Google Business Profile: the free tool most Costa Blanca businesses use wrong
If you run a business on the Costa Blanca and you want more clients finding you through Google, there is one free tool that makes a bigger difference than almost anything else.
It is called Google Business Profile.
Most business owners have heard of it. Many have set it up at some point. But a surprisingly large number are leaving most of its potential completely unused, either because their profile is incomplete, because they set it up years ago and never touched it again, or because they did not know just how much it influences what Google shows people searching locally.
This article walks you through what Google Business Profile actually is, why it matters so much for local businesses, and exactly what you should do to make it work properly for you.
What is Google Business Profile?
Google Business Profile is the free listing that Google shows when someone searches for your business by name or when someone searches for a service in your area.
You have definitely seen it before. When you search for "restaurant Moraira" or "hairdresser Altea" or "plumber La Nucia", a box appears near the top of the search results showing three local businesses on a map, with their name, rating, address and opening hours. That is called the local pack, and it is powered entirely by Google Business Profile.
Getting into that box matters enormously. Research consistently shows that most people click on one of those three results before they scroll down to see the regular website links. If you are not in that box, a huge chunk of potential clients will never reach your website at all.
And this is not a paid placement. It is not advertising. It is Google showing the businesses it considers most relevant and most trustworthy for that search. Your Google Business Profile is how Google learns whether you qualify.
Why so many profiles on the Costa Blanca are incomplete
The most common pattern I see with local businesses on the Costa Blanca is this: the owner created a Google Business Profile a few years ago, added the basic information, verified the listing, and then forgot about it.
The problem is that Google does not reward static profiles. It rewards active ones.
A profile that has not been updated in two years, has no photos, has no recent reviews and shows opening hours that may or may not still be accurate sends a signal to Google that the business is either quiet or unreliable. Either way, it ranks lower than a competitor with a complete and active profile.
The elements that make a Google Business Profile work
Complete and accurate basic information
Your business name, address and phone number need to be correct and consistent. Many businesses have small inconsistencies between what their profile shows, what their website says and what other directories list. Google notices these inconsistencies and they can quietly reduce your local ranking. Make sure your address is listed exactly the same way everywhere your business appears online.
The right business category
Google uses your primary category to decide which searches your listing is relevant for. Choosing the right category is one of the most impactful things you can do. Be specific. "Web designer" ranks better for relevant searches than "IT company". "Italian restaurant" works better than "restaurant". You can also add secondary categories, which helps your profile show up in related searches.
Photos that show your business honestly
Profiles with photos receive significantly more clicks and directions requests than those without. For a restaurant, that means photos of the food and the interior. For a service business, photos of you at work or of finished projects. You do not need a professional photographer. Clear, well-lit photos taken on a recent phone are perfectly fine. Update your photos occasionally to keep the profile looking active.
Opening hours, including special hours
Make sure your opening hours are correct. If you are closed on a public holiday or have different hours in summer, update your profile to reflect that. Nothing frustrates a potential customer more than driving to a business that Google said was open, only to find it closed.
The questions and answers section
Google Business Profile has a questions and answers section where anyone can ask a question about your business. These questions are public. If you do not answer them, someone else might, and that answer may not be accurate. Check this section regularly and answer questions clearly. You can also add your own questions and answer them yourself, which is a good way to address things your clients frequently ask.
Regular posts
Google Business Profile has a posts feature that works a bit like a social media update. You can share offers, news, events or just a useful tip. These posts appear directly on your listing in search results and show Google that your profile is active. You do not need to post every day. Even one post per month makes a difference.
Reviews: the single most important factor
If there is one thing that separates a high-performing Google Business Profile from a mediocre one, it is reviews.
Google uses the number and quality of your reviews as a major signal for local ranking. A business with 40 genuine four and five star reviews will almost always outrank a competitor with five reviews, even if that competitor has a better website.
Reviews also directly influence whether people choose to contact you. Most people read at least a few reviews before deciding to reach out to a business they have not used before.
The best way to get more reviews is simply to ask. Ask your satisfied clients directly. Send a follow-up message after a project is finished. Include a link to your Google review page in your email signature.
One important note: never pay for reviews, never post fake reviews and never ask friends who have not actually used your service to write one. Google is good at detecting unnatural review patterns and the consequences of getting caught are serious.
When you do receive a negative review, respond to it calmly and professionally. How you handle criticism publicly tells potential clients a great deal about how you operate as a business.
How Google Business Profile works together with your website
Your Google Business Profile and your website work as a pair. Neither one alone is as effective as both together.
Your Google Business Profile gets people to notice you in local search results and on Google Maps. Your website is where they go to learn more, build trust and decide to contact you.
This means your website needs to be ready to convert the visitors that your Google Business Profile sends its way. A slow, unclear or unprofessional website undoes all the work your profile does. If you want to understand what makes a website ready to convert visitors into clients, this article covers the most important elements: What makes a good website? A practical guide for businesses on the Costa Blanca
And if you want to understand the broader picture of how SEO works for local businesses, start here: What is SEO? A practical guide for businesses on the Costa Blanca
A quick checklist for your Google Business Profile
Before you move on, take ten minutes to check the following:
- Your business name, address and phone number are correct and match your website exactly.
- Your primary category is specific and accurate.
- You have at least ten recent photos.
- Your opening hours are current.
- You have responded to all existing reviews.
- You have posted something in the last thirty days.
If several of these are missing, fixing them is the highest-impact thing you can do for your local online visibility today. It costs nothing and the results are often noticeable within a few weeks.
What comes next
A strong Google Business Profile gets you found. A strong website turns those visitors into clients. And a consistent content strategy keeps building your visibility over time.
If you want to know how your current online presence looks and what the biggest opportunities are for your business on the Costa Blanca, send me your website URL via WhatsApp and I will take a look.
Read more
- Why nobody finds my business on Google (and what to do about it)
- What is SEO? A practical guide for businesses on the Costa Blanca
- What makes a good website? A practical guide for businesses on the Costa Blanca
- Improve your website visibility on the Costa Blanca with 5 simple tips
- 5 things that drive visitors away from your website
