If your veteran-owned business isn't showing up on Google Maps, you're invisible to a massive portion of your potential customer base. Setting up a Google Business Profile — completely free — fixes that.

A fully optimized Google Business Profile puts your business in front of people who are actively searching for what you offer in your area. It shows up in Google Search, Google Maps, and increasingly in Google's AI-powered recommendations. And businesses with complete, well-maintained profiles consistently outrank those with empty or neglected ones in local search results.

This guide walks you through every step — from creating your profile to verifying it to optimizing it so it actually works for your business. No tech experience required.

Jump To A Section

• Section 1: What Is a Google Business Profile and Why Does It Matter?
• Section 2: Before You Start — What You'll Need
• Section 3: Creating Your Google Business Profile
• Section 4: Verifying Your Profile
• Section 5: Completing Your Profile — Every Field Matters
• Section 6: Adding Photos and Videos
• Section 7: Adding Your Products or Services
• Section 8: Setting Up the Q&A Section
• Section 9: Posting Regular Updates
• Section 10: Connecting Your Website
• Section 11: Understanding Your GBP Insights
• Section 12: Ongoing Maintenance — Keeping Your Profile Working
• Section 13: Common Mistakes to Avoid

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Section 1: What Is a Google Business Profile and Why Does It Matter?

A Google Business Profile (GBP) — formerly known as Google My Business — is a free listing that puts your business on Google Search and Google Maps. When someone searches for a service in your area, the businesses that appear in the map results and the local "3-pack" listings at the top of the page all have Google Business Profiles.

Here's why it matters for your veteran-owned small business:

• It's completely free — no advertising budget required
• It puts your business on Google Maps so customers can find your location, get directions, and call you directly from search results
• It displays your reviews, hours, photos, and contact information exactly where customers are looking
• It's one of the strongest local SEO signals available — a complete, verified GBP profile directly improves your ranking in local search results
• In 2026, Google's AI-powered search features are increasingly pulling from GBP data to recommend local businesses — meaning your profile is now influencing AI recommendations in addition to traditional search results
• Businesses that actively maintain their GBP receive significantly more calls, website visits, and direction requests than those with incomplete or inactive profiles

If you already have a website through Code Camo, your GBP works alongside it — your website handles the depth and the storytelling, while your GBP handles the immediate visibility when someone nearby is searching. Together, they're your most powerful combination for local online presence.

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Section 2: Before You Start — What You'll Need

Setting up your GBP takes less than 30 minutes. Before you start, make sure you have the following ready:

• A Google account — you'll need a Gmail address. If you don't have one, you can create one for free at gmail.com. Use a business email address if you have one — it looks more professional and keeps your business activity separate from personal accounts.
• Your exact business name — use the same name you use on your website, social media, and any other business listings. Consistency across all platforms helps Google verify your business and improves your local ranking.
• Your business address or service area — if you operate from a physical location, you'll need your address. If you go to customers (a service-area business like a contractor or mobile service), you can hide your address and set a service area instead.
• Your primary business phone number — the number you want customers to call
• Your business category — think about what your business does and what category best describes it (e.g., "General Contractor," "HVAC Contractor," "Web Designer," "Landscaper"). You'll choose from Google's list during setup.
• Your business hours
• Your website URL — your Code Camo website address goes here
• A few photos — at minimum, a logo and one or two photos of your work, your team, or your location

Have those ready and the setup process will go smoothly from start to finish.

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Section 3: Creating Your Google Business Profile

Let's get your profile created. Follow these steps exactly and you'll have a profile live and ready for verification in under 20 minutes.

Step 1: Check if a Profile Already Exists for Your Business

Before creating a new profile, check whether Google has already created one for you automatically. This happens more often than people expect — Google pulls data from various sources and sometimes creates a basic listing for a business without the owner's knowledge.

1. Go to business.google.com
2. Click Manage now and sign in with your Google account
3. Search for your business name
4. If your business appears in the results, click on it and select Claim this business — then follow the verification steps (covered in Section 4)
5. If nothing appears, continue to Step 2 below

Step 2: Start Your New Profile

1. At business.google.com, click Manage now and sign in
2. Click Add your business to Google
3. Enter your business name exactly as it appears on your website and other platforms
4. Click Next

Step 3: Choose Your Business Category

1. In the category field, start typing what your business does
2. A dropdown list will appear — choose the category that most accurately describes your primary service
3. Choose carefully — your primary category is one of the most important local SEO signals on your profile. You can add additional categories later, but your primary category carries the most weight.
4. Click Next

Step 4: Choose Whether You Have a Physical Location

Google will ask whether you have a location customers can visit.

• If yes(you have a storefront, office, or shop customers visit): Select Yes and enter your address on the next screen
• If no(you go to customers — contractor, mobile service, home-based business): Select No — you'll set a service area instead and your home address will remain hidden

Step 5: Set Your Service Area (If Applicable)

If you selected No above, or if you serve customers outside your physical location:

1. Enter the cities, counties, or zip codes you serve
2. You can add multiple areas
3. Google recommends keeping your service area within approximately a 2.5-hour drive from your base of operations
4. Click Next

Step 6: Enter Your Contact Information

1. Enter your business phone number
2. Enter your website URL — use your Code Camo website address here
3. Click Next

Step 7: Choose Your Verification Method

Google needs to verify that your business is real and that you're the legitimate owner. You'll be prompted to choose a verification method — covered in detail in Section 4 below.

You can also click Verify later to continue filling out your profile first and verify afterward. If you do this, note that your profile won't be publicly visible until verification is complete.

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Section 4: Verifying Your Profile

Verification is how Google confirms your business is legitimate and that you're the owner. An unverified profile won't appear in search results — so this step is critical. Don't skip it or put it off.

Verification Methods Available

Google offers several verification methods. Which ones are available to you depends on your business type and location.

Video Verification (Most Common in 2026)

Google increasingly uses video verification as the primary method. You'll record a short video showing your business location, your signage, and your work environment — confirming that the business is real and operating.

1. Select Video call or Video recording when prompted
2. Follow the on-screen instructions — Google will guide you through exactly what to show in the video
3. Submit the video and wait for Google to review it — this typically takes a few hours to a few days

For home-based or service-area businesses, the video typically shows your vehicle, equipment, or any branded materials you have — you don't need a commercial location to pass video verification.

Postcard Verification

Google mails a postcard with a 5-digit verification code to your business address.

1. Select Postcard and confirm your mailing address
2. Wait 5 to 14 days for the postcard to arrive
3. Once it arrives, go to business.google.com, find the verification prompt, and enter the 5-digit code
4. Click Verify

Important: Don't request another code if the postcard is late — as soon as a new code is requested, the previous one is cancelled. Wait the full 14 days before requesting a replacement.

Phone or Email Verification

For some businesses, Google offers instant verification by phone call or email.

1. Select Phone or Email if offered
2. Google will send a verification code immediately
3. Enter the code and click Verify

Instant Verification

If your business website is already verified in Google Search Console, you may be eligible for instant verification — no code required. Google will verify your GBP automatically when you sign in with the same Google account linked to your Search Console.

After Verification

Once verified, your profile becomes publicly visible in Google Search and Google Maps. It may take a few days for it to fully appear in search results. Now it's time to complete and optimize your profile — which is where the real impact comes from.

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Section 5: Completing Your Profile — Every Field Matters

A complete Google Business Profile consistently outranks an incomplete one in local search results. Every empty field is a missed opportunity — both for ranking and for giving potential customers the information they need to choose you. Go through every field and fill it out.

Business Name

Use your exact business name — the same one on your website, social media, and any other listings. Do not add keywords, locations, or extra descriptors to your business name (e.g., don't write "ABC Plumbing — Best Plumber in Phoenix"). Google considers this spam and it can get your profile suspended.

Primary Category

Already set during setup, but worth reviewing. This is the most important category field — make sure it accurately reflects your primary service. You can add up to 9 additional categories for secondary services.

Additional Categories

1. In your GBP dashboard, go to Edit profile
2. Find Business category
3. Click Add another category and add any relevant secondary services

Example: A veteran-owned contractor might have "General Contractor" as the primary category, with "Kitchen Remodeler," "Bathroom Remodeler," and "Home Renovation" as additional categories.

Business Description

You have 750 characters to describe your business. Use them well.

1. Go to Edit profile → Business information → Description
2. Write a clear, compelling description of what you do, who you serve, and what makes you different
3. Naturally include keywords your customers might search for
4. Mention your veteran-owned status — it's a trust signal and a differentiator
5. Do not include URLs, phone numbers, or promotional language (Google will reject these)

Example description for a veteran-owned landscaping company:

"Veteran-owned landscaping and lawn care serving the [City] area. We bring the same discipline and attention to detail from military service to every yard we touch — from routine maintenance to full landscape design and installation. Licensed, insured, and committed to getting the job done right the first time. Proud to serve our community."

Business Hours

1. Go to Edit profile → Business hours
2. Set your hours for each day of the week
3. If you're closed on certain days, mark them as closed
4. Add Special hours for holidays or seasonal variations — Google will prompt you to update holiday hours automatically

Phone Number

Make sure your primary phone number is correct and matches what's on your website and other listings. Inconsistent phone numbers across the web hurt your local SEO.

Website

Link directly to your Code Camo website homepage. Keep this updated — a broken or incorrect website link is one of the most common and easily avoidable GBP mistakes.

Attributes

Attributes are additional details that appear on your profile and help customers understand more about your business. Look for the More or Attributes section in your profile editor.

Relevant attributes for veteran-owned businesses include:

• Veteran-owned — turn this on. It displays prominently on your profile and signals to customers who actively seek out veteran-owned businesses.
• Woman-owned, minority-owned (if applicable)
• Identifies as Black-owned, Latino-owned, LGBTQ+-owned (if applicable)
• Online appointments, online estimates, onsite services
• Wheelchair accessible (if applicable)

Opening Date

Set your business opening date in the About section of Edit profile. This enables the "years in business" snippet that appears in local search results — a trust signal that costs nothing to display.

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Section 6: Adding Photos and Videos

Photos are one of the most impactful elements of your Google Business Profile. Businesses with photos receive significantly more direction requests and website clicks than those without. This is not the place to cut corners.

How to Add Photos

1. In your GBP dashboard, click Add photos or navigate to the Photos section
2. Upload your images — Google accepts JPG and PNG files
3. Aim for at least 5 to 10 photos to start, and add more over time

What Photos to Add

Logo

Upload a clear, high-quality version of your business logo. This appears in search results next to your business name.

Cover Photo

Your cover photo is the primary image displayed on your profile. Use a high-quality photo that represents your business well — your team at work, a completed project, your storefront, or your branded vehicle.

Work Photos

Show your actual work. Before-and-after photos, completed projects, your team in action — real photos of real work are far more convincing than stock images. These build trust with potential customers who are evaluating whether to hire you.

Team Photos

Photos of you and your team give your business a human face. For veteran-owned businesses, a team photo that reflects your military background — whether through subtle branding, uniform details, or a caption — can be a powerful connection point with the right customers.

Location or Vehicle Photos

If you have a storefront, office, or branded vehicle, add photos of these. They help customers recognize you on arrival and reinforce your professional image.

Photo Best Practices

• Use real photos, not stock images — Google and customers both respond better to authentic imagery
• Aim for well-lit, clear photos — poor lighting kills an otherwise good photo
• Minimum recommended size is 720 x 720 pixels
• Add new photos regularly — fresh photos signal an active, engaged business to Google
• You cannot delete photos that customers upload to your profile, but you can flag inappropriate ones for removal

Adding a Video

Short videos perform exceptionally well on GBP. A 30 to 60-second video showing your work, your team, or a brief introduction to your business can dramatically increase engagement on your profile.

1. In the Photos section, look for the option to upload a video
2. Videos must be 30 seconds or shorter, under 75MB, and at least 720p resolution
3. A quick smartphone video is perfectly fine — authenticity matters more than production quality here

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Section 7: Adding Your Products or Services

Adding your services to your GBP profile gives Google more information about what you offer and helps your profile appear in more relevant searches. This section is underutilized by most small businesses — don't skip it.

Adding Services

1. In your GBP dashboard, go to Edit profile → Services
2. Google will suggest services based on your business category — check any that apply
3. Click Add custom service to add services that aren't in Google's suggested list
4. For each service, add a name and optionally a description and price
5. Click Save

Write short, keyword-rich descriptions for each service. Example: instead of just listing "Roofing," write "Residential and commercial roofing repair and replacement serving [City] and surrounding areas."

Adding Products (If Applicable)

If your business sells physical products, you can add a product catalog directly to your GBP profile.

1. In your GBP dashboard, click Products
2. Click Get started or Add product
3. Add your product name, category, price, description, and a photo
4. Click Publish

Products appear on your GBP profile and can show up directly in Google Shopping results — giving you additional visibility at no cost.

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Section 8: Setting Up the Q&A Section

The Questions and Answers section of your GBP profile allows customers to ask questions publicly — and for you or anyone else to answer them. Here's the thing most business owners don't know: you can add your own questions and answers to this section, proactively.

This is one of the most underutilized features on Google Business Profile. Done right, it functions like an FAQ that shows up directly on your Google listing.

How to Add Questions and Answers

1. Search for your business on Google while logged into your Google account
2. Find the Questions and Answers section on your GBP listing in the search results
3. Click Ask a question
4. Type a common question your customers ask (e.g., "Do you offer free estimates?")
5. Submit the question — then immediately go back to the listing and answer it yourself
6. Repeat for your most frequently asked questions

Good Questions to Add for a Veteran-Owned Business

• "Are you veteran-owned?" → "Yes — [Business Name] is a 100% veteran-owned and operated business. [Brief sentence about your service background if you'd like to share it.]"
• "Do you offer free estimates?" → Your answer
• "What areas do you serve?" → Your answer
• "How long have you been in business?" → Your answer
• "Are you licensed and insured?" → Your answer
• "What is your typical turnaround time?" → Your answer

Monitor Q&A Regularly

Anyone — including customers and even competitors — can answer questions on your GBP listing. Check your Q&A section regularly and make sure the answers present your business accurately. You can flag inaccurate answers for removal.

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Section 9: Posting Regular Updates

Google Business Profile lets you publish posts directly to your listing — similar to a social media post, but appearing right in Google Search results when someone finds your business. Regular posts signal to Google that your profile is active and engaged, which contributes positively to your local ranking.

Types of Posts You Can Publish

• What's New — general updates, announcements, blog posts, or anything worth sharing. This is the most versatile post type and the one you'll use most often.
• Event — promote an upcoming event with a date, time, and description
• Offer — promote a special deal or limited-time promotion with a start and end date

How to Create a Post

1. In your GBP dashboard, click Add update or Create post
2. Choose the post type
3. Write your post — aim for 150 to 300 words, though shorter posts with a strong image also perform well
4. Add a photo — posts with images get significantly more engagement than text-only posts
5. Add a call-to-action button if applicable — options include "Learn more," "Book," "Order online," "Sign up," and "Call now"
6. Click Publish

What to Post

• Links to your Code Camo blog posts
• Before and after photos from recent projects
• Seasonal promotions or limited-time offers
• Business updates (new services, expanded hours, team additions)
• Community involvement or veteran-related content
• Customer spotlights or testimonials (with permission)

Posting Frequency

Aim to post at least once a week. Note that "What's New" posts expire after 7 days — they don't accumulate on your profile indefinitely. Consistent, regular posting is far more effective than occasional bursts of activity.

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Section 10: Connecting Your Website

Your Code Camo website and your Google Business Profile work best together. Here's how to make sure they're properly connected and reinforcing each other.

Make Sure Your Website URL Is Correct on GBP

1. In your GBP dashboard, go to Edit profile → Contact
2. Verify that your website URL is your correct Code Camo website address
3. Test the link — click it and make sure it loads your website properly
4. Update it if anything has changed

Make Sure Your Business Information Matches Your Website

Google uses consistency as a trust signal. Your business name, phone number, and address (if applicable) should be identical on your GBP profile, your Code Camo website, and any other online listings. Even small differences — abbreviating "Street" as "St." on one listing and spelling it out on another — can create inconsistency signals that hurt your local ranking.

If you need your website updated to match your GBP information, submit an update request to Code Camo at codecamo.com/request-an-update.

Add Your GBP Review Link to Your Website

Your Code Camo website should include a link to your Google review form — ideally on the homepage, the contact page, and in the footer. This encourages website visitors to leave reviews without having to search for your listing themselves. If this isn't already set up on your site, submit an update request and we'll add it.

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Section 11: Understanding Your GBP Insights

Your Google Business Profile includes a built-in analytics dashboard called Insights. This data shows you exactly how customers are finding and interacting with your profile — and it's completely free.

How to Access Insights

1. Go to business.google.com and select your business
2. Click Performance or Insights in the left menu

What the Data Shows You

How Customers Find You

• Direct searches — people who searched for your business name or address directly
• Discovery searches — people who found you by searching for a category, product, or service (e.g., "veteran-owned contractor near me"). This is the most valuable traffic — these are people who didn't already know about you.
• Branded searches — people who searched specifically for your brand

What Customers Do When They Find You

• Website clicks — how many people clicked through to your Code Camo website
• Calls — how many people called your business directly from your GBP listing
• Direction requests — how many people asked Google Maps for directions to your location
• Messages — how many people sent you a message through GBP (if you have messaging enabled)

Photo Views

See how many times your photos have been viewed compared to similar businesses in your category. If competitors' photos are being viewed significantly more than yours, that's a signal to add more and better photos.

How to Use This Data

• If website clicks are low but profile views are high, your website link or call-to-action may need attention
• If discovery searches are growing, your local SEO is working — keep doing what you're doing
• If calls are low, make sure your phone number is correct and prominently displayed
• Check Insights monthly to track trends over time — growth in any of these metrics is a sign your GBP is doing its job

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Section 12: Ongoing Maintenance — Keeping Your Profile Working

Setting up your GBP is the foundation. What keeps it working — and ranking — is consistent, ongoing activity. Here's what to do on a regular basis.

Weekly

• Publish at least one post (link to a blog post, share a project photo, or post a quick update)
• Respond to any new reviews within 48 hours
• Check the Q&A section for any new questions and answer them promptly

Monthly

• Add at least 2 to 3 new photos
• Review your Insights data and note any trends
• Make sure your hours are current — especially around holidays
• Ask at least 10 satisfied customers for a Google review (see our complete Google reviews guide for scripts and templates)

Quarterly

• Review all your profile information for accuracy — phone number, website, address, hours, services
• Update your business description if anything has changed
• Add or update services if you've expanded what you offer
• Check that your website link is still working correctly

Whenever Something Changes

• Update your hours immediately if they change — nothing frustrates a customer more than showing up at a business that Google says is open and finding it closed
• Update your phone number if it changes — and update it on your Code Camo website at the same time so everything stays consistent
• Add new services as your business expands

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Section 13: Common Mistakes to Avoid

These are the most common GBP mistakes that veteran business owners make — and the ones most likely to hurt your visibility or get your profile flagged by Google.

• Adding keywords to your business name. Your GBP business name must match your actual business name — no more, no less. Adding "Best Veteran Contractor in Phoenix" after your name violates Google's guidelines and can get your profile suspended.
• Leaving your profile unverified. An unverified profile doesn't show up in search results. Verification is non-negotiable — complete it as soon as possible after creating your profile.
• Using a virtual address or P.O. box as your business address. Google requires a real, physical address where your business operates. Virtual addresses can result in profile suspension.
• Ignoring reviews. Not responding to reviews — especially negative ones — signals to Google and to potential customers that you're disengaged. Respond to every review, positive and negative.
• Inconsistent business information across the web. Your name, phone number, address, and website should be identical everywhere they appear online. Inconsistency confuses Google and weakens your local ranking.
• Letting the profile go inactive. A GBP profile with no recent posts, no new photos, and no recent reviews looks abandoned. Google's algorithm rewards active, engaged profiles with better local ranking.
• Not selecting the right primary category. Your primary category is one of the strongest local ranking signals on your profile. If it doesn't accurately reflect your main service, you'll miss the searches that matter most to your business.
• Skipping the business description. The description field is free real estate for keywords and for telling your story. Leaving it blank is a missed opportunity.

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You're Ready

A fully set up, verified, and actively maintained Google Business Profile is one of the highest-ROI things you can do for your veteran-owned small business — and it costs absolutely nothing. It puts you on the map, literally, right where your potential customers are searching.

Take it one section at a time. Get verified first. Fill out every field. Add your photos. Connect it to your Code Camo website. Then build the habit of showing up consistently — posting, responding to reviews, and keeping your information current.

The businesses that show up at the top of Google Maps aren't there by accident. They're there because they put in the work to build and maintain a complete profile. Now you know exactly how to do the same.

Need help updating your Code Camo website to match your GBP information, or want your review link added to your site? Submit a request at codecamo.com/request-an-update and we'll take care of it.

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Code Camo is a veteran-owned web design and hosting agency built exclusively for veteran business owners and veteran-owned nonprofits. We handle your website so you can stay focused on your mission.