Google Business Profile (Google My Business): how to set it up

Google Business Profile (formerly Google My Business) shows your company in Search and Maps for free. We explain how to create the profile, pass video verification, optimise the listing and use it for local SEO in Warsaw and across Poland.

Google Business Profile (formerly “Google My Business”) is a free tool that shows your company in Google Search and Maps, including the “near me” results. For businesses in Warsaw and across Poland it is one of the fastest ways to win local customers: someone searches for a service nearby and immediately sees your address, phone, opening hours and reviews.

Good to know: the separate “Google My Business” app no longer exists — Google retired it in 2022. You now manage the profile directly in Google Search and Maps while signed in to your Google account. The free businessname.business.site websites have also been discontinued, so your own website remains the main hub.

What Google Business Profile gives you

A complete profile gathers everything a customer needs to contact you in one place: address with directions, phone, a link to your website, opening hours, description, photos and a list of services and products. On top of that you get:

• Customer reviews — shown right in the results; the strongest trust signal (more in the article Google reviews: what they are).
• Posts and offers — news, promotions and events straight in the listing.
• Messages and Q&A — customers write to you without leaving search.
• Statistics — which queries find you, how many calls, directions and website visits you get.

The profile almost always appears above the regular organic results, and on mobile, together with the map, it takes a prominent spot on the first screen.

How to create a Google Business Profile — step by step

1. Sign in to a Google account (ideally a separate business one, not personal).
2. Open google.com/business or tap “Add your business” directly in Google Maps.
3. Enter the exact company name — as it appears on your sign. Legal suffixes such as “Sp. z o.o.” can be left out.
4. Choose the primary category — it has the biggest impact on which searches you show up for. You can add extra categories later.
5. Provide an address (if customers come to you) or a service area (if you travel to the customer).
6. Add a phone number and website — almost every user looks for these.

How to verify the profile

Without verification the profile will not be visible in search. Before you start, double-check the name, address and phone. Google offers several methods, and video verification is now the most common one:

• Video — a short recording showing your sign, the area and, if needed, equipment or documents. The most frequent method in 2025.
• Phone or email — a code arrives by text or email (not available to everyone).
• Postcard — a card with a code sent to the business address; it can take up to two weeks.

How to optimise the profile so it brings customers

Creating the listing is only the start. Results come from working with the profile regularly:

• An accurate primary category and sensible additional ones.
• High-quality photos and logo, real shots of your work and premises.
• A full list of services and products, with prices where it makes sense.
• Regular posts about promotions and news.
• Collecting reviews and replying to every one — positive and negative.
• Consistent address, name and phone (NAP) on your site, profile and directories.

Why it matters for local SEO

A complete, active profile is the foundation of local SEO: it is what puts your company into the Maps “local pack” for city-based queries and “near me” searches. Combined with website optimisation, it delivers a steady flow of enquiries from Warsaw and other cities in Poland. If you want your profile and website to work together for results, see our SEO and promotion service.

A well-prepared Google Business Profile helps customers find, compare and choose you quickly. Set it up today — and give buyers in your area a reason to reach out to you.