Anyone searching for a service nearby often first sees a map with three listings, even before the classic search results. These listings come from Google business profiles. For locally active businesses, the profile is therefore often more important than any single page of their own website.
Set-up and verification
The profile is created through Google and must be verified so Google is sure the business actually operates at the stated location. Only a verified profile is fully displayed and can be edited.
The key details
The name must match the business name actually used; extra keywords in the name violate the guidelines. The primary category largely determines which searches the profile appears for, with additional categories complementing it. Address, phone number and website must match all other details; see the entry on NAP consistency. Opening hours, services, photos and a short, factual description complete the profile.
Reviews
Reviews influence both visibility and prospects’ decisions. Bought or self-written reviews violate the guidelines and can lead to suspension. Replies to reviews should be factual and friendly. Professions bound by secrecy need particular care: a reply must not disclose any information about a matter or treatment, not even to correct unfair criticism.
Particularities for law firms and practices
For professions where individuals appear publicly, such as lawyers or doctors, profiles for individual practitioners are possible alongside the firm’s or practice’s profile under certain conditions. That can make sense but requires clear rules so details stay consistent and profiles are not orphaned when someone leaves.
Maintenance
A profile is not a one-off listing. Changes to opening hours, phone numbers or location must be updated immediately, and user-suggested edits should be reviewed regularly. The connection with overall findability is described in our article SEO and GEO for law firms and fiduciaries.