Key points in 30 seconds
- Google Business Profile is free and feeds Google Search and Google Maps.
- Three main factors: relevance, distance and prominence.
- Choose a precise primary category and complete every field.
- Customer reviews and your replies matter for ranking and for trust.
Create and verify the profile
- Sign in to Google Business Profile with a company Google account.
- Search for your business: if a profile exists, claim it.
- Enter the exact name, address, service area, phone and website.
- Verify the profile using the method Google offers (video, phone, email or mail depending on the case).
Optimise every field
| Field | Good practice |
|---|---|
| Name | The company's real name, with no added keywords |
| Primary category | As precise as possible, then secondary categories |
| Description | What you do, for whom, where, in a few sentences |
| Hours | Up to date, including public holidays |
| Services | Each service listed with a short description |
| Photos | Premises, team, work, logo |
Name, address and phone must be identical on your website, directories and social networks.
Getting and managing reviews
Ask every satisfied customer for a review right after a successful milestone, with the direct link to your profile. Reply to all reviews, positive and negative, briefly and professionally. Never buy reviews: it breaks Google's rules and risks suspension.
Keep the profile active
Regularly publish news, offers or events, answer questions asked on the profile and add new photos. Track calls, direction requests and website clicks in the profile's statistics.
Choosing the right categories
The primary category is the setting with the most influence on the searches where your profile appears. Choose the most precise one describing your main activity, then add secondary categories for your other activities. A consulting firm might choose "Business management consultant" as primary, then "Marketing consultant" or "IT consulting service" as secondary.
Look at the categories used by competitors ranking at the top for your target searches: it is a good starting point.
Photos that build trust
- Logo and cover photo: sharp, in brand colours.
- Building and entrance: they help clients find you.
- Interior and team: they show there are people behind the business.
- Work: projects, products, events.
Add new photos every month. Avoid stock images: they build no trust.
A template for replying to reviews
| Type of review | Reply structure |
|---|---|
| Positive | Thank them by name, mention a detail of the project, invite them back |
| Mixed | Thank them, acknowledge the point raised, explain what has improved |
| Negative | Apologise without justifying, offer to talk offline with a direct contact |
| Fake or abusive | Reply factually, then report the review to Google |
Reply within 48 hours. Future clients read your replies as much as the reviews themselves.
Measuring your profile's results
Profile statistics show how many people saw it and what they did: calls, direction requests, website clicks, messages. Record these figures every month and compare them with the previous year. To track website visits from the profile precisely, add a tracking parameter (UTM) to the website link in the profile; Google Analytics will then separate this traffic.
Mistakes that penalise a profile
- Adding keywords to the business name: it is forbidden and can lead to suspension.
- Leaving outdated opening hours, especially during holidays and Ramadan.
- Creating several profiles for the same address.
- Ignoring questions asked by users.
- Using an address different from the one on your website and directories.
Google profile, directories and AI assistants
Your Google Business Profile does not work alone. The same information (name, address, phone, website, description) must appear on Bing Places, Apple Business Connect, your country's business directories and your social networks. This consistency helps Google verify your business and helps AI assistants such as ChatGPT or Perplexity cite it. Our Digital Presence service handles creating and optimising these listings.
Using posts and Q&A
Google posts appear directly on the profile, in search and in Maps. Post at least twice a month: news, an offer, an event, a tip or a new client case. Each post can include a photo, a short text and a button to a page on your website. Posts show the business is active, which reassures visitors.
The Q&A section is often neglected. Add the questions your clients ask most yourself: appointment hours, languages spoken, service area, lead times. Answer fully and precisely: these answers are read by users and picked up by Google in its results. Finally, turn on notifications so you are alerted to every new question, and reply the same day.
Frequently asked questions
Is Google Business Profile free?
Yes. Creating and managing a Google Business Profile is free.
How do you appear in Google Maps?
By creating and verifying a complete Google Business Profile, with a precise category, consistent information and regular customer reviews.
Should you reply to negative reviews?
Yes, always, briefly, factually and professionally. A careful reply reassures future customers reading the review.
How long does it take for a Google profile to appear?
A verified profile usually appears within a few days. Its ranking then improves with complete information, reviews and regular activity.
Can you have a profile without an address open to the public?
Yes. Businesses that visit their clients can hide their address and show a service area instead.