Optimize your Google Business Profile: 9 steps

The Google Business Profile (formerly Google My Business) is your business listing in Google Maps and in local search. According to Google, local results are based mainly on relevance, distance and prominence. You cannot change distance, but you can influence relevance and prominence: with complete information, suitable categories, photos and well-maintained reviews.

Anyone searching for “electrician near me” or “dentist Schwerin” first sees a map with three listings, often even before the websites. For trades, practices, restaurants and retailers, this profile is therefore often the most important point of contact. By the way, a better ranking cannot be bought, according to Google.

How Google evaluates local results

Factor	What it means	Your impact
Relevance	How well the profile matches the search	high: Categories, services, description
Distance	Distance to the location of the person searching	none
Visibility	How well-known the business is, including references and reviews	medium: Reviews, website, mentions

9 steps for a better profile

Verify profile: Only verified profiles can be fully edited.
Name as in real life: Do not include search terms in the company name; this violates the guidelines.
Choose the main category precisely: "Electrician" instead of "service provider." A few suitable additional categories.
Fill in services and description: What you offer, for whom, and in which area, in clear terms.
Keep opening hours up to date, including public holidays and company vacation periods.
Upload photos: Team, rooms, vehicles, work results. Real photos instead of stock images.
Ask for reviews: After a completed job, with a direct link. Never buy reviews.
Respond to every review, including critical ones, in a factual and timely manner.
Link the website and enter the name, address and phone number there exactly as in the profile.

Profile and website belong together

The profile creates the first contact, the website convinces. Anyone who clicks through from the profile to the website should see the relevant service right away, not just the homepage. Industry or location pages help if you offer multiple services or have several locations. To do this, check your website with the checklist Check website.

Measure success

In the Business Profile, under “Performance,” you can see how often your profile was viewed, how many calls, route requests, and website clicks there were. Compare months, not days. Which metrics matter overall is explained in Website as a sales channel.

Maintaining the Business Profile is part of AI visibility by bettersorted: We connect your profile, website and Search Console so you can see which searches lead to calls and inquiries.

Frequently asked questions

Does the Google Business Profile cost anything?

No, the profile is free. According to Google, better local rankings cannot be bought either. Paid ads are separate from this and are labeled as ads.

How do I get more Google reviews?

Ask satisfied customers directly after the job and send the review link along, for example by email or on the invoice. Purchased or incentivized reviews violate the guidelines and can lead to suspension.

How long does it take for changes to the profile to take effect?

Changes usually appear within a few days. Effects on local search rankings tend to show over weeks, especially through reviews.

Do I still need a website despite having a business profile?

Yes. The profile is the entry point, the website provides the details and convinces. In addition, a good website contributes to visibility, which Google takes into account for local ranking.

As of October 2026.