My guide to setting up and optimizing a Google business profile

If you are not yet familiar with Google Company Profile, now is the time to dive in. Simply put, it’s a tool from Google that makes your business more visible in Google Search and Maps. This allows you to share important information about your business, such as opening hours, contact details and services, directly with potential customers. The beauty? It is absolutely free and a powerful tool to boost your local SEO.

The importance of a Google Company Profile

For any marketing manager, visibility is key. This is where the Google Company Profile comes in. It not only increases your visibility in local search results, but also improves the user experience by quickly providing essential information. Think reviews, photos and location. An optimized profile can be the deciding factor that turns a searcher into a customer.

My guide to setting up and optimizing a Google business profile

The impact of a Google business profile on local SEO

Having a Google Company Profile is a crucial factor in local SEO. This profile offers direct visibility in Google Search and Google Maps, which is essential if you want to attract local customers. Here are a few ways a Google Company Profile affects your local SEO:

  1. Local findability: When someone in your area searches for products or services you offer, an optimized Google Company Profile helps you rank higher in search results. This makes your business more visible to potentially local customers.
  2. Relevant information: Your Google Company Profile provides essential information such as location, opening hours, and contact information, making you easier for customers to find and contact you.
  3. Customer reviews and interaction: Reviews are a powerful factor in SEO. Positive reviews can improve your visibility and reliability. Active responses to reviews show that you are engaged with your customers.
  4. Mobile searches: For mobile users doing “nearby” or local searches, a Google Company Profile is particularly valuable. It makes your business stand out in these common searches.
  5. Google Maps: A proper listing on Google Maps makes it easier for customers to find and visit your location, which directly affects physical visitor numbers.
My guide to setting up and optimizing a Google business profile

First steps: creating your Google Company Profile

Creating a Google Company Profile is easy. Start by going to the Google My Business website and log in with your business Google account. From there, you can enter your company information, such as name, address, and industry. Make sure this information is consistent with what is on your website and other online platforms. My roadmap for this:

  1. Account creation/login: Visit Google My Business and log in or create a new Google account.
  2. Add company information: Enter your company’s name, address, and business category.
  3. Verification: Follow Google’s steps to verify your business, usually by postcard, phone or email.
  4. Fill in details: After verification, complete your business profile with opening hours, phone number, website, and a brief description.
  5. Upload photos: Add attractive photos of your business to increase the visibility and attractiveness of your profile.

Optimizing your profile: the basics

Once set up, it’s time to optimize your Google Company Profile. Start by completing all the sections Google offers. The more complete your profile, the better. My tips for this are:

  1. Complete Information: Make sure all company information (name, address, phone number) is complete and up-to-date.
  2. Keywords: Integrate relevant keywords into your business description.
  3. Quality Photos: Post clear, professional photos of your business, products and services.
  4. Regular Updates: Post regular updates, offers or events.
  5. Respond to Reviews: Respond actively and professionally to both positive and negative reviews.
  6. Use Categories: Choose the most appropriate and specific categories for your business.
  7. Opening hours: Keep your opening hours accurate and update them on special occasions.
  8. Additional Details: Add additional information such as parking, accessibility and other unique features.
  9. Use Google Posts: Share promotions, news or events directly through Google Posts.
  10. Analyze Insights: Use Google Insights to understand how customers find you and interact with your profile, and adjust as needed.

My advanced tips

Once you’ve mastered the basics of your Google Company Profile, it’s time for the next step. Use keywords strategically in your business description and posts to boost your SEO. But don’t overdo it; it should continue to sound natural. Also, take advantage of Google’s Q&A section by asking and answering questions yourself. This can get ahead of common customer questions and gives you the chance to maintain control over the information being disseminated. My tips in brief:

  1. Use messaging: Activate the messaging feature to communicate directly with customers through your Google Company Profile.
  2. Optimize for voice search: Make sure your information is clear and detailed for voice search queries, such as opening hours and specific services.
  3. Local citations and backlinks: Increase your local SEO value through consistent citations (name, address, phone number) on other websites and collect quality backlinks.
  4. Use the Q&A section: Monitor and answer questions in the Q&A section of your Google Company Profile. You can also add and answer frequently asked questions yourself.
  5. Follow competitors: Keep an eye on your competitors’ Google Business profiles for new ideas and trends in your industry.
Use the Q&A section

Consistency and updates: keep your profile current

A current profile is a relevant profile. Make sure your opening hours are always up to date, especially during holidays or special events. Regular updates such as new photos or special offers keep your profile fresh and engaging. This not only shows customers that you are actively involved, but it also tells Google that your profile is a good source of current information.

Interact with customers through your Google Company Profile

Your Google Company Profile is not only a business card, it is also a platform for interaction. Respond to reviews, both positive and negative, to show that you value customer feedback. You can also use messages to communicate directly with customers. This can help build relationships and trust, which is crucial for customer loyalty and retention.

Analyze and adjust based on performance data

Leverage Google Insights to understand how customers are finding and using your Company Profile. Analyze trends in how customers search, where they come from, and what actions they take on your profile. This data can provide indispensable insights into the behavior of your target audience and how to adjust your strategy for even better results. Think about optimizing your posts, refining your information or improving your photos based on what performs best.


In short, a well-optimized Google Company Profile is crucial for local SEO and direct customer interaction. By providing complete and accurate company information, actively responding to customer feedback, and consistently keeping your profile up-to-date, you not only improve your visibility in search results, but also build a strong, trustworthy brand identity. Advanced tactics such as voice search optimization, active use of the messaging feature, and competitor monitoring can take you one step further in effectively using your Google Company Profile for marketing purposes. Good luck!

Senior SEO-specialist

Ralf van Veen

Senior SEO-specialist
Five stars
My clients give me a 5.0 on Google out of 76 reviews

I have been working for 10 years as an independent SEO specialist for companies (in the Netherlands and abroad) that want to rank higher in Google in a sustainable manner. During this period I have consulted A-brands, set up large-scale international SEO campaigns and coached global development teams in the field of search engine optimization.

With this broad experience within SEO, I have developed the SEO course and helped hundreds of companies with improved findability in Google in a sustainable and transparent way. For this you can consult my portfolio, references and collaborations.

This article was originally published on 6 November 2023. The last update of this article was on 22 November 2023. The content of this page was written and approved by Ralf van Veen. Learn more about the creation of my articles in my editorial guidelines.