Google Business Profile: the key to getting found by customers searching “near me”
When a user searches on Google for a keyword followed by "near me" (for example "restaurant near me" or "marketing agency near me"), the search engine shows local results first, namely the Google My Business listings (now Google Business Profile).
For Swiss businesses, this represents a great opportunity: being present and well optimised on Google Business Profile often decides whether new customers find you or not.
What Google Business Profile is and why it's essential
Google Business Profile is a free service from Google that lets you manage your company's online presence on Google Search and Maps.
Through a business listing, you can show key information such as:
- Name, address and opening hours;
- Phone number, website and email address;
- Photos, logo and up-to-date posts;
- Customer reviews and ratings.
An optimised listing helps Google better understand who you are and what you offer, improving your local visibility.
What's more, a well-maintained presence increases customer trust, as people perceive the business as active, transparent and reliable.
"Near me": the power of local search
Searches with "near me" (near me search) have grown enormously in recent years.
In Switzerland, as in the rest of Europe, more and more users use their smartphone to look for nearby services and shops: hairdressers, electricians, restaurants, offices, consultants and much more.
Google shows the most relevant, well-optimised businesses on Maps at the top of the results.
For example, if a user types "accountant near me", they'll see a list with the name, opening hours, reviews and directions.
If your listing isn't complete or verified, you won't appear among the top results, even if your business is just metres from the user.
How to optimise your Google Business Profile listing
To improve your local presence, follow these best practices:
- Verify your business.
Complete the verification process with Google: it's essential to appear in search results and on Maps. - Keep your information up to date.
Opening hours, address and phone number must always be correct and consistent with your website. - Add photos and your logo.
Businesses with photos get up to 40% more clicks on "Get directions" and 30% more calls. - Respond to reviews.
Interacting with customers shows professionalism and builds trust. Even a polite reply to a criticism can become a strength. - Publish updates and promotions.
Through posts, you can share offers, news or company events. Google shows these directly on your listing. - Add your services or products.
If you sell online or run an e-commerce store, link your website and add a description of your products.
The impact on business reputation
A well-maintained Google Business Profile listing isn't just for getting found: it's also a branding tool.
Positive reviews, professional images and up-to-date information convey credibility and expertise.
It's often what decides whether a customer chooses you or the competitor next door.
According to Google, 76% of users who search for a local business visit it within 24 hours.
Having a complete, active listing therefore means turning searches into real visits and actual customers.
How easy4you can help you
Properly managing and optimising a Google Business Profile listing takes much more than a simple initial setup: it requires time, consistency and a targeted strategy. An up-to-date, well-structured profile is essential for improving local visibility, strengthening your online reputation and attracting qualified new customers.
At easy4you, we support Swiss businesses at every stage of the process: from creating the Google Business Profile listing, to optimising content, to managing reviews and continuously updating information, posts and images.
We also integrate profile management with advanced digital tools such as CRM, automation and performance reports, giving you a complete, measurable view of your local marketing activities.
If you'd like to create a new listing or hand its management over to professionals, get in touch: we handle everything from initial setup to day-to-day management.
