Google My Business Profile

Google My Business profile: a clear definition for retailers and freelancers

The Google My Business profile, now called Google Business Profile, is the official listing of a business as it appears in local results and on Google Maps. This profile is created, claimed and administered by the company in order to present reliable information to Internet users searching on Google.

For a retailer or independent entrepreneur, the Google My Business profile is more than just a technical insert. It’s a public showcase, often consulted even before the website, and plays a decisive role in local visibility and e-reputation.

Source: Google France, About the Google company profile
https://support.google.com/business/answer/3038177?hl=fr

What are the practical uses of a Google My Business profile?

The Google My Business profile instantly displays essential information about a business: name, address, telephone number, opening hours, business category, service area and website link. It also provides access to customer reviews, photos, publications and messages.

For small businesses, this profile is often the main point of entry. According to France Num, a large proportion of local searches result in a quick action, such as a call or a route request, directly from the Google listing.

Source: France Num, Why and how to create a Google Business Profile, 2023
https://www.francenum.gouv.fr/guides-et-conseils/developpement-commercial/visibilite-en-ligne/creer-une-fiche-google-business-profile

Google My Business profile and local e-reputation

The Google My Business profile is one of the pillars of local e-reputation. Customer reviews are publicly visible, accompanied by an average rating that strongly influences the perception of the company. Before any contact is made, the Internet user forms an opinion based on these elements.

A study conducted by IFOP shows that online reviews have become a central criterion of choice for French consumers, particularly for local services. The way in which a company responds to reviews, both positive and negative, directly contributes to its image of seriousness and professionalism.

Source: IFOP, The French and online customer reviews, 2022
https://www.ifop.com/publication/les-francais-et-les-avis-clients-en-ligne/

How Google evaluates a Google My Business profile

Google explains that profile visibility is based on three main criteria: relevance, distance and awareness. The Google My Business profile feeds directly into these criteria. The categories chosen, the description of the business and the content published reinforce relevance. The address or service area provides information on distance. Reviews, regular updates and the company’s overall presence contribute to brand awareness.

Google also cross-references profile information with website and other online sources. Any inconsistencies can damage the credibility of the profile and, consequently, the e-reputation.

Source: Google France, Improve your local ranking, official help
https://support.google.com/business/answer/7091?hl=fr

The difference between a Google My Business profile and an unclaimed listing

An unclaimed profile may exist automatically, created from public data. In this case, the company has no control over the information displayed or the management of reviews. Claiming and administering your profile allows you to correct data, add real photos, publish news and reply to customers.

For e-reputation, this control is essential. An unmanaged listing leaves the perception of the company to Internet users alone, with no possibility of contextualization or response.

Source: Service-public.fr, Online visibility of local businesses, 2023
https://entreprendre.service-public.fr/vosdroits/F34998

Common Google My Business profile errors

Certain mistakes can have a lasting impact on local visibility. Non-updated opening hours, out-of-date photos, failure to respond to reviews or the use of artificial keywords in the name of the establishment are all penalizing practices. Google explicitly forbids such manipulations, and can suspend a profile in the event of non-compliance.

Suspension means that local results disappear almost immediately, with a direct impact on business activity.

Source: Google France, Rules for business cards
https://support.google.com/business/answer/3038177?hl=fr

Google My Business profile: a long-term strategic asset

With the rise of mobile, voice and location-based searches, the Google My Business profile is becoming a strategic asset for local businesses. It’s no longer just a question of being present, but of being credible, consistent and active.

For a retailer or independent entrepreneur, managing your Google My Business profile means managing your local visibility and e-reputation on a daily basis. It’s a lever of trust, differentiation and commercial performance, essential today and destined to become even more important in the years to come.