Photo: S2rapoport via Wikimedia Commons (CC BY 4.0), cropped with text added.
Businesses across Europe use Google Business Profile in the same basic way as anywhere else, but local factors add some extra considerations: multiple languages, cross-border customers, privacy expectations, regional holidays and different address formats. Here are practical tips for European businesses of every size.
Use the local format for addresses
Address formats vary across Europe, including the position of house numbers, postcodes and district names. Enter your address in the standard format for your country, exactly as it appears on official documents and your signage. Check that the map pin points to your entrance, especially in old town centres with complex street layouts.
Think about language
Your profile can be written in your local language, but in tourist areas or border regions, many customers may speak another language. Write your description in the main language of your customers, and consider adding a short line in a second language if it genuinely helps. Make sure your website offers the same languages.
Reviews will arrive in many languages. Reply in the reviewer's language when you can, or in your main language with a polite tone.
Regional and national holidays
Europe has many regional holidays that differ by country and even by region within a country. Add special hours for each one in advance. Customers travelling from elsewhere may not know about local holidays, so accurate hours prevent wasted trips.
Respect privacy expectations
European customers often have strong privacy expectations. When replying to reviews, avoid revealing personal details about customers. If you use tracking on your website, follow applicable consent rules. Be careful with photos showing identifiable people; get permission.
Cross-border customers
Businesses near borders may serve customers from neighbouring countries. Make it clear which languages you speak, which currencies or payment methods you accept, and whether you deliver or travel across the border.
Payment and attributes
Payment attributes, such as card and contactless payments, are important for visitors. Add accurate attributes for accessibility, Wi-Fi, outdoor seating and other features customers commonly look for.
Categories in your language
Categories are shown in the user's language, so you do not need to translate them yourself. Focus on choosing the most accurate primary category.
Consistency across local directories
Each country has its own important directories and maps platforms besides Google. Make sure your details are consistent on the ones that matter in your market, including Apple Maps and Bing.
Reviews and consumer law
Some European countries have rules about how reviews are collected and displayed. Never buy reviews or offer incentives, and follow any local consumer protection guidance.
Track visibility locally
Grid-based tracking, such as the scans in GBP Local Ranker, shows how visible your business is across your city or region. If you would like help setting up or auditing your profile, you can hire a GBP expert on Fiverr.
Local details, broad reach
European businesses often serve a mix of local residents and visitors. Accurate details, clear language and respectful replies make your profile useful to both.
Written by the team at GBP Local Ranker.