If you run a digital agency, design studio, or local service business, appearing in Google search and Google Maps can significantly increase your chances of getting new clients. One of the most effective tools for this is Google Business Profile (GBP).

When someone searches for services like “UI UX agency near me” or “web design agency in London”, Google often shows a map pack with three businesses. Businesses that appear there receive a large portion of local traffic.

However, many companies misunderstand how Google Business Profile works. Some open profiles in cities where they do not have offices, some link the wrong pages from their website, and others collect reviews in ways that violate Google guidelines.

This guide explains how to properly set up and optimize a Google Business Profile, especially for agencies and service-based businesses.

What is Google Business Profile?

Google Business Profile is a free tool from Google that allows businesses to manage how they appear in:

  • Google Search
  • Google Maps
  • Local search results

A complete profile typically shows:

  • Business name
  • Address
  • Phone number
  • Website link
  • Reviews
  • Photos
  • Business hours
  • Services

When optimized correctly, a GBP profile can generate consistent inbound leads without spending money on ads.

Why Google Business Profile Matters for Agencies

Many agencies rely heavily on organic traffic and referrals. But local search has become one of the strongest lead sources.

For example, when someone searches:

  • “UX agency in London”
  • “web design agency Dubai”
  • “UI UX consultant Berlin”

Google often shows the local map pack first.

Businesses appearing in the map pack receive:

  • higher visibility
  • more website clicks
  • more direct calls
  • stronger brand trust

This is why many agencies are now investing in local SEO and Google Business Profile optimization.

When You Should Create a Google Business Profile

You should create a GBP profile only if your business has a real physical presence in a location.

Google’s guidelines require that businesses have a legitimate address where the business operates or meets clients.

This means:

You should create a profile if:

  • You have a physical office
  • Clients can meet you there
  • The address belongs to your business

You should not create a profile if:

  • The location is fake
  • It is just a virtual address
  • It is a rented mailbox
  • Your company does not operate there

Opening profiles in cities where you have no real presence may lead to profile suspension.

How Many Locations Should a Business Create?

A business should create one profile per real office location.

For example, if an agency has offices in:

  • New York
  • London
  • Berlin
  • Dubai
  • Dhaka

Then it can create five separate profiles, each representing the real office in that city.

Each location should have:

  • a unique address
  • a local phone number (if possible)
  • its own landing page on the website

This helps Google clearly understand the business structure.

Should You Create Profiles in Cities Without Offices?

Some businesses try to create profiles in multiple cities to capture more local traffic.

For example:

  • Agency in London creating a profile in Manchester
  • Agency in Dubai creating a profile in Abu Dhabi without an office

This approach is risky.

Google often detects this through:

  • address verification
  • street view checks
  • user reports
  • business documentation

If Google determines that the business does not operate at the location, the profile may be suspended or removed.

Instead of opening fake profiles, it is better to use service area targeting and location pages on the website.

What Website Link Should You Use in Google Business Profile?

This is a common question among agencies.

There are two possible approaches.

Option 1: Link to the Homepage

Many businesses simply link their homepage.

Example:

https://exampleagency.com

This works well because the homepage usually contains:

  • company overview
  • services
  • portfolio
  • contact details

It also sends a strong brand signal to Google.

Option 2: Link to a Location Landing Page

If your website has dedicated pages for each city, linking to those pages can improve local relevance.

Example:

https://exampleagency.com/locations/ui-ux-agency-in-london

This is often the better choice for local SEO because:

  • the page mentions the city
  • the services are location-focused
  • the content is relevant to local searches

However, the page should contain high-quality and unique content. Thin or duplicate pages do not perform well in search results.

What Language Should Location Pages Use?

For international agencies, language choice can affect SEO performance.

In most cases, English works best, especially when targeting industries like:

  • SaaS
  • startups
  • technology companies
  • global businesses

Even in cities such as:

  • Dubai
  • Berlin
  • Copenhagen
  • Riyadh

many companies search for design and development services in English.

When Local Language Can Help

In some markets, using the local language may improve search visibility.

Examples include:

  • German in Berlin
  • Spanish in Barcelona
  • Danish in Copenhagen
  • Arabic in Riyadh

However, implementing this properly usually requires a multilingual website structure.

Because of this complexity, many international agencies choose to keep their location pages primarily in English.

How to Create a Strong Location Page

A location page should not simply replace the city name in the same template.

Instead, it should contain unique and relevant information about that market.

A good location page usually includes:

Local introduction

Explain how your services help businesses in that city.

Industry insights

Mention industries that are strong in the region.

Example:

  • fintech companies in London
  • e-commerce startups in Berlin
  • tech companies in Dubai

Case studies

If possible, include projects related to the region.

Local FAQs

Answer common questions such as:

  • What does UX design cost in London?
  • How long does a website project take?

Contact or inquiry section

Encourage visitors to get in touch.

High-quality pages typically contain 1,200–1,800 words of unique content.

Google Business Profile Optimization

How to Collect Reviews the Right Way

Reviews are one of the strongest ranking signals in Google Business Profile.

However, businesses often misunderstand how reviews affect local rankings.

Can Reviews Come From Any Country?

Yes.

A real customer from any country can leave a review.

For example, a client from:

  • the United States
  • Germany
  • the UAE
  • Singapore

can review a company’s profile in London.

As long as the reviewer is a real customer, this is completely acceptable.

Are Local Reviews More Valuable?

In many cases, yes.

Reviews from users located near the business location often send stronger local relevance signals.

For example:

Reviewer Location Local SEO Impact
Same city Strong
Same country Moderate
Other countries Lower

However, international reviews still help build credibility and trust.

Ideal Review Distribution

A healthy profile often has a mix of reviews:

  • local clients
  • national clients
  • international clients

This combination strengthens both local SEO and global authority.

What to Avoid When Collecting Reviews

Some businesses attempt to manipulate reviews.

Practices to avoid include:

  • buying reviews from freelancers
  • fake accounts leaving reviews
  • bulk review services
  • offering rewards in exchange for reviews

Google’s systems have become increasingly effective at detecting these patterns.

Consequences may include:

  • removal of reviews
  • profile suspension
  • loss of ranking visibility

The safest approach is to request reviews only from real clients.

Best Practices for Google Business Profile

Here are several best practices every business should follow.

Keep business information consistent

Ensure that the business name, address, and phone number match your website and other listings.

Add high-quality photos

Photos of your office, team, and work environment can improve engagement.

Use accurate business categories

Choosing the right primary category helps Google understand your services.

Respond to reviews

Replying to reviews shows professionalism and builds trust.

Keep business hours updated

Incorrect hours can create a negative user experience.

Publish occasional updates

Posting updates, news, or case studies can keep the profile active.

Frequently Asked Questions

Can a business have multiple Google Business Profiles?

Yes, but only if the business has multiple real locations. Each profile must represent a physical office where the business operates.

Should agencies create profiles in cities where they only serve clients remotely?

No. Profiles should only be created for cities where the business has a real operational presence.

Is it better to link the homepage or a location page?

If your website has strong location landing pages, linking those pages can improve local relevance. Otherwise, linking the homepage is acceptable.

Can international clients leave reviews?

Yes. Real clients from anywhere in the world can leave reviews.

How many reviews are needed to rank well?

There is no exact number. However, profiles with consistent and authentic reviews over time usually perform better in local search.

Final Thoughts

Google Business Profile has become one of the most powerful tools for local visibility. When optimized correctly, it can generate steady leads from both Google Search and Google Maps.

The key is to follow Google’s guidelines:

  • create profiles only for real locations
  • link relevant website pages
  • collect genuine client reviews
  • maintain accurate business information

Businesses that focus on long-term credibility and quality optimization typically see the strongest results.

Local SEO is not about shortcuts. It is about building a trustworthy presence that both Google and potential clients can rely on.