The box with your photos, hours, reviews and phone number that appears when someone searches your name. This also comes from your Google Business Profile.
- The normal search results. The list of websites below the map. This comes from your website.
All three are free. Ads appear above them with a Sponsored label, and those are the only part you pay for.
Step 1: check whether you are already on Google
Search your exact business name, and then search your name with your town. Open Google Maps and do the same. You may find a listing that already exists, created by a past owner, an old employee or Google itself from public information. If you find one, claim it rather than making a new one, because two profiles for the same business can lead to problems later.
Step 2: create or claim your Google Business Profile
Go to the Google Business Profile website and sign in with a Google account you control. Use a business account if you have one, not one that belongs to a staff member or an agency. Then:
- Enter your real business name, exactly as it appears on your signage and paperwork. No extra keywords or town names.
- Choose the most specific primary category for what you do, from the list Google shows you.
- Say whether customers visit your location. If they do, add the address. If you go to them instead, hide the address and add your service areas.
- Add your phone number and, if you have one, your website.
To be eligible, a business needs to meet customers in person, either at its location or at theirs, during the hours it lists. Online only businesses do not qualify. If you visit customers rather than having them visit you, read our guide to service area businesses on Google Maps before you start.
Step 3: verify your profile
Verification proves your business is real and is where you say it is. Until it is done, your profile usually does not show to the public. Google chooses which methods to offer you, such as a phone or text code, email, a video recording or a live video call. If you are asked for a video, record one continuous clip that shows the street, your business and proof that you run it.
If verification goes wrong, our guide to Google Business Profile verification problems covers rejected videos, pending reviews and profiles someone else has claimed.
Step 4: complete every part of the profile
A verified profile with nothing on it rarely gets calls. Fill in everything that is true for your business:
- Opening hours, including holidays
- Your services or products, each with a short description
- A plain description of what you do and who you help
- Real photos of your premises, your team and your work, plus your logo
- Booking, ordering or appointment links if you use them
Our Google Business Profile checklist walks through every setting, step by step.
Step 5: get your website on Google
If you have a website, Google usually finds it on its own in time, but you can help it along for free:
- Set up Google Search Console. It is Google's free tool for website owners. Add your site, prove you own it, and submit your sitemap so Google knows which pages exist.
- Check your pages can be indexed. The URL inspection tool in Search Console shows whether a page is on Google, and lets you request indexing for new or changed pages.
- Give each main service its own page, with a clear title that says what you do and where, such as "Emergency plumber in Austin".
- Put your name, address and phone on the site, matching your Google profile exactly.
- Link your website from your profile, and your profile from your website.
New pages can take days or weeks to appear. That is normal for a new site. If you have no website yet, the profile alone can still bring calls while you build one.
Step 6: add your business to other free listings
Google is not the only place people search, and consistent details across the web help both customers and search engines trust you. All of these are free:
- Bing Places for Business, which feeds Bing and other services that use Bing data
- Apple Business Connect, for Apple Maps and Siri. See why a business is not showing on Apple Maps
- A Facebook page and an Instagram business profile
- The main directories in your industry and your local chamber of commerce
Use the same name, address, phone and website on every one.
Step 7: ask for your first reviews
Reviews help you show up and help people choose you. Ask every happy customer for a review with your direct review link, which you can copy from your profile. Never buy reviews or offer gifts for them, as that breaks Google's rules. Our guide on how to get more Google reviews has simple wording you can copy.
What is free and what is not
- Free: a Google Business Profile, appearing on Google Maps and in the normal results, Google Search Console, Bing Places and Apple Business Connect.
- Paid, and optional: Google Ads, a domain name and website hosting, and help from an agency if you would rather not do the work yourself.
Google says it does not accept payment to rank a site higher in its normal results. Be wary of anyone who promises a guaranteed first position, and of callers who claim your listing will be removed unless you pay.
Already set up but still not showing?
If you have done all of this and still cannot find your business, the cause is usually something specific: a pending verification, a suspension, the wrong category, or simply searching from too far away. Work through why your business is not showing on Google Maps, which covers the nine most common causes. If you show for your name but not for your service, read how to rank higher on Google Maps. In Pakistan, see our guide to setting up a Google Business Profile in Pakistan.
Want it done for you?
Every step above is free if you do it yourself. If you would rather spend the time running your business, our Google Business Profile management service sets up and looks after your profile, and it is part of every affordable SEO plan. You stay the owner of every account. Not sure where you stand? Ask for a free audit and a person on our team will check your listing and website by hand.
Frequently asked questions
Is it free to put my business on Google?
Yes. Creating a Google Business Profile is free, and so is appearing in the normal search results and on Google Maps. You only pay if you choose to run Google Ads, which show with a Sponsored label.
Do I need a website to be on Google?
No. A verified Google Business Profile can show on Google Maps and search without a website. A website helps you appear for more searches and gives people more reasons to trust you, so it is worth adding when you can.
How long does it take for my business to show up on Google?
Once your profile is verified, it often appears for your business name within days, although it can take longer. Showing for service searches like "plumber near me" usually takes more time and depends on competition near you.
Can I put my home business on Google?
Yes, if you meet customers in person, either at your home or at their location. If customers do not visit you, set it up as a service area business and hide your home address.
Someone called saying I must pay to keep my Google listing. Is that real?
Be careful. Google does not charge for a Business Profile and warns about calls that claim otherwise. Never pay or share login details with a caller who says they are from Google.