← Blog · 2026-07-11

How to Claim and Verify Your Google Business Profile

First, Find Out If a Profile Already Exists

Before doing anything, search your business name plus your city in Google Maps. Google auto-generates profiles from public data even if no one has ever claimed one, so there's a good chance one already exists — possibly with an old address, wrong hours, or a phone number that hasn't been yours for years. Claiming an existing profile and creating a new one are different processes, and creating a duplicate when one already exists causes real problems (Google may merge them unpredictably, or you end up managing two competing listings for the same business).

If a listing exists but looks abandoned or wrong, claim it rather than starting fresh. If nothing comes up at all, you'll create a new profile from scratch at google.com/business.

Claiming an Existing (Unclaimed) Listing

  1. Search for your business in Google Maps or Google Search.
  2. Click "Own this business?" or "Claim this business" on the listing.
  3. Sign in with the Google account you want to manage the profile with — ideally a business account, not a personal one tied to one employee who might leave.
  4. Google will walk you through confirming your business details match what's already on file, or let you correct them.
  5. You'll then be prompted to verify (see below) — claiming and verifying are two separate steps.

Creating a New Listing

  1. Go to google.com/business and sign in.
  2. Enter your business name exactly as you want it to appear everywhere else — this becomes the anchor for your NAP consistency across every other directory (see our guide on NAP consistency for why this matters beyond just Google).
  3. Choose your primary category carefully — Google now supports over 4,000 categories, and picking the most specific accurate one (not the broadest) matters for how you show up in relevant searches.
  4. Add your address, or mark your business as a service-area business if you don't have a public storefront customers visit.
  5. Add your phone number and website.
  6. Submit for verification.

Verification Methods in 2026

Verification is the step that actually activates your listing in search and maps — an unverified profile typically won't show up reliably, if at all. Google assigns you a verification method automatically based on your business type and history; you generally can't choose which one you get. The methods currently in use:

  • Video verification: As of mid-2026, this is the default method Google requires for most small businesses, especially new listings or ones triggering re-verification after a significant change. You record a short walkthrough showing your location, signage, and proof the business operates there, and submit it through your dashboard. Google typically reviews these within about 1-5 business days.
  • Phone or SMS verification: Where offered, Google sends a code by automated call or text to your listed business number, and you enter it immediately — this is the fastest path when it's available.
  • Email verification: Similar to phone, but the code goes to a business email address tied to your website's domain.
  • Postcard verification: Google mails a physical postcard with a code to your business address. This used to be the default for most businesses; it's now used less often, particularly for service-area businesses without a public storefront.
  • Instant verification: If your website is already verified in Google Search Console under the same account, some businesses qualify for immediate verification with no separate step. This isn't available to everyone but is worth checking for if you already manage Search Console.

Whichever method you're offered, complete it as soon as possible — an unverified listing is also more vulnerable to being edited or claimed by someone else in the meantime.

If Someone Else Already Claimed Your Listing

This happens more than you'd expect — a former employee, a marketing agency you no longer work with, or in rare cases someone with no real connection to the business. Google has a formal process to request access from the current owner, and if that fails, a separate process to report the listing as being managed by someone with no legitimate connection to the business. Both are handled through the "Request access" option that appears when you try to claim an already-owned listing. This can take longer than a normal claim, so start it as soon as you notice the problem rather than waiting.

After You're Verified

Verification gets your listing live — it doesn't optimize it. Once you're through this step, move on to our full Google Business Profile optimization checklist to make sure categories, photos, services, and the rest of your profile are actually working for you, not just present.

And if Google is just one piece of your broader directory presence, see our complete process for getting listed across directories.

Get Listed on VerifiedProsHQ

Once your Google profile is squared away, add a verified listing on VerifiedProsHQ too — our team confirms every Verified listing with a real phone call, the same standard of trust you just went through with Google. It's free. Email [email protected] to get started.