Let’s be honest: when was the last time you opened a business directory?
Exactly. When customers search for services in their city today, Google is their first port of call. Often, the search results or Google Maps determine who gets the contract – even before your website has been visited.
The key to this is a perfectly maintained Google business profile (formerly Google My Business). But many companies only fill in their name and address. This is a mistake that costs you money.
Here are the 7 fields you absolutely must optimize to become “well-known in your city”:
1. The correct company name (consistency is key)
Avoid keyword spam such as “Müller Bakery – best bread in town.” Stick to your official name: “Müller Bakery.” Google penalizes inconsistencies. Important: The name must be spelled exactly as it appears on your website and in other directories (the so-called NAP principle: Name, Address, Phone).
2. The primary category
This is the most important ranking factor. Choose the category that best describes your core business. Use “additional categories” for other services, but keep the main category precise.
3. The attributes (the “extra” for customers)
Do you offer Wi-Fi? Are you wheelchair accessible? Is there parking in front of the door? Google offers clickable attributes depending on the industry. Use them! Customers often filter exactly according to these attributes (e.g., “restaurant with outdoor seating”).
4. Opening hours (beware of pitfalls!)
Nothing annoys customers more than standing in front of a closed door because Google says you’re open. Make sure you update not only your regular opening hours, but also any special opening hours on public holidays. A well-maintained profile at Christmas sends out the message: “We’re active and we care.”
5. The company description
Here you have 750 characters to make your pitch. Use the first 250 characters for the most important information and keywords (district, specific offer). Write for people, not robots.
6. Photos and videos
Profiles with photos receive significantly more clicks on the route or website. Show your team, your premises, and your work. Authentic cell phone photos often work better than sterile stock material.
7. Questions & Answers (Q&A)
Did you know that any user can ask questions on your profile? Be quicker than the community and ask the most frequently asked questions yourself (“Is there parking available?”) and answer them directly as the owner.
Conclusion: Maintenance is not a one-time task
A Google business profile is never “finished.” It thrives on current posts, new photos, and responses to reviews.
Don’t have time to log into listings every week?
That’s exactly what we’re here for. We ensure that your data is synchronized and up to date everywhere on the web—on Google and over 40 other platforms.
