Create and optimize your Google Business Profile (a guide for local businesses)

When someone searches “restaurant near me” or “hairdresser [city]”, Google shows a map with local businesses. To appear there, you need a Google Business Profile (formerly Google My Business). It's free, takes less than 30 minutes, and businesses with a complete profile get far more clicks. Here's how to create and optimize yours.

What is a Google Business Profile?

It's your free listing on Google Search and Google Maps: name, address, hours, phone, photos, reviews. It's what appears on the right side of Google when someone searches your business name, and on the map for local searches.

Why it's essential for a local business

Local searches (“near me”, “open now”) very often lead to a visit or a call. A complete, active profile is one of the most powerful — and free — ways to be found by customers nearby.

Creating your profile step by step

1. Go to business.google.com and sign in with a Google account.
2. Enter your exact business name (the same as on your legal documents and storefront).
3. Choose your main category — be as precise as possible: it's one of the biggest ranking factors on Google Maps.
4. Add your address (or service area), phone and website — keep your NAP (Name, Address, Phone) identical everywhere.
5. Verify your profile. In 2026 this is usually done by video: you film your sign, your street and the inside of your premises in a single take.

Optimizing to rank higher on Google Maps

• A precise main category + relevant secondary categories.
• Attractive photos (storefront, inside, products) — they strongly influence clicks.
• A complete description, accurate hours (including holidays).
• Reviews: ask happy customers for them. Recent reviews matter even more than the total — keep a steady flow.
• Reply to reviews and messages: it signals to Google that you're active.

The often-forgotten tip: the “website” link

Google now wants a unique URL per establishment in the “website” field — not your generic homepage. If you don't have a website (or only one homepage for several shops), a SmartShopAgent page is the perfect fit: it's free, it gives each business its own URL, and it reinforces your NAP consistency (same name, address and phone as on your profile). Result: a stronger signal for local SEO.

Mistakes to avoid

• Inconsistent NAP (different phone or address across your site, profile and directories): it hurts your local ranking.
• A vague main category: be specific.
• No photos or reviews: an empty profile rarely ranks.