The Google Business Profile is today's Google Business Profiles, so your free Google business profile for Google search and Google MapsThe tool used to be called... Google My BusinessFor small businesses, this profile is a central digital touchpoint because it combines visibility, trust, and direct inquiries in one place. Google describes the profile as a tool for managing the business's presence in Search and Maps. Source: Google.
A well-groomed one Google Maps entry It doesn't replace a website. However, an outdated or incomplete listing can cost you reach, trust, and inquiries. In my work with SMEs, I see this regularly: The profile is created, but Opening hours, Photos, Services or a Company category They no longer match the actual offer.
A Google Business Profile is more than just a digital business card. A good profile quickly answers the question of whether your company is relevant and trustworthy.
Google Business Profile: Purpose and Benefits
The Google Business Profile fulfills three tasks simultaneously for local businesses:
- Information: Your profile displays address, phone number, website, opening hours, service area and other basic information.
- Trust: Photos, current content and Reviews help potential customers to better understand your company.
- Handling: Users can call, start a route, visit the website, or, depending on their profile type, send a request directly.
This is particularly relevant for owner-operated businesses, as many initial contacts are made via mobile devices. A complete Google business profile increases the likelihood that your business will even make the shortlist in a local search.
The most important fields in the Google business profile
Not every field has the same weight. You should pay particular attention to these details:
- Company name: Use the real name of your business, not an artificially extended version of a search term.
- Main category: The most important Company category This greatly influences which search queries will result in your profile appearing.
- More categories: Only list services that you actually offer.
- Address or service area: Crucial for local discoverability and correct classification.
- Phone number and website: Both pieces of information must be current and unambiguous.
- Opening hours: Normal and special hours should be correct, especially on public holidays.
- Services and products: This information helps to present your offer more clearly and reduce unsuitable inquiries.
- Description: Short, clear, and focused on the actual benefits of your offer.
- Attributes: Depending on the industry, for example AccessibilityDefinition of Accessibility Accessibility (also known as accessibility) means that products, services, and spaces are designed to be accessible and usable by all people. Click to learn more, deadlines or other relevant characteristics.
It's not just about filling out the information, but consistency. If your website, profile, and other directories show different details, your credibility suffers. I'll explain why having your own website remains essential in the article about... the strategic role of the company website.
Verification: Why it's necessary
The Verification This confirms to Google that your business is real and that you actually manage the profile. Only then do you have full control over your Google business profile and can reliably manage changes, responses, and maintenance.
An unverified profile is problematic because important functions may be restricted and you have less control over how it's displayed. I therefore advise SMEs to complete the verification process properly and clearly document access internally. Otherwise, unnecessary problems will arise, especially when responsibilities change.
Choose the right company category, services, and opening hours
The Company category This is not a minor detail. The main category helps Google to categorize your business thematically. If the category is too general or simply incorrect, your profile will often appear in irrelevant search results or lose relevance.
The same applies to ServicesDon't describe everything that's theoretically possible, but rather what you actually earn money with and what you want to be found for. A profile works particularly well when the website and profile present the same offers in the same way. I also demonstrate this connection in the article on how... Performance pages and Google profile together increase local search queries..
Opening hours They may seem trivial, but they are often decisive for purchasing decisions. Outdated opening hours cause frustration, lead to wasted time, and in the worst case, negative reviews. If you work seasonally or have different hours on holidays, consistently maintain these special opening times.
Reviews as a sign of trust
Reviews Reviews are a visible trust signal in your Google Business Profile. Many potential customers check the star rating, number of reviews, and recent responses before even clicking on your website. Therefore, reviews are an important part of your public profile. Brand perceptionBrand perception – what does that actually mean? Imagine you're standing in the supermarket, wondering which toothpaste to buy. Your hand almost reaches... Click to learn more.
My advice, based on over 20 years of experience: Actively request honest reviews, but only after the service has been provided properly. Good reviews aren't created through pressure, but through clarity, reliability, and a coherent experience. Customer experienceCustomer experience is the sum of all perceived experiences a person has with a brand across all touchpoints. In other words... Click to learn more.
- Responding to positive reviews brief, personal and concrete.
- Responding to critical reviews calm, respectful and solution-oriented.
- Avoid bought or fake reviews, because they jeopardize trust and, in case of doubt, your profile as well.
- Observe patterns: If criticisms are repeated, there is often a genuine operational bottleneck.
Photos, articles and news
Photos make your business tangible. Good pictures of your premises, team, work processes, results, or products are usually more helpful than generic stock photos. Local businesses especially benefit when people see who is behind the company and what they can expect to find there.
Posts in your Google Business Profile can be useful if you want to draw attention to promotions, events, seasonal announcements, or new developments. However, for small businesses, it's usually more important that the content remains current, relevant, and credible. A few well-maintained posts are more effective than many random ones.
Typical errors in Google Maps entries
Many profiles lose their effectiveness not because of missing features, but because of simple everyday mistakes. I encounter these problems particularly often:
- Incorrect or outdated opening hours
- Unclear main category or too many inappropriate subcategories
- Incomplete services, although the offer could be clearly defined
- No photos or poor photos
- No response to reviews
- Different contact details on profile and website
- Double profiles for the same location
- Keyword additions to the company name, which do not belong to the actual company name
Addressing these issues often noticeably improves the quality of your profile, without requiring an additional advertising budget.
Google Business Profile and Local SEO
The Google Business Profile is an important component in Local SEO, but only one component. Local visibility arises from several signals: a clean profile, suitable reviews, a clear website, consistent company data, and relevant content.
That's precisely why, at Berger+Team in Bolzano, I don't think in terms of isolated, individual measures. A profile alone can achieve a lot, but it only unfolds its full effect in combination with positioning, website, and... ContentContent encompasses all intentionally published digital content on websites, in online shops, on social media channels, in newsletters, and in other digital environments. If you want to know more... Click to learn moreIf you want to delve deeper, the article on Machine-readable websites and entity SEO for SMEs This is helpful because it shows why clarity about company, location and offering is crucial for search systems.
In short: The Google business profile is an important anchor for local visibility, but not the entire system.
Practical checklist for SMEs
If you want to quickly check your profile, start with this compact list:
- Is your company name registered exactly correctly and without any artificial additions?
- Is the most important business category really the most accurate description of your core business?
- Are the phone number, website, address, or service area up to date?
- Are the normal opening hours and special opening hours correct?
- Are your key services clearly documented?
- Do you have current, original photos instead of outdated or interchangeable images?
- Do you respond to new reviews promptly and professionally?
- Do the profile and website match in terms of language, offerings, and data?
- Are there any duplicate or outdated profiles that should be cleaned up?
If you maintain these nine points properly, your profile will be significantly better positioned professionally than many other listings for local businesses.
FAQ
Is a Google Business Profile free?
Yes, a Google Business Profile is generally free. Costs usually arise not from the profile itself, but from a lack of maintenance or unclear information that weakens visibility and trust.
Do I still need a website despite having a Google business profile?
Yes. Your profile is a strong starting point, but not a complete digital foundation. Your website explains your services, provides depth, builds trust, and gives you significantly more control over content and inquiries.
How important are reviews really?
This is very important because reviews are a first filter for many people. Even more important than the star rating itself is often whether you respond professionally and whether the feedback is relevant to your actual offering.
What is the most common mistake in a Google Maps entry?
The most common issue I see is outdated basic information: incorrect opening hours, unsuitable categories, and neglected services. Such errors may seem minor, but they often directly cost calls, visits, and trust.
How often should I update my profile?
This is especially important when data changes, new services are added, or special hours apply. Additionally, a quick monthly check is worthwhile to ensure that ratings, photos, and information don't gradually become outdated.
