Does your business offer good products or services, but customers in your local area can’t find you on Google Maps? A well-structured local online presence can help internet users discover your business, check your opening hours, read reviews and get in touch with you. To achieve this, it is not enough simply to create a listing: you need to fill it in, keep it up to date and link it to a coherent website.
In this guide, Elvis Web explains how to improve your local visibility in both France and Madagascar, what information to check and what mistakes to avoid. Results are never guaranteed: Google uses a number of factors and tailors the results to the search query, distance and search context.
When someone is looking for a service near their home, they often want to find a professional quickly, check their opening hours, compare reviews or get directions. A well-filled-in business listing gives them access to this information without having to search for it on several different websites.
Local visibility can help to:
Please note: appearing on Google Maps does not guarantee a top ranking or a specific number of customers. Factors such as competition, geographical proximity, the quality of the information provided and the relevance of the offering all play a part.
The Google Business Profile service allows eligible businesses to manage the information that may appear in Google Search and on Maps. Start by searching for your business name: a listing may already exist. If so, follow the official procedure to claim it rather than creating a duplicate.
If no listing exists, create one using the company’s Google account and follow the steps provided. Google may ask you to verify your identity to confirm that you are authorised to manage the business. The methods available vary depending on the profile and are not always optional.
A useful listing should reflect the reality of the business. Incomplete, contradictory or out-of-date information causes confusion and can lead to lost leads. Fill in all the relevant fields provided by Google, without adding artificial keywords to the company’s official name.
| Element | Best practice | Things to avoid |
|---|---|---|
| Surname | The actual name used by the company | Add a list of keywords or towns |
| Address or area served | A precise location suited to the business | List an address where you do not receive clients |
| Telephone | A valid, monitored number | An obsolete or unchecked number |
| Category | The category that best describes the main activity | Selecting unrelated categories |
| Opening hours | Actual timetables and exceptions | Entering incorrect opening hours or closing times |
| Website | An official, fast and mobile-friendly website | A broken link or a link to an unrelated page |
If you work at your clients’ premises and do not receive members of the public at your own address, please check Google’s guidelines for service-based businesses. Do not list a private address as if it were a shop open to the public when it is not.
The main category should represent the core of your business. Additional categories are only useful if they genuinely correspond to the services you offer. You should then describe your services in the fields provided, using simple language that your customers will understand.
For example, a plumber might outline the types of services they actually offer, whilst a restaurant might specify the type of cuisine it serves, its menu options and the services it provides. A web agency might detail website creation, WordPress maintenance or search engine optimisation if these services are in fact available.
Avoid mechanically repeating the same keyword in every field. A clear, accurate and useful entry is preferable to one filled with contrived phrases.
Photos enable potential customers to visualise your business, your products or your team. Opt for genuine, sharp, well-lit and recent images: the façade, the interior, your team, your work, your products or your company vehicles, depending on your line of business.
Alternative text is particularly important for images published on your website: describe what the image shows, in a natural way and without cramming in keywords. Do not confuse the alternative text for an image on your website with the information on your Google Business Profile.
Reviews help internet users understand the experiences of other customers. Ask customers for a review after a service has been provided, for example via a direct link or a QR code. The request should remain neutral: let everyone be free to give their opinion.
Do not pay for reviews, do not publish fake testimonials and do not offer rewards in exchange for a positive review. These practices undermine trust and may breach the relevant rules.
Respond to reviews politely, whether they are positive or negative. Thank the person, address the specific issue and, if necessary, suggest continuing the discussion in private. Do not include any personal information about the customer in your reply.
“Thank you for your feedback and for placing your trust in us. We’re delighted that you were satisfied with the support we provided. We look forward to helping you again!”
Your listing and your website play complementary roles. The listing makes it easier for people to find and access key information; the website allows you to showcase your services, your portfolio, your indicative prices, your guarantees and your contact details.
Check that the link on the listing leads to a relevant page that is accessible on mobile devices. On your website, ensure your contact details are consistent, clearly explain your service area and include prominent calls to action: call us, request a quote or book an appointment.
If you serve several towns, only create local pages that are genuinely useful, with specific and verifiable content. Avoid creating dozens of almost identical pages for the sole purpose of targeting different town names.
A company’s name, address and telephone number are often grouped under the acronym NAP (Name, Address, Phone). Check the information on your website, your social media profiles and the major business directories. An out-of-date address or telephone number can put customers off and make it difficult for them to get in touch.
You don’t need to be listed on every directory out there. Prioritise reliable platforms that are relevant to your sector, then update the listings you manage. If you move house or change your number, make sure to update your main profiles.
| Error | Why correct it? | Recommended action |
|---|---|---|
| Create multiple records for the same activity | This may cause confusion | Check for duplicates and follow Google’s procedures |
| Inaccurate information | Customers cannot contact you or find you | Check telephone number, address and opening hours |
| Name overloaded with keywords | Risk of non-compliance with the platform’s rules | Use the company’s real name |
| Paid or fake reviews | They undermine trust and can be removed | Ask real customers for honest feedback |
| Website is slow or difficult to read on mobile devices | Visitors may be likely to leave | Optimise images, navigation and forms |
| Entry never updated | Timetables or services become obsolete | Arrange for a monthly check |
Once you’ve set up your listing, don’t just check its position on your own phone: results may vary depending on location and search query. Check the statistics and performance data provided in Google Business Profile where available, as well as your website’s data in Google Analytics or Google Search Console if these tools are set up.
Track metrics that are relevant to your business: calls received, clicks to the website, route enquiries, forms submitted and qualified quote requests. Compare periods with care, taking into account seasonality, your campaigns and changes in demand.
| Day | Action | Expected result |
|---|---|---|
| 1 | Search for the record and check whether it is accessible | To find out whether it exists and who runs it |
| 2 | Correct the name, category, contact details and opening hours | Reliable information |
| 3 | Add recent photos | A more representative profile |
| 4 | Check the link to the website and the contact details | Functional contact course |
| 5 | Ask customers for genuine reviews | Genuine and transparent feedback |
| 6 | Check the key information published elsewhere | Fewer contradictions |
| 7 | Record the baseline indicators and plan for follow-up | A benchmark for measuring progress |
Creating and managing a standard Google Business Profile is free. However, support services, photography or SEO services offered by third-party providers may incur a charge.
The time taken depends, amongst other things, on the verification process, the quality of the information and Google’s processing. There is no standard timeframe or guarantee of ranking. After making a change, please check that the listing has been published and is correct.
A website is not always essential for a listing to be eligible. However, it is still useful for detailing your services, showcasing your work, answering customers’ questions and converting visits into enquiries.
Some businesses that visit their customers’ premises may qualify as ‘service area’ businesses. The rules depend on the type of business: please check Google’s official guidelines before publishing an address.
At Elvis Web, we support businesses in creating WordPress websites, enhancing their online presence and implementing SEO strategies tailored to their objectives. We can help you structure your website, clarify your services, make it easier for people to get in touch, and establish a solid foundation for your local visibility.
Would you like to take stock of your online presence? Find out more about our services at elvisweb.com and please get in touch with us to discuss your project.
Key takeaway: an accurate, comprehensive and regularly updated listing is a solid foundation. Combine this with a useful website, genuine reviews and effective follow-up on enquiries to achieve sustainable growth.
Contact us now to discuss your project. We’ll provide a free, no-obligation quote within 24 hours.
