When a resident or a tourist looks for a shop, a restaurant or a tradesperson in the Basque Country, Google first shows a map with three highlighted businesses: the 'local pack'. Appearing in this trio changes everything, because these listings receive most of the calls and visits.
This presence relies on a free and too often neglected tool: the Google Business Profile (formerly Google My Business). Well managed, it becomes one of the most powerful levers of local SEO. Here's how to make the most of it.
What is a Google Business Profile?
It's the free listing that presents your business on Google and Google Maps: name, address, hours, phone, photos, reviews and a call or directions button. It appears to the right of results on desktop and at the top on mobile.
For a local business, it's often the first contact with a potential customer — sometimes even before your website. Taking care of it isn't optional, it's a foundation.
Why the local pack is decisive
On a local search, the three local-pack listings appear right at the top, before the classic results. The vast majority of clicks and calls concentrate on these three businesses.
Being in this top 3 for 'restaurant in Biarritz' or 'plumber in Bayonne' brings you a steady flow of contacts. Being absent means leaving those customers to your competitors, even if your work is better.
Creating and verifying your profile
Creation is free and done through Google. You enter your business details, then Google verifies that it belongs to you (by mail, phone or another method depending on the case). This verification step is essential to manage the listing.
If a listing already exists for your business — created automatically by Google or a third party — you can claim it to take back control.
Completing your profile to 100%
A complete profile ranks better and is more convincing. Carefully fill in: exact name, a precise primary category, address, up-to-date hours, phone, services, a clear description and real photos of your business.
Photos matter a lot: a business with quality visuals inspires more trust and gets more clicks. Also keep your hours up to date, especially on public holidays and during the tourist season.
The three local ranking factors
Google relies on three main criteria to rank listings: relevance (does your profile match the search?), distance (your proximity to the user) and prominence (your reputation, your reviews, your online presence).
You can't control distance, but you can strongly influence relevance (a complete, well-categorised profile) and prominence (reviews, consistent information, a quality website). That's where your rise in the rankings is decided.
Customer reviews: the fuel of local SEO
Reviews are one of the most influential local ranking signals, and the first trust factor for a customer. Encourage your satisfied customers to leave a review, simply and regularly.
Respond to all reviews, positive and negative. A polite, professional reply to a mixed review reassures future customers and shows Google that your profile is active and maintained.
Information consistency and the link with your website
Your name, address and phone (the 'NAP') must be strictly identical on your profile, your website and directories. The slightest inconsistency confuses Google and weakens your local SEO.
Link your profile to your website: the profile brings immediate visibility on Maps, while the site strengthens your credibility, details your services and converts visitors into customers. The two feed each other.
Questions fréquentes
Is the Google Business Profile free?
Yes, completely. Creating and managing the listing is free. It's one of the most cost-effective tools for a local business, since it offers direct visibility on Google and Google Maps with no advertising budget.
Do I need a website to have a Google Business Profile?
No, it's not mandatory, but it's strongly recommended. A site linked to your profile strengthens your credibility, details your offer and converts better. The profile brings visibility, the site turns interest into contact.
How do I get into the top 3 of the local pack?
By combining a complete, well-categorised profile, regular customer reviews, consistent information everywhere (NAP) and a quality website. Geographic proximity also plays a part, but the profile and reviews are the levers you can really act on.
How long does it take to see results?
It varies from a few weeks to a few months depending on local competition and the starting state of your profile. Consistency matters: a maintained profile with reviews arriving over time improves in a lasting way.
What should I do about negative reviews?
Don't ignore them. Reply calmly, politely and professionally, offering a solution if possible. A good response to a negative review often reassures future customers more than a string of perfect reviews.
