Google Business Profile: how to optimise your profile to rank locally

When a potential customer types “plumber Toulouse” or “restaurant Saint-Cyprien” into Google, the first thing they see is not a website: it is a Google Business Profile. If you are not there, you do not exist for them. Here is how to create, optimise and maintain your profile for free.

What is Google Business Profile?

Google Business Profile (formerly Google My Business) is the business listing that appears in Google Maps and in the “local pack” of search results. It shows your address, opening hours, customer reviews, photos and phone number directly, without users needing to visit your website.

For a local business, it is often the number one source of enquiries, ahead of the website itself.

Create or claim your profile

1. Go to business.google.com
2. Search for your business name: it may already exist (created automatically by Google)
3. If it exists, click “Claim this business” and follow the verification steps
4. If it does not, create a new profile with your name, category, address and phone number
5. Verify your business (by post, phone call or video)

7 elements you must optimise

1. The primary category

This is the single most important local SEO factor. Choose it precisely: “Website designer” rather than “Web agency”. Google uses this category to decide when to show you.

2. The business description

You have 750 characters to explain what you do, who you do it for and what sets you apart. Work in your main keywords (city and trade) naturally. Avoid generic sales talk.

3. Opening hours

Keep them up to date, including public holidays. A profile that says “Closed” when you are open loses you customers.

4. Photos

Profiles with photos receive 42% more requests for directions and 35% more clicks through to the website. Add your shopfront, interior, team, past work and logo.

5. Customer reviews

Google reviews are the number one trust factor for local consumers. Always ask satisfied customers to leave a review. Reply to every review, positive or negative: Google rewards engagement.

6. Google posts

Post regularly (ideally once a week): offers, news, events and new products or services. These posts appear directly on your profile and show that your business is active.

7. Attributes and services

Google offers attributes specific to your sector, such as “Online appointments”, “Free estimates” or “Wheelchair accessible”. Tick every one that applies to your business.

How Google decides who appears first

Google’s local algorithm takes three factors into account:

• Relevance: does your profile match the search?
• Distance: are you close to the user?
• Prominence: do you have reviews, mentions and online activity?

You cannot control distance. You can control relevance (by optimising your profile) and prominence (reviews, regular posts, consistent information across the web).

The critical mistake: inconsistent NAP details

NAP stands for Name, Address, Phone. This information must be exactly identical on your Google Business Profile, your website, PagesJaunes and every directory where you are listed. The slightest difference (an abbreviated street name, a phone number formatted differently) affects your local ranking.

How long before you see results?

A well-optimised profile starts to deliver results within 4 to 8 weeks. Customer reviews speed up the process significantly. The goal is to appear in the “local pack” (the first 3 listings shown) for searches in your sector and area. This is often faster and cheaper than reaching the first page of Google with your website alone.