Local SEO with Google Business Profile: the complete guide
Ultima SEO AIUpdated 10 min read
A restaurant, a plumber, a dental practice: their customers search on Google Maps, often from a phone, and choose among the first three results of the "local pack". Good news: that block is far more reachable than a national first place.
1. Create or claim your Google Business Profile
Go to Google Business Profile with your business's Google account. If a profile already exists (created by a customer or automatically), claim it instead of creating a second one: duplicates split reviews and confuse Google. Verification may happen by video, phone or mail; until it's verified, the profile has little visibility.
2. Fill in the profile 100%
| Field | Best practice |
|---|---|
| Name | Your real business name, no added keywords |
| Primary category | As precise as possible: "Moroccan restaurant" rather than "Restaurant" |
| Secondary categories | 2 to 4 real activities |
| Address | Identical to your site and directories, character for character |
| Service area | For businesses that travel: the cities and areas you actually cover |
| Hours | Kept up to date, including holidays |
| Phone | A number that answers, with WhatsApp if possible |
| Description | What you do, for whom, where; in your customers' languages |
| Photos | Storefront, interior, team, products; refreshed every month |
Watch the name: adding keywords to it goes against Google's guidelines and can get the profile suspended.
3. Get reviews, regularly
- Send a direct link to the review form by WhatsApp after each job.
- Put a QR code at the counter, on invoices or on the menu.
- Reply to every review, positive or negative, in the customer's language.
Avoid buying reviews, writing them yourself or offering discounts in exchange for positive ones. Google removes them and can restrict the profile.
4. The same details everywhere
Google cross-checks what it finds online. Your name, address and phone number must be strictly identical on your site, your Google profile, social networks and directories.
5. A local page on your site
For each city or area you actually serve: a clear title, address, map, hours and a call or WhatsApp button; information specific to that place (access, parking, areas covered, photos of local work); reviews from customers there; LocalBusiness structured data.
Don't duplicate the same page and only change the city name: Google treats these "doorway pages" as spam.
6. Post and track
The profile lets you post news, offers and events. One post a week shows an active business. Each month, check calls, direction requests and website clicks in the profile's performance stats.
Quick checklist
- Profile claimed and verified
- Precise primary category, name without keywords
- Hours up to date, including special days
- 10+ photos, refreshed monthly
- Automatic review request after each customer
- A reply to every review
- Same details on your site and in 5 directories
- One local page per area actually served
LocalBusinessstructured data
FAQ
Do I need a physical address?
To appear on the map, yes. Businesses that travel to customers can hide their address and set a service area instead.
Can I have one profile per city?
Only if you have a staffed location in each city. One profile per real address, no more.
How long until I see results?
Often a few weeks after completing the profile and getting the first reviews, depending on competition in your area.
Written with AI assistance, reviewed by a human.
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