Google Business Profile Optimisation

Google's eligibility guidelines require a business to make in-person contact with customers during its stated hours, either at its location or by travelling to customers. Lead generation agents and online-only businesses are not eligible. Only an owner or an authorised representative may verify and manage a profile. We check these points first, because a profile that breaches the rules risks suspension and wasted effort.

An agency that manages a profile it does not own counts as an authorised representative. Google requires such representatives never to claim a profile without the owner's express consent, to work directly with the owner to complete verification, to transfer ownership immediately on request and, wherever possible, to encourage the owner to own the profile and add representatives as managers. We work that way, so the profile stays yours. Before we change anything we take a snapshot of the current profile, so every edit can be explained and reversed. If your business has several locations, we agree a consistent naming and category approach for all of them.

The rules on what you may enter are stricter than many businesses expect. Google wants the name to reflect the real-world name used consistently on your storefront, website and stationery. Marketing taglines, business hours, phone numbers, and service or product information in the name are not allowed, and unnecessary information in the name can lead to suspension. For categories, Google asks you to use as few as possible and to make them as specific as possible, describing what the business is rather than listing what it has or sells. Adding or editing a category may mean you are asked to verify again. We set these fields to match your business, and we explain why we do not add keywords to the name.

To edit your business information on Google, such as the name or opening hours, you need to verify the business. Google determines the available methods automatically and they cannot be changed; depending on business type, public information, region or hours they can include phone or text, email, a live video call, a video recording or a postcard, and sometimes more than one method is needed. A postcard code expires after 30 days, and while you wait you should not edit the name, address or category, or the code will not work. For a storefront business, a verification video must show the business name on a permanent fixture such as a sign, matching the name on the profile; a service-area business shows its tools, equipment and proof that it manages the business instead. After the steps, Google's review takes up to 5 business days. We prepare you for the method you are offered so the process is completed once, rather than repeated.

Opening hours, address, phone number and services should be the same on your profile, your website and other listings. We review these together, and where your website is out of date we can update it. Photos, posts and replies to reviews are part of keeping a profile alive; we agree what you will handle yourself and what we do for you. Reviews belong to your customers, and we do not write or buy them.

The work ranges from a one-off set-up to a regular monthly review. The scope depends on the number of locations and on whether the profile already exists, so we give a price on request. If you also need a website, ours start from 300 € excl. VAT, see pricing. To talk it through, contact us or request a quote, and have a look at our wider services for local search.

Can every business have a profile?

No. Google requires in-person contact with customers during stated hours; online-only businesses and lead generation agents are not eligible.

Can you guarantee a top position?

No. Google states there is no way to request or pay for a better local ranking. We make sure your details are correct, complete and compliant.

Can I put keywords in the business name?

No. Google asks for the real-world name, and unnecessary information in the name can lead to suspension.

How does verification work?

Google assigns the methods, such as phone, text, email, video or postcard. We prepare you so it is done once.

What does it cost?

It depends on the number of locations and whether a profile exists, so it is quoted on request.