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How to get your business on Google Maps in Denmark

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To put a business in Denmark on Google Maps, you create a Google Business Profile (formerly Google My Business). It is free, and you need neither MitID nor a paid listing for it. 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 Denmark, you work mostly in English, and customers should be able to find you on the map. Maybe you opened a yoga studio in Aarhus this year, or you bought a small bakery in Odense from an owner who retired. The steps are the same as anywhere else. What differs is what Danish customers and Danish directories expect, and that is covered further down.

Can your business have a profile?

A profile is meant for businesses that have face-to-face contact with their customers, either at their own premises or at the customer's place. A business that exists only online cannot have one.

Two set-ups are allowed:

  • You receive customers at an address. The address is shown on the map.
  • You go to your customers. You list the areas you cover and hide the address. A carpenter, a cleaning service or a mobile hairdresser 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, as described in the next section.
  • The business is there but nobody has claimed it. Choose "Claim this business" and then "Manage now".
  • The business is there and someone else manages it. Send an ownership request with "Request Access". The current owner gets an email and has 3 days to answer.

The third case can come with buying a business. The seller, or an agency the seller used, may still hold the profile. Make the handover part of the deal: you should be added as owner before the seller leaves. The full process is in Taking over a business in Denmark? How to get access to its Google Business Profile.

Only one profile per business is allowed. A second one counts as a duplicate and is not shown in 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, without slogans, the town name or opening hours.
  5. Pick the primary category that best describes the business. You can add a few more later.
  6. Enter the address, or the service area if you go to customers. Write the address the way it appears on your post, for example Eksempelvej 12, 8000 Aarhus C. Add the floor if customers need it.
  7. Add a phone number and a website.
  8. "Select a verification option" and follow the steps on screen.
  9. Once the profile is verified, add opening hours, photos and services.

Verification: what you may be asked for

You do not pick the method. Google assigns it automatically and it cannot be changed, and some businesses have to verify with more than one method. 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. One unedited recording without breaks, at least 30 seconds long, filmed live and uploaded from a mobile device through your Business Profile. It should show where the business is, that it operates there and that you manage it.
  • Live video call. You are at the premises during opening hours and show the same things during the call.
  • Postcard. A code arrives by post. Most codes arrive within 14 days, and codes expire after 30 days.

The review of a verification can take up to 5 business days. Do not share the code with anyone, even people who manage the profile with you. While you wait for a postcard, do not change the name, address or category, and do not request a new code.

What people expect to need in Denmark, and do not

MitID. If you are used to confirming things with MitID, you may expect Google to ask for it. It does not: MitID is not one of the verification methods for a Business Profile.

A CVR number. The help pages on creating a profile do not mention a CVR number. Being registered in the Danish business register (CVR) and being on the map are two separate things. One does not create the other.

A Danish-language profile. Write the business name as it is on the sign. The description can be in the language your customers read. If you serve both Danish and international customers, write Danish 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 on Google.

After the profile is live

  • Set special hours for holidays. If you close or change your hours at Christmas, New Year or Easter, add special hours. They leave the regular hours untouched and show customers what applies on that day.
  • Check the pin. If the marker sits in the wrong spot, use "Adjust" and move it to the entrance.
  • Add a second owner. If only one person has access and that person leaves, the company loses the profile. Add a colleague as owner or manager instead of sharing a password.
  • Keep the same details elsewhere. Name, address and phone number should match in the Danish directories where you are listed. DenmarkGuide lists businesses by town and category, for example Hair salon Aarhus and Carpenter Odense. A listing in the directory is free, see Add your business for free. The sign-up form will be added to that page shortly.

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, go through the guide The business is gone from the map. What now?.

Questions owners ask

Yes. Adding or claiming a business costs nothing. Advertising and agency help are separate services, and you do not need them to have a profile.

Yes. The help pages are available in English, and what customers read on the profile is up to you.

Not if you go to your customers. You enter a service area and turn off "Show business address to customers".

It depends on the verification method. The review can take up to 5 business days, and most postcards arrive within 14 days. We do not promise any time frame.

Use "Request Access", and the current owner has 3 days to answer. If there is no answer, you may be able to claim the profile yourself, but that option is not always available.

Yes, you can remove the profile from your Google account, but it is permanent for all owners and managers. Customer reviews stay, and the business may still appear in Search and Maps.

If you get stuck

You can check your business details yourself and follow Google's guidance. If you want help with being found in local search, Madloba Consult describes its work on this page: Google Maps SEO for local business.

Sources

All sources were read on 9 November 2026.

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

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