Optimising your Google Business Profile is one of the fastest ways to win more local customers. The profile is the block with your business details, photos and reviews that people see in Google Search and Google Maps. They often call or drive over straight from that block, without ever opening your website.
The profile is free. Yet many business owners leave it half filled in. That's a shame, because a complete and active profile stands out more than a competitor's. Below you'll learn how to set it up properly, step by step.
What is a Google Business Profile?
Google Business Profile used to be called Google My Business. It's the free listing of your business on Google. It includes your name, address, phone number, opening hours, website, photos and reviews, among other things. When someone searches for your business name, or for a service near them, your profile can appear.
The profile is the foundation of local SEO, the set of steps for getting found in your region. Whoever appears in the map with three businesses at the top usually gets the most attention.
Creating and verifying a Google Business Profile
Don't have a profile yet, or not sure whether one already exists? First search for your business name in Google Maps. Sometimes Google has already created a listing itself. You can claim it. Otherwise you create a new profile through Google with your business Google account.
Next you have to verify the profile. Google wants to be sure you're the owner. That can happen through a phone call, an email or a short video of your premises and business equipment, for example. Google decides which options you get. Without verification, your profile won't show properly in the search results.
10 steps to optimise your Google Business Profile
- Choose the right primary category. This is the most important setting. Pick the category that best describes what you do, not the broadest one.
- Add extra categories that really fit you, for example 'electrician' alongside 'installation company'.
- Use your real business name. Don't add place names or keywords to your name. That's against Google's rules.
- Fill in your address or your service area. If you work at customers' locations, you can hide your address and only show your service area.
- Set your opening hours correctly, including special hours around public holidays.
- Write a clear description. Say what you do, for whom and where. Write for people, not for Google.
- Fill in your services or products, with a short explanation and a price where possible.
- Upload real photos: your premises, your team or yourself at work, your products and results. No stock photos.
- Link to the most relevant page of your website, not always the homepage.
- Only switch on messaging or the booking link if you'll also respond quickly.
Reviews: the engine of your profile
Reviews help in two ways. Google uses them to judge how well known and trustworthy you are. And people read them before they call. A profile with recent, detailed reviews often beats one with a few old stars.
- Ask for reviews right after a good experience, while the customer is still happy.
- Make it easy with a short review link, for example in your email, on the invoice or via a QR code at the counter.
- Respond to every review. Thank people for positive reviews and respond calmly and constructively to criticism.
- Never buy reviews and don't offer a reward in exchange for only positive reviews. Google doesn't allow it.
Want to do more with this? Read our article on getting more Google reviews.
Keep your profile active with updates and questions
A profile isn't a one-off job. You can post updates, for example about a new service, an offer or a finished job. That way visitors see your business is alive. People can also ask questions on your profile. Check them regularly and give the answer yourself, before a random user does.
A simple routine helps. For example, plan fifteen minutes once a month: add new photos, post an update, reply to reviews and check your details. Google or other users can sometimes suggest changes to your profile. You want to spot those in time.
Common Google Business Profile mistakes
- Putting keywords in the business name, such as 'Jansen Bakery Best Bread Utrecht'. This can lead to a suspension.
- Giving an address where you're not really based, such as a PO box or virtual office.
- Different details on your website than in your profile. Keep your name, address and phone number the same everywhere.
- No photos, or only a logo.
- Ignoring reviews, especially the negative ones.
- Opening hours that are wrong, so customers find the door closed.
Your profile and website strengthen each other
Your profile isn't separate from your website. Google also looks at your site to decide whether you're relevant. Does your website clearly mention your services and location? Does it load quickly on a phone? Are your details the same as in your profile? Then profile and site strengthen each other.
A practical example. A painter with 'painter' as the primary category and extra categories for interior and exterior painting links from his profile to a page that explains exactly those services. That page shows his service area, photos of recent jobs and a clear contact form. Anyone arriving via the profile immediately finds what they were looking for and doesn't need to search further.
Also measure what the profile delivers. In the profile you can see how often people call, ask for directions or click through to your website. On your website you can track which visitors arrive via the profile and whether they get in touch.
Help with your Google Business Profile
You can do all of this yourself. Finding it keeps slipping, or want your profile and website to work better together? Then we can help. At Violexa we do online marketing for small and medium-sized businesses: SEO, Google Ads and social media. That starts from €599 excl. VAT (€725 incl. VAT) per month, cancellable monthly with one month's notice. Looking for a faster or clearer site first? Take a look at our websites and apps.
Curious how your profile is doing? Request a free quickscan. In a 30-minute conversation, online or on site, we go through your profile and website. Afterwards you get short written advice with a price indication. No obligation.
Frequently asked questions
Is a Google Business Profile free?
Yes, creating and managing a Google Business Profile is free. You only pay if you also run ads through Google Ads. Those are separate from the profile.
How do I rank higher on Google Maps?
Choose the right primary category, fill in your profile completely and collect reviews regularly. Also make sure your website clearly mentions your services and location and that your details are the same everywhere. Distance to the searcher also plays a part, and you have no control over that.
How often should I optimise my Google Business Profile?
Set it up properly once and then keep it up to date. A fixed moment each month for photos, updates and reviews is enough for most businesses. Update your details straight away when something changes.
What is the difference between Google My Business and Google Business Profile?
There's no difference in what it is. Google My Business is the old name. Google renamed the service Google Business Profile and moved most of the management into Search and Maps.
