Google company profile creation and optimization

In this article, I cover the Google Company Profile. This is a tool from Google that helps make a business visible in Google based on certain information – think opening hours, contact information and services. Potential customers then immediately see what kind of company it is and when and where they can visit it.

Google Company Profile is free and boosts local SEO. So Google Company Profile is an important part of the local SEO roadmap.

Why Google Company Profile?

Google Company Profile not only increases visibility and local search results, but also improves the user experience. Potential customers quickly see useful information, including reviews, the address and photos. A good Google Company Profile can lead to the visitor becoming a customer.

Read more about local SEO

I have written many articles on local SEO. You’ll find the most relevant ones below. Feel free to read further on this topic.

Effect of Google company profile on local SEO

For local SEO optimization, a Google Company Profile is essential. Visibility in Google and Google Maps increases, letting customers know the company exists and where it is located. In the following ways, Google Company Profile affects local SEO:

  1. Local findability: Google Company Profile ensures that a business will rank higher in search results for someone searching for the products or services offered by the company in the same region.
  2. Important information: The Google Company Profile ensures that important and relevant information can be found on Google, think contact information, location and opening hours.
  3. Reviews. Reviews have a great effect on SEO. Good reviews increase a company’s reliability, which leads to more buyers. Moreover, displaying reviews shows that the company wants to appear trustworthy and committed to customers.
  4. Mobile searches. Mobile searches often include searches such as “nearby. Google Company Profile ensures that the company is shown when this search is performed in the region where the company is located.
  5. Google Maps: It is important that the business be found correctly on Google Maps. This is how customers find the company in a given search and go there.

Creating a Google Company Profile

Creating a Google Company Profile is not difficult. The first step is to create an account on Google My Business. You can do this by logging in with a business Google account. Enter company information such as the company name, address and industry. For an optimal profile, follow the step-by-step plan below:

  1. Create an account/log in: Log in to Google My Business or create a new account.
  2. Add company information: Enter the company name, address and industry of the company.
  3. Verification: Verify the company according to Google’s steps. Verification is usually by SMS or e-mail.
  4. Specify company information: Enter further details about the company, such as business hours, a link to the website, a phone number and a brief description about what the company offers and what it stands for.
  5. Add photos: Upload photos to show a better representation of the company and increase visibility.

Optimizing the profile

To further improve SEO, it is smart to properly optimize the Google Company Profile. These are my tips:

  1. Complete information: make sure all company information is up to date.
  2. Keywords: use relevant keywords in the business description.
  3. Good photos: make sure the photos are clear and of good quality. Moreover, they must be relevant. For example, post pictures of the products or services offered or of the company itself.
  4. Keep updating: even when the profile is completely finished, regular updates should still be made. For example, post about offers or scheduled events.
  5. Respond to reviews: as a company, it is good to respond to reviews in order to appear engaged. This applies to both positive and negative reviews.
  6. Specific categories: divide the information into specific categories.
  7. Opening hours: make sure opening hours are always up-to-date and also mention exceptions, for example in case of vacations or public holidays.
  8. Additional information: make sure the information is complete and include information such as parking. If the company has other unique features, list these as well.
  9. Google Posts: use Google Posts to share promotions, news or events.
  10. Google Insights: use Google Insights to analyze how customers find the company. Adjustments are made based on this information.

My advanced tips

To rank higher in Google, just the basics of a Google Company Profile is not enough. Use strategic keywords in the business description. Make sure the text remains natural and easy to read, so don’t use too many keywords.

In addition, Google’s Q&A section is a useful tool. Answer frequently asked questions from customers to maintain more control over the information disseminated about the company. Use the tips below:

  1. Use Messaging: by activating messaging function messaging, you communicate directly with customers through the Google Company Profile.
  2. Optimize for voice searches: as voice search becomes more common, the tone of searches is changing to a more natural spoken language. Make sure the information is optimized for this purpose.
  3. Local citations and backlinks: add consistent citations, including name, address and phone number, on other websites and use quality backlinks to improve local SEO.
  4. Q&As: View and answer questions in the Q&A section of the company profile. It is also possible to add and answer frequently asked questions yourself.
  5. Keep an eye on competitors: Look at competitors’ Google Company profiles and get inspiration for a good company profile in the industry from them.

Regular updates

Make sure the company profile stays relevant and current by making regular updates. Post regularly about new offers or events, and make sure opening hours are always correct – include exceptions in opening hours. This shows the company’s commitment to customers, but also comes across as trustworthy to Google.

Interacting with customers

Google Company Profile also allows interaction with customers. Responding to all reviews – both positive and negative – makes the company appear more engaged and trustworthy. This causes customers to become more committed and loyal to the company. Interaction also makes the company more approachable.

Analyzing and adjustments

Google Insights provides insights into how visitors found and used the Google User Profile. Analyze this information. For example, look at how customers search, where they come from and how they navigate the profile. Based on this information, adjustments should be made, including optimizing posts or improving photos.


For SEO specialists, a Google Company Profile is immensely useful. Above all, it optimizes local SEO and allows more interaction with customers. Google Company Profile not only helps improve visibility, but also creates a more trustworthy brand identity.

Optimize Google Company Profile by capitalizing on voice search, using the messaging feature and making sure the Company Profile is better than competitors.

Senior SEO-specialist

Ralf van Veen

Senior SEO-specialist
Five stars
My clients give me a 5.0 on Google out of 75 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 25 March 2024. The last update of this article was on 25 March 2024. 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.