Google My Business, now known as Google Business Profile, is a free tool that allows you to represent your business across Google Search and Google Maps. For many users, this profile is the first point of contact with a business.
You can manage the following information through your profile:
- Business name and category
- Address or service area
- Phone number and website
- Social media profiles, such as Instagram and LinkedIn
- Opening hours and special holiday schedules
- Photos, videos, and logo
- Products, services, and menu information
- Reviews and the questions and answers section
This information does more than provide customers with a first point of contact. It also supplies Google’s algorithm with critical data used in local ranking decisions.
Why Is It So Important for My Brand and Local SEO?
Google considers three main criteria when determining local rankings:
Relevance: How closely your business matches the user’s search intent. The more accurate and detailed your profile information is, the stronger this signal becomes.
Distance: The physical proximity of your business to the person performing the search.
Prominence: The online and offline reputation of your business. Reviews, ratings, mentions across the web, backlinks, local authority, and overall brand awareness are evaluated under this factor.
When your profile is properly optimised:
- You can appear more frequently in local search results and the Local Pack.
- You may rank above competitors on Google Maps.
- The number of users requesting directions may increase.
- Phone calls and website visits may grow.
The importance of local SEO is not limited to ranking within Google’s algorithm. User behaviour also supports its value. When people want to discover a new business, they increasingly turn directly to search engines and map applications. Mobile users, in particular, tend to choose the fastest and most reliable solution available nearby.
When you implement local SEO correctly, people who have never heard of your business but are actively looking for a service in your area can discover you. You do not need to allocate large advertising budgets to gain this visibility. With an effective local SEO strategy, small and medium-sized businesses can compete on the same digital stage as major brands.
Local Keywords and Long-Tail Queries
For local SEO, focusing only on broad keywords such as “hairdresser”, “restaurant”, or “florist” is not enough. Users often search with longer, location-specific queries that express clearer intent.
For example, when you target only the keyword “florist”, you compete with a large number of businesses on a national scale. In contrast, long-tail phrases such as “Sarıyer florist”, “florist in Sarıyer”, or “Sarıyer birthday flowers” generally have lower competition and stronger purchase intent.
Using location-focused keywords in your Google Business Profile description, category-related service fields, website headings, and on-page content can improve your visibility in the area you serve. Naturally including district, neighbourhood, and even street names in your content may contribute directly to local SEO performance.
Capture Different Search Intents with Semantic SEO
Users do not always search using the same phrases. One person may search for “breakfast in Beşiktaş”, while another searches for “traditional Turkish breakfast in Beşiktaş”, “breakfast with a sea view in Beşiktaş”, or “Sunday breakfast in Beşiktaş”.
A semantic SEO approach involves describing your products and services using different but related expressions. This allows you to avoid depending on a single keyword and increases your visibility across a broader range of semantically similar queries.
By including variations that address different search intents in your Google Business Profile description, website service pages, and blog content, you can increase your chances of ranking for a much wider set of local queries.
Set Up and Verify the Profile Correctly from the Beginning
A successful local SEO strategy starts with a clean, accurate, and policy-compliant setup.
Business Name
Your business name should exactly match the name displayed on your physical signage and should be used consistently across all platforms. Adding keywords, district names, or promotional phrases can be risky because Google may interpret this as spam.
Additional points to consider include:
- Enter the name exactly as it appears on your signage. Consistency in uppercase and lowercase letters, spelling, and special characters is important.
- The business name on your website, social media accounts, and official records should be identical.
- Do not add phone numbers, URLs, services, or slogans to the business name field.
- If you operate multiple branches, use the same naming format across all locations.
Verification Method, Video Verification
Google now commonly uses video verification as the standard method for new businesses. Postcard verification is no longer widely available. The video should be recorded in a single take and must prove that you genuinely manage or represent the business.
What to Include During Video Verification
The following elements should be included:
- The video should be original, unedited, continuous, and recorded in a single take.
- It should be at least 30 seconds long.
- The exterior of the business must be shown. The signage, building number, street view, and recognisable nearby landmarks should be visible.
- The interior should clearly show business areas, equipment, and the spaces where services are provided.
- The video should contain proof of management authority. For example, you may show yourself unlocking the business premises or operating the cash register.
- Camera, location, and microphone permissions should remain enabled during recording.
- Lighting and image quality should be clear. Dark or unstable footage increases the risk of rejection.
What Should Not Be Included
The following information should not appear in the video:
- Sensitive information such as bank account details, tax numbers, or identity numbers
- Private information belonging to you or other people
- The faces of other individuals without their permission
The review process generally takes several business days. Google may request additional verification if necessary.
Category Selection
Category selection is one of the most powerful ways to explain exactly what your business offers to Google.
The following points should be considered:
- The primary category should describe your main business activity.
- Secondary categories should only be used to support additional services.
- Selecting too many categories may make your profile unclear. It is better to use a limited number of highly relevant options.
- The selected categories should be consistent with your website and other digital platforms.
- Service-area businesses should avoid categories that primarily describe physical retail stores when those categories do not match their actual operating model.
Address and Location
Accurate address information is one of the foundations of local ranking.
The following points should be considered when configuring your address and location:
- If you have a physical store, provide the full address, including the street name, building number, and postal code.
- If you do not receive customers at your location, you may hide the address and define a service area instead.
- The address format should be consistent across all digital platforms. Differences in neighbourhood names, street abbreviations, or spelling can create inconsistency.
- Virtual offices and post office boxes are generally not considered eligible business locations by Google.
- The address shown during video verification should exactly match the address listed on the profile.
Social Media Links
The Social Profiles section introduced by Google has become an important visibility signal.
The following practices are recommended:
- Add active profiles such as Instagram, Facebook, and LinkedIn.
- Make sure the business name, address, and phone number shown on social media are consistent with your Google Business Profile.
- The accounts you link should be current and active. Accounts that have not been updated for a long time or contain outdated information may reduce brand credibility.
- Sharing locally focused content can strengthen your business’s regional authority.
How to Create a Google Business Profile, Step-by-Step Setup
Creating a Google Business Profile involves a series of relatively simple steps. By completing them correctly, you can prepare a comprehensive and properly configured profile.
1. Start with Your Google Account
First, sign in with an active Google account. It is important to use an account owned by the business owner or an authorised representative.
2. Start the Setup Through Google Search
Search for “Google Business Profile” in your browser and select the option to begin managing or creating a profile.
3. Enter Your Business Name
You will be asked to enter the name of your business.
- Use the exact name displayed on your signage.
- Do not add keywords or district names.
Once you have confirmed the name, continue to the next stage.
4. Select the Business Type and Category
Google will ask you to describe the type of business you operate.
- Select the most appropriate option from the available business types.
- Choose your primary business category.
- You can add secondary categories later if you provide additional services.
- Category selection is a critical step because it directly affects ranking relevance.
5. Add Your Physical Address
If your business has a location where customers are served, you should enter the full address.
- Place the address accurately on the map.
- If you do not receive customers at your location, activate the Service Area option.
- Do not use a virtual office address.
6. Mark Your Business Location on the Map
Drag and zoom the map, then place the marker exactly where your business is located.
This is particularly important for businesses that provide services at a physical location.
7. Add Your Phone Number and Website
Google will ask you to provide contact information.
- Enter your phone number in the correct national format.
- Add your website if you have one. If you do not have a website, you can leave this field blank and continue.
8. Complete the Video Verification Step
At this stage, Google may request a video to verify the business.
The “Verify by Video” option will appear on the task screen. During the recording, you should show the following elements in a single take:
- The business sign
- The street and surrounding area
- The interior areas belonging to the business
- An action that proves you are authorised to manage the business
Once the verification video has been uploaded, Google will begin the review process.
9. Complete the Profile Details
You can begin editing your profile while verification is still in progress.
You can add the following information:
- Opening hours
- Services
- Products
- Social media accounts
- Business description
- Photos and logo
10. Your Profile Becomes Fully Visible After Approval
Once Google approves the verification, your profile becomes visible on Google Search and Google Maps.
After this stage, regularly adding photos, managing reviews, and publishing updates will help strengthen your profile.
Maintain NAP+W Consistency
NAP stands for Name, Address, and Phone, and it is one of the most important foundations of local SEO. Adding Website information creates NAP+W consistency.
To maintain consistency:
- The business name should be identical across all digital platforms.
- The address should always follow the same format. For example, if you write the full word for “neighbourhood” on one platform, avoid abbreviating it elsewhere.
- The phone number should be displayed in the same format everywhere.
Even small differences in spelling or formatting may create confusion for Google and negatively affect your authority.
Use a Local Focus in URLs and Title Tags
No matter how strong your Google Business Profile is, it will be difficult to reach your full potential if your website’s technical infrastructure is weak. URL structures and title tags are therefore critical for local SEO.
Website URLs should be as short, simple, and meaningful as possible.
Instead of:
yourwebsite.com/services
you may use a URL structure that describes both the service and location:
yourwebsite.com/besiktas-haircut
Including location information in page titles is equally important.
Instead of:
Professional Haircut
a title such as:
Professional Haircut and Hair Care Services in Beşiktaş
provides a much clearer signal to both users and Google.
The Strategic Impact of Category Selection
Category selection is the most direct way to explain what your business offers to Google.
- The primary category has the strongest influence on ranking relevance.
- Secondary categories should be used to support additional services.
Below is a sample list of commonly used categories.
Restaurant and Café Categories
Restaurant: Suitable for businesses offering general food service.
Café: Intended for businesses focused on coffee, beverages, and light meals.
Fast Food Restaurant: Used by businesses offering quick-service meals.
Dessert Shop: Suitable for businesses selling desserts and snacks.
Delivery Restaurant: Appropriate for businesses whose main service is takeaway or delivery.
Beauty and Personal Care Categories
Hair Salon: Suitable for businesses offering haircutting and hair care services.
Beauty Salon: Used by businesses providing skincare, makeup, and general beauty services.
Barber Shop: Intended for businesses offering men’s haircuts and grooming services.
Spa: Suitable for businesses focused on massage, relaxation, and wellness services.
Health and Medical Categories
Dental Clinic: Used by clinics providing dental healthcare services.
Doctor: Suitable for businesses offering general examinations and medical consultations.
Optician: Appropriate for businesses selling optical products and eyewear.
Physical Therapy Centre: Used by businesses providing rehabilitation and physiotherapy services.
Service Business Categories
Plumber: Suitable for businesses providing plumbing and water system services.
Locksmith: Used by businesses offering lock repair and door-opening services.
Cleaning Service: Suitable for businesses providing home and office cleaning.
Towing Service: Used by businesses offering roadside assistance and vehicle transportation.
Retail Categories
Grocery Store: Suitable for businesses selling food and everyday essentials.
Florist: Used by businesses selling flowers and bouquets.
Clothing Store: Suitable for businesses selling textiles and clothing.
Electronics Store: Used by businesses selling electronic products.
Optimise Product, Service, and Description Fields
A Google Business Profile functions like a content-rich micro website.
Services: Add each service you offer as a separate item.
Products: Upload your products to the Products section with photos, pricing, and descriptive information to increase visibility in mobile and desktop searches.
Description: Use relevant location-focused phrases in the business description. For example, a business may naturally mention that it offers breakfast services in Beşiktaş.
Avoid making unverifiable claims such as “the best breakfast in Beşiktaş” unless they can be supported by objective evidence. Descriptive and factual language is safer and more credible.
Stand Out with Attributes
You can select the facilities and features your business offers in the Attributes section. This may allow your business to appear when users apply specific filters.
Examples include:
Accessibility: Wheelchair-accessible entrance
Amenities: Wi-Fi, outdoor seating, children’s play area
Payments: Credit cards, NFC mobile payments
When users search for phrases such as “cafés with Wi-Fi”, these attributes may help your business stand out.
Use Photos and Videos Strategically
A clear photo of the exterior, signage, or building is essential so that customers can find your business easily.
- Share up-to-date interior photos that reflect the atmosphere of the business.
- Upload photos of menus or price lists, as users frequently search for this information.
- Add short vertical videos, approximately 30 seconds long, introducing the business.
Important Details for Image SEO
Uploading photos alone is not enough. To help images appear in search results, file names and alternative text should also have a clear and relevant local focus.
For example, if you operate a café, you can save the file as:
kadikoy-third-wave-coffee.jpg
instead of:
IMG_1234.jpg
You may use descriptive alternative text such as:
Interior of a café serving third-wave coffee in Kadıköy
Large image file sizes can negatively affect page speed. This reduces both user experience and SEO performance. Compress images before uploading them and keep the resolution at a reasonable level.
Review Management
Reviews are one of the strongest reference signals for the trustworthiness and reputation of your business in local search.
Where appropriate, encourage customers to describe the service they received and the location in their own natural language. This may create relevant local and service-related keyword signals.
Respond to every review. Thank users for positive feedback and remain professional when responding to negative reviews. Unanswered reviews may create the impression that the business is inactive or uninterested in customer feedback.
Avoid asking customers to include specific keywords or phrases unnaturally. Reviews should always reflect genuine experiences and should not be manipulated.
How Reviews on Your Website Support Local SEO
Reviews are a strong signal not only on Google Business Profile but also on your own website.
Publishing genuine customer reviews on product or service pages may increase conversion rates and provide search engines with useful engagement and relevance signals.
Location-related expressions may also contribute naturally to local keyword diversity. For example:
“I have not had such an enjoyable breakfast in Üsküdar for a long time.”
Where possible, your website may include:
- A star rating system
- A review text field
- An option for users to upload photos
This type of structure can improve both user experience and SEO value.
Questions and Answers, Messaging, and Updates
Messages: This feature allows customers to contact your business directly. Availability and functionality may vary depending on Google’s current product settings and market support.
Updates: Regularly publish campaigns, events, announcements, and business news. Continuously adding content to your profile signals that the business remains active.
Questions and Answers: You can proactively add and answer frequently asked questions, such as whether parking is free or paid, before potential customers ask them.
Monitor Performance Data Regularly
The former Insights panel has been replaced by the Performance section. Search for your business on Google and select the Performance option to monitor metrics such as:
- Profile views
- Search queries used to discover the business
- Direction requests
- Website clicks
- Phone call interactions
These metrics provide some of the clearest indications of whether your local SEO strategy is working.
Small Adjustments for the Turkish Market
Multilingual Content: If your business is located in a tourist area, provide information in both Turkish and English where appropriate.
District Names: Do not focus only on the city name in titles and content. Include district and neighbourhood names such as Nişantaşı, Çankaya, or Karşıyaka.
QR Codes: Making the review process simple is important. “Review Us” QR codes placed on tables, receipts, or near the checkout area can make it easier for genuine customers to leave feedback.
Review requests should remain optional and should not offer rewards in exchange for positive feedback.
Off-Site Local SEO, Social Media, and Backlink Strategy
Your Google Business Profile and website are the foundation of your local presence. However, Google does not evaluate your business only through information on its own platforms. It also considers how your business is referenced across the wider web.
The following sources are especially valuable for local SEO:
- Local news websites and blogs
- Regional business directories
- Social media groups and communities
- Industry associations and chamber websites
Links from trustworthy and relevant websites operating in the same city or district can increase the authority of your business in Google’s view.
For example, being included in an article titled “The Most Enjoyable Breakfast Places in Karşıyaka” on a local blog and receiving a link to your website may support both brand awareness and local search rankings.
Publishing location-focused content on social media, using location tags, and maintaining consistent business information across your Google Business Profile and social accounts can also strengthen local signals.
Professional Tools for Local SEO
Locationes
Locationes is a comprehensive local visibility and management platform designed for businesses that manage multiple locations. It allows Google Business Profile operations to be controlled from a single dashboard.
Through the platform, businesses can:
- Update branch information in bulk
- Manage opening hours
- Organise photos
- Maintain NAP consistency
- Manage reviews
- Monitor performance
- Track rankings by location
- Manage tasks
Because it automates many processes, it can significantly reduce the workload of multi-location businesses.
For more information: https://locationes.com
Google Search and Maps Interface, NMX
Profile settings and performance tracking can be managed directly through Google Search results.
Google Search Console
Google Search Console measures your website’s visibility and organic click-through rates for local search queries.
BrightLocal
BrightLocal is a globally used analytics platform for local ranking tracking and NAP audits.
Semrush Local
Semrush Local provides advanced data for listing management and local keyword analysis.
Whitespark
Whitespark is used to identify local directory opportunities and strengthen citation strategies.
Who Is Local SEO Essential For?
Local SEO is particularly important for:
- Restaurants, cafés, hair salons, and beauty salons
- Doctors, dentists, and clinics
- Emergency service providers such as locksmiths, plumbers, and towing companies
- Retailers operating physical stores
Local SEO is one of the most important areas for small and medium-sized businesses that struggle to compete with large chain brands.
With a properly configured Google Business Profile, an optimised website, and strong local signals:
- A neighbourhood bakery can compete with chain brands.
- A single-location hair salon can receive bookings from different districts across the city.
- A newly opened dental clinic can quickly become one of the preferred options in its area.
Businesses that may appear disadvantaged because of limited budgets can create a much more balanced competitive environment through an effective local SEO strategy.
If your objective is to be discovered by people nearby, your Google Business Profile is one of your most valuable digital assets.
In Summary
A Google Business Profile cannot manage the entire local SEO process on its own, but it is the foundation of local visibility.
Through accurate setup, video verification, consistent NAP information, active review management, and up-to-date photos, your business can:
- Rank more competitively on Google Maps
- Reach nearby customers who genuinely need your services
- Increase phone calls, website visits, and in-store traffic
As competition continues to increase, the businesses that succeed will be those that manage their profiles like active digital channels rather than using a “set it and forget it” approach.
