When people search for a service provider nearby, the first thing Google shows them is a map with three businesses. Whether you appear there depends above all on your Google Business Profile.
Key points at a glance
- The Google Business Profile is the free business listing in Google Search and Google Maps.
- It used to be called Google My Business.
- The right category, complete information, photos and reviews are the most important levers.
- AI assistants also use the information in the profile when they recommend businesses.
What is the Google Business Profile?
The Google Business Profile is your company’s free listing in Google Search and Google Maps. It shows your address, opening hours, phone number, website, photos and reviews. Until 2021 the service was called Google My Business.
How do you set up the profile?
Setting up a Google Business Profile takes just a few steps: create it, choose a category, enter your address or service area, verify it and complete every section.
- Create a profile at business.google.com or claim an existing listing.
- Verify your business. Depending on the case, Google offers different methods, such as video or postcard.
- Enter your name, address and phone number exactly as they appear on your website.
- Choose the most precise primary category possible and add suitable additional categories.
- Add your opening hours, services or products, a description and your website.
What makes a strong profile?
A strong Google Business Profile is complete, up to date and active: with the right category, photos, services, opening hours and a steady flow of reviews.
| Area | What matters |
|---|---|
| Category | The most precise matching primary category – it has a major influence on visibility |
| Information | Complete, up to date and identical everywhere on the web |
| Photos | Real pictures of your team, premises, products and work, added regularly |
| Reviews | Many recent, genuine reviews, each one answered |
| Posts | News, offers and events that show activity |
| Services | Specific services or products with a short description |
How do you get more reviews?
You get more reviews by asking satisfied customers directly and making it as easy as possible for them with a short link.
- Ask customers for a review right after a successful job
- Share the review link by email, on your invoice or via a QR code
- Reply politely to every review, including critical ones
- Never buy reviews or offer anything in return – this violates Google’s guidelines
Why does the profile also matter for AI search engines?
When someone asks an AI assistant for a provider nearby, these systems draw on public business data and reviews. A complete, well-maintained profile with good reviews therefore also increases your chances of being mentioned in AI answers. It is important that your information in the profile, on your website and in business directories is consistent.
Which profile features should you use?
Beyond the basic details, make the most of photos, services, products, posts and the questions and answers section. Every feature you maintain gives Google and your customers more information about your business.
| Feature | Purpose | Tip |
|---|---|---|
| Photos | First impression of your premises, team and work | Real pictures instead of stock images, added regularly |
| Services and products | Show exactly what you offer | Include a short description and a link to the relevant page |
| Posts | News, offers and events | At least 1 post per month |
| Questions and answers | Common customer questions directly in the profile | Ask and answer important questions yourself |
| Attributes | Features such as accessibility or payment methods | Select all attributes that apply |
Also add special opening hours for public holidays. Incorrect opening hours are among the most common reasons for negative reviews.
How should you handle reviews?
Reply to every review promptly, politely and objectively – including the positive ones. Your replies are read not only by the reviewers but by all future customers.
Thank people personally for positive reviews and pick up on a detail they mentioned. When you receive criticism, show understanding, explain the facts calmly and offer a solution, ideally with a direct contact. Avoid justifying yourself and never reveal details of the customer’s personal data.
Rewards for reviews, such as discounts or prize draws, are not permitted under Google’s guidelines. In Germany, businesses that display reviews on their own website have also been required since 28 May 2022, under Section 5b(3) of the German Unfair Competition Act (UWG), to state whether and how they check that reviews are genuine.
How do you measure your profile’s success?
You measure the success of your Google Business Profile in its performance report, which shows views, search terms, calls, direction requests and clicks to your website. These figures show how many customers you actually reach through the profile.
Add UTM parameters to the link to your website. This lets you see in Google Analytics how many visitors and enquiries come from the profile. Compare the figures every month and check how new photos, posts or reviews affect them.
Which mistakes cost you local visibility?
Common mistakes include inconsistent contact details, the wrong primary category, keywords in the business name and a profile that nobody has updated for months. Keywords in the name even violate the guidelines and can lead to suspension.
Once a quarter, check that your name, address and phone number match in the profile, on your website and in business directories. Also review edits suggested by users, which Google sometimes applies without asking you.
How do you connect your profile and your website?
Link your profile to the relevant page of your website and show the same contact details, services and opening hours there. Consistent information strengthens Google’s trust in your business.
If you have several locations, each profile links to its own location page. Add LocalBusiness structured data with your address, phone number and opening hours to your website. An embedded map and a reference to your reviews also help visitors make their decision.
Frequently asked questions
Does the Google Business Profile cost anything?
No, the profile is free. You can also run paid local ads via Google Ads. For most local businesses, however, a fully maintained profile with photos, opening hours, services and reviews already generates plenty of calls and enquiries. That makes it one of the most effective free marketing measures there is.
Do I need an address for a profile?
Businesses without a shopfront, such as tradespeople, can specify a service area and hide their address. A real business address is still required for verification. Google generally does not accept PO boxes or virtual offices. As your service area, enter the towns and regions where you actually work for customers.
Can I delete negative reviews?
Only if they violate Google’s guidelines, for example insults or fake reviews. In that case you can report them. Otherwise, an objective, friendly reply helps. Many prospective customers read the replies to negative reviews in particular. A composed response shows that you take criticism seriously and often builds more trust than positive reviews alone.
How often should I update the profile?
Check your information whenever something changes, for example around public holidays. New photos and posts every few weeks show Google and customers that your business is active. Also reply to new reviews and questions promptly. In most cases, a fixed half-hour slot once a month is enough for this.
How long does it take to verify a profile?
That depends on the method Google offers you. Today, verification is often done by video recording, in which you show your location, signage and work equipment. The review usually takes a few days. Have proof such as your business address and company sign ready, and avoid changing any details during the review so the process is not delayed.
Can I manage several locations in one account?
Yes. With a business group, you manage several locations centrally and can give users access to individual profiles or all of them. From 10 locations, Google offers bulk verification. Each location needs its own profile with its own address and phone number. Ideally, link each profile to a matching location page on your website.
Why is my profile not showing?
Common reasons are missing or pending verification, an unsuitable primary category, incomplete information or a temporary suspension due to a guideline violation. Check the status and any notices from Google in your profile. With new profiles, it can also take some time before Google has collected enough signals to show your business for general search terms.
Am I allowed to ask customers for reviews?
Yes, you may and should ask your customers for a review, for example with a short link by email, on the invoice or via a QR code in your shop. What is not allowed are incentives such as discounts, or processes that only direct satisfied customers to leave a review. Bought or self-written reviews violate the guidelines and can lead to suspension.
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