In brief: a well-maintained Google Business Profile is the most important lever for local SEO. According to Google, three factors decide local ranking: relevance, distance and prominence. You have direct influence over relevance and prominence, for example through complete details, the right category, up-to-date opening hours, photos and genuine reviews.
What is a Google Business Profile?
The Google Business Profile, formerly Google My Business, is your company's free listing in Google Maps and Google Search. When someone searches for "bakery near me" or "tax adviser Halle", they often see a map with three listings first. Those listings come straight from business profiles.
For many local businesses, this is where most enquiries come from. People see the listing, read reviews, call directly or ask for directions, often without opening the website at all.
How does Google rank local results?
In its help page on local ranking, Google names three factors:
- Relevance: how well does your profile match the search? Complete and accurate details help Google classify your business correctly.
- Distance: how far is your business from the person searching or from the place named in the search? You cannot influence this.
- Prominence: how well known is your business? Among other things, Google looks at links from other websites and at the number and rating of reviews.
Google also stresses that a better position can be neither requested nor bought. Anyone who promises you a fixed spot in Google Maps in exchange for money is not telling the truth.
How do I set up the profile properly?
Claim and verify your profile
Start by searching for your business on Google Maps. A listing often exists already, created by customers or by Google. You can claim it. Google then checks that you really are the owner, for example by video recording, phone call or post. You can only edit the profile in full once it has been verified.
Name, address and phone number
Enter the real name of your business, exactly as it appears on your sign or in your legal notice. Extra search terms in the name, such as "Müller Hairdressing – best hairdresser Halle", break the guidelines and can lead to suspension.
Make sure your name, address and phone number are written the same way everywhere: in the profile, on your website, in business directories and on social media. Different spellings confuse search engines.
Why does the category matter so much?
The primary category tells Google what your business is. It is one of the strongest signals for relevance. Pick the most precise category that fits, for example "Italian restaurant" for an Italian restaurant.
You can add further categories if you offer several services. Keep it reasonable: each category should genuinely match what you offer.
Which details make the profile complete?
- Opening hours: keep your regular hours up to date and add public holidays and company closures as special hours. Wrong hours annoy customers and lead to bad reviews.
- Description: explain in a few sentences what you offer and who it is for. Write naturally, without piling up keywords.
- Services or products: list what you offer item by item. This helps with searches for a specific service.
- Attributes: features such as "wheelchair accessible", "parking" or "Wi-Fi" answer questions before anyone asks them.
- Website link: link to the matching page, and if you have several locations, to the page for each location.
Which photos should I upload?
Google recommends photos and videos that show your offer and your business. These have proven useful:
- The outside of the building, so customers can find the entrance
- Interior rooms or your workplace
- Typical products or results of your work
- Your team, provided everyone agrees
- Logo and cover photo
Real photos come across as more credible than stock images. Upload new pictures regularly, for example after a refurbishment or when you add new products.
How should I handle reviews?
Reviews affect two things: your prominence in Google's eyes and the decisions customers make. Ask happy customers for a review, for example with a short link by email or a QR code at the till.
Keep to these rules:
- Reply to every review, positive and negative alike.
- Stay factual when you receive criticism, say thank you and offer a solution.
- Do not buy reviews or write reviews for yourself. Doing so breaks Google's guidelines and, in Germany, also breaches competition law. This is general information, not legal advice.
- Do not reward customers for positive reviews. Asking for honest feedback is allowed.
Are posts in the profile worth it?
Your Business Profile lets you publish short posts: news, offers or events. They show customers that your business is active. Google has not confirmed any direct effect on ranking. Fresh posts can still help customers make up their minds.
Which mistakes should you avoid?
- Keywords in the business name
- Outdated opening hours, especially on public holidays
- Several profiles for the same location
- A virtual office or PO box as your address when no customer contact takes place there
- Unanswered reviews and questions
How do I measure success?
Inside the Business Profile, Google shows performance figures: how often the profile was seen in Search and Maps, and how many calls, direction requests and website clicks came from it. Compare these figures month by month. If calls and direction requests go up, your work is paying off.
Final checklist
- Profile claimed and verified
- Real business name with no added words
- Most precise primary category selected
- Address, phone number and website match everywhere
- Opening hours up to date, including public holidays
- Description, services and attributes filled in
- Real photos uploaded
- Every review answered
You can read more about all the building blocks on our Local SEO topic page.
Sources: Google Business Profile Help (support.google.com/business), information on local ranking and profile guidelines.