Google My Business (Google Business Profile): how to appear in your city's local searches

To appear in your city's local searches, your SME needs a complete and optimized profile on Google My Business. This free Google tool is essential for connecting businesses with nearby customers looking for specific products and services, making your brand visible exactly when people need it most.

Quick answer: Optimizing your Google My Business profile with accurate information, quality photos, review management, and regular posts is the most effective strategy for your company to be found in local searches.

In today's competitive landscape, being found by the right customers, at the right time and in the right place, is the differentiator that separates stagnant businesses from thriving ones. For Small and Medium-sized Enterprises (SMEs) and founders in Brazil, local visibility is not just an advantage, but a necessity. This is where Google My Business, now known as Google Business Profile, becomes the backbone of your local marketing strategy.

This article, prepared by Abstract Prisma's experts, will delve into how you can use this powerful tool to ensure your company not only appears but stands out in local searches, attracting more customers and boosting your growth.

What is Google My Business and Why Is It Crucial for Your SME?

Google My Business is a free platform that allows businesses to manage their online presence across Google's network, including Search and Google Maps. Think of it as your interactive digital business card, which appears when potential customers search for businesses like yours in the region.

Its importance for Brazilian SMEs is undeniable. Research from Google itself indicates that local searches lead 50% of consumers to visit a physical store on the same day. For services such as restaurants, beauty salons, plumbers, or neighborhood stores, being visible on Google is often the first and only way to be discovered by a new customer. Furthermore, having a verified profile increases your company's credibility and perceived professionalism.

Strategic Visibility for Local Commerce

In Brazil, where smartphone use and "near me" searches are established habits, ignoring Google My Business means losing a considerable portion of your potential market. Whether for a restaurant looking for "Japanese food nearby," a store selling "creative gifts," or a service provider for "air conditioning installation in São Paulo," your company's profile is the bridge between the customer's purchase intent and your solution.

How to Create and Optimize Your Google My Business Profile: A Step-by-Step Guide

Optimizing your profile goes far beyond just creating a registration. It is a continuous process that requires attention and strategy. Follow these steps to maximize your local visibility:

1. Claim or Create Your Profile

The first step is to check if your company already has a profile on Google. Often, Google automatically creates a basic profile based on public information. If one already exists, claim it and start the verification process (usually by mail with a code or by phone/email). If not, create a new one. It is essential that your company is registered and has an active CNPJ (Brazilian company ID) to ensure credibility and facilitate future integrations.

2. Fill In All Information Completely and Accurately

This is the pillar of your visibility. The more information, the more Google understands about your business and the better it can match it with user searches.

• Business Name, Address, and Phone (NAP): Ensure this information is identical across all online platforms (website, social media, directories). Data consistency is crucial for local SEO.
• Business Categories: Choose the primary category that best describes your business and add relevant secondary categories. For example, a clothing store can be "Clothing Store" (primary) and "Women's Fashion," "Men's Fashion" (secondary).
• Operating Hours: Keep it always updated, including holidays and special hours.
• Service Area: If you provide home services or deliver products, specify the cities or neighborhoods you serve.
• Services and Products: Detail what you offer. This helps Google understand your business's relevance for specific searches.
• Website and Booking: Include your website link and, if applicable, a direct link for appointments or reservations.

3. Add High-Quality Photos and Videos

Pictures are worth a thousand words, especially in the digital environment. Use professional photos of your facade, interior, products, team, and even customers (with permission). Short videos can also be very effective. Profiles with attractive photos receive more clicks and engagement. Show the essence of your business, whether it's a cozy environment for a coffee shop or the quality of materials in a furniture store.

4. Continuously Manage Your Reviews

Customer reviews are one of the most important factors for purchase decisions and ranking on Google My Business. Encourage your satisfied customers to leave reviews and respond to all of them, whether positive or negative, in a professional and attentive manner. A quick response to a negative review can turn a bad experience into an opportunity for loyalty. To manage these interactions efficiently, tools like AbstractOS's Business Studio can integrate customer feedback with your CRM and help desk, centralizing communication and ensuring no review goes unanswered.

5. Use Google My Business Posts

Posts allow you to publish updates, offers, events, news, and new products directly on your profile. They appear in searches and on Maps, giving customers an extra reason to interact with your company. Maintain frequency and relevance. For example, a bakery can post about a fresh batch of "pão de queijo," or an electronics store can announce a smartphone promotion with Pix payment options.

6. Respond to Questions and Answers (Q&A)

Anyone can ask questions about your business on the profile. It is crucial that you, as the owner or manager, answer them promptly and clearly. You can also post your own frequently asked questions and answer them, anticipating customer queries.

The Importance of Data Consistency (NAP) and Local SEO

As mentioned, the consistency of Name, Address, and Phone (NAP) across all online platforms (your website, social media, directories, etc.) is a pillar of Local SEO. Google uses this information to validate the existence and legitimacy of your business. Any inconsistency can confuse the algorithm and harm your visibility.

In 2026, with the advancement of Artificial Intelligence and the increasing sophistication of search algorithms, the interlinking of information will become even more critical. Terms like GEO (Generative Engine Optimization), which aims to optimize your content to be understood and cited by AI models like ChatGPT and Gemini, complement traditional local SEO. A robust Google My Business profile serves as a primary source of truth about your company for these new forms of search.

How Does Content Marketing Impact Your Local Profile?

Your website and the content you produce play a vital complementary role to your Google My Business profile. Blog articles on topics relevant to your locality or that answer common customer questions (e.g., "best places for lunch in Belo Horizonte" or "how to choose the best car insurance in Rio de Janeiro") can attract organic traffic to your site, which in turn reinforces your business's local authority.

Furthermore, Google can associate your website content with your Google My Business profile, increasing its relevance in searches. If content volume is a challenge, consider AbstractOS's Marketing Studio. With it, you can automate content creation, publishing, and distribution with AI, creating up to 10x more material without expanding your team. Learn more about AI content marketing in 2026.

Analyzing Your Performance and Staying Relevant in 2026

Google My Business offers the "Insights" section, where you can monitor how customers find your business, where they come from (direct search, discovery), and what they do after finding your profile (website visits, calls, route requests). Analyzing this data regularly is fundamental to adjusting your strategy.

Adaptability is key. Google constantly updates its algorithms. Staying up-to-date with news, such as those impacting SEO for modern websites, and applying these changes to your profile and website will ensure you maintain your competitive advantage. The reference to 2026 is not by chance: the digital environment evolves rapidly, and proactivity is essential.

Profile Element	Description	Impact on Local SEO	Optimization Tips
Basic Information (NAP)	Name, Address, Phone, Operating Hours.	Fundamental for indexing and ranking. Consistency is crucial.	Check and update regularly. Standardize across all platforms.
Business Categories	Classification of the type of service/product offered.	Helps Google understand your relevance for specific searches.	Choose the most accurate primary category and add up to 9 secondary ones.
Photos and Videos	Visual content of the company, products, team.	Increases engagement and click-through rates. Sign of an active profile.	Use high-resolution images. Keep the profile visually appealing and updated.
Customer Reviews	Stars and comments left by consumers.	Crucial ranking factor and credibility. Influences customer decisions.	Encourage reviews. Respond to all, positive and negative, professionally.
Posts	Updates on offers, events, news.	Keeps the profile active and relevant, generating new engagement.	Post regularly about news, promotions, or events from your SME.
Business Description	Text about what your company does, its mission.	Provides additional context to Google and the customer.	Include relevant keywords and your SME's unique selling proposition.

Frequently Asked Questions

How often should I update my Google My Business profile?

It is recommended to review and update your profile at least once a month. Keep contact information, hours, and services always accurate. Additionally, make weekly posts to keep the profile active and engaging. Reviews should be responded to as soon as possible.

Can I have multiple profiles for different branches of my company?

Yes, you can and should have a separate and verified profile for each branch or business unit that has a distinct physical address. Each profile will be individually optimized for local searches in its respective region.

What if my company doesn't have a physical address (home office or in-home service)?

Even without a physical address for public service, you can create a Google My Business profile. In this case, you should register your company as a "service area business." The main address can be hidden, and you specify the regions where you serve, ensuring that you will still appear to customers in those locations.

How long does it take to see results after optimizing my profile?

Results can vary, but generally, you can start to see an increase in visibility and engagement within a few weeks to a few months, depending on your local competition and the consistency of your optimizations. Patience and continuous maintenance are crucial for long-term results.

Conclusion: Google My Business as a Local Growth Lever

Google My Business is an indispensable tool for any SME or founder seeking local visibility in Brazil. By optimizing your profile with accurate information, quality photos, proactive review management, and regular posts, you not only improve your search ranking but also build a bridge of trust with your potential customers.

In the near future, where voice assistants and conversational searches (driven by AI) will be even more dominant, having a well-structured Google My Business profile will ensure your company is the answer to questions like "Where to find...?" or "Who can do...?" that consumers will ask. Don't miss this opportunity to put your SME on the map.

To manage all this and much more in an integrated way, from creating apps and websites with AI to sales, finance, and content marketing for your local profile, AbstractOS is the complete solution for Brazilian SMEs. Discover how our platform can simplify your daily routine and boost your growth.