Local SEO · Google Search and Maps

A Google Business Profile that stays reliable in everyday use

The free Business Profile controls how an eligible business is presented in Google Search and Maps. We set up information transparently, select categories according to the actual activity and create a maintenance routine for hours, images, services and reviews – without ranking promises.

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What the profile can do – and what it cannot

A verified profile lets an eligible local business manage its address or service area, phone number, website, opening hours and other details in Google Search and Maps. Depending on the sector, services, booking links or additional features may be available. Under Google's policies, online-only businesses without in-person customer contact are not eligible.

A complete profile is an important foundation, but it does not guarantee a particular position. Google describes local results in terms of relevance, distance and prominence. Distance cannot be optimised away; what we can improve is the clarity and quality of the information and its connection to the business's own website.

From an existing listing to a maintainable profile

We do not change everything at once. Ownership and the data foundation come first, followed by visible content in a controlled order.

1 1

Clarify the listing and access

We check for an existing profile or duplicate, establish who has access and identify the verification Google requires. The business remains the owner; an agency receives only the role it needs.

2 2

Record real company details

The company name, address or service area, main phone number, website and regular opening hours are compared with the way the business operates and presents itself offline.

3 3

Organise categories and services clearly

The primary category describes what the business is, not every service it offers. Additional categories and service fields only include activities that are genuinely available.

4 4

Prepare maintenance for exceptional dates

Public holidays, annual leave, new photos and changed services need clear responsibility. A short checklist keeps the profile from becoming outdated after setup.

A simple maintenance example: annual leave

A workshop closes from 24 December to 6 January. Its regular opening hours remain unchanged, while special hours are entered for those dates in advance. The closure is also stated on the website's contact or location page. On return, someone checks that Google again shows the normal schedule correctly.

This sounds ordinary, and that is precisely what good profile maintenance looks like. Customers receive a useful answer instead of finding a locked door, and search systems do not encounter conflicting details. It requires a reliable process, not a weekly promotional post.

Questions about Google Business Profile

Who is eligible for a Google Business Profile?

Eligible businesses meet customers in person at their location or within a service area. Google includes shops with a visitable location and service businesses that travel to customers. Online-only businesses are not eligible. The real activity is what matters; a virtual address alone does not create eligibility.

Source: Google: guidelines for representing your business (opens in a new tab)

Which category should I choose?

Choose the most specific primary category that describes the core business as a whole. Google recommends a small number of suitable categories. The guiding question is: “This business IS a …”, not “This business HAS a …”. A restaurant offering delivery remains primarily a restaurant; individual dishes do not become categories. A category change may trigger reverification.

Source: Google: manage your business category (opens in a new tab)

How should a business handle reviews?

You may actively request genuine feedback; incentives for reviews are prohibited. A direct review link or QR code can make honest feedback easier. Replies should be short, factual and individual. Discounts, gifts or other benefits offered in exchange for positive, changed or removed reviews violate Google's policies.

Source: Google: tips to get more reviews (opens in a new tab)

Should an agency permanently own the profile?

The business should remain the owner and give external people only suitable access roles. This preserves access when a service provider changes and makes responsibility clear. We document which account owns the profile, who may manage it and how access is updated when people leave or change roles.

Does an optimised profile guarantee a top-three local result?

No – distance and competition in particular are not fully under the business's control. A well-maintained profile improves the conditions: Google can understand the activity, location and current details more clearly, while people see complete information. No fixed position can be promised responsibly. Google identifies relevance, distance and prominence as core factors.

Source: Google: tips to improve local ranking (opens in a new tab)