Optimising your Google Business Profile has become essential for any local business looking to improve its online visibility. In this practical article, we take you step-by-step through five key stages, from claiming your listing to managing customer reviews and using advanced features. You'll learn how to make your profile more attractive, credible and effective on Google in 2025. An accessible, illustrated and results-oriented tutorial, with no unnecessary jargon - perfect for entrepreneurs, retailers or service providers.
Introduction
Welcome to this comprehensive guide for professionals looking to boost their local presence on Google. Whether you're a restaurant owner, shopkeeper, therapist or craftsman, your Google Business Profile (formerly Google My Business) is now one of the most powerful levers of visibility. In 2025, more than 90% of Internet users will consult a Google listing before contacting or visiting an establishment. This channel allows you to appear at the top of local searches and on Google Maps, to pass on reliable information, to engage in dialogue with your customers and to increase your business opportunities. All free of charge. But you still need to use it properly. Follow the guide!
1. Claim and verify your Google Business Profile
💡 Need help? Lumineth can help you create or claim your Google listing, taking care of all the technical steps, including verification by postcard, phone or video.
The very first step is to make sure you have control over your listing. It may already exist, created automatically by Google or filled in by web users. Do a Google search using the name of your establishment and your town. If a listing appears in a box on the right (on a computer) or at the top (on a mobile phone), check whether the link "Are you the owner of this establishment? appears. If so, click on it to initiate the claim procedure. If no record exists, create one from the official platform.
Once the listing has been claimed or created, Google will ask you for verification. In 2025, several methods exist:
- Postcard: sending a code to your physical address - receipt in 5 to 14 days.
- Telephone or SMS : immediate sending of a code to a number associated with the company.
- Email: option available if you have a pro address linked to your domain.
- Video: video call or video recording showing your premises, signage, etc.
Tip: while waiting for the code, avoid changing any sensitive information on the form, as this could trigger a new check.
2. Complete the key information on your profile
📌 Lumineth can perform a full audit of your listing and ensure that each field (address, categories, hours, attributes) is properly filled in and optimised for local SEO.
A well-completed listing is your best digital business card. It reassures, facilitates conversion, and sends good signals to Google's algorithm. Many business owners make the mistake of completing only a minimum number of fields, thinking that this is enough. However, every detail counts: for example, not indicating opening hours can lose a customer who is in a hurry and looking for an immediate response. Failing to define a service area prevents it from appearing in certain local queries. Even the category you choose greatly influences the results you appear in.
This completion work must be carried out rigorously, also checking the consistency of the information across all your channels (website, social networks, professional directories). An inconsistent listing, with a different address between your site and your Google profile, for example, can harm your positioning. Google cross-checks all this information in its reliability algorithms.
A good tip is to put yourself in a customer's shoes. Imagine discovering your own business for the first time on Google: is all the information available in less than 30 seconds? Is it understandable and up to date? If not, it's time to correct it!
And remember: a richly-filled form also gives access to more advanced features such as attributes or specific services. It's also a gateway to creating posts or displaying enhanced notices. The more information you provide, the more Google trusts you... and the more your customers will too.
A partially completed listing does not inspire confidence in customers or Google. A complete and up-to-date listing is more likely to appear at the top of local results. Here are the things you shouldn't overlook:
- Name: exact, with no superfluous keywords added.
- Address: complete, with map verification. Adjust pin if necessary.
- Service area: if travelling to customer premises, define postcodes or towns served.
- Telephone: local and reachable, consistent with your other media (website, directories, etc.).
- Hours: normal, exceptional (public holidays), up to date.
- Website: add the direct link to your main page.
- Main category: choose the one that best describes your business.
- Attributes: payment options, accessibility, Wi-Fi, etc. to be ticked according to your type of activity.
- Products/Services: if applicable, with descriptions and rates.
A well-completed listing is also a consistent listing across all channels. Check that the information (name, address, telephone) is identical on your website and your other online profiles.
3. Write an engaging, SEO-focused description
📝 Leave the writing to the experts: Lumineth has a team of specialist writers who can create an engaging description for you that is 100% optimised for local SEO.
The description is an insert of up to 750 characters to introduce your business. This small paragraph is often overlooked, yet it is essential: it is one of the first textual contacts between your company and potential customers. It appears directly in your Google listing, sometimes even before the user has clicked to see more. This means that in just a few words, you need to grab attention, build trust and prompt action.
Here's an example of a recommended structure:
- Sentence 1: who you are, what you offer, and your location.
- Phrase 2: your flagship products or services.
- Phrase 3: your differentiating assets.
- Sentence 4: an implicit call to action.
Example:
Bike workshop specialising in the repair and sale of electric bikes. Located in the city centre, our team welcomes you from Monday to Saturday. Fast services, personalised advice and a wide choice of accessories. Come and see our models in shop or book your diagnosis online.
The key is to stay natural, without overdoing it. Avoid untimely capital letters, excessive exclamation marks, or unverifiable superlatives like "the best". Go for authenticity and expertise. Good copy doesn't have to be flashy to convert.
You can also rely on tools like Google Keyword Planner or AnswerThePublic to identify the most searched-for local keywords in your sector. Insert them naturally, without forcing them. For example, if you're a hairdresser and the term "men's haircut in Paris 15" comes up frequently, it might be a good idea to incorporate it subtly into your text.
.Finally, don't hesitate to have your description proofread by someone you know, or better still, by a digital content professional. A good description is clear, concise, well-structured... and proofread!
Avoid including links or phone numbers in this field. Use local keywords naturally (e.g. "bike repair", "electric bikes", etc.).
4. Add professional photos and videos
📷 No nice photos? Lumineth works with professional photographers to offer you an on-site photo shoot to showcase your establishment, your products and your team.
A listing with visuals attracts much more attention. Here are the types of content to focus on:
- Logo (square format)
- Cover photo (overview, signature dish, facade...)
- Photos of the interior, the team, your products or services
- Customers (with their agreement), events or backstage
- Short videos (30 seconds to 1 minute)
Tip: add a new photo every month to signal that your establishment is active. Images should be sharp, bright and realistic.
5. Manage customer reviews and exploit new features
⭐ Lumineth can help you define a customer review strategy, automate post-purchase review requests, and provide customized sample responses for every situation.
5.1 Managing customer reviews
Reviews are a major conversion factor. Here's a useful summary table:
| Type of review | Impact | Recommended response |
|---|---|---|
| 5 stars | Builds trust | Thank you warmly with a personalized touch |
| 4 stars | Good impression but room for improvement | Thank you and offer to do even better |
| 3 stars | Neutral | Request clarification to improve |
| 1-2 stars | Negative, may deter | Be polite, apologise and offer direct contact |
5.2 Messaging, FAQs and Google Posts
Messaging: allows customers to send you a message directly via your listing. Enable this feature if you can respond quickly.
FAQ: answer frequently asked questions or anticipate them yourself (times, making appointments, accessibility...).
Google posts: use this function to publish news, promotions or events. This shows that your establishment is active and involved.
6. Track statistics and adjust your strategy
📊 Save time with automated tracking: Lumineth analyses your listing's performance for you every month and sends you a simplified report with recommendations for action.
Your Google Business Profile dashboard provides a wealth of data:
- Number of impressions
- Searches carried out by web users
- Actions carried out: clicks, calls, route requests
- Performance of photos and posts
These statistics make it possible to identify what's working (or not) and to optimise your listing on an ongoing basis.
7. Set up an effective management routine
🔄 Lumineth offers monthly management packages including publishing posts, responding to reviews and continuously updating your profile.
- Check reviews at least once a week
- Update your hours if anything changes
- Add at least one new photo per month
- Publish a post every 1 to 2 weeks
- Review your description once a year
Points to remember
- Control your Google listing via claiming and verification
- Scrupulously complete all the basic information
- Edit an engaging description with local keywords
- Add photos and videos regularly
- Respond to customer reviews, both positive and negative
- Activate messaging, manage your FAQ and publish posts
- Analyse statistics to refine your strategy
Why call on Lumineth
Optimising your Google Business Profile may seem simple on the surface, but there are many strategic details behind it. From data consistency to selecting the right keywords, managing visuals, reviews and regular publications, every aspect counts. That's why calling on a partner like Lumineth not only saves you time, but also allows you to benefit from local, human and tailor-made expertise.
As a digital agency specialising in local SEO, Lumineth offers:
- A full audit of your existing listing
- The creation and reselling of listings for establishments just starting out
- Professional writing of SEO-optimised descriptions
- A customer review and response strategy tailored to your image
- The planning and management of Google Posts publications
- Regular performance monitoring with targeted adjustments
Working with Lumineth means ensuring a polished, credible and high-performing online presence - a real visibility and growth accelerator for your local business.
Conclusion
Your Google Business Profile is much more than just a directory. It's a strategic lever for being seen, chosen and recommended. By following these simple but powerful steps, you'll build a credible and attractive digital presence. Take the time to set up an optimisation routine, and you'll quickly see the results: more visibility, more calls, more customers. You now hold all the cards to make your business shine online.
Appendix
To complete this guide, here are some additional useful elements to have to hand when optimising your Google Business Profile:
- File audit checklist: Name, address, telephone number, opening hours, website, category, photos, description, customer reviews, FAQs, recent publications.
- Google useful links: Create or claim a listing, Access your dashboard
- Recommended image format: JPG/PNG, minimum resolution 720 px, square format for logo, horizontal for cover.
- Example of local keywords: "hairdresser in Bordeaux", "emergency plumber Lyon", "vegetarian restaurant Lille", etc.
- Recommended free tools: Keyword Planner, AnswerThePublic, Canva (visuals)