When a potential customer types "plumber Toulouse" or "Saint-Cyprien restaurant" into Google, what they see first is not a website — it's a Google Business Profile. If you're not there, you don't exist for him. Here's how to create, optimize and maintain this listing for free.
What is Google Business Profile?
Google Business Profile (formerly Google My Business) is the business profile that appears in Google Maps and in the “Local Pack” block of search results. It displays your address, hours, customer reviews, photos and phone number — directly without the user needing to visit your site.
For a local business, it is often the number 1 source of contacts, ahead of the website itself.
Create or claim your profile
- Go to business.google.com
- Search for your business name — it may already exist (automatically created by Google)
- If it exists: click “Claim this listing” and follow the verification
- If it does not exist: create a new one by entering name, category, address, telephone
- Check your establishment (mail, phone or video call)
The 7 elements that must be optimized
1. The main category
This is the most important local SEO factor. Choose precisely: “Website creation agency” rather than “Web agency”. Google uses this category to decide when to display you.
2. Company description
750 characters to explain what you do, for whom, and what makes you different. Naturally integrate your main keywords (city + profession). Avoid generic sales talk.
3. Opening hours
Update them regularly, including holidays. A listing that displays “Closed” when you are open loses customers.
4. The photos
Picture listings receive 42% more directions requests and 35% more clicks to the website. Add: facade of the establishment, interior, team, achievements, logo.
5. Customer reviews
Google reviews are the #1 trust factor for local consumers. Systematically ask your satisfied customers to leave a review. Reply to all reviews, positive and negative — Google rewards engagement.
6. Google posts
Publish regularly (ideally once a week): offers, news, events, new features. These posts appear directly on your profile and show regular activity.
7. Attributes and services
Google offers attributes specific to your sector: “Online booking”, “Free quote”, “Accessible for disabled people”, etc. Check all those that correspond to your activity.
How Google decides who appears first
Google's local algorithm takes three factors into account:
- Relevance: does your file match the search?
- Distance: are you close to the user?
- Awareness: do you have reviews, mentions, online activity?
You don't control the distance. You control relevance (optimization of the profile) and notoriety (opinions, regularity of posts, consistency of information on the web).
The critical error: NAP consistency
NAP = Name, Address, Phone. This information must be strictly identical on Google Business Profile, your website, PagesJaunes, and all directories where you are referenced. Even the slightest difference (street abbreviation, phone number formatted differently) affects your local SEO.
How long does it take to see results?
A well-optimized sheet begins to produce effects in 4 to 8 weeks. Customer reviews significantly speed up this process. The objective: to appear in the “Local Pack” (the first 3 files displayed) for searches in your sector in your geographical area. It's often faster and less expensive than getting to the first page of Google with your site alone.
