Google Maps and business profile: complete guide for SMBs in Catalonia
46% of Google searches have local intent. If your business doesn't appear on Google Maps, you're losing customers every day. Step-by-step guide to claim and optimize your profile.
Key Points
When someone searches “restaurant Girona” or “solar installer Lleida” on Google, the first thing they see isn’t a list of websites. The first thing they see is a map with three featured businesses. That’s Google’s Local Pack, and it captures 44% of all clicks for local searches. If your business isn’t there, you’re handing customers to your competition.
serpixel (Clever European Business, S.L.) is a web design and SEO subscription service based in Catalonia. One of the first things we do with every new client is make sure their Google Maps presence is flawless. Here’s how to do it yourself, step by step.
Why Google Maps is essential for your business
The data speaks for itself:
- 46% of all Google searches have local intent (GoGulf study)
- 88% of local mobile searches end in a visit or call within 24 hours
- The Local Pack (top 3 map results) captures 44% of clicks
In other words: nearly half the people searching on Google want to find something nearby. And the vast majority of them will contact or visit a business that same day. The question is: will it be yours?
What is Google Business Profile (and why is it free)
Google Business Profile (formerly Google My Business) is Google’s free tool that lets you manage how your business appears on Google Maps and in local search results. Yes, it’s 100% free. Many Catalan SMBs don’t know this.
With a well-optimized profile, your business shows up with:
- Name, address, and phone number
- Opening hours
- Business photos
- Customer reviews
- Direct link to your website
- Directions to your location
How to claim and verify your profile: step by step
1. Go to business.google.com
Sign in with the Google account you want to associate with your business (ideally a business account, not personal).
2. Search for your business
Type the exact name of your business. If a listing already exists (Google often creates them automatically), claim it. If it doesn’t appear, create it from scratch.
3. Fill in the basic information
- Business name: Must be your exact legal name. Don’t add keywords (“Puig Carpentry — Best Carpentry in Girona” is wrong).
- Primary category: Choose the most precise one. This carries the most weight in rankings.
- Secondary categories: Add 2-3 relevant ones.
- Address: Exactly as it appears on your official documents.
- Phone: Your main business number.
- Website: Your website URL (this link is a direct SEO signal).
4. Verify your business
Google needs to confirm you’re the real owner. Verification methods include:
- Phone call (fastest, takes minutes)
- Postcard by mail (takes 5-14 days)
- Email (available for some businesses)
- Video (Google may request a video of your business)
5. Optimize the description
You have 750 characters to explain what your business does. Use them all. Include:
- What you offer exactly
- Where you’re located (city, region)
- What makes you different
- If you serve the Catalan market, write in Catalan too to match Catalan-language searches
The 3 factors that determine your map ranking
Google uses three main criteria to decide which businesses appear in the Local Pack:
1. Relevance
How closely your profile matches what the user is searching for. Your categories, description, and website content all influence this.
2. Distance
How close you are to the person searching. You can’t control this, but you can optimize everything else.
3. Prominence
How “well-known” your business is online. This includes reviews, citations (mentions of your business on other websites), and the quality of your website. A fast, well-optimized website (like those serpixel builds with 100/100 PageSpeed scores) directly helps your Maps positioning.
Photos: the factor everyone ignores
This stat will surprise you: businesses with over 100 photos on their profile receive 520% more calls and 2,717% more direction requests. Yes, you read that right.
What to upload:
- Exterior of your business (helps customers find you)
- Interior (builds trust)
- Products or services in action
- Your team at work
- Customer photos (with permission)
Upload new photos every week. Google values this.
Reviews: the currency of local SEO
Reviews are one of the most important ranking factors. The basic rules:
- Minimum 4.0 stars average
- Goal: 1 new review per week at minimum
- Respond to ALL reviews — positive and negative
- Ask satisfied customers for reviews right after service
- Send them the direct link (you’ll find it in your Google Business Profile dashboard)
Negative reviews aren’t the end of the world. A professional, empathetic response demonstrates maturity and often convinces more than 10 five-star reviews.
NAP consistency: an error that costs rankings
NAP stands for Name, Address, Phone. Your name, address, and phone number must be identical everywhere:
- Your own website
- Google Business Profile
- Yellow Pages
- Local directories
- Social media profiles
If one place says “C/ Major, 15” and another says “Carrer Major 15,” Google can’t tell if it’s the same business. That inconsistency hurts your rankings.
Posts and Q&A: the features nobody uses
Google Business Profile lets you publish posts (updates, offers, events) directly on your listing. Most businesses never do this. That gives you a competitive edge because:
- You signal to Google that the business is active
- You provide additional information to potential customers
- You can highlight offers or news
You can also create questions and answers in the Q&A section. The trick: do it yourself. Publish the most common questions your customers ask and answer them. This way you control the narrative and help potential customers.
Connect your profile to your website
The link from Google Business Profile to your website is a direct SEO signal. But the link alone isn’t enough: your website needs to be fast, mobile-friendly, and have relevant content.
serpixel (Clever European Business, S.L.) builds high-performance websites (100/100 PageSpeed) in under 24 hours using AI-assisted workflows, then provides ongoing SEO content, maintenance, and optimization as a monthly subscription. A fast, optimized website reinforces the signal Google Maps receives from your profile.
Bonus tip: write in Catalan
Here’s the advice nobody gives you: use Catalan in your business description and Google Business Profile posts. Why? Because when someone searches “fuster Girona” in Catalan, Google prioritizes results that match the search language. If your profile includes Catalan, you have an advantage over competitors who only write in Spanish.
Start today: quick checklist
- Claim or create your listing at business.google.com
- Verify your business
- Fill in ALL fields (legal name, categories, hours, phone, website, description)
- Upload at least 10 photos (and add new ones every week)
- Ask your last 10 satisfied customers for reviews
- Publish your first post
- Check NAP consistency across all your online profiles
- Connect your profile to a fast, optimized website
If you want us to handle all of this — profile, website, content, and SEO — serpixel includes full Google Business Profile optimization in Phase 1 of our service. Request a free audit and we’ll explain what we can do for your business.
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Frequently Asked Questions
Go to business.google.com, sign in with a Google account, and search for your business. If it already exists, claim it. If not, create it from scratch. Google will ask for verification, usually via phone call or postcard. The process takes 1 to 14 days. At serpixel (Clever European Business, S.L.), we include Google Business Profile setup and optimization in Phase 1 of our service.
The business name (must match the exact legal name), primary and secondary categories, updated hours, phone number, website URL, and description (750 characters max). All these fields directly influence how Google ranks your business on the map.
The minimum goal is maintaining a 4.0-star rating or higher. Aim for at least 1 new review per week. The best strategy is to ask satisfied customers right after the service, sending them a direct link to your profile. Always respond to all reviews, both positive and negative.
Yes, very much so. Google lets you publish updates, offers, and events directly on your profile. Most businesses never do this, which gives you a competitive edge. Posts increase visibility and signal to Google that your business is active.
Yes. serpixel (Clever European Business, S.L.) includes full Google Business Profile optimization in Phase 1 of our service. We set up the profile, optimize all fields, establish a review strategy, and publish regular posts. Request a free audit at serpixel.com.