Google Business Profile (GBP) — formerly Google My Business — is the tool that controls how your business appears in Google Search and Google Maps. Most founders associate it with physical stores: the map listing with photos, hours, and directions. But even online-only brands benefit significantly from a verified GBP — for brand search results, customer reviews, and local discovery by shoppers who search “near me” for categories like food delivery, craft products, or artisan goods.
In 2026, a verified Google Business Profile is one of the fastest, free things you can do to improve how your brand appears in search — and the majority of new online brand founders skip it entirely.
Why an Online Brand Needs Google Business Profile
1. Brand search results: when someone searches your brand name on Google, your GBP appears prominently in the right-side knowledge panel — showing your website, contact information, photos, hours, and reviews. Without a GBP, this space is empty or filled with competitor results.
2. Customer reviews: GBP is where Google reviews live. Product-specific reviews go on your marketplace listings; brand-level reviews (customer service, packaging quality, overall experience) can be captured on your GBP — and these appear in Google search results when someone searches your brand name.
3. Local discovery: even ecommerce brands sometimes have customers who search for products “near me” or by city. A GBP with your city declared makes you discoverable to these searches.
4. Google Knowledge Panel: verified businesses get a structured knowledge panel in search results — more credible and visible than a standard search result.
5. Posts and updates: GBP allows you to publish product updates, offers, and announcements that appear in Google search results for your brand.
Step-by-Step: Setting Up Your Google Business Profile
Step 1: Go to Google Business Profile
Navigate to business.google.com and sign in with your Google account. Click “Manage now” or “Add your business.”
Step 2: Enter Your Business Name
Enter your brand name exactly as you want it to appear on Google. Don’t add keywords, locations, or taglines to your business name — Google’s guidelines prohibit this and it can lead to suspension.
Step 3: Choose Your Business Category
Select the primary category that best describes your business. This is the most important categorisation decision — it determines what search queries Google associates with your profile.
For ecommerce brands, common categories include:
- “Online retailer” (for general ecommerce)
- “Cosmetics store” (for beauty brands)
- “Food manufacturer” or “Food store” (for food brands)
- “Health food store” (for supplement/wellness brands)
- “Clothing store” (for apparel)
You can add secondary categories after the initial setup.
Step 4: Set Your Business Type
For online-only brands: select “Online retail” or the equivalent that indicates you serve customers online rather than at a physical location. This prevents Google from requiring a physical storefront address in your city.
If you have a physical location (even a home-based warehouse where you’re comfortable receiving visitors): you can add this as your address. If not, select the service area option and specify the area you serve (e.g., all of India).
Step 5: Add Contact Information
- Phone number: your business WhatsApp/support line
- Website: your Shopify store URL or primary domain
Step 6: Verify Your Business
Google requires verification to confirm you’re the legitimate owner of the business. Verification methods in 2026:
Video verification (most common in 2026): record a short video showing your business location, products, and equipment — Google’s system reviews this video automatically in most cases. For online brands, this typically means showing your home office/storage area where you manage the business, your products, and your device/computer used for operations.
Phone or email verification: for some business types, a verification code sent to your phone or email is sufficient.
Postcard: Google mails a postcard with a verification code to your business address — takes 5–14 days.
Instant verification: if your business email domain is already verified in Google Search Console, instant verification may be available.
Step 7: Complete Your Profile
After verification, complete every section:
- Business description: 750 characters describing your brand, products, and what makes you different. Include your primary keywords naturally.
- Hours: even for online businesses, set your customer support hours
- Photos: minimum 3–5 photos — your logo, product shots, packaging, and workspace if presentable. Profiles with photos receive significantly more interactions.
- Products: add your key products directly to GBP — they appear in your knowledge panel and Google Shopping
Step 8: Request and Respond to Reviews
After setup, actively request Google reviews from early customers. Reviews are a significant trust signal for new visitors finding your brand through search. A direct link to your GBP review form (available in your GBP dashboard under “Get more reviews”) is the most friction-free way to collect them.
Always respond to reviews — both positive and negative. Responses signal to Google and potential customers that you’re actively engaged, and appropriate responses to negative reviews often reduce their negative impact.
A Google Business Profile takes under an hour to set up and delivers lasting SEO and credibility benefits that compound over time. Set it up the same week your domain goes live. Complete every field, add photos, and start actively collecting reviews from your first customers.
Next step: With SEO basics covered, it’s time to build your marketing system. Read our guide: Free Marketing Channels for New Brands Before You Spend on Ads.
