How to add your business to Google Maps in Sweden

To put a business in Sweden on Google Maps, you create a Google Business Profile. It is free, and you need no Swedish agency, BankID or paid listing. You sign in with a Google account, go to business.google.com/add, enter the name, category and address or service area, and verify that the business is yours.

Button names, time limits and rules in this guide come from Google's Business Profile Help, read on 9 November 2026. The help pages are available in English.

Who this guide is for

You run a business in Sweden, you work mostly in English, and customers should be able to find you on the map. Perhaps you opened a studio in Malmö last spring, or you took over a café in Uppsala from someone who retired. The steps are the same as in any other country. What differs is what Swedish customers and Swedish directories expect, and that is covered further down.

Can your business have a profile?

Only businesses that make face-to-face contact with customers can have a profile: at their own premises or at the customer's home. A business that works only online cannot have one, and neither can a property for rent or sale.

Two set-ups are allowed:

• You receive customers at an address. The address is shown on the map.
• You travel to customers. You list the areas you cover and keep the address hidden. A home-based cleaner, electrician or tutor usually belongs here.

Before you create anything: search for yourself

A listing may already exist even if nobody at your company made it. Search for the business name and the town in Google Maps first. You will land in one of three situations:

• Nothing comes up. You create the profile. That is what the next section describes.
• The business is there but nobody has verified it. Choose "Claim this business" and then "Manage now".
• The business is there and someone else manages it. Go to business.google.com/add, type the name and address and pick the business from the list. You will see the message "Someone else may manage this Business Profile". Choose "Request Access", fill in the form and submit it. The current owner has three days to answer.

If you bought the business, the previous owner, or an agency they used, may still hold the profile. Ask for the handover in writing as part of the purchase, so that you are added as owner before the seller leaves.

You can have only one profile for each business. A profile that is considered a duplicate does not show on Google Search or Maps.

Create the profile

Your screens may look slightly different from this description.

1. Sign in to the Google account that should own the profile. Use an account the company controls, not an employee's private one.
2. Go to business.google.com/add.
3. Click "Add your business to Google".
4. Enter the business name as it appears on your sign. Leave out slogans, the town name and opening hours.
5. Pick the primary category that best describes the business, as specific as the list allows. You can add a few more later, but not one for every product or service.
6. Enter the address, or the service area if you travel to customers. A Swedish address looks like Kungsbron 2, 111 22 Stockholm. Include building, suite and floor details if customers need them to find you.
7. Add a phone number and a website.
8. Choose a verification option and follow the instructions on screen.
9. Once the profile is verified, fill in opening hours, photos and services.

Verification: what you may be asked for

You do not pick the method. It is assigned automatically and cannot be changed, and some businesses have to verify with more than one method. What you are offered depends on your business type, public info, region and business hours. The help pages describe five:

• Phone or text. A code is sent to the business number.
• Email. You follow the steps in the message.
• Video recording. You film one unedited, complete recording with no breaks, at least 30 seconds long, live on a mobile device through your Business Profile. It should show your location (or where you operate, if you travel to customers), proof that the business exists and proof that you manage it. Google recommends this option if your business is eligible.
• Live video call. You show the same things during the call.
• Postcard. A code arrives by mail. Most codes arrive within 14 days, and a code expires after 30 days.

The review of a verification can take up to five business days. Do not share the code with anyone, including an agency that helps you. And while you wait for a postcard, leave the name, address and category as they are.

Things people expect to need in Sweden, and do not

BankID. Swedish services ask for BankID so often that newcomers assume it applies here too. It does not. BankID is not one of the verification methods for a Business Profile.

An organisation number. The help pages on creating a profile do not mention an organisationsnummer. Being registered with Bolagsverket and being on the map are two separate things. One does not create the other.

A Swedish-language profile. You write the business name as it is on the sign. The description can be in the language your customers read. If you serve both groups, write Swedish first and add a line in English.

A paid listing. Adding or claiming a business is free. Ads are a separate product, and there is no way to request or pay for a better local ranking.

After the profile is live

• Set special hours for public holidays. If Midsummer, Christmas or Easter change your opening hours, add special hours. They leave the regular hours untouched and show the customer what applies on that day.
• Check the pin. If Google cannot find the address, select "Adjust" and set the pin where the business is.
• Add a second owner. A profile can have several owners and managers, each with their own Google Account, so nobody has to share a password. If only one person has access and that person leaves, the company can lose the profile.
• Keep the same details elsewhere. Name, address and phone number should match in the Swedish directories. At hitta.se the company account is free. In SverigesForetagsGuide you can add the business free of charge: you fill in a form and we contact you before the details are published. To see how other businesses in your trade are listed, look at Pizzerias in Stockholm, Dental Clinics in Gothenburg or Sewing factories & ateliers in Uppsala.

If the profile is verified but the business still does not show up, rankings for new businesses can take up to a month to appear in search results. After that, read Local SEO in Sweden: how your business shows up on Google.

If you get stuck

You can check the business details yourself and follow the steps in this guide. If you get stuck on access, verification or conflicting details, Madloba Consult can help:

Google Maps SEO for local business

Sources

All sources were read on 9 November 2026.

• Google Business Profile Help: Add or claim your Business Profile
• Google Business Profile Help: Get started with Google Business Profile
• Google Business Profile Help: Verify your business on Google
• Google Business Profile Help: Verify your business with a video recording
• Google Business Profile Help: Request ownership of a Business Profile
• Google Business Profile Help: Manage your business address
• Google Business Profile Help: Manage your business category
• Google Business Profile Help: Resolve duplicate profiles & ownership issues
• Google Business Profile Help: Manage your Business Profile owners & managers
• Google Business Profile Help: Find your business on Google
• Google Business Profile Help: How to set Special hours
• Google Business Profile Help: Tips to improve your local ranking on Google
• hitta.se: Företagskonto (in Swedish)

Last checked: 9 November 2026.

Written by: SverigesForetagsGuide editorial team (business guides). Fact-checked against Google's help pages on 9 November 2026.