When people look for a local business, they rarely scroll past the map at the top of Google. A Google Business Profile is what puts your business on that map and in Google Maps, complete with your opening hours, reviews, photos and a link to your website. It’s free, and for most small businesses in the Netherlands it’s one of the most effective marketing tools there is.
In this guide we walk you through setting up your Google Business Profile step by step, and share the tips that help you rank higher in your area.
Why your Google Business Profile matters
- You show up in the map results. For searches like “hairdresser Haarlem” or “plumber near me”, Google shows a map with a handful of local businesses above the normal results.
- Customers can contact you instantly. They can call, get directions or visit your website straight from the search results.
- Reviews build trust. Good reviews are one of the first things potential customers look at.
- It’s free. You only invest some time.
How to set up your Google Business Profile, step by step
1. Sign in and add your business
Go to Google Business Profile and sign in with a Google account, preferably a business account rather than a personal one. Search for your business name. If it already exists, claim it; otherwise, add it as a new business.
2. Use your real business name
Use the name you actually trade under, as on your signage and website. Don’t add extra keywords or place names to it. It’s against Google’s guidelines and can get your profile suspended.
3. Pick the right category
Your primary category has a big influence on which searches you appear for. Choose the most specific one that fits, then add a few secondary categories for your other services.
4. Add your location or service area
Do customers visit you? Add your address. Do you visit customers or work from home? Set up a service-area business, hide your address and list the towns and regions you serve, for example Zandvoort, Haarlem and Amsterdam.
5. Add your contact details and website
Add your phone number and website. Make sure these details match your website and other online listings exactly. Consistency helps Google trust your information.
6. Verify your business
Google needs to confirm your business is real. Depending on your business, this can be done by video, phone, email or a postcard. Follow the instructions in your account; your profile only goes fully live after verification.
7. Complete every part of your profile
- Opening hours, including holiday hours
- A clear description of up to 750 characters, mentioning your main services and area
- Your services or products, with short descriptions
- Your logo, a cover photo and real photos of your work, team or location
How to rank higher on Google Maps
- Collect reviews regularly. Ask every happy customer for a review and send them the direct review link.
- Reply to every review. Thank people for positive reviews and respond calmly and helpfully to negative ones.
- Post updates. Share new projects, offers or news every week or two to keep your profile active.
- Add new photos. Profiles with recent, real photos tend to get more clicks.
- Link it to a good website. A fast, clear website with your services and location supports your local rankings.
Common mistakes to avoid
- Stuffing keywords into your business name
- Creating more than one profile for the same business
- Different addresses or phone numbers on different websites
- Leaving reviews unanswered
- Setting it up once and never looking at it again
Your profile is only half the story
Your Google Business Profile sends people to your website, so make sure it’s ready for them. Wondering what a new site would involve? Read our guide on how much a website costs in the Netherlands.
Want help getting found in your area? Our SEO service includes local SEO and Google Business Profile optimisation for businesses in Zandvoort, Haarlem, Amsterdam and the rest of the Netherlands. Get in touch and we’ll take a look together.
