How does Google Business Profile work, and why do so many local businesses neglect it?
Google My Business, officially Google Business Profile, is a free tool that lets you manage your business in the search results and on Google Maps. It determines whether you appear in the Local Pack, the three businesses Google shows above the regular results. Yet many local business profiles are never claimed or kept up to date.
What exactly is Google Business Profile?
Google My Business, officially Google Business Profile, is a free tool from Google that lets you, as a business owner, manage your business in the search results and on Google Maps. Think of it as the business card Google shows when someone searches for your type of business nearby.
Search for something like "hairdresser near me", and Google shows three businesses at the top, above all the regular search results
That block is called the Local Pack, also known as the 3-pack. The figures show how important that position is: Google published research showing that 76% of people who search for something nearby on their smartphone visit a business within a day. That covers local search in general, not the Local Pack specifically, and it is a study from 2016. Source: Think with Google on mobile search behaviour.
The tool is entirely free
You do not need a subscription or an advertising budget. Yet more than half of small business owners in the Netherlands do not use it, or let the profile go stale.
Important detail: Google sometimes creates a business profile automatically, based on external data
A profile like that can contain mistakes: a wrong address, incorrect opening hours or an outdated phone number. If you do not claim that profile, a competitor or a random user can do so instead. With a claimed profile, you decide which photos are visible, which services you offer, what your opening hours are and how you respond to reviews.
How does the Google Maps algorithm work?
Google uses a separate algorithm for local search results, based on three factors. In Google's own words: Local results are mainly based on relevance, distance, and popularity. In that same text, the third factor is called prominence, and it's described there as how well known a business is. Source: tips for improving your local ranking on Google, checked on 24 August 2026. The same page also states that it is not possible to pay or apply for a better local ranking, and that Google deliberately keeps the details of the algorithm confidential. Everything below that goes beyond those three factors is therefore our own approach, not Google's own text.
1. Relevance
Relevance is about how well your profile matches what someone is searching for. Search for something like "physiotherapist back pain near me", and Google checks whether your profile shows that you are a physiotherapist, offer back treatment and work in that area. The more specific and complete your profile, the more relevant Google finds you. So set all your categories correctly, specify your services and work relevant terms into your description. Many business owners fill in only their business name and address. That is not enough.
2. Distance
Distance sounds simple: the closer to the searcher, the better. It is more nuanced than that. Google measures the distance between the searcher, or the location in the search query, and your business address. A plumber can still be visible to someone searching from a neighbouring area, even if a competitor with a poorly filled-in profile is closer by. You cannot steer distance directly, but you can make sure your service area is set accurately.
3. Prominence
This is the most complex factor. Google names two things: how many websites link to your business and how many reviews you have, and adds that more reviews and positive ratings can improve your local ranking. Google does not write down anything beyond those two. The number of profile views and how often you post are not mentioned, so we do not list those here as ranking factors either.
Reviews clearly do carry weight: a hairdresser with 120 reviews and an average of 4.7 stars has an advantage over a business with 5 reviews and 4.9 stars. Prominence is closely linked to brand trust as an SEO signal. You can read how to build that prominence without link building in our article on ranking higher on Google without backlinks.
Pro tip: Google Posts are short updates that appear in the search results, similar to social media posts. They are useful for putting an offer or a bit of news in front of anyone who already opens your profile. Google never states that posting improves your ranking: posts are not mentioned on the help page about local rankings.
What can you actually configure in your profile?
Google Business Profile is far more extensive than many business owners realise. Here is everything you can configure:
- Business name: use your actual trading name. Do not add keywords, as that is against Google's rules and can get your profile suspended.
- Category: choose the most specific primary category possible. "Hairdresser" is better than "Beauty salon". Add secondary categories, such as barber or children's hairdresser.
- Address and service area: if you have a physical shop, fill in the address. If you work at customers' homes, such as a plumber or a mobile physiotherapist, set a service area without showing your home address.
- Opening hours: keep them up to date. Nothing frustrates customers more than arriving at a business that looks open but is closed. Google also shows special hours for public holidays.
- Phone number and website: make sure this is correct and matches what is on your website. Inconsistency harms your local SEO.
- Description: you have 750 characters to explain who you are, what you do and why customers choose you. Work relevant search terms into it naturally.
- Services and products: add all your services with a title, description and, where relevant, a price. For a physiotherapist: manual therapy, sports physiotherapy, pelvic physiotherapy. This helps Google enormously in judging your relevance.
- Photos: add at least 10 to 15 good-quality photos of the outside, the inside, your team at work and, where relevant, results. The figures widely attributed to Google, 42% more requests for directions and 35% more click-throughs, do not appear in Google's help page on photos and videos; that page only lists technical requirements. What does matter is that a customer can see what you do before they call.
- Google Posts: use them for offers, news or events. Posts lose their prominent spot after seven days but remain archived on your profile afterwards, and they give your profile an active feel.
- Managing reviews: respond to every review, positive and negative. That way customers and Google see that you are engaged.
- Questions and answers: visitors can ask questions on your profile. Answer them quickly, or add frequently asked questions yourself so customers get an instant answer.
Note: Google checks every uploaded photo against its own policy
If it does not comply, it gets the status Not approved and is not shown on Search and Maps. The requirement Google itself states is that the photo is sharp and well lit, without significant edits and without excessive use of filters, so that it gives a realistic view of reality. There is no explicit ban on stock photos; we advise against them because your customer can tell the difference. Source: managing photos and videos in your Business Profile, checked on 24 August 2026.
Common mistakes that cost you visibility
Profile not claimed or verified
Google sometimes creates profiles automatically. If you have never claimed that profile, you have no control over it. Anyone can propose changes that, once Google approves them, alter your profile. Verification happens through a code by post, phone or email.
Inconsistent NAP data
NAP stands for Name, Address, Phone number. If that information does not match exactly across your Google profile, your website and other listings such as Companies House and online directories, you are working against what Google itself states: Businesses with complete and accurate information are more likely to be shown for local searches. Even small variations, such as "Street 12" versus "Street 12a", count as two different pieces of data to a machine.
No reviews, or hardly any
Many business owners find it uncomfortable to ask customers for reviews. Yet this is one of the few points that Google explicitly links to your local ranking: With more reviews and positive ratings, you can improve your business's position in local search results. Make it easy: send customers a direct link to your review page.
Not responding to reviews
Google says the following about this: If you respond to customer reviews, you show that you value customer feedback. Positive reviews and helpful responses can help your business stand out. Standing out is not the same as ranking higher, and we leave that distinction as it is. Besides, potential customers see how you handle feedback. A professional response to a negative review builds more trust than ten positive reviews.
Outdated opening hours
You are away on holiday for two weeks, but your profile says you are open. Someone drives over, finds a locked door and leaves an angry review. Entirely avoidable by keeping your opening hours up to date and setting closed days through special hours.
No photos, or only stock photos
A profile without photos looks unreliable and unfinished. A figure about extra clicks is deliberately left out here: Google's help page on photos only lists technical requirements and mentions no effect on clicks or requests for directions. What is true is that Google names photos and videos as a way to show what you offer. Use real photos: as a plumber, of completed projects; as a hairdresser, of results with the customer's permission; as a physiotherapist, of your practice space and treatment rooms.
An inactive profile with no updates
A profile that sits untouched for months goes stale: wrong opening hours, discontinued services, old photos. That costs you customers at the counter, not demonstrably rankings in the algorithm. Google never names activity as a factor for local rankings. Keeping it up to date remains sensible, but for the right reason.
Critical mistake: adding keywords to your business name goes against Google's guidelines. If detected, your profile can be suspended temporarily or permanently.
Step by step: how to get started today
- Step 1. Go to business.google.com and sign in with your Google account. Search for your business name. Claim the existing profile or create a new one.
- Step 2. Verify your profile. Google needs to confirm that you really are the owner. Verification by post is the most reliable and takes 5 to 14 days. Faster options run via phone or email, depending on your type of business.
- Step 3. Fill in all the basic details: business name, address or service area, phone number, website, category and opening hours. Check everything twice.
- Step 4. Write a strong description of up to 750 characters. Explain who you are, what you do, why customers choose you and which region you serve.
- Step 5. Add all your services through the Services tab, with descriptions. Be specific: "leak repair" is better than "plumbing services".
- Step 6. Upload at least 10 good-quality photos of the outside, the inside, your team and your work. Add 2 to 3 new photos every month.
- Step 7. Ask for your first reviews. Send satisfied customers the direct link to your review page. Start with 5 to 10 reviews.
- Step 8. Create your first Google Post about an offer, a new service or a piece of news. Posts stay visible for a week.
- Step 9. Check your questions and answers section. Answer any open questions and add 3 to 5 frequently asked questions yourself.
- Step 10. Set a monthly reminder. Your profile does not need daily work, but it does need consistent attention. Set aside 30 minutes every month for new photos, a post, replies to reviews and a check of your details.
That tenth step is where most business owners stall. The task is small and needs doing often, and that is a poor combination for something near the bottom of your list. If you would rather outsource the regular upkeep, we take over the posts, the photos, the details and the replies to reviews; the profile stays yours, on your own account.
Bonus: link your Google Business Profile to Google Search Console
That way you can see how many visitors reach your website through your profile and which search terms they used. That tells you which category or service deserves more attention in your description.
Frequently asked questions about Google Business Profile
Is Google Business Profile really free?
Yes, Google Business Profile is entirely free. You pay nothing to create, manage or optimise it. The only thing it costs you is a bit of time each month. Google makes its money from advertising, not from the free profile.
How long does it take before I see results?
That differs from case to case. With a complete profile and reviews, improvements can become visible within two to four weeks. In competitive markets, such as hairdressers in large cities, it can take three to six months. Consistency is the key: a profile kept up to date every month performs consistently better than one that is set up well once and then forgotten.
What if I do not have a physical address, but I do work locally?
No problem. Google Business Profile has an option for service-area businesses, such as plumbers, electricians, mobile hairdressers and physiotherapists who visit clients at home. You hide your home address and specify the postcode areas or towns you serve. For verification, Google still needs a business or head office location, but its own guidelines state that, as a service-area business, you should hide that address from customers. Source: guidelines for representing your business on Google, checked on 24 August 2026.
Can a competitor sabotage my profile?
That is rare, but real. Anyone can propose changes to a business profile. Google reviews those proposals, but that check is not watertight. The better you manage your profile, the smaller the chance of successful sabotage. Set up notifications, so you get an email whenever someone proposes a change and can act quickly.
How do I deal with negative reviews?
Always respond, but never emotionally. Thank the reviewer for the feedback, acknowledge the issue if it is justified and offer a solution. Avoid public arguments. Potential customers judge you on the review and on your response. You can report fake reviews to Google as inappropriate.
How often should I update my profile?
At least once a month: new photos, a check of your details, replies to reviews and a Google Post. More often when you have active offers or events. Not because Google rewards frequency, Google never states that, but because your details are then correct at the moment someone calls.
Want to learn more about local visibility? Our knowledge base has more practical articles like this one. Would you rather have a specialist look at your local visibility with you? Then take a look at our SEO improvement service.
When to do this yourself, and when to bring someone in
You can do everything on this page yourself. There is not a single step here that requires an agency, and we say that deliberately on a page where we also offer a service. Claiming, verifying, filling in details, uploading photos, asking for reviews and replying: that is a matter of hours, not a specialist skill. The reason it still gets left undone is step ten, the monthly half hour, because small, frequent tasks are exactly the kind of work that keeps getting pushed back every month.
There are three moments when it makes sense to bring someone in. The first is a profile that has been suspended, or one you cannot get claimed, for example because a previous owner or a former agency is still attached to it. That means sorting things out with Google directly, and it takes more patience than most business owners have.
The second is a business with multiple locations, because address details, categories and reviews then start to drift apart per location, and it only really goes wrong once you stop staying on top of it. The third is the situation where you have done everything right and nothing still happens: then the problem probably is not in the profile but in the website underneath it, and that is a different investigation altogether.
For everything else: just get started. Start with the free local visibility check NL as a baseline, so you know in three months' time whether anything has changed. Then work through the ten steps, and put that monthly reminder in your calendar rather than just in your head.
If you want to go deeper into the profile itself, that is covered in optimising your Business Profile, and how to get that same profile ranking higher in the map results is covered in ranking higher on Google Maps. If you no longer have the energy for that monthly work, it can be outsourced or folded into SEO improvement; the rates are stated openly on the pricing page NL. And if you are stuck with a suspended or unreachable profile, book a half-hour conversation where we look at what is going on together. Would rather write first? Everything is on the contact page.