Local search · 3 November 2026 · 6 min read
Setting up a Google Business Profile: step by step to more local customers
To show up in Google Maps and local search you need a well-kept Business Profile. How to set it up and avoid the most common mistakes.
When someone in Karlsruhe searches "café near me" or "hairdresser Durlach", Google first shows a map with three listings. Those spots don't come from the website but from the Google Business Profile (formerly Google My Business). It's free and often the single most important piece for local businesses.
A finished profile in six steps
- 01
Create or claim the profile
Search for your business at business.google.com. Often a listing already exists that you can claim.
- 02
Verify
Google checks the business is yours, usually by postcard, video or phone.
- 03
Pick the category precisely
The primary category counts most: "Café" beats "Restaurant" if you are a café.
- 04
Fill in the basics completely
Address, opening hours (holidays too), phone, website, services or menu.
- 05
Upload real photos
Exterior, interior, team, products. Profiles with photos get noticeably more clicks.
- 06
Collect reviews actively
Ask happy customers directly, share a short link, reply kindly to every review.
Common mistakes
- Stuffing the name with keywords ("Café XY Karlsruhe best coffee"): against the guidelines
- Outdated opening hours, especially on holidays
- A different address or phone than on the website
- Leaving reviews unanswered, especially critical ones
- Setting it up and never looking at it again
Profile and website belong together
Google compares the profile with your website. If name, address and phone match and also appear as structured data in the code, that's a clear trust signal. That's why I set up both in sync when launching a website.
More notes