Optimise your Google Business Profile: How to be found locally
Your Google Business Profile often decides whether customers call you or the competition. Here's how to set it up correctly and keep it current.
Mladen Klaic · 29 September 2026 · 2 min read · Deutsche Originalfassung
When someone searches for "hairdresser near me" or "electrician Mannheim", they see a map with three entries first. These entries come from the Google Business Profile – and for many local businesses, they're more important than their own website. The good news: the profile is free, and with a little maintenance, you'll get significantly more out of it.
The basics
Claim and verify your profile
Search for your business on Google. If an entry already exists, you can claim it; otherwise, create a new one. Google will then verify that you're actually the owner. Only then can you edit everything.
Choose the right category
Your main category is one of the most important factors determining which searches you appear in. Choose it as specifically as possible – so "electrical installer" rather than "tradesperson". You can add additional categories too.
Name, address, phone – consistent everywhere
Your business name, address and phone number should be exactly the same in your profile, on your website and in business directories. Discrepancies confuse both Google and customers.
What makes a good profile
- Complete opening hours – including public holidays and business closures
- Real photos of your team, premises, vehicles and work instead of stock images
- Services and products with a brief description
- Link to your website and, if available, to online booking
- A description that explains in a few sentences what you do and who you do it for
Reviews: the most important trust signal
Reviews influence whether someone clicks on your entry. Actively ask satisfied customers for a review – for example, with a link on the invoice or after completing a job. Important: reviews must not be bought and must not be rewarded with any form of consideration.
Reply to every review, including the critical ones. A factual, friendly response shows other potential customers that you care.
Stay current
A well-maintained profile feels alive. Occasionally share posts about promotions, new services or completed projects, upload new photos and regularly check that all your information is correct – users can suggest changes too.
Profile and website belong together
Your profile brings attention; your website convinces. When someone clicks on "website", they should quickly find what they're looking for and be able to get in touch straight away. How well your website performs is shown by our free website check. And if you want support with local SEO, find out more about our online marketing services.
This guide was translated from German. Legal topics refer to the situation in Germany.
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