When someone in your area searches for a product or service, Google often displays local businesses above the regular search results. A complete Google Business Profile, accurate information, recent photos, and credible reviews can help you become more visible there. In this article, you’ll learn how to optimize Google Maps step by step.
A potential customer doesn’t always search directly for your company name. Often, they use a general search term such as “plumber in Antwerp,” “corporate law attorney in Leuven,” or “restaurant nearby.”
For searches like these, Google often displays a map showing a few local businesses. This section is often referred to as the local results or the local pack. Your business may also appear directly on Google Maps.
To manage your business information, use a Google Business Profile. This service used to be called Google My Business. If you haven’t created a profile yet, read on to find out why a Google Business Profile is essential for businesses.
So, Google Maps is the mapping service where your business can appear. The Google Business Profile is the platform where you manage your business listing. Local SEO is the broader process of aligning your profile, website, and other online listings.
Optimizing Google Maps, therefore, involves more than just entering your address. You help Google understand who you are, what services you offer, where you operate, and for which search queries your business might be relevant.
Why Google Maps Is Important for Local Businesses
A Google Maps listing may be visible even before someone visits your website. Potential customers may immediately see your business name, category, hours of operation, phone number, photos, reviews, and directions.
This makes your Google Business Profile an important digital touchpoint. From the profile, a customer can visit your website, call you, or get directions. Which options are visible depends on your business type, your region, and the features Google makes available for your profile.
Creating and managing a profile is free. That doesn’t mean you’ll automatically appear higher in Google Maps. A profile must be set up correctly and updated regularly. Your website, reputation, and competition also play a role. LOFT 33 takes a broader approach to local SEO in and around Leuven.
For example, a restaurant with incorrect opening hours might leave visitors standing in front of a closed door. A construction company that only shows old photos, on the other hand, fails to showcase the projects it’s currently working on. Details like these affect both your visibility and the trust of a potential customer.
How does Google determine local search results?
Google does not provide a complete formula for its Google Maps ranking. However, in its official tips for improving local rankings, the company explains that local results are primarily determined by three factors: relevance, distance, and popularity.
Relevance
Relevance indicates how well your business matches the search query. For example, a profile listed under the “roofer” category is likely more relevant to a search for roofing services than a profile listed only under the general “construction company” category.
Your categories, services, business description, and website help Google understand your business. So don’t just fill in as many terms as possible. Choose information that truly reflects your business.
Distance
Distance refers to the searcher’s location relative to your business or service area. You cannot artificially control this factor. Someone searching in Mechelen may see different results than someone performing the same search in Hasselt.
The device, the time of day, the exact search terms, the competition, and the user’s personal search context can also lead to differences. Therefore, there is no fixed ranking that is the same for every user.
Fame
Recognition is sometimes also referred to as prominence. Google uses this to assess how well-known and trustworthy a company is. Information from reviews, websites, links, articles, and other reliable online sources may be used for this purpose.
A complete Google business listing is important, but it’s not separate from the rest of your online presence. Regular SEO and the quality of your company website can also help improve your local visibility.
Practical tip
Don’t just check your visibility from your own office. Local results vary depending on where someone is searching from. Therefore, focus on tracking trends in your profile interactions and requests, rather than on a single search query.
Start with a complete and accurate Google Business Profile
Optimizing your Google Business Profile starts with accurate basic information. In its official guidelines for business listings, Google asks businesses to use their actual business name as it appears on their website, storefront, documents, and other communications.
Do not add services, place names, or slogans to your business name if they are not part of the official name. You cannot simply change a name like “Schilderwerken Peeters” to “Schilderwerken Peeters—Affordable Painter in Antwerp” just to include more keywords. Doing so may result in corrections or suspension of your profile.
Next, check your name, address, and phone number. These three pieces of information are sometimes referred to as NAP data, which stands for name, address, and phone. They should be as consistent as possible across your Google profile, website, and other important platforms.
A minor variation in spelling usually doesn’t cause any major problems right away. However, significant differences can lead to confusion. Think of an old phone number, a previous address, or different business names without a clear explanation.
Use a real address or a valid service area
If you receive customers at a physical location, you can list that address. It must be a real business location where you can receive customers during the specified hours. P.O. boxes and virtual offices are not automatically eligible for a business profile.
If you visit customers—such as a plumber, installer, or cleaning company—you can set up a service area. If you don’t receive customers at your address, you should generally hide that address. Google allows up to twenty service areas and asks that you keep the total area realistic.
In addition, include a phone number that connects directly to the location. Google recommends using a local number whenever possible instead of a general call center number. Also, link to a webpage that actually belongs to the business or location.
Keep your business hours up to date
Enter your regular business hours and use the “special hours” option for holidays, vacations, or temporary changes. A restaurant that is closed on a holiday must update this information in advance. This helps you avoid frustration and unnecessary route requests.
Be sure to update temporary closures correctly as well. Don’t let a profile display incorrect information for months just because no one thinks to check the hours.
Choose categories, services, and content that suit your business
The primary category is one of the most important fields in your profile. It describes what your business is primarily about. Additional categories can clarify other core activities.
Google recommends using as few categories as possible and being as specific as possible when doing so. Choose a category that correctly completes the sentence “This business is a….” For example, a restaurant that offers takeout is still, first and foremost, a restaurant, unless the business operates exclusively as a takeout-only establishment.
Next, add your actual services. For example, a law firm can list corporate law, insolvency law, and contract law if those practice areas are actually offered. Write a short, clear description for each service, and use words that clients will understand.
The company description also deserves attention. In it, explain what you do, who you work for, where you operate, and what sets your approach apart. Don’t turn it into a long list of keywords. Google does not allow links in the description and requires that the content remain relevant, honest, and useful.
Include recent and recognizable images
Use a clear logo and include photos of your building, team, services, products, or projects. Images should be recognizable and representative.
For a construction company, recent photos from job sites and completed projects are often more informative than generic stock images. A restaurant can showcase its interior, dishes, and entrance. This helps customers understand what to expect.
You can also post updates, special offers, and events via posts on your profile. Be sure to use this feature for current information that’s truly useful to customers. Google confirms that such updates may appear in Google Search and Maps.
| Profile Level | What does a customer see? | Potential impact |
|---|---|---|
| Incomplete | Limited data, old photos, and missing services | Less clarity and trust |
| Filled out correctly | Correct contact information, categories, and business hours | Customers will understand what you offer more quickly |
| Actively Monitored | Recent photos, reviews, comments, and updates | A more up-to-date and credible profile |
Use Google reviews in a credible way
Google reviews can help potential customers evaluate your business. The average rating is just one factor; the content, recency, and credibility of the reviews are at least as important in shaping the impression your profile makes.
Google states that the number of reviews and the review score can influence local search rankings. However, there is no set number of Google reviews that will automatically boost your ranking. A business with fewer reviews may still be more relevant or closer than a competitor with more reviews.
So, ask customers to share their experience in a natural way. After a delivery, project, or appointment, you can send a short email with a direct link to a review page. Ask for honest feedback, and don’t tell the customer what to say.
Do not reward customers with discounts, free products, or other benefits in exchange for a review. Google prohibits offering rewards for posting, editing, or removing reviews. Reviews that are not based on a genuine experience may also be removed.
Respond to positive and negative feedback
Thank customers for a positive review and briefly mention their experience. Avoid using the same standard phrase every time. A personalized response shows that you’re reading their feedback.
If you receive a negative review, respond calmly and professionally. Acknowledge the experience without disclosing any confidential details. Invite the customer to contact you directly if further discussion is needed.
Report a review only if you believe it actually violates a policy. A negative opinion is not, in and of itself, grounds for removal.
Practical tip
Don’t treat reviews as a short-term campaign where you contact dozens of customers in a single week. A realistic, ongoing approach creates a more natural impression and ensures that your profile regularly gains new reviews.
Connect Google Maps to a strong local website
A strong Google Business Profile is no substitute for your website. The profile provides quick, practical information, while your website offers space to showcase your services, approach, expertise, and projects in detail. LOFT 33 builds websites and online stores with this in mind.
Use the same company name, address, and phone numbers on your website as you do in your profile. Display that information clearly on your contact page and, when appropriate, in the footer.
If you operate in multiple regions, describe your actual service area. Only create local landing pages if you can provide useful and distinctive information for each region. A series of nearly identical pages where only the place name changes is of little help to visitors.
A good location page may include the following information, among other things:
- the address and contact information for the branch;
- accessibility and parking options;
- services available at that location;
- local projects, references, or photos;
- Correct opening hours and practical arrangements.
Link from your Google Business Profile to the page that best matches the location or service. For a business with a single location, this could be the homepage or the contact page. For businesses with multiple locations, a separate location page is usually clearer.
A fast, mobile-friendly website also contributes to the post-click experience. When someone opens your website from Google Maps on a smartphone, they should be able to quickly find your services, contact information, and directions.
Local structured data can also help Google better understand information such as your name, address, phone number, and business hours. However, the data in the code must match what visitors see on the page. Structured data does not guarantee a higher ranking or a special search result.
Manage service areas and multiple locations correctly
If your business has multiple physical locations, each individual location can generally have its own Google Business Profile. Each location must actually exist and be used by your own team during the specified hours.
Use accurate location information for each profile and link to the appropriate location page on your website. Avoid having all profiles link to a general page if you have specific location pages.
Do not create additional profiles for cities where you do work but do not have an actual branch office. A plumber who works in Kontich and Brasschaat from Antwerp is not automatically entitled to three separate profiles. Instead, use the correct service area.
Virtual offices, mailing addresses, and coworking spaces without permanent signage, staff, or a reception area do not automatically comply with the guidelines. Duplicate or fictitious profiles can cause issues with how your business is presented and may result in restrictions.
Optimizing Google Maps in Seven Steps
1. Check to see if your profile exists and has been verified
First, search for your business name on Google and Google Maps. If a profile already exists, claim it instead of creating a second one. Verification confirms that you are authorized to manage the business.
2. Check all the basic information
Check your official business name, address or service area, phone number, website, and hours of operation. Compare this information with your website and other important online listings.
3. Select the appropriate categories
Choose one clear primary category that describes your main business activity. Add only supplementary categories that are truly important to your business.
4. Add more details to your profile
Write a natural-sounding business description and include your services, features, and relevant links. Do not use a forced list of place names or keywords.
5. Post current photos
Add a recognizable logo, recent company photos, and images of your services or projects. Check regularly to see if old photos still match your current brand image.
6. Develop a fair approach to reviews
After a customer has had a real experience, ask them for voluntary feedback. Respond personally and professionally to both positive and negative reviews.
7. Strengthen and measure your local presence
Tailor your website to your profile, monitor the available performance data, and regularly check to make sure all the information is still accurate. Not sure where to start? Discuss your situation with LOFT 33.
Measure your actual interactions, not just your ranking
Your profile’s performance provides more information than a single search ranking. Owners and managers can view data on impressions, clicks, and other interactions on Google Search and Maps. Available metrics may include website clicks, phone calls, directions requests, search terms, bookings, and menu clicks. Not every feature is available for every profile.
A website click or route request doesn’t necessarily mean a customer. That’s why you should combine profile data with information from your website analytics, contact forms, phone calls, and CRM.
For example, ask new customers how they found your business. That way, you can find out whether Google Maps actually contributes to inquiries, appointments, or in-store visits.
Compare performance over longer periods and take seasonal variations into account. A restaurant on the coast may receive more route requests in July than in January. That doesn’t automatically mean that a change in the profile caused the entire increase.
Practical tip
Keep track of important changes to your profile and website. This will help you better assess later whether more relevant search terms, clicks, or inquiries coincide with your optimizations.
Common Mistakes in Google Maps Optimization
One of the biggest mistakes is adding information that is intended to influence Google but does not reflect reality. Examples include keywords in the business name, fictitious addresses, or categories for services you hardly ever offer.
Outdated information can also cause problems. An incorrect phone number, wrong holiday hours, or a link to a page that no longer exists can cause frustration when someone tries to get in touch.
Other companies create their profile once and then don’t look at it again for years. In the meantime, services, employees, photos, hours of operation, and contact information change.
Also, avoid duplicate profiles. First, check to see if your business is already listed on Google Maps before creating a new business listing. In most cases, Google recommends one profile per actual business and location.
Finally, quick guarantees are unrealistic. No agency can promise a guaranteed first-place ranking or a spot in the local top three. Distance, search intent, competition, and the searcher’s location continue to play a role.
Frequently Asked Questions About Optimizing Google Maps
You can improve your chances by filling out your Google Business Profile completely and accurately, selecting appropriate categories, posting up-to-date photos, and asking real customers for reviews. Your website and other online listings should also display the same business information. Google determines local search results primarily based on relevance, distance, and popularity. Therefore, a fixed ranking cannot be guaranteed.
Start by entering your official business name, address or service area, phone number, website, and hours of operation. Then choose a specific primary category and add only relevant additional categories. Fill in your services and business description, post recent photos, and respond to reviews. Check your profile regularly to ensure customers never see outdated or incorrect information.
Your profile may not have been verified yet, may be incomplete, or may not comply with the guidelines. It’s also possible that your business appears in search results for its name but not for general search terms. Additionally, check to make sure there aren’t any duplicate listings. Local results may vary depending on the user’s location and search query.
Yes. You can create, claim, and manage a Google Business Profile for free. You don’t have to pay for Google Ads to manage your standard business profile in Google Search or Maps. However, an agency may charge for analysis, setup, content, local SEO, and ongoing support. That is a separate professional service.
Reviews can build trust, and Google states that the number of reviews and the average rating can contribute to local rankings. However, they are only one part of the whole picture. Relevance, distance, categories, profile information, website quality, and competition also remain important. Recent, substantive reviews from real customers are more valuable than unnatural or purchased reviews.
There is no official minimum that automatically makes you more visible. The relevant number varies greatly by industry, region, and level of competition. A local construction company operates in a different market than a restaurant in downtown Antwerp. Therefore, focus on a steady stream of honest reviews rather than on a single fixed target.
Some changes may become visible quickly, while others are reviewed first. The processing time depends on the type of change and the profile. Major changes, such as a new business name, category, or location, may require additional review. Features and processing times are subject to change. After making any significant changes, check to make sure Google has updated the information correctly.
Yes, when it comes to actual, separate locations. Each location must have accurate information and actually be open during the specified hours. Ideally, give each branch its own location page on your website. Do not create additional profiles for cities where you only provide services. Instead, use the service area of your existing profile for that purpose.
Your website can help Google better understand your services, locations, and brand recognition. Use the same contact information as in your profile and create clear service and location pages. Relevant content, links, and standard SEO can also contribute to your online authority. Your website doesn’t determine your local ranking on its own, but it is an important part of a broader local SEO strategy.
The cost depends on the current state of your profile, the number of locations, the competition, and the work required on your website. Sometimes a one-time review and correction is sufficient. In other situations, local landing pages, review management, content, structured data, and monthly follow-ups are needed. Schedule a no-obligation consultation for a preliminary analysis, so you only implement the changes that are relevant to your business.
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