Nowadays, when someone is looking for a baker, a builder, a solicitor, a restaurant or any other service provider, their search often starts on Google. For example, the user might type in ‘electrician in Antwerp’, ‘hairdresser nearby’ or ‘accountant in Mechelen’. Even before they visit a website, they’ll usually see a few local businesses listed with their address, opening hours, telephone number, photos and reviews. That information comes from the **Google Business Profile**.

Yet many businesses treat their profile as a one-off registration. They fill in a few details and then never look at it again. That’s a missed opportunity. A well-structured and actively maintained Google Business Profile can lead to greater visibility on Google Maps, more website visitors, more phone calls and more enquiries.

## Discuss your website project with LOFT 33

[Schedule a no-obligation consultation](https://www.loft33.com/en/schedule-a-consultation/)

## Google Business Profile: why every local business needs it

### What is a Google Business Profile?

A Google Business Profile is a free business listing provided by Google. In Dutch, this is known as a **Google Bedrijfsprofiel**.

This service used to be called **Google My Business**. That’s why many business owners still search for terms such as ‘create a Google My Business listing’ or ‘manage Google My Business’. However, today we’re talking about the same service, just under a new name.

You can use your profile to manage how your business is displayed in:

- Google Search

- Google Maps

- local search results

- the information card that appears when someone searches for your company name

Among other things, you can add your address, telephone number, website, opening hours, photos, services, products and news items. Customers can leave reviews and click through directly to your website, call you or get directions.

Google offers a Business Profile free of charge to businesses that welcome customers at a physical location or provide services to customers in person. A purely online business with no face-to-face customer contact is not normally eligible.

## How does a Google Business Profile work?

First, you create or claim your business on Google. Google then usually asks you to prove that you are indeed the owner or manager. This is called verification.

The way in which Google verifies your business may vary. Possible methods include a video recording, a phone call, an email or another form of verification. Google decides which method is available for your business.

Once verification is complete, you can manage your details. When someone then searches for your business name, your services or a business in your area, Google may display your profile.

A comprehensive profile provides a potential customer with quick answers to key questions:

- What does this company do?

- Where is it located?

- Is it open at the moment?

- Can I ring or get in touch online?

- What have other customers found?

- What does the company or business look like?

- What products and services are on offer?

The less effort someone has to make to find this information, the more likely they are to get in touch.

## Why is Google Business important for local businesses?

A local customer often has a specific need. They aren’t just looking for information; they want to make an appointment, visit a shop, request a quote or ring someone.

A good Google Business Profile puts your business in the spotlight at that all-important moment.

| Section | What does the customer see? | Possible outcome |
| --- | --- | --- |
| Company details |
| --- |
| Address, telephone number and opening hours | Less uncertainty and quicker contact |
| Google Maps |
| --- |
| Location and directions | More visits to your venue |
| Reviews |
| --- |
| Other customers’ experiences | Greater confidence |
| Photos |
| --- |
| Your business, team and achievements | A professional first impression |
| Services and products |
| --- |
| Exactly what you offer | Better alignment with the search query |
| Website button |
| --- |
| Direct link to your website | More relevant website visitors |

Your profile therefore acts as a digital shop window. It may even be the first point of contact with your company.

***Practical tip: **Try searching for your business name on a device where you’re not logged in. Check what a new customer actually sees. Are the opening hours correct? Are the right photos at the top? Is it immediately clear what you do? *

## How does a Google Business Profile help you rank higher?

Google does not disclose all the details of its local algorithm. However, Google does confirm that local results are primarily based on three factors: relevance, **distance and popularity**.

### Relevance

Relevance means: how well does your business match what someone is looking for?

For example, if you install windows and doors, this should be clearly evident from your categories, business description, services and website. An incomplete profile gives Google less information to match your business to the right search query.

You should therefore use the correct primary business category and only add relevant additional categories.

### Distance

Google takes into account the distance between the searcher and your business.

You can’t artificially alter that distance. A business in Antwerp won’t automatically appear at the top of the results for someone in Bruges looking for a local plumber.

Adding service areas can be useful for businesses that visit customers. However, it is no guarantee that you will rank highly in every municipality listed.

### Fame

Brand awareness is about how well-known and trustworthy your business appears to be, both online and offline.

Google uses various signals for this purpose. These include links to your website, mentions of your company name, reviews and your overall online presence. Google states that more reviews and positive ratings can help boost your local ranking.

So you can’t pay to improve your organic ranking on Google Maps. However, you can improve your chances by carefully building up your profile, website and online reputation.

## Google Maps and local search results

For local searches, Google often displays a map showing a few businesses. This section is also known as the local results section or the ‘local pack’.

This is particularly important for mobile users. Anyone searching on the go for ‘restaurant nearby’ or ‘garage open today’ wants to be able to act quickly. A visible profile in the local pack can lead directly to phone calls, shop visits and bookings, without the user having to visit your website first.

## Which details must always be filled in?

A strong Google Business Profile starts with accurate basic information.

Please check at least the following details:

- official company name

- primary and supplementary categories

- correct address or area of operation

- telephone number

- website

- normal opening hours

- Different opening hours on public holidays

- company profile

- services or products

- logo and cover photo

- relevant features and facilities

Use the same company name, address details and contact information everywhere. Your website, Google Business Profile, social media and other business directories must not contradict one another.

You should also avoid adding keywords to your official company name. A name such as “Janssens BV – Best plumber in Antwerp 24/7” is not permitted if that is not the actual trading name.

Always use a genuine business address. Virtual offices, PO boxes and locations where your business does not have a physical presence may cause problems or result in your account being suspended. Also, do not create duplicate profiles for the same business location.

## The importance of reviews

Reviews are important because customers pay close attention to other people’s experiences.

A business with recent, detailed reviews usually comes across as more trustworthy than one without any reviews. Customers don’t just look at the average star rating. They also pay attention to:

- the total number of reviews

- how recent the reviews are

- what customers actually say

- how the company responds to feedback

- how negative comments are dealt with professionally

You should therefore ask satisfied customers for a review in a calm and honest manner. Google allows you to share a direct review link or QR code for this purpose. However, you must not reward customers for a positive review, nor may you use a selective system whereby only satisfied customers are directed to Google.

You should also respond to both positive and negative reviews.

A simple reply is often enough: ‘Thank you for your kind comment. We’re delighted that you’re satisfied with the work carried out.’

If you receive a critical review, remain polite. Do not engage in a public debate and do not share any personal details. Show that you are taking the comment seriously and invite the customer to contact you directly.

***Tip for getting more reviews: **Ask for a review shortly after the service has been provided. At that point, the experience is still fresh in the customer’s mind. For example, include the review link in your thank-you email, invoice email or follow-up message. *

## Adding photos: why is that important?

Photos bring your business to life.

Visitors will gain a better understanding of your business, staff, products and working methods. Authentic images can dispel any uncertainty and make your profile more personal.

Please include the following images, amongst others:

- your logo

- a recognisable cover photo

- the front façade and entrance

- the interior

- your staff

- products

- projects carried out

- your team at work

- company vehicles or distinctive workwear

Use genuine photos that are well-lit and in focus. Google recommends images that accurately reflect reality, without heavy filters or excessive editing. Add new images regularly. A profile featuring photos from five years ago may give the impression that your business is outdated, even if it has since been completely revamped.

## Posting messages on your profile

Through Google Business, you can publish posts that may appear in Google Search and Google Maps.

You can use messages for:

- news

- promotions

- events

- limited-time offers

- new services

- adjusted opening hours

- recent projects

- practical information

Google supports updates, special offers and events, amongst other things. You can add an image, a video and a call-to-action button to a post. This allows you to direct visitors to a booking page, a contact form or a relevant services page.

Only publish information that is genuinely useful. A good post has a clear title, a short text, an appropriate image and a single, logical call to action.

## Add products and services

Don’t just tell people who you are, but also what you’re selling.

A service company can add individual services. Examples include:

- roof renovation

- legal advice

- accounting for start-ups

- maintenance of heating systems

- webdesign

- search engine optimisation

You can add a short, clear description for each service. Avoid a long list of almost identical terms. Group your services in a way that makes sense to customers.

Local shops can add products, including a name, photo, category, price and description. Google offers various options for this, depending on the type of shop and the product data available

## Managing frequently asked questions

Some business profiles include a Q&A section. Customers can use this to ask practical questions about your business.

Check this regularly if the feature is available on your profile. An unanswered question may be answered by someone else, and that answer is not always complete or correct.

Answer questions briefly and factually. For example:

- Is there parking available?

- Do you work by appointment only?

- Do you also deliver to people’s homes?

- Is the shop accessible to wheelchair users?

- In which region do you carry out your work?

You should also post important information on your website. Your Google Business Profile shouldn’t be the only place where customers can find answers.

## View insights and statistics

You can view your performance metrics in your profile. This will help you find out how people discover your business and what actions they take.

Depending on your profile and the type of business you run, you’ll see, amongst other things:

- search terms used

- profile views

- phone calls

- click through to the website

- route enquiries

- posts

- bookings

- product views

- interactions with offers

This data will help you make better decisions. Are you getting lots of views but few clicks through to your website? If so, you might need to make your offer clearer. Are you getting lots of route enquiries but few phone calls? If so, that might be perfectly normal for a shop.

Google counts and processes these figures in accordance with its own measurement criteria. The number of profile views is therefore not always the same as the figures in other reports.

## How often should you update your profile?

Your company details must always be correct. You should therefore check at least once a month to ensure that everything is still correct.

A practical maintenance schedule:

### Weekly

- View and reply to new reviews

- checking customer enquiries

- implement significant changes

### Monthly

- add new photos

- Publish an update or a project

- view statistics

- check services and products

### Quarterly

- Check the company description

- Check categories

- Replacing outdated photos

- Testing links and action buttons

- compare competitors in local search results

### Whenever a change is made

- Please update any changes to opening hours, address details, telephone numbers and holiday periods straight away

## Combining Google Business with SEO

A Google Business Profile is no substitute for a good website.

Your profile and website complement each other. Google uses your website to better understand who you are, what you do and the region in which you operate.

A [local SEO](https://www.loft33.com/en/local-seo-in-leuven/) strategy may consist of:

- a technically robust website

- a dedicated page for each key service

- local information on relevant pages

- correct titles and meta descriptions

- fast loading times

- mobile ease of use

- structured data

- consistent business data

- links and references on reliable websites

- a professional Google Business Profile

Ideally, link the website button on your profile to a relevant and compelling page. Do not automatically use the homepage if a specific location or services page is more appropriate.

If necessary, add UTM tags to important links. These are short tracking codes in a URL that allow you to see in your web analytics how many visitors are coming via your Google Business Profile.

[Find out more about local SEO for SMEs in Leuven and the surrounding area](https://www.loft33.com/en/local-seo-in-leuven/)

[View the full approach to online visibility and growth](https://www.loft33.com/en/online-visibility-and-growth/)

## Common mistakes

These mistakes occur regularly:

- **Selecting the wrong categories.** The primary category does not correspond well with the main activity.

- **Do not change the opening hours.** Customers are finding the doors closed, even though Google states that the business is open.

- **Include keywords in the company name. **This may contravene Google’s guidelines.

- **Do not reply to reviews. **This makes it seem as though feedback isn’t important.

- **Create a profile and then forget about it.** Photos, services and information become out of date.

- **Redirect all visitors to the homepage.** A dedicated landing page often addresses their needs more effectively.

- **Using stock photos instead of real images.** As a result, the profile lacks recognisability and trust.

- **Set up restrictions to prevent multiple administrators from accessing the system. **When an employee leaves, access to their profile may be lost.

## When is it best to call in a professional?

A Google Business Profile may seem simple, but professional optimisation involves more than just filling in a few fields.

Expert guidance is particularly useful when:

- your business isn’t visible in key local searches

- your competitors appear much higher up in Google Maps

- your company details are displayed incorrectly

- there are duplicate profiles

- whether your profile has been suspended or is unverified

- you manage several branches

- you don’t get many reviews

- you don’t know which categories to choose

- Your website and Google profile do not match

- no one in your company has time to follow up

A specialist doesn’t just look at the profile itself. The website, local competition, keywords, reviews and technical SEO all play a part too.

## Ready to choose a website that stays yours?

LOFT 33 advises SMEs and organizations on platform choice and the entire process from strategy to launch. Whether Joomla is the right choice for your project depends on your needs. We’d be happy to discuss that in a specific conversation.

[Schedule a no-obligation consultation](https://www.loft33.com/en/schedule-a-consultation/)

## Frequently Asked Questions about Google Business Profile
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Is a Google Business Profile free?[loft33](https://www.loft33.com/en/author/loft33/)2026-07-24T10:06:38+00:00

### [

Is a Google Business Profile free?](#collapse-1-9208)

Yes. Creating and managing a Google Business Profile is free. You can manage your details, photos, opening hours, services and posts yourself. Paid Google Ads are separate from this.

Is Google My Business the same as Google Business Profile?[loft33](https://www.loft33.com/en/author/loft33/)2026-07-24T10:04:21+00:00

### [

Is Google My Business the same as Google Business Profile?](#collapse-1-9207)

Yes. Google My Business is the former name of Google Business Profile. In Dutch, the name ‘Google Bedrijfsprofiel’ is now generally used.

Can any business create a Google Business Profile?[loft33](https://www.loft33.com/en/author/loft33/)2026-07-24T10:04:26+00:00

### [

Can any business create a Google Business Profile?](#collapse-1-9206)

Not every business is eligible. Your business must normally involve face-to-face contact with customers, either at a fixed location or at the customer’s premises. A purely online business with no face-to-face customer contact is usually not eligible.

Do I need a Google Business Profile if I already have a website?[loft33](https://www.loft33.com/en/author/loft33/)2026-07-24T10:04:30+00:00

### [

Do I need a Google Business Profile if I already have a website?](#collapse-1-9205)

Yes. Your website and Google Business Profile serve different purposes. Your profile helps you appear on Google Maps and in local search results. Your website provides more detailed information and encourages visitors to get in touch.

How long will it take for my business to appear on Google?[loft33](https://www.loft33.com/en/author/loft33/)2026-07-24T10:04:35+00:00

### [

How long will it take for my business to appear on Google?](#collapse-1-9204)

It depends on the situation. First, your business must be set up and verified correctly. Google then needs time to process the information. A new profile will not necessarily rank highly straight away.

How often should I update my Google Business Profile?[loft33](https://www.loft33.com/en/author/loft33/)2026-07-24T10:04:37+00:00

### [

How often should I update my Google Business Profile?](#collapse-1-9203)

Check your profile at least once a month. It’s best to check reviews and questions weekly. Update any changes to opening hours, address or contact details straight away.

How can I get more Google reviews?[loft33](https://www.loft33.com/en/author/loft33/)2026-07-24T10:04:40+00:00

### [

How can I get more Google reviews?](#collapse-1-9202)

Ask satisfied customers in person for an honest review and share a direct review link or QR code. Ask them shortly after delivery or the service has been provided. Do not reward customers for positive reviews.

Can I remove a negative Google review?[loft33](https://www.loft33.com/en/author/loft33/)2026-07-24T10:04:44+00:00

### [

Can I remove a negative Google review?](#collapse-1-9201)

You cannot remove a negative review simply because you disagree with its content. However, you can report a review if it breaches Google’s guidelines, for example if it contains spam, offensive language or is clearly a fake review.

Do reviews help you rank higher on Google Maps?[loft33](https://www.loft33.com/en/author/loft33/)2026-07-24T10:04:00+00:00

### [

Do reviews help you rank higher on Google Maps?](#collapse-1-9200)

Reviews can help boost your local visibility. Google states that the number of reviews and positive ratings can play a part in a business’s reputation. Reviews are also important for building trust with potential customers.

What should I do if my business doesn’t have a physical shop?[loft33](https://www.loft33.com/en/author/loft33/)2026-07-24T10:03:42+00:00

### [

What should I do if my business doesn’t have a physical shop?](#collapse-1-9199)

If you visit clients on site, you may be able to set up a service area and hide your home address. Do not use a virtual office or an address where your business is not actually based.

Can I manage multiple branches?[loft33](https://www.loft33.com/en/author/loft33/)2026-07-24T10:03:25+00:00

### [

Can I manage multiple branches?](#collapse-1-9198)

Yes. You can manage a separate profile for each physical branch. Each location must have accurate, unique details and must actually be open during the specified hours.

Does FAQPage’s structured data still generate FAQ-rich results?[loft33](https://www.loft33.com/en/author/loft33/)2026-07-24T10:03:11+00:00

### [

Does FAQPage’s structured data still generate FAQ-rich results?](#collapse-1-9197)

No. Since 7 May 2026, Google no longer displays FAQ rich results in search results. However, FAQPage markup remains a valid Schema.org type and can help other systems understand the content. Furthermore, a clear FAQ remains valuable for visitors and for natural language search queries.