Google Business Profile: 10 optimisations to reach the local top 3

When someone searches for ‘hairdresser Lancy’, ‘hotel Montreux’ or ‘tiler Sion’, Google first shows a map and three businesses: the ‘local pack’. Those three spots capture a large share of clicks, calls and directions requests. Appearing there isn’t down to luck: it depends largely on the quality of your Google Business Profile (formerly Google My Business).

Here are the 10 actions we use to optimise a Google Business Profile and climb the local results.

How Google ranks local listings

Google relies on three main criteria: relevance (does your profile match the search?), distance (are you close to the user or the area searched?) and prominence (reviews, online mentions, quality of your website). You can’t change distance; you can change the other two.

1. Claim and verify your profile

An unclaimed profile can be edited by anyone and stays incomplete. Claim it with a company email address, verify it and add a second person as an administrator so you never lose access.

2. Choose the right primary category

This is the most influential setting. Choose the most precise category possible (‘Italian restaurant’ rather than ‘Restaurant’), then add a few genuinely relevant secondary categories. Look at the categories of your best-ranked competitors for inspiration.

3. An accurate business name, with no added keywords

Adding ‘best plumber Geneva’ to your name may seem clever, but it breaks Google’s rules and can get your profile suspended. Use your real trading name, identical to your signage and your website.

4. Consistent information everywhere (NAP)

Name, address and phone number (NAP) must be strictly identical on your profile, your website, local.ch, search.ch, social media and directories. Every inconsistency blurs the signal sent to Google.

5. Opening hours that are always correct

A customer who finds the door closed doesn’t come back, and often leaves a negative review. Update your special hours (public holidays, holidays, exceptional closures). Google takes active, up-to-date profiles into account.

6. Detailed services, products and description

Fill in the services section with each of your services and a short description. Write a clear business description (up to 750 characters) that mentions your specialities and your area. This copy helps Google understand which searches you are relevant for.

7. Regular, authentic photos

Post photos of your premises, your team, your work or your dishes, and refresh them regularly. Authentic photos are far more reassuring than stock images. A profile rich in photos generates more clicks and directions requests.

8. An active review strategy

The number, rating, frequency and content of reviews all count. Ask every satisfied customer for a review with a direct link (QR code at the counter, text message, thank-you email). Reply to every review, positive or negative, in a personal way: it signals professionalism to Google and to your future customers.

9. Post updates

Google posts (offers, news, events) show that your business is active. One post a week or every fortnight, with a photo and a call to action (‘Book’, ‘Call’, ‘Learn more’), is enough to keep your profile active.

10. Link your profile to a well-optimised website

The website your profile links to counts towards your ranking. It should repeat the same information, target your town and your services, load quickly on mobile and include LocalBusiness structured data. Profile and website work as a pair: that’s why we always work on your Google Business Profile and your SEO together.

Bonus: your Google profile also feeds AI tools

Assistants such as Gemini or ChatGPT rely on businesses’ public information, including reviews and local listings, to make their recommendations. A complete, consistent profile is therefore also a foundation of your visibility in AI search.

Frequently asked questions

Does a Google Business Profile cost anything?

No, creating and managing the profile is free. What takes time is optimising it and keeping it active.

I work at my customers’ premises. Do I have to show my address?

No. Businesses that travel to customers (tradespeople, home services) can hide their address and show a service area instead.

How long does it take to climb the rankings?

The first improvements are often visible within a few weeks, especially on category, photos and reviews. In very competitive sectors, allow several months of regular work.

Hand over your profile optimisation

360 Web Agency optimises and manages the Google profiles of hotels, restaurants, estate agencies and tradespeople across French-speaking Switzerland. Contact us to review your profile.