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When today’s patients search for local doctors, they rarely look beyond the first page of Google. Whether they’re looking for a dentist, a restaurant, or a medical practice, they often rely on the business information that appears directly in Google Search and Maps. That information comes from your Google Business Profile.

For medical practices and service providers, having an accurate, verified, and optimized Google Business Profile is essential. According to Google, verified businesses are twice as likely to be considered reputable. An optimized profile helps you attract new patients, stand out among competitors, and build trust with your community.

This guide walks you through everything you need to know about Google Business Profiles (GBPs), why they matter for local SEO, and exactly how to create, verify, and manage them.

What Is a Google Business Profile?

A Google Business Profile allows you to manage how your local business shows up across Google Search and Maps. With a Google Business Profile, you can:

• Maintain accurate information about your business, including hours, location, website, and phone number.
• Engage with customers by posting photos, sharing updates, and responding to reviews.
• Attract new customers by improving your visibility in local searches and pointing searchers directly to your website or office.

In short, it’s your digital storefront. It is always open, always visible, and always influencing the way patients perceive your brand.

Why Google Business Profiles Are Essential for Local SEO

Local SEO is a search engine optimization (SEO) strategy that helps your business be more visible in local search results on Google, i.e., for searches such as “doctor near me” or “doctor in [city].”  A well-optimized Google Business Profile helps you:

• Boost visibility in Google Search and Maps.
• Build credibility and trust with patients, thanks to verified and accurate information.
• Improve local rankings by ensuring your profile matches keywords and search intent.

By optimizing your profile with accurate details, relevant keywords, and ongoing updates, you can rank up in local searches and make it easier for new patients to discover your practice.

Types of Google Business Profiles

Medical practices have a unique requirement: they must claim profiles for both the practice locations and the individual providers.

How Many Profiles Would Your Practice Need?

If a practice has two physical offices and four providers, the answer is SIX Google Business Profiles, one for each location and doctor. Here’s how it breaks down: 

1. Profile for the first physical location
2. Profile for the second physical location
3. Profile for Provider 1 (location set to where they practice)
4. Profile for Provider 2 (location set to where they practice)
5. Profile for Provider 3 (location set to where they practice)
6. Profile for Provider 4 (location set to where they practice)

This ensures patients can find both the practice and the individual doctors, no matter how they search or where they are searching from. 

How Google Business Profile Verification Works

Setting up a Google Business Profile involves three main steps:

1. Create or Claim the Profile

• Create: If no profile currently exists for either the practice location or the provider, one must be created via Google Business Profiles.
• Claim: Users can actually create profiles for a business, so your profile might already exist. In this case, you’ll need to claim ownership via Google.

2. Verify the Profile Through Google

• Once the profile is either created or claimed, the business must go through a verification process. Google ensures your practice exists through verification methods like phone, email, mail, or video submission.

3. Grant Access to Third Parties

• Once verified, add your marketing partner as an owner so they can help optimize and manage your profile.

Creating or Claiming Your Google Business Profile

Before You Begin

You’ll need:

• Gather your practice and doctor information. You’ll need the address, hours, and other contact information to set up the profile.
• Schedule time on your calendar. You’ll need to set aside half an hour to several hours (depending on the size of your practice) to complete this task. This process can potentially be time-consuming if you have several locations and multiple doctors.
• Create a Google account. That does not mean you need to have a Gmail address. In fact, it is best to have a Google account under the practice email address with the same domain as your practice’s website.

Checking for an Existing Google Business Profile

1. Type your business’s name (or physician’s name) and city into Google’s search engine.
2. Your business’s name and unverified information should appear in a box on the right side of the page.
3. If no profile exists, you’ll need to create one from scratch. Proceed to [Creating a Google Business Profile] for a full walkthrough -> “Creating a Google Business Profile” links to “Creating a Google Business Profile” section of page down below 

Claiming an Existing Google Business Profile

If a profile for your practice already exists, first check with your staff and managers to see if they created it.

• If they have already created the profile, have them Google the practice. Look at the bottom of the profile. If they own the profile, you won’t see a link for “Own this business?” since they already do.

If no one at the practice owns the profile, you will need to claim it. 

• First, log in to Google under your practice/business email, and then go back to your Google Business Profile and click the “Own this business?” link. Google will guide you through claiming the profile.

Include this image below the text:

• A pop-up window will give you the option to claim the profile by clicking the “Manage now” button.

• You’ll be asked to verify the business, which is Google’s way of making sure you are an official representative of the practice. Proceed to [Verifying Your Google Business Profile] for step-by-step instructions. 

“Verifying Your Google Business Profile” links to “Verifying Your Google Business Profile” section of page

Creating a Google Business Profile

First, be sure you are logged into Google under your practice/business email address.

Then, navigate to: https://business.google.com/create 

Before you can verify, you will be asked to enter the basic information for your practice’s location, such as:

1. Your practice name or the name of the provider.
2. The practice address. If you are entering a provider, please use the address of the primary location where he or she regularly sees patients.
3. The main phone number for the practice. 

Do not use any extra keywords in your business name. Make sure the business name on your Profile is the same name on your business cards, signage, and when you answer the phone.

Make sure your address visibility is set to on, so that your business will show up on Google Maps.

Enter the physical address of the practice. PO Boxes or virtual offices are not eligible.

Ensure the address matches the address on your official documentation (business registration, tax documents, business licenses, utility bills, leasing agreements, etc.)

Ensure that the primary phone number on your Google Business Profile matches the phone number on your website. 

Hours:

Ensure your hours are added to your Profile, are accurate, and match these places:

Your website

Prominent online business listings (see below)

Signage that shows the hours

Business Description

Ensure that your description does not have any promotions or phone numbers in it.

Verifying Your Google Business Profile

Google requires verification to protect both patients and businesses. Methods include:

• Phone or text: A verification code will be sent by either an automated voice system calling the practice phone, or a text message will be sent.
• Email: An email will be sent with the steps to verify the business.
• Mail: A postcard will be sent to the physical address with a code and instructions for entering the code for verification.
• Video recording: Since most medical practices use the same address for multiple profiles, i.e., the practice and the providers at that practice, you will be asked to make a video recording. We will walk you through that process in the next few slides.

Preparing Your Video Verification

Keep in mind that your verification video must be:

• One continuous video (you can’t start and stop recording)
• Under 2 minutes long (must be small enough to upload)

You should record a couple of rehearsal videos and time your recording just to make sure you:

• Have everything set up properly.
• Have all your proof setup, in place, and ready to show.
• Know what order you’re going to present the information in.
• Know what you’re going to say about each piece of proof you show (you should narrate as you go).
• Ensure you’re keeping the video under 2 minutes long.

Recording Your Verification Video Setup

1. Ensure that location services are turned ON on your mobile device.

iPhone iOS:

Settings > Privacy & Security > Location Services > The toggle should be on.

Android:

https://guidebooks.google.com/android/changesettingspermissions/turnondevicelocation 

In whichever browser/app you are triggering the verification from (Chrome, Safari, Google Maps, etc.), make sure you don’t have Location settings specified as “deny” or “never”.

For example, if you are using Safari on iPhone, go to: Settings > Safari > Location >and make sure this is set as either “ask” or “allow”.

2. Reduce video recording quality in your phone camera settings.

Anything greater than 75 MB will fail with the message “Your video can’t be uploaded. Try again”. If your camera is recording in 4k or 1080p, this will have a significant impact on the file size of the video you record.

Here’s how to reduce the video recording quality in your settings:

iOS:

• Settings > Camera > Record Video >
• Select the lowest quality 
• Set the “HDR Video” toggle to OFF

Android:

Camera app > switch to Video mode > and then tap on the recording settings (gear icon).

Choose the lowest resolution

Delete any previously uploaded verification videos:

If you have tried and failed to do video verification in the past, these older recordings might be “stuck”.

Go to your Google Business Profile in search, select the 3 dots in the upper right: Select Business Profile settings/Advanced settings/Video Uploads and delete previous videos.

3. Check first that you’re logged in to the Google Business Profile you wish to verify.

On your mobile browser, search for your business name and address on Google to bring up your Google Business Profile, then tap the “Get verified” button.

4. Complete the prompts to start your video.

Be sure that your business address is as it appears on your official documents, your website, and your citations. Then click “Next.”

Choose the “Business video” option, and click “Next.”

Read the notes and click “Next.”

Read the tips and click “Start recording.”

Click “Next” to get prompted to allow camera and microphone access.

Plan Your Proof of Location

The first thing you should show in your video is your location. You want to start filming from outside, then go into the business.

This step still applies even if you are a service area business that doesn’t show its address on Google. They still need to see proof of the address you are using to verify.

Examples of what Google would like to see in your video:

Physical location (address showing):

• Nearby businesses or the area around your business
• Signage from the outside of the building
• Your address on the door, building, or signage
• The street sign (if it’s close enough to capture before you film the front door)

Service area business (address hidden):

• Your address on the door, building, or signage
• The street sign (if it’s close enough to capture before you film the front door)

Plan Your Proof of Management

Next, you will want to show Google that you are authorized to verify the profile on behalf of the business. Unlocking the front door to the business is a key element they’ll be looking for, and you should add additional evidence if you can.

Examples of what Google would like to see in your video:

Physical location (address showing):

• Unlocking the business entrance with the key
• Logging into a point-of-sale system
• Operating a payment tool
• Operating some equipment that only an owner or manager could operate

Think about what you will show in your video to prove you’re a manager or owner of the business, and get your evidence ready to show.

Plan Your Proof of Business Existence

This is not required, but it can be helpful to show some official documentation you have that proves the business exists. Documents can provide additional evidence of both location and operations, which is particularly helpful for service area businesses.

Examples of documents you can show in your video:

• Articles of incorporation or business registration documents showing name and address
• Business license showing name and address
• Utility bills with your business name and address
• Tax registration documents or other documents from your country’s tax authority showing name, address, and your tax registration number
• Invoices with your business name and address
• Other official documents with your business name and address

Granting Your Marketing Partner Access to Your Google Business Profile

Once your profiles are set up and verified, adding IMG ensures your profiles are monitored, optimized, and regularly updated. Here’s how:

1. Log in to the Google Account that is the owner of the profiles.
2. From the main Google page, click the nine dots in the top right corner of the screen, just to the left of your profile picture
3. Choose “Business Profile Settings” from the dropdown menu.
4. In the newly opened pop-up window, choose “People and Access”
5. Click the “+ Add” button
6. Choose the “Owner” role, and then click “Invite”

Next Steps to Ranking Up in Google 

Managing your Google Business Profile may seem time-consuming, especially for multi-location medical practices, but the payoff is worth it. A properly set up and verified profile improves your visibility, builds patient trust, and directly supports practice growth.

At Insight Marketing Group, we specialize in helping medical practices manage every aspect of their Google Business Profiles, from claiming and verifying to ongoing review, monitoring, and optimization.

If you need help with your setup, verification, or ongoing management, we’re here to make the process simple. Book a discovery call today, and let’s ensure your practice stands out in local search.

Rather see the visual guide? Download the PDF Guide

FAQs About Google Business Profiles for Medical Practices and Doctors 

Q: Why is verifying my Google Business Profile so important?
A: Verification proves to Google that your practice is legitimate. Verified businesses are twice as likely to be considered reputable by users compared to unverified ones. This builds trust with patients searching for care.

Q: How does a Google Business Profile improve local SEO for medical practices?
A: An optimized profile directly influences local search rankings. According to Forbes, 90% of consumers use online reviews to evaluate the quality of healthcare professionals.

Q: Can doctors and practices have separate profiles?
A: Yes. Medical practices should claim profiles for both the clinic locations and the individual providers. This ensures patients can find your practice whether they search for the office itself or for a specific doctor.

Q: Can a Google Business Profile help attract new patients?
A: Absolutely. A well-optimized profile increases your visibility in local searches, making it easier for patients to find your practice. When your information is accurate and complete, patients are more likely to call, request directions, or visit your website directly from your profile.

Q: What happens if my practice information is inconsistent online?
A: Inconsistent information across your website, profile, and directories can hurt your local rankings and confuse patients. Google’s algorithm values accuracy. Ensuring your name, address, phone number, and hours are consistent is critical.

Q: How often should I update my Google Business Profile?
A: Updates should be made anytime your practice changes hours, services, or locations. Posting photos and updates regularly can also boost engagement. 

Q: Can reviews on my Google Business Profile impact patient decisions?
A: Yes. Reviews are one of the most influential factors in patient decision-making. Most people read online reviews before choosing a local business, and healthcare is one of the industries where reviews carry the most weight. Positive reviews can help build trust and attract new patients, while negative reviews can deter them.