How to appear on Google Maps: a guide to Google Business Profile

When someone searches for “hairdresser near me”, “English academy in Chamberí” or “physiotherapist in Madrid”, the first thing they see is usually not a website but a map with three businesses. Appearing there depends, above all, on a free tool: Google Business Profile (formerly called Google My Business).

In this guide we explain how to create, verify and optimise it so your business appears on Google Maps and in local searches.

Step 1: create or claim your profile

Sign in to Google with the account you are going to use for your business and search for “Google Business Profile”. Type the name of your business: if a listing already exists (Google sometimes creates them automatically), you can claim it; if not, you will create a new one.

Choose your primary category carefully: it is one of the factors that most influence which searches you appear in. Be specific (“Marketing agency”, “Pilates studio”, “Language school”) and add secondary categories if they fit.

Step 2: address or service area

If you receive customers at a premises, enter the exact address. If you travel to your customers’ homes or work remotely, you can hide the address and define a service area (for example, Madrid and surrounding areas).

Step 3: verify your business

Google needs to check that the business is real and that it is yours. Depending on the case, it will ask you to verify it by phone, by email, with a video of the premises or by other methods. Until it is verified, the listing will not be shown normally, so it is best to do it as soon as possible.

Step 4: complete 100% of your listing

A complete listing conveys trust and has a better chance of appearing. Check these points:

• Name: your business’s real name, without adding keywords (Google may penalise it).
• Phone and website: they must match the ones on your website.
• Opening hours: including special hours on public holidays.
• Description: what you do, who for and what makes you different.
• Services or products: with a short description of each one.
• Photos: storefront, interior, team and work. Listings with real photos generate more trust.

Step 5: get reviews (and reply to them)

Reviews are one of the most important local SEO factors and, on top of that, they decide whether a customer calls you or your competitor. Ask every happy customer for a review: share the direct link by WhatsApp or email, or put it in a QR code at your premises.

Reply to every review, including the negative ones. A polite reply that offers a solution says a lot about your business.

Step 6: keep your listing alive

Google values active profiles. Post updates, offers and events from time to time (for example, your Black Friday campaign or your Christmas opening hours), upload new photos and answer the questions people ask.

Step 7: connect your listing with your website

Your Business Profile and your website reinforce each other. Make sure your name, address and phone number are exactly the same in both places, include a map on your contact page and work on your website’s local SEO with copy that mentions your city and neighbourhood.

Common mistakes to avoid

• Using a name stuffed with made-up keywords (“Pilates Madrid Cheap Centre”).
• Having out-of-date opening hours, especially on public holidays.
• Ignoring reviews or replying aggressively.
• Creating several listings for the same business.

Want your business to appear on Google Maps?

At MdArte we create and optimise Google Business Profiles and work on the local SEO of businesses in Madrid so the people searching nearby can find you. Tell us about your case and we will reply within 24 hours.