In the heart of every Australian town and suburb, from a bustling Gold Coast café to a trusted Brisbane plumber, local businesses are the backbone of our communities. Yet, a staggering 56% of them are practically invisible in the one place their customers are looking for them most: Google .
How? They haven’t claimed their free Google Business Profile (GBP).
If you’re a local business owner, this isn’t just a missed opportunity; it’s like having a shop on the high street with the doors locked and the lights off. At reputationmarketingspecialist.au, we see this every day. The good news is, it’s an incredibly powerful and easy problem to fix.
This article will break down why so many Aussie businesses are missing out and provide a simple, step-by-step guide to claiming your most valuable online asset.
The Great Unclaimed Territory: Why Are Aussie Businesses Missing Out?
So, why is this digital real estate, more valuable than a beachfront property in Byron Bay, sitting unclaimed? The reasons are surprisingly common and relatable.
- Lack of Awareness: Many business owners simply don’t know that a profile for their business likely already exists on Google, automatically generated and waiting to be claimed. They are unaware of the tool and its immense potential.
- Perceived Complexity: The process can seem daunting. Terms like “verification,” “ownership request,” and “NAP consistency” can sound like technical jargon, leading to procrastination.
- Time Constraints: Small business owners in Australia are famously time-poor. Juggling operations, staff, and customer service leaves little time for what seems like another administrative task.
- Ownership Tangles: Sometimes a profile was created years ago by a former employee, a marketing agency, or even a well-meaning customer. The current owner doesn’t have the login details and doesn’t know how to regain control.
Whatever the reason, leaving your Google Business Profile unclaimed is no longer an option in 2026. Here’s why.
Why Claiming Your GBP is Non-Negotiable for Australian Businesses
Your Google Business Profile is the single most important factor for your local search ranking and online reputation. It’s the detailed box that appears in Google Search and on Google Maps when someone looks for your business or the services you offer.
Key Statistic | Impact on Your Local Business |
97% of users search online to find a local business . | If you’re not on Google, you don’t exist for the vast majority of potential customers. |
46% of all Google searches have local intent . | Nearly half of Google’s massive search volume is from people looking for a business like yours, near them. |
78% of local searches result in an in-store visit within 24 hours . | Your GBP is a direct line to increased foot traffic and sales. |
Businesses with a complete GBP are 2.7 times more likely to be considered reputable . | Trust is everything. A claimed profile with reviews, photos, and accurate info is your digital handshake. |
Claiming your profile allows you to control your business information, respond to reviews, upload photos, and provide critical updates. It’s the difference between letting a stranger tell your story and grabbing the microphone yourself.
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The Fix: How to Claim Your Google Business Profile in 3 Simple Steps
Ready to join the 44% of savvy Australian businesses who control their online destiny? Here’s how to claim your profile. It often takes less than 15 minutes to get the ball rolling.
Step 1: Find Your Business on Google
First, you need to see if a profile for your business already exists.
1.Go to Google Maps (maps.google.com.au).
2.Search for your exact business name and suburb/city (e.g., “Bondi Beach Cafe, Bondi Beach NSW”).
3.If your business appears on the map, click on it.
An example of a business profile appearing in Google Maps.
Step 2: Initiate the Claim
Once you’ve found your business profile, look for one of these options:
- “Claim this business”
- “Own this business?”
Click on it. You will then be prompted to “Manage now.” This signals to Google that you are the rightful owner and want to take control.
If you can’t find your business, you can create a new profile from scratch by going to business.google.com/add and following the prompts .
Step 3: Verify Your Connection to the Business
This is the most crucial step. Google needs to confirm that you are genuinely associated with the business to prevent fraudulent claims. You will be presented with one or more verification options.
Official Google Verification Methods:
- Postcard by mail: This is the most common method in Australia. Google will send a postcard with a unique verification code to your business’s physical address. It usually arrives within 14 days.
- Phone or text: Some businesses are eligible for verification via an automated call or text to the business’s phone number.
- Email: Similar to the phone method, a code is sent to your business email address (e.g., you@yourbusiness.com.au).
- Live video call: You may be asked to show a Google representative your place of business, signage, and proof of management via a video call.
Follow the on-screen instructions for your chosen method. Once you receive your code, log back in and enter it to complete the verification.
What If Someone Else Has Already Claimed It?
If you see a message that says the profile has already been claimed, don’t panic. Simply click “Request access” and fill out the form. The current owner will receive an email with your request, and if they don’t respond within 3 days, Google will often allow you to proceed with your own verification to claim the profile.
Don’t Be Part of the 56%
Claiming your Google Business Profile is the first and most important step in building a powerful online reputation. It’s free, it’s fast, and it’s the foundation of modern local marketing in Australia.
By taking these simple steps, you move your business from being invisible to being the first choice for local customers.
Feeling overwhelmed or want to ensure your profile is perfectly optimized to attract customers? The team at reputationmarketingspecialist.au are experts in local reputation marketing. Call us today on 0419 418 951 to take control of your online presence.