Google Business Profile (formerly Google My Business) is your business’s free profile in Google’s local search results and Google Maps. A fully optimised Google Business Profile is the single most important tool in local SEO and one of the fastest ways to increase your business’s visibility, whether you run a construction firm, a legal practice, or an online shop with local customers.
As an SEO and marketing consultant, Karina Vester Schultz at Vester Marketing helps you create, optimise, and maintain your Google Business Profile so that you appear professionally and consistently, and show up when the right customers search for what you offer.
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What is Google Business Profile and why does it matter?
Google Business Profile is the profile that appears in Google’s local search results, in Google Maps and in the knowledge panel when someone searches for your business or your services in your geographic area. The profile shows your business name, address, phone number, opening hours, images, customer reviews and more.
A well-optimised Google Business Profile increases the likelihood of your business appearing in the top three local results – the so-called Local Pack, which appears at the top of Google’s search results for geographically defined searches such as ‘carpenter Copenhagen’ or ‘SEO consultant Denmark’. For many SMBs, this is the most important digital visibility channel.
Google Business Profile is also an important EEAT signal to Google’s algorithm and to AI engines such as Google AI Overview: a fully completed and verified profile with regular updates and reviews signals that your business is real, active and trusted.
What does Vester Marketing offer within Google Business Profile?
Whether your business operates exclusively online or has a physical location, it’s important to have a Google Business Profile.
Creation and verification
If you do not yet have a Google Business Profile, Karina Vester Schultz will help with creation and verification of the profile in your name – so you always own and control it yourself. A correctly verified profile is the prerequisite for appearing in local search results and Google Maps.
Fully optimised profile
A profile’s visibility and relevance depends on how complete and accurate it is. Optimisation covers: correct business name, primary and secondary categories, address and service coverage area, opening hours (including special hours), phone number and website URL, business description with relevant keywords and entities, creation and categorisation of images, and activation of relevant products and services in the profile.
NAP consistency
NAP consistency, the uniformity of your business’s name, address, and phone number across all online platforms, is a central local SEO signal. Inconsistent NAP information sends conflicting signals to Google and can weaken your local ranking. As part of GBP optimisation, NAP is reviewed and corrected across your website, Google Business Profile, and the most important industry directories.
Customer review strategy
Customer reviews are one of the strongest signals in Google’s local ranking algorithm – and the most important credibility element for potential customers. Karina Vester Schultz helps you establish a simple and natural strategy for encouraging satisfied customers to leave reviews, and for responding to reviews in a way that strengthens your professional reputation.
Ongoing maintenance and updates
A Google Business Profile is not a ‘set up and forget’ tool. Google rewards active profiles with better visibility. This can include: creating Google posts about news, offers and projects, updating images and opening hours, and ongoing monitoring of profile statistics via Google Business Profile Insights.
Integration with local SEO
Google Business Profile is the central element of a comprehensive local SEO strategy, but works best in combination with an optimised website, correct structured data (Schema.org LocalBusiness) and consistent NAP information. Karina Vester Schultz offers local SEO as an integrated initiative that ensures the profile and website support each other.
Who benefits from Google Business Profile?
Google Business Profile is relevant for all businesses that have customers from a specific geographic area – whether or not they have a physical address. It is particularly effective for:
- Construction and trades businesses seeking local and regional work
- Legal and professional advisors with a local target audience
- Healthcare clinics and therapists
- Restaurants, cafés and retail shops
- B2B service providers with a geographically defined client base
- Online shops with a physical showroom or local collection
JA Tømrer & Snedkerfirma ApS is an example of a construction business where Google Business Profile was created and optimised as part of a complete digital transformation. See the reference to read more about the process.
Frequently asked questions about Google Business Profile
Yes. Google Business Profile is free to create and maintain. You do not pay for the profile itself. What you may invest in is consulting for optimisation and maintenance, and that investment can deliver a significant return in the form of increased local visibility and more enquiries
Google Business Profile provides free organic visibility in local search results and Google Maps. Google Ads is paid advertising where you pay per click. The two complement each other: Google Business Profile is the foundation for local organic visibility, while Google Ads can be used to boost visibility immediately in competitive markets.
Google Business Profile is one of the SEO initiatives with the fastest visible effect. A newly created and fully optimised profile typically begins appearing in local search results within 2–4 weeks of verification. The number of reviews and activity level on the profile are decisive factors in whether you move up into the top Local Pack over time.
Yes. Google AI Overview increasingly pulls local business information directly from Google Business Profile when generating answers to geographically defined searches. A fully verified and active profile with correct structured data increases the likelihood of being cited in AI-generated answers.
NAP consistency refers to the uniformity of your business’s name, address, and phone number across all online platforms: website, Google Business Profile, social media, and industry directories. Inconsistent NAP information sends conflicting signals to Google and can weaken your local ranking
Why choose Vester Marketing for Google Business Profile?
Google Business Profile is a free tool, but the result depends entirely on how it is set up and maintained. Many businesses have a profile that is incomplete, contains errors, or has not been updated in years. That costs visibility and credibility.
Karina Vester Schultz at Vester Marketing does not work as an agency with standard packages. I optimise your Google Business Profile as part of your overall digital strategy, with a focus on the elements that actually affect your local ranking and your leads. You always own your profile and your data yourself. And you never pay for services you do not need.
I have over 10 years of experience with local SEO and Google Business Profile across industries, from legal advisors and construction businesses to B2B SaaS and e-commerce. JA Tømrer & Snedkerfirma ApS is an example of what a complete digital launch with GBP as a central element looks like in practice.
What you get when we work together:
- A fully optimised Google Business Profile that reflects your business correctly and professionally
- NAP consistency reviewed and corrected across your platforms
- A customer review strategy that is simple to follow in everyday life
- Integration with your website’s local SEO and structured data (Schema.org)
- Ongoing advice tailored to your situation and budget
- Full ownership – your profile, your data, your control – always
Vester Marketing · Karina Vester Schultz
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Google Business Profile is part of a comprehensive local SEO strategy. Read about the related disciplines:
- SEO: the technical and content foundation for local visibility
- AI search and GEO: get visible in AI-generated answers
- SEA and Google Ads: paid visibility as a supplement
- View the reference from JA Tømrer & Snedkerfirma (GBP and local SEO in practice)
- SEO glossary: what is local SEO, NAP consistency and structured data
- View all references and campaign examples
You can also view my pricing, learn more about me, or go directly to the contact page and book a no-obligation conversation.