DIGITAL VISIBILITY
Google Business Profile
in 10 steps
Google Business Profile
in 10 steps
- SEO
- Google Business Profile: 10 steps to a better profile
Google Business Profile (in Norwegian: Google Bedriftsprofil) is the free profile that shows a business in Google Search and Google Maps. For local searches, such as a search for a plumber, a map with businesses, phone numbers and ratings appears at the top of the results. For many local businesses the profile is the first thing a customer sees, yet many profiles are only partly completed.
How Google ranks local results
Google states three factors for local results: relevance, distance and prominence. Distance cannot be influenced. Relevance and prominence are influenced through the profile, the website and the reviews. The number of reviews and the rating also count.
10 steps to a better profile
Choose the right primary category. The category tells Google what the business does. Select the most specific category as the primary one, and add others only when they describe something you actually offer.
Use the real business name. Keywords in the business name violate Google's guidelines and can lead to the profile being suspended.
Keep the information up to date. Address, phone number and opening hours must be correct, including on public holidays. Use the same details on the website and in directories.
Write a clear description. Explain what the business does, for whom and where.
Add services and products. Short descriptions help Google connect the profile to more searches.
Upload your own photos regularly. Premises, people and products. Genuine photos say more than stock images.
Ask for reviews. Ask the customer right after the purchase or visit, and make it easy with a direct link. Never offer anything in return.
Respond to all reviews. Including the negative ones. A calm, specific reply is read by everyone considering your business.
Link to the right page. If you have several branches, the link should go to the page for that specific location.
Measure the results. The performance overview shows searches, views, calls and directions. Add UTM parameters to the website link so that the traffic can be separated in GA4. Read more about measurement and analytics.
Common mistakes
Duplicate profiles for the same address.
Outdated opening hours or phone number after a move.
Wrong primary category.
Unanswered reviews, especially the negative ones.
A profile with no photos or only a logo.
The website and mentions also count
Google looks at more than the profile. The website, links and what others write about the business all count. Read how we work with local SEO, and what Google has changed in AI Mode and AI Overviews. For hotels and accommodation, see how search visibility has worked in the cases of Nermo Hotell and De Bergenske. Both case studies are in Norwegian.
Questions and answers about Google Business Profile
What is Google Business Profile?
What does Google Business Profile cost?
How do I get more reviews?
How do I measure the effect of the profile?
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