If you run a local business in Switzerland and haven't fully set up your Google Business Profile, you're leaving money on the table. This guide covers everything — from basic setup to advanced optimisation — to help you show up when Swiss customers search for what you offer.
What is Google Business Profile?
Google Business Profile (GBP) — formerly called Google My Business — is the panel that appears on the right side of Google Search when someone searches for your business, and your listing in Google Maps. It shows your:
- Business name, address, and hours
- Phone number and website link
- Customer reviews and your responses
- Photos of your business
- Posts and updates
- Questions and answers
For local businesses in Switzerland, GBP is often the difference between being found or being invisible.
Step 1: Claim and verify your profile
- Go to business.google.com
- Sign in with a Google account you own (ideally a business one)
- Search for your business name — if it already exists, claim it
- If not, create a new listing
- Choose verification method: usually a postcard (takes 5–14 days), phone call, or video
Step 2: Fill in every field completely
Google rewards completeness. Fill in:
- Business name: exactly as it appears on your signage/website
- Category: choose your primary category carefully — this affects which searches you appear in
- Address: your exact address in Switzerland
- Service area: if you go to clients (cleaning, plumbing, etc.), add the municipalities you serve
- Hours: including holiday hours
- Phone: a Swiss number (+41...)
- Website: your actual website URL
- Description: 250–750 words describing your business, services, and why you're the best choice
Step 3: Add high-quality photos
Listings with photos get significantly more clicks. Add:
- Your logo (square format)
- Cover photo (wide format, first thing people see)
- Photos of your work, premises, team
- For cleaning companies: before/after photos
- For restaurants: food photos and interior
Aim for at least 10 photos. Add new ones regularly — Google rewards fresh activity.
Step 4: Get and manage reviews
Reviews are the #1 trust factor for local Swiss businesses. Tips:
- Ask happy clients personally — it works better than a generic email
- Send a WhatsApp message after a job: "If you're happy, a Google review means a lot: [link]"
- Respond to every review — good and bad. A professional response to a negative review often reassures potential clients more than another positive review
- Never buy fake reviews — Google will remove your listing
Step 5: Post regular updates
GBP allows you to publish posts (promotions, news, events) that appear in your profile. Posting once a week signals to Google that your business is active and relevant. Post about:
- Special offers (e.g., spring cleaning discount)
- New services
- Completed projects (with photos)
- Upcoming closures
Step 6: Use the Q&A section
Anyone can ask a question on your profile. Monitor this section and answer quickly. You can also pre-populate it with common questions and your answers — this serves as an FAQ directly in Google Search.
Common mistakes Swiss businesses make
- Inconsistent NAP — if your name, address, and phone number differ between your website and GBP, Google gets confused and your local ranking suffers
- Wrong primary category — "restaurant" vs "Italian restaurant" vs "pizza restaurant" can make a big difference
- No photos — a listing without photos gets far fewer clicks
- Ignoring reviews — especially negative ones
- Setting up once and forgetting — GBP rewards ongoing activity
Want help setting this up?
Google Business Profile setup is included in our Showcase Site package (CHF 2'490). We also offer standalone GBP optimisation as part of our SEO packages from CHF 590/month.