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Creating a Google Business Profile page (formerly Google My Business) in 2026 is like offering a digital storefront for your business, accessible 24/7. With 46% of Google searches having local intent, not being present on this platform is like leaving your shop closed in broad daylight.
Key Takeaways to Remember:
- Creating a Google Business page is essential for improving your local visibility.
- A complete and regularly updated profile increases your chances of appearing in the “Local Pack”.
- Customer reviews heavily influence purchasing decisions: 88% of consumers consult them before choosing a business.
- Adding photos and regular posts dynamizes your profile and attracts attention.
- Using your profile statistics allows you to effectively adjust your marketing strategy.
Creating your Google Business Profile: The Key Steps
As an SEO Consultant in Nice since 2016, I have created and optimized numerous Google pages. Let’s start by creating and launching your profile. We will then see how to optimize it.
Step 1: Access the Google Business Profile Platform
Start by going to the official website:
https://www.google.com/business
Click on “Manage now”, then sign in with your Google account. If you don’t have an account yet, now is the time to create one – you will need it to manage the profile.
I recommend using a professional Gmail address. This strengthens your credibility with Google… and your future clients.
Step 2: Fill in the Basic Information
Now for the concrete part: name, address, phone number. This trio – the famous NAP – must remain consistent everywhere on the web (site, directories, social networks).
ATTENTION: Before validating the title of your Google page, read my advice in the “Optimization” section further down.
You must also select a primary category. Be precise: “artisan bakery” is better than “food store”. We will come back to this. Once the profile is created, you can add secondary categories to cover other services.
Step 3: Define Your Service Area
No need for a physical location to exist on Google. If you work remotely or at your clients’ locations, check the option “I provide goods and services to my customers”.
You can then indicate the areas served. For example: “Nice, Cannes, Monaco”. This allows Google to display your profile in local searches, even without a visible address.
This is exactly what I did when I worked as a freelancer from home. The result? Local leads, without even displaying my personal address. Note that without a physical address, visibility may be lower than for physical businesses because they can be geolocated more easily based on the user’s position.
Step 4: Add Photos and Videos
A profile with visuals attracts far more than an empty profile. In fact, Google highlights profiles with recent and varied images.
Think about adding:
- an exterior photo (to help clients find you),
- a photo of your workspace or shop,
- portraits or photos of your team,
- your products or services in action.
- A logo or a photo of yourself. Don’t hesitate to remove the image background to keep the focus on you.
Format wise: aim for at least 1024 x 768 px, well-framed and well-lit. A short 30 seconds video can also make a difference (atmosphere, behind the scenes, client testimonial…).
Step 5: Verify Your Profile
Before appearing in Google results, you will need to validate your profile.
Several options in 2026, depending on your business type:
- By mail (Google sends a code to your address),
- By phone or SMS if Google offers it,
- By email or live video for certain verified activities.
The fastest method is usually by phone, when available. For my part, I had to wait 6 days to receive the postcard the first time. Since then, it seems the “Video” method is becoming more common and the delays can be longer.
For a video validation, you will need to record a video of at least 3 minutes to film the surroundings of your business and prove that you have access to a facility (or home) in the business name.
Once your profile is validated, it will be visible on Google Maps and in local search results.
Optimizing Your Google Page for Local SEO
Creating a Google page is one thing. Making it visible in local results is another. Many stop at creation, while the true visibility lever happens here: optimization.
Business Name: Play It Subtle, Don’t Cheat
The name on the Google page is the most important element for the visibility of your local profile. Unfortunately, Google monitors title optimization and states that the title must be identical to the company name, period. I quote:
“To help customers find your business online, use your real-world business name. This name should match your business name exactly as it’s used in the real world on your storefront, website, stationery, and as it’s known to customers.” (Source: Google)
You should therefore try to add important keywords and especially local keywords:
- Florian Zorgnotti: SEO Consultant in Nice
- Jean Marc Atkins: Hypnotherapist in Bordeaux
- Weedy.fr: CBD Shop in France
- Early Birds Paris: Property Hunters in Paris
All these profiles for past clients were accepted. However, watch out for over-optimization. This practice should be used with caution to avoid penalties. Choose the title carefully from the start, as changing it sends a red flag to Google and you risk a temporary suspension of your Google page and the inability to add a new optimized title.
Categories: Precise and Strategic
Google offers hundreds of categories. Take the time to choose the primary category that reflects the core of your activity. You can add secondary ones after your profile is validated.
A restaurant owner I support saw his calls skyrocket by changing from “restaurant” to “vegetarian restaurant”. Better targeted = better ranked. Feel free to then add secondary categories if they remain relevant.
Description: Your Chance to Stand Out
You have about 750 characters. This is more than enough to tell people what you do, who you address, and why you are unique.
Slide in your local keywords naturally. For example: “I am an SEO consultant in Nice and I help freelancers who want to create a high-performing Google page.” Simple and impactful.
A little tip: write the text yourself and ask ChatGPT to refine it.
Google Posts: Content That Keeps Your Profile Alive
I tell you this often: the Google profile is not a static storefront. Google Posts allow you to publish news, offers, events, or updates. Just like your social networks, you need to be regular.
One of my e-commerce clients posts his promotions every Monday. The result: a 35% increase in clicks in 3 months on his profile. Posts stay visible for 6 months, but it is better to publish every week to remain active.
Customer Reviews: The 2026 Version of Word-of-Mouth
88% of users read reviews before buying. That’s huge. Ask your satisfied customers to leave a comment, and always reply, even to criticism.
In your responses, you can subtly reuse keywords such as “thank you for your feedback on our SEO support in Nice.” This strengthens your local SEO without cheating. Customer reviews are among the key elements for good local visibility.
In 2026, it is very important to vary review platforms, as Google can display them on the profile; try TrustPilot or other verified review services.
Visuals: One Picture is Worth a 100 Clicks
Don’t settle for three poorly framed photos. Regularly add recent visuals: storefront, team, achievements, atmosphere, products, presentation videos.
Personally, I add a screenshot of the client’s website when I finish a project.
Statistics: Google Insights is Your Ally
Under your profile, you have access to valuable statistics: clicks, calls, direction requests, photo views… You see what works and what needs adjustment.
I analyze this data every month for my clients. This allows for adapting posts or testing new visuals.
NAP Information: Consistency to the Letter
Name, Address, Phone: Verify that this data is identical everywhere (website, directories, social networks). Inconsistency can sow doubt with Google… and your clients.
I perform a complete NAP audit at every client onboarding. Small errors, like an old mobile number remaining on a site, are more frequent than one might think.
Products, Services, and Attributes: Your SEO Bonuses
Remember to fill out the products/services section. Add descriptions, prices, and images. This is often neglected, yet it is a goldmine for Google.
Also add specific attributes to your activity: “Handicap accessible,” “Free parking,” “Wi-Fi,” etc. These are filters directly activated by users in Google Maps. The more complete and relevant your Google page is, the stronger your local visibility will be.
Reporting Non-Compliant Competitor Profiles
This is a little-known but perfectly legitimate practice. If you spot a competitor profile that is cheating – by adding keywords to the name or using a ghost address – you can report it to Google.
I did this for a real estate agent client in Toulouse. A neighboring agency had three profiles, each with a name variation stuffed with keywords. After reporting, two disappeared. The result? My client regained a spot in the local pack.
Exploit the Questions & Answers Section
Few companies think about it, yet it is a real SEO lever. The Q&A section of your profile allows users to ask questions… or for you to anticipate theirs.
I advise you to write some frequent questions yourself, along with their answers: “Do you accept online payments?”, “Can we book an on-site consultation?”, etc.
It reassures, informs, and saves you from wasting time answering the same emails repeatedly.
Update Your Information Regularly
One forgotten detail and everything falls apart: wrong hours, broken site, dead link… Think about checking your info every quarter, or as soon as a change occurs.
During the holidays, every year I see dozens of profiles indicating “open” when the shops are actually closed. This creates frustration – and damages your image.
Take two minutes to adjust: special hours, link to your site, email address, mobile number (Businesses can now connect their Google Business profile to WhatsApp)… Keep everything up to date; it’s good for your local SEO.
Enable the Google Business Profile Chat
Recently, Google has offered integrated direct messaging on your profile (available only via the mobile app). Once activated, clients can send you instant messages.
This seems very practical, although I haven’t been able to test this functionality extensively yet.
Create a Link from Your Site to Your Profile
Remember to integrate a link to your Google Business profile from your website. For example: “Leave a review on our Google profile” or “Find us on Google Maps.”
It makes life easier for your clients… and Google likes seeing this connection between the two platforms. The more your entities are linked, the better they understand each other.
In return, display your Google reviews on your site and/or a Google Maps.
A simple SEO tip: on your site, create a “How to find us” button with a direct link to Google Maps. The anchor text used plays a role. Google recognizes this link as a relevant local indication. And your customers find the way easily.
In Summary…
The optimization of a Google profile is not a one-time thing, but an ongoing process. This follow-up, consistency, and interaction are what make creating a Google page an active local visibility lever.
FAQ: Everything You Need to Know to Create an Effective Google Page
Is it free to create a Google Business page?
Yes, completely. Creating a Google page costs nothing. What takes time (and sometimes professional help) is regular optimization to appear in the top results.
How long does it take for my profile to appear on Google?
Once the profile is verified, it can appear within 24 to 72 hours. But be aware, its visibility depends on its quality, reviews, profile activity, and your local competition.
Do I need a physical location to create a Google profile?
No, not necessarily. If you work from home or remotely, you can indicate a service area without displaying your address. Google allows this configuration for mobile or online providers.
What should I do if a competitor cheats on their Google profile?
You can report a non-compliant profile directly via the “Suggest an edit” option or from the Google Business console. For example, if they use a fake name or a fictitious location.
How do I recover an existing profile for my business?
If a profile has already been created (by a previous manager or Google itself), you can request ownership through the profile. You will need to prove that you are indeed the owner or manager.
What is the best frequency for posting Google Posts?
Once a week is ideal. This shows Google that your profile is active and alive. You can publish your offers, updates, events, or local news there.
