You've used Google Maps to find a local business — a mechanic, a hair salon, a restaurant open on Sunday. The businesses that appeared at the top of those results got that visibility for free. They claimed and filled in their Google Business Profile. Millions of Belgian small business owners haven't done that yet.
That's the gap this post is about. Not a technical gap, not a budget gap. A one-hour task that most local businesses keep putting off.
Key Takeaways
- 46% of all Google searches have local intent, and the top 3 results in the local map pack capture the majority of clicks (HubSpot, 2024)
- Businesses with complete Google Business Profile listings get 7x more clicks than those with incomplete profiles (Google, 2024)
- Only 44% of businesses have claimed their GBP listing — most of your local competitors haven't either (BrightLocal, 2024)
- Setup is free, takes under an hour, and the return on that hour is hard to match with any other marketing action
What is Google Business Profile, exactly?
Google Business Profile is a free listing that controls how your business appears in Google Search and Google Maps. When someone searches "hairdresser Ghent" or "accountant near me," the results that show up at the top of the page — with ratings, hours, a phone number, and photos — are GBP listings. Businesses in those top three results capture 44% of all clicks on the page (Moz Local Search Ranking Factors, 2024).
You control everything in your listing: your address, phone number, opening hours, services, photos, and the reviews customers leave. When it's set up correctly, Google shows your business to people actively looking for what you do, in the city or area where you work.
This isn't complex search engine optimisation. It's closer to putting your name in the right directory — except the directory has 11.3 million Belgian users and it's open around the clock.
Why most Belgian small businesses aren't showing up in local results
46% of all Google searches have local intent (HubSpot, 2024). Belgium has 96.3% internet penetration, meaning 11.3 million people are online and searching every day (DataReportal, 2026). That's a large, active pool of potential customers — and most Belgian small businesses aren't appearing in front of them.
Only 44% of businesses have claimed their Google Business Profile listing (BrightLocal, 2024). Pair that with the Statbel finding that 35% of Belgian micro-businesses have no website at all (Statbel, 2025), and the pattern is clear. A large share of small Belgian businesses are operating with near-zero local search visibility — not because they can't fix it, but because they haven't yet.
If your GBP listing is unclaimed, incomplete, or missing entirely, your business doesn't appear in local results — regardless of how long you've been trading or how many satisfied clients you have.
How to set up your Google Business Profile in 5 steps
Setting up a complete profile takes less than an hour. Here's exactly what to do:
Step 1: Go to business.google.com. Sign in with a Google account. If you don't have one, create it — it's free. Click "Manage now" and enter your business name.
Step 2: Choose your business category. Select the category that best describes what you do. This is one of the most important fields — it tells Google when to show your listing. Be specific: "hair salon" is better than "beauty services."
Step 3: Select your business type. Choose from: storefront (customers come to you), service area business (you go to them), or online business. Most Belgian shops, salons, and studios choose storefront.
Step 4: Add your contact details and hours. Enter your address, phone number, website URL, and opening hours for every day you operate. Add your services with short descriptions. The more complete this section is, the better Google can match you to relevant searches.
Step 5: Verify your listing. Google confirms you're a real business by sending a postcard to your address with a verification code. Some eligible businesses get phone or video verification. Once verified, your listing goes live in search results.
Three quick wins after your profile goes live
Once your listing is verified, these three actions deliver the fastest returns:
Add photos right away. Businesses with photos get 42% more direction requests and 35% more click-throughs to their website than those without (Google, 2024). Take 8 to 10 clear photos of your space, your work, and your team. Phone photos work fine if the lighting is decent.
Collect your first five reviews. Ask your five best existing clients to leave a review on your listing. Send them a direct link from your GBP dashboard — make it as easy as possible. 88% of consumers trust online reviews as much as personal recommendations (BrightLocal, 2024). Respond to every review, positive or negative. It shows you're attentive.
Post one update per month. GBP's Posts feature lets you share news, seasonal offers, or service updates. Google favours active listings over dormant ones. A single post monthly — an offer, a before-and-after, a reminder of what you do — keeps your listing fresh and signals that you're open for business.
According to Google's own Help Center data, a fully completed Business Profile with photos, hours, and at least five reviews is significantly more likely to appear in the local map pack than a sparse or unclaimed listing. The effort required is genuinely low. The competition for local visibility is also lower than most business owners assume.
Your GBP listing is a starting point, not a destination
When someone finds your Google Business Profile, 70% of them will click through to your website before making contact (BrightLocal, 2024). If there's no website to click through to, that potential customer lands nowhere — and moves on to the next result on the list.
GBP gets you visible. A well-built website turns that visibility into actual conversions. The two work together: local search puts you in front of the right people at the right moment, and a clean, fast website closes the deal.
Start with GBP today. It's free and takes under an hour. When you're ready to add a proper website behind it — get in touch. No obligation, just a straightforward conversation about what you need.
Frequently Asked Questions
Is Google Business Profile free to use?
Yes, completely free. Google doesn't charge to create, verify, or manage a GBP listing. The only investment is the time to set it up — under an hour for a basic profile, a few more hours if you complete all sections and add photos thoroughly.
Can I use Google Business Profile without a website?
Yes, but it limits how effective the listing can be. Most people who find your GBP listing will click through to your website before calling or visiting. Without one, that click leads nowhere. A simple landing page solves this — and keeps you from losing warm leads at the last step.
How long before my listing appears in search results?
Verification via postcard typically takes 5 to 7 days. After that, your listing can appear in search results within a few days. Building enough authority to rank in the top three local results takes longer — usually a few weeks to a few months, depending on your category, location, and how active your profile is.
What if my business doesn't have a fixed address?
Service area businesses — plumbers, cleaners, photographers, mobile services — can create a GBP listing without displaying a public address. You select the cities, postcodes, or regions you serve instead. Google still shows your listing in searches from those areas.
How do I get more reviews on my listing?
Ask directly, right after a good experience. From your GBP dashboard, click "Get more reviews" and copy the shortlink. Send it to clients with a simple message. Five genuine reviews from real clients are worth more than fifty generic ones — and they're the single strongest trust signal a local listing can have.