Local referencing: Google Business Profile

Local SEO: Google Business Profile

A well-managed Google Business profile can transform the local visibility of your business. In Switzerland, where consumers prioritize accurate and reliable information, this free tool is essential to attract local and international customers. Here are the key points to remember:

• Local SEO: such as "restaurant Geneva".
• Google Business Profile: Display your hours, contact information, customer reviews, and photos on Google and Google Maps.
• Swiss specifics: Adapt your profile to local standards (address formats, phone number, bilingualism).
• Creation and verification: Create a detailed profile and verify it via mail, phone, or Google Search Console.
• Continuous optimization: Publish bilingual content, respond to reviews, and regularly update your information.

Key statistic: A complete profile increases the chances of attracting in-store customers by 70%.
Concrete example: A Swiss company doubled its monthly impressions through a well-thought-out strategy.

By investing in an optimized profile, you can convert local searches into physical visits while complying with Swiss legal requirements.

Creating and Verifying Your Google Business Profile

How to create your profile

To create your profile, go to business.google.com. Log in with a professional Google account, then click on “Manage now”. Enter your business name. If your establishment is already in Google's database, you will have the option to claim that existing profile. Otherwise, you can create a new one by providing your complete business address.

The choice of the main category is crucial for your local visibility. If you are based in Geneva, select a category as precise as possible. For example, instead of simply choosing "Restaurant," opt for terms like "French Restaurant" or "Brasserie" to reflect your specialty. You can add up to nine additional categories, but the main category directly impacts your ranking in local searches.

Then enter your complete contact details, including:

• Swiss format phone number (+41 22 XXX XX XX)
• Website
• Opening hours

If you target an international clientele, consider including a bilingual description in French and English. A detailed and precise profile enhances your presence in local searches.

Once your profile is completed, proceed to the verification step.

Profile verification options

Google offers several methods to verify your profile in Switzerland. Here are the main options:

• Verification by mail: This is the most common method. Google sends a postcard containing a verification code (five digits) to your business address. This process usually takes between 5 and 14 business days.
• Verification by phone: This option is immediate but available only for certain categories of businesses, such as professional services. Google calls you directly at the provided number and gives you a code to enter.
• Verification via Google Search Console: If your website is already verified on Google Search Console, you can use this method for quick validation.
• Live verification: In some cases, Google may request a photo or video of your establishment via the mobile app. This method is often used for retail stores or restaurants located in highly frequented areas.

Once verification is complete, your profile becomes . It will start appearing in Google searches and on within 24 to 48 hours after validation. Remember to transfer administrative rights if another person or team takes over profile management.

Optimizing Your Google Business Profile for Swiss Businesses

Complete Your Business Information

Filling in your information carefully not only strengthens your credibility with your customers but also with Google. Ensure that the name of your business matches exactly what is on your official documents and signage. Avoid adding unnecessary keywords in the name, as this practice can lead to penalties from Google.

For the address, follow the standard Swiss postal format: street name followed by the number, then postal code and locality. For example: Rue du Rhône 14, 1204 Geneva. If your business is in a building with multiple levels or offices, specify these details in the "Address complement" field to avoid any confusion.

Regarding the phone number, use the Swiss international format: +41, followed by the regional code without the initial zero. For Geneva, for example: +41 22 XXX XX XX. This format facilitates calls from abroad and also improves your local SEO.

Don't forget to add your opening hours taking into account local specificities. For example, in Switzerland, many shops close on Sundays or have reduced hours on Saturdays. Use the 24-hour format (08:00-18:30) instead of the Anglo-Saxon format. Remember to update this information during Swiss public holidays or vacations.

Creating Content in French and English

In French-speaking Switzerland, linguistic diversity is an asset that you can leverage in . Writing your descriptions and posts in French and English allows you to expand your audience to local and international communities.

For the French description, include terms familiar to your local customers. For example, mention your proximity to well-known landmarks like "A stone's throw from Cornavin station" or "Located in the Pâquis district." Insert relevant keywords that reflect your activity and location, such as "traditional restaurant in downtown Geneva" or "accounting firm in Carouge."

For the English version, tailor your content to expatriates and tourists. Highlight your ability to serve an international clientele and avoid literal translations. For example, emphasize your services in English or your experience with foreign visitors.

When creating Google posts, consider alternating between the two languages depending on the context. A post about a local event may be written in French, while a tourism promotion will be more effective in English. This bilingual approach allows you to reach a wider audience.

Using Swiss Formats and Standards

After carefully filling in your information and bilingual content, adhere to local conventions to inspire trust. Always display your prices in Swiss francs. For example, write "CHF 25.50" instead of "25.50 francs" in your descriptions or promotions.

For dates, use the Swiss format dd.mm.yyyy. For example, to announce an event scheduled for March 15, 2024, write "15.03.2024". This format is immediately understandable to your local audience and avoids confusion with foreign formats.

For numbers, prefer the comma as a decimal separator and space for thousands: "1 250.75" rather than "1,250.75".

In your descriptions, mention distances in kilometers and temperatures in degrees Celsius. For example: "Delivery within a 5 km radius" or "Breakdown service in the canton of Geneva." These details, expressed according to local standards, strengthen your proximity to your customers.

Finally, if you mention your bank details, use the Swiss IBAN format starting with "CH" followed by 19 digits. Demonstrating mastery of these Swiss administrative details reassures your customers and testifies to your professionalism in the local market.

Using Google Business Profile Features to Engage Your Customers

Creating Google Posts

Once your profile is optimized, use the tools to establish a direct connection with your customers. The posts you publish appear on Google and Google Maps, thereby increasing your visibility to users.

To make the most of your posts, , taking into account local specificities. Adopt a warm and professional tone, in both French and English, to meet the expectations of a local and international clientele. Diversify your content according to seasons and local events to highlight your company's integration into the community. These efforts also promote smoother customer review management.

Managing Customer Reviews

have a major impact on purchasing decisions. Active and thoughtful management can strengthen your reputation and improve your local positioning.

Make it easy for satisfied customers to leave a review by providing a direct link or QR code. Always take the time to sincerely thank them for their feedback. For every review, whether positive or negative, ensure . In case of criticism, take a constructive approach: acknowledge the issue, apologize if necessary, and to rectify the situation. Regular analysis of reviews can also reveal trends and areas for improvement in your services. Lastly, accompany this management with a strong visual presence to maintain user interest.

Adding Photos and Videos

Visual content plays a key role in purchasing decisions by enhancing transparency and credibility of your business. Well-crafted photos and videos can make your listing more attractive.

Capture different aspects of your establishment: exterior and interior views, as well as moments with your team to reflect an authentic atmosphere. Also showcase your products or services through detailed and engaging visuals. Including images of your team at work can humanize your brand, but ensure to comply with Swiss data protection laws by obtaining written consent from your employees.

Prefer short videos that highlight your skills or offer a quick tour of your premises. Remember to regularly update your visuals to reflect seasons or new features of your business, showing that your activity is dynamic and in tune with its environment.

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Performance Tracking and Compliance with Swiss Requirements

Using Google Business Profile Statistics

Once your profile is optimized, it is essential to track its performance to refine your local SEO strategy. The statistics provided by your profile are a goldmine of information to assess the impact of your actions and adjust your efforts.

For example, the search statistics show you how users find your business. Identify whether they are searching directly for your name or using more general terms like "restaurant Geneva" or "plumber Lausanne". These data help you understand where to focus your efforts to strengthen your visibility.

Customer engagement is another key indicator. It informs you about clicks to your phone number, route requests, visits to your website, or interactions with your photos and posts. If you notice a high number of route requests but few calls, it may indicate that your hours or number are hard to find.

Similarly, if a special promotion posted on your profile generates little interest, it may be a sign to review your content or adjust the timing of your posts. These insights, though invaluable, must be collected while strictly respecting Swiss laws.

Swiss Legal Requirements

All online activities must comply with Swiss data protection laws, including the GDPR for data of European citizens. If you collect customer reviews or use photos of your team, ensure to obtain explicit and written consent in accordance with the Federal Data Protection Act (DPA).

For Geneva-based businesses working with French clients, it is crucial to adapt your practices to the regulations of both countries. This includes managing data deletion requests and limiting their retention period.

The of your profile must be complete. Include your business identification number (IDE) and, if necessary, other sector-specific information. For example, regulated professions like doctors, lawyers, or architects must indicate their authorization to practice as well as their affiliation with professional bodies.

Regular Updates and Improvements

An up-to-date profile is essential to stay relevant. Take the time to review it at least once a month, especially during periods of change like holidays or festivities.

Adapt your hours to local realities, especially during cantonal school holidays. These adjustments show that you are attentive to your community and prevent inconvenience for your customers.

To monitor your local positioning, conduct regular searches from different neighborhoods in your area. A drop in visibility could indicate a technical issue or the rise of new competitors.

Lastly, can reveal valuable seasonal trends. A gardening company in Geneva will likely see increased activity in spring, while a snow removal service will be more in demand in winter. These cycles allow you to strategically plan your campaigns and content.

Keep track of and their impact on your statistics. By analyzing what works, you can replicate your successes and turn your profile into a real growth lever for your business.

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Conclusion

After going through the essential setup, optimization, and engagement steps, it is clear that taking care of your Google Business Profile is a crucial asset for any Swiss business looking to stand out locally. Did you know that customers are 70% more likely to visit and 50% more likely to buy when a profile is complete?^[2]

A concrete example: in 2023, a company that collaborated with a consultant saw its monthly impressions increase from 40 to 77, recording an impressive 133.3% growth^[1].

To make the most of your profile, ensure it accurately reflects your business, complies with Swiss requirements (such as formats and standards), and offers bilingual content tailored to the local and international clientele.

For over 10 years, has been helping Swiss businesses transform their Google Business Profile into a real growth engine. With their bilingual expertise and deep understanding of the market, they offer solutions perfectly tailored to local needs.

An investment of around CHF 2,400 for a comprehensive package^[1] can quickly pay off by increasing your local visibility and conversions. In an ultra-competitive digital landscape, a well-optimized profile that complies with Swiss requirements can become a decisive advantage for your business.

FAQs

How to optimize my Google Business Profile to attract local customers in Switzerland?

To make the most of your Google Business Profile in Switzerland, start by providing complete and accurate information. Clearly state your name, address, a phone number in Swiss format (+41), your opening hours, and a detailed description of your business. To maximize your reach, offer this information in French (fr-CH) and English, allowing you to reach both a local and international clientele.

Regularly add content tailored to your local audience to maintain their interest, and encourage your customers to share their reviews. Take the time to respond to these reviews in French, showing your commitment. Also, use the Q&A section to address specific questions related to your business. Adapt your posts to local habits: