For companies entering Sweden, establishing an online presence is a key part of building visibility and credibility. One of the most effective ways to do this is through a Google Business Profile. This free tool allows your company to appear in local search results, Google Maps, and Google’s Knowledge Panel. It ensures that potential clients, partners, and stakeholders can easily find accurate and up-to-date information about your business.
Setting up your profile correctly is critical—especially when using a Swedish address. Below is a comprehensive step-by-step guide to help you get started.
1. Sign In to Google Business Profile
To begin, log into the Google account you want associated with your business. It’s best to use a dedicated company account rather than a personal one, as this ensures easier management and continuity if ownership changes.
- Go to the official Google Business Profile Manager page.
- Click on “Manage now” to start the process.
- If you don’t already have a company account, create one before proceeding.
2. Enter Your Business Name
Type the exact legal name of your business. Consistency matters—make sure the name matches your official documents, website, and other listings. Inconsistent names can harm both SEO and trust.
- Avoid abbreviations unless that is your official name.
- Include keywords only if they are part of your registered business name.
- Double-check spelling and diacritics in Swedish names and addresses.
3. Add Your Swedish Address
Accurate location data is essential. This step determines how your business appears on Google Maps and in local search results.
- Enter the street address, postal code, and city exactly as used in Sweden.
- Ensure the address formatting matches PostNord standards for Swedish mail.
- If you operate virtually but want visibility in Sweden, you may use a verified office or co-working space address.
Google may require address verification by sending a postcard with a unique code to your Swedish address.
4. Define Your Business Category
Your primary category helps Google understand what your business offers and who to show it to. Be as specific as possible.
- Select the main category that directly represents your core activity.
- Add secondary categories for additional services or related areas.
- Research what categories competitors in Sweden are using to remain relevant.
5. Add Contact Details
Provide your phone number, website, and service areas. Using a Swedish phone number can improve trust among local clients.
- Make sure the phone number includes Sweden’s country code (+46).
- Enter your official website URL with HTTPS for credibility.
- If you serve clients outside Sweden as well, specify additional service regions.
6. Verify Your Business
Verification is required before your profile becomes active. The most common method in Sweden is by postcard, though some businesses may qualify for phone or email verification.
- Once you receive the postcard, enter the code into your Google Business Profile Manager.
- Verification usually takes between 5–14 days.
- Do not edit key details (like your name or address) during verification, as this can delay approval.
7. Optimize Your Profile
A basic profile isn’t enough. To attract attention and improve rankings, enrich it with relevant information.
- Add high-quality images of your office, products, or team.
- Include your opening hours, adjusted for Swedish holidays if applicable.
- Encourage clients and partners to leave reviews, as they strongly influence visibility.
- Use the Posts feature to share updates, events, or offers directly on Google Search.
8. Maintain and Update Regularly
Creating a profile is only the first step. Keep your listing updated to maintain trust and relevance.
- Update hours promptly if they change.
- Respond to reviews to demonstrate engagement and professionalism.
- Regularly refresh photos and posts to show that your business is active.
From Setup to Local Visibility
Establishing a Google Business Profile for your Swedish address is more than an administrative step—it’s a powerful tool for increasing visibility, credibility, and client trust. By setting up your profile properly, verifying your details, and keeping information updated, you create a reliable digital presence that supports both local operations and international expansion strategies.
Need assistance in setting up and optimizing your Google Business Profile in Sweden? CE Sweden can help ensure your profile attracts the right clients and partners from day one.
