How to set up a Google Business Profile for a new business in London: a checklist

The 15-step checklist

1. Check you are eligible. Google says a business can have a profile if it has a customer-facing physical location or travels to its customers, and that each business gets one profile. Source: Google's guidelines for representing your business.
2. Check whether a profile already exists. Search for your business on Google Maps first. If a verified profile is already there, Google says to request ownership instead of making a second one. Source: Google's steps to add or claim a profile.
3. Use your real business name. Use the name on your signage, website and stationery. Google says not to add taglines, hours, phone numbers, services or location details to the name, and that unnecessary extras could lead to suspension. Source: Google's guidelines for representing your business.
4. Get the address right, or hide it. Google needs a real physical address. It does not accept P.O. boxes, remote mailboxes or virtual offices, and it says an office in a co-working space qualifies only with clear signage, in-person customer service during your hours and your staff on site. If you do not serve customers at your address, you can remove it and show only a service area. Sources: Google's guidelines for representing your business and Google's page on service areas.
5. Set your service area. You can add up to 20 areas, set by city, postal code or another area type, not by radius. Google says your overall area should be no more than about two hours' drive from your base. Edits can take up to 48 hours to appear. Source: Google's page on service areas.
6. Choose your categories carefully. Pick the most specific primary category that fits, then add a few more for what else you do. Google says not to use categories as keywords, and that changing them may mean verifying again. It also says your categories affect your local ranking. Source: Google's advice on choosing categories.
7. Add your opening hours. Use regular, customer-facing hours, and add special hours for holidays and events. Google says not to list hours for appointment-only businesses or businesses with varied schedules, and that it reviews hours changes before they go live. Sources: Google's page on business hours and Google's guidelines for representing your business.
8. Add a phone number and website for this location. The phone number must be one you control. Google says not to use a number or link that redirects people elsewhere, including a social media landing page. Source: Google's guidelines for representing your business.
9. Write a plain description. Say what you do. Google says not to put links, prices, sales or promotions in the description, and not to fill it with low-quality or gimmicky text. Source: Google's guidelines for representing your business.
10. Verify the business. Google shows you the methods it offers: a code by phone or text, an email, a live video call, a postcard or a video recording. You cannot choose which appear. Most postcard codes arrive within 14 days and expire after 30. Do not change your name, address or category while you wait, do not request a second code, and keep the code private. Google says review takes up to 5 business days after you finish. Source: Google's page on verification.
11. Add photos and a short video. Add your logo, a cover photo and pictures of your exterior, products and services. Photos can be JPG or PNG, 10 KB to 5 MB, ideally 720 by 720 pixels and never under 250 by 250. Videos can be up to 30 seconds and 75 MB at 720p or higher. Keep them in focus, well lit and honest, with no heavy filters. Media appears only after verification and can take 24 to 48 hours to go live. Source: Google's photo and video requirements.
12. Make your review link. Google says you can ask customers for reviews by sharing a link or QR code, and that reviewers need a Google Account. Source: Google's advice on reviews.
13. Ask for reviews the right way. Ask customers in general to share a genuine experience. Google does not allow incentives, asking only happy customers, pressuring people on your premises, staff quotas, or reviews from employees, relatives or competitors. Source: Google's policy on fake and incentivised reviews.
14. Reply to reviews. Google asks for short, polite, personal replies that are not promotional, and never to share a reviewer's private details. Source: Google's advice on reviews.
15. Claim your Apple Maps listing too. Apple's business page says you can claim your location on Maps and control its logo, hours, images and key details. Apple's guide says Apple Business Connect is now part of Apple Business. Keep the details identical to your Google profile. Sources: Apple's business page and Apple's guide.

What I do for you

If you would rather not do this yourself, I set up your Google Business Profile and your Apple Maps listing, keep the details identical on both and on your website, and guide you through verification. The set-up is £199, one-off, quoted in writing before I start. See the Google listing set-up page.

I cannot decide where your business appears on Google or Apple Maps, and I cannot guarantee reviews. If you are opening a new venue, the profile is part of launch set-up, and for cafés and restaurants there is more on hospitality.