What a Business Profile is and what it does
The Google Business Profile (formerly “Google My Business”) is the free listing that appears in local searches on Google Search and Google Maps, with name, address, opening hours, phone number, photos and reviews. For many businesses it is the first contact, before anyone opens the website. A well-kept profile does not replace a website, but it covers the moment when customers decide on the go.
Who can have a profile
Google requires a real place customers can visit, or services you bring to customers. The address must be exact. P.O. boxes and mailbox addresses are not accepted, and neither are virtual offices. Co-working offices qualify only with clear signage, in-person service during business hours and your own staff. Each location should have one profile. Tradespeople and other businesses without a storefront can register as service-area businesses; their address is then hidden.
Setup in five steps
- Name: exactly as it appears in the real world on signage, website and stationery. No marketing taglines, no services, no phone number and no location details added just to rank better.
- Category: as few as possible, as specific as possible. Choose what your business is (“electrician”), not everything it does.
- Address or service area: a storefront with an address, or a service area without a public address.
- Opening hours: the regular hours when customers can reach you. Enter holidays and special occasions as special hours. If you work by appointment only, do not list fixed hours.
- Verification: by phone or text, email, video call or postcard, depending on the case. Google decides which methods are open to you. A postcard code usually arrives within 14 days and expires after 30. Do not change name, address or category while you wait.
Without verification you cannot edit your details or interact with customers through the profile.
How local ranking works
Google names three factors: relevance (how well the profile matches the search), distance (how far the business is from the searcher) and prominence (how well known the business is, based among other things on links from websites and on the number and rating of reviews). According to Google, a better local ranking cannot be requested or bought. You cannot influence distance. Complete, correct information and active upkeep, however, are in your hands.
Reviews: you may ask, you may not reward
You may ask customers for a review and give them a link or QR code; reviewers need to be signed in to a Google Account. Offering discounts or free services in exchange for reviews is prohibited, and bought or invented reviews are out of the question. Reply to reviews in a factual, short and personal way, without promotions, and never reveal a reviewer’s private details. Criticism deserves a calm reply too: admit mistakes where it fits and apologise if appropriate.
What belongs in the profile and what does not
- Description: factual, without links, prices or promotions.
- Photos: real pictures of the place, the team and the work, not stock images.
- Menu: complete, not just “popular items”, and without direct links to delivery services.
- Special hours: update them before holidays and closures.
A simple upkeep routine
A profile goes stale quickly when nobody feels responsible. Set a fixed date, for example once a month: check opening hours and phone number, answer new reviews, upload one or two current photos. Before holidays, closures and renovations, enter the special hours so nobody stands in front of a closed door.
Common mistakes
Typical problems are a name with keywords tacked on (“Locksmith Cheap 24h”), several profiles for the same location, outdated opening hours and an address that is only a mailbox. Violations like these can lead Google to suspend access. A plain, correct profile is better than a cleverly tuned one.
How profile and website work together
The profile points to your website, and the website should state the same details: name, address, phone number and opening hours as readable text, not only as an image. Mismatches confuse customers and make it harder for Google to match the information. Google’s ranking page does not explicitly say whether a website feeds directly into local ranking; it only mentions links from other websites as part of prominence. What is certain: a visitor who lands from the profile on a fast, clear page is less likely to leave.
I build websites from Varna and work remotely for clients in Bulgaria and abroad. You should create the profile yourself, because verification is tied to you as the owner. I am happy to check with you whether your website fits it. I cannot promise a ranking.
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Frequently asked questions
Does a Google Business Profile cost anything?
According to Google’s help pages the listing is free, and a better ranking cannot be bought. Costs arise only if you hire someone to set it up or maintain it.
Do I need a shop?
Not necessarily. Businesses that travel to customers can register as service-area businesses and hide their address. Virtual offices and mailboxes are not accepted.
May I give customers a discount for a review?
No. Google prohibits discounts or free services in exchange for reviews. You may ask for an honest review and provide a link or QR code.
How long does verification take?
It depends on the method. Postcard codes usually arrive within 14 days and expire after 30. Google’s review of your submission can take up to five business days, sometimes longer.
Do your profile and website fit together?
Write to me about what your business offers and where your customers are. I will tell you honestly what your website can do for local visibility and what it cannot.