How to Create a Google Business Profile

What Is Google Business Profile?

Google Business Profile (formerly known as Google My Business) is a free tool that Google offers to all businesses. It lets you control how your company appears when someone searches for your name or your type of service on Google Search and Google Maps.

When someone types "dentist Belgrade" or "hair salon near me," Google displays the so-called Local Pack — a block with a map and a list of nearby businesses. To appear there, you need a complete and verified Google Business Profile.

What Is Google Business Profile Used For?

GBP is not just about getting "found by someone." A well-optimized profile works for you 24 hours a day and replaces a significant portion of your marketing budget. Here is exactly what it delivers:

• Local visibility — you appear in Google Search and on Maps when someone looks for what you offer
• Better user experience — opening hours, address, phone number, photos, and website all in one place
• Reputation management — collect and respond to customer reviews publicly
• Direct communication — messages from clients delivered straight to your GBP inbox
• Analytics — see how many people searched for your profile, clicked through to your site, or asked for directions

For more detail on how to rank in the local pack, see our guide on local SEO for Belgrade — GBP is just one component.

How to Create a Google Business Profile: Step by Step

Step 1 — Open Google Business

Go to business.google.com and sign in with the Google account you use for your business (or create a new one if you do not have one). Click "Add your business."

Step 2 — Enter Your Business Name

Type your business name exactly as it appears on your storefront sign or website. Do not add keywords to the name — Google recognizes this as spam and may suspend your profile.

Step 3 — Choose a Category

Your category is one of the most important fields because Google uses it to decide which searches to show you for. Be as specific as possible — instead of "Store," choose "Sporting Goods Store" or "Florist."

Step 4 — Add Your Location

If you have a physical location where customers visit, enter your address. If you operate as a service that goes to clients (plumber, delivery), you can hide your address and instead define the service area where you operate.

Step 5 — Contact Details

Add your phone number and website. The phone number should be a local number that connects directly to your business, not a call center or aggregator line.

Step 6 — Verification

Google needs to confirm that you are actually the owner of that location. The most common method is via a postcard mailed to your address within 5–14 days, containing a code you enter into the system. For some business types, verification by phone or video call is also available.

Step 7 — Complete Your Profile

After verification, add everything you can: opening hours, a short business description, interior and exterior photos, and a list of services or products. Profiles with more information receive better rankings.

How to Get the Most Out of Your GBP

Creating the profile is only the beginning. A GBP left untouched for months starts to lose position. Here is what to do regularly to keep your profile active and at the top:

• Ask satisfied customers for reviews and respond to every one — both positive and negative
• Add new photos at least once a month: exteriors, completed work, your team
• Use Google Posts to publish promotions, news, or seasonal offers
• Make sure your opening hours and contact details are always accurate, especially around holidays
• Monitor Analytics in GBP — how many searches lead to a website click vs. a phone call
• Answer questions that users post in the Q&A section

Conclusion

Google Business Profile is free, relatively quick to set up, and delivers measurable results for local businesses. If you do not have one yet — create it today. If you have one but it is only half-filled — set aside an hour and complete it.

If you need help with a more complex local SEO strategy — visibility across multiple locations, managing reviews at scale, or integrating GBP with the rest of your site — we are here to help.