Google Business Profile and Firmy.cz: get found locally
Set up both, fill them in completely and keep them identical to your website. Google Business Profile feeds Google Search and Maps. In Czechia, Firmy.cz feeds Seznam search and Mapy.com. Both are free. Then ask every customer for a review, not only the happy ones. You can't pay Google for a better local ranking. On Seznam, paid Firmy.cz tariffs buy priority.
Why do these two profiles matter?
Because local searches often end on a map, not on a website. When we checked local queries for our own trade from Brno in October 2026, Google answered "tvorba webu brno" with a map of three businesses, not an AI summary. Seznam showed a block of Firmy.cz listings, and Firmy.cz pages took 3 to 5 of the top ten results on generic queries.
Where people search:
- Czechia: Google 78.7%, Seznam 15.1% (StatCounter, September 2026). You need both profiles.
- Slovakia: Google 95.4%, Seznam 0.3% (StatCounter, September 2026). Google Business Profile is the one that counts.
AI answers read these profiles too. In the same checks, 5 of Perplexity's 10 sources for a question about Prague web agencies came from Firmy.cz. Google's AI Mode answered a Brno question from Maps places, and ChatGPT quoted Google review ratings and counts. Seznam Asistent draws on Seznam search and Firmy.cz (Svět Androida, May 2026). It's one sample per question and AI answers change, but the pattern is clear.
Who can have a Google Business Profile?
A business that meets its customers in person. Either customers come to you, or you go to them (Google).
- If you visit customers, you're a service-area business. Hide your address and list up to 20 cities or postcodes you serve. No radius, and no more than about 2 hours' drive from your base (Google).
- Not eligible: virtual offices, P.O. boxes, and a second profile for the same business.
- If you only work online and never meet customers, Google's rules don't give you a profile. Firmy.cz works differently: you add your company by its IČO.
How do you set up Google Business Profile?
- Name. Your real-world name, nothing added. No slogans, services or towns (Google).
- Categories. The fewest that describe your core business, with the most specific one as the primary. Categories say what you are, not what you sell.
- Services. Service businesses can list services with a price and a description (Google). Use the prices from your website.
- Description. Up to 750 characters, no links, about the business rather than promotions (Google).
- The basics. Opening hours, holidays included, phone, website, and real photos of the place and the team.
- Verification. Google picks the method: phone or text, email, a video recording, a live video call or a postcard. Postcard codes mostly arrive within 14 days, and Google's review can take up to 5 business days (Google).
How do you set up Firmy.cz?
- Check if you're already there. Firmy.cz holds more than 740,000 profiles (Firmy.cz). Ours existed before we touched it: an automatic entry under Peter's name with no category, found in October 2026. To take one over, open it, sign in and ask for the registration email. It goes to the contact address in the profile, or you write to info@firmy.cz (Firmy.cz).
- Or add a new one. Click "Přidat firmu", sign in with a Seznam account and search for your company name or IČO. It's free. Seznam reserves at least 3 working days to check a new profile, and later edits too.
- Categories and tags. A free profile shows your two most relevant categories (Firmy.cz). Tags are added automatically from what Seznam reads on your website, and a free profile shows up to 5 main tags (Firmy.cz). So the words on your website shape your listing.
- Services with prices. In Služby firem you can add up to 25 services per branch, free (Firmy.cz). Seznam wants a true, specific price, prefers variants to a wide range, and won't approve free services (Firmy.cz).
- Completeness. Firmy.cz scores how complete each profile is. The "Ověřená firma" badge needs 70% completeness, an update within the last six months, a rating of at least 3.5 stars and a tariff that includes it (Firmy.cz).
- Paid tariffs, if you want them. From 12 Kč a day plus VAT: priority position on Firmy.cz, Seznam search and Mapy.com, more categories, and no competitor links on your profile. The badge comes with the 50 Kč a day tariff (Seznam).
How do you get reviews without breaking the rules?
Ask every customer, steadily, and make it easy. Google says more reviews and positive ratings can help your local ranking (Google). In our Brno checks, the web studios in Google's map had 29 to 52 reviews each. Most of the 440 businesses in the Brno web category on Firmy.cz had between 0 and 16.
The rules:
- No rewards. Google bans payment, discounts or free services in exchange for a review (Google).
- No filtering. You can't ask only happy customers, or discourage negative reviews.
- No staff reviews. Google treats them as a conflict of interest. Firmy.cz removes reviews where the company and the reviewer are proven to be connected (Firmy.cz).
- Reply to every review. Short and specific, no copy-paste thank-yous. With a negative one, apologise where it's fair, protect the reviewer's privacy and don't attack (Google). Firmy.cz lets every company reply, without links or phone numbers.
- Showing reviews on your own site? Czech and Slovak consumer law requires you to say whether and how you check they're genuine (634/1992 Sb. § 5a, 108/2024 Z. z. § 11).
Google gives you a review link and a QR code. Put the link in your invoice email. Firmy.cz weighs each review partly by its age, so ask steadily rather than in one push.
How do Google Business Profile and Firmy.cz compare?
| Google Business Profile | Firmy.cz | |
|---|---|---|
| Where it shows | Google Search and Maps | Seznam search, Mapy.com and Firmy.cz |
| Who can join | Businesses that meet customers in person | Companies with an IČO, others through a form |
| Price | Free (Google) | Free, paid tariffs from 12 Kč a day plus VAT |
| Pay for a better position? | No | Yes, paid tariffs get priority |
| Categories | The fewest that fit | 2 shown on a free profile, more on paid tariffs |
| Services with prices | Yes, for service businesses | Yes, up to 25 per branch, free |
| Proof of ownership | Phone, text, email, video or postcard | Registration email to the profile's contact address |
| Reviews | No rewards, no filtering, no staff reviews | Weighted partly by age, connected reviewers removed |
Whichever you start with, keep them in sync. Same name, address, phone, hours and description on your website and both profiles. When something changes, update all three on the same day.
What we'd do
Claim both this week. Each takes about an hour, and both are free. Write one description and use it on Google, Firmy.cz and your website. Add your services with the prices from your price list. Then ask every customer for a review, with the link in your invoice email.
If you'd rather hand it over, setting up both profiles is part of our search launch pack (+€1,200 on a website project), and our Visibility plan (from €900 a month) keeps them in sync with your site. See AI search optimisation.