When someone asks Google or an AI assistant for a hairdresser, car repair shop or dentist in Ostrava, they do not see your website. They see a business profile: rating, phone number, opening hours, category. So on 3 and 4 November 2026 I measured what these profiles look like for 142 firms in the Moravian-Silesian Region (7 trades, 65 from Ostrava and 77 from other municipalities). For each one I looked at the public Google panel and at the Mapy.com card, which draws on the Firmy.cz database.
The result is not that firms neglect their profiles. What is interesting is how the details of the same firm diverge between sources: for firms found in both sources Google has a median of 84 reviews, Mapy.com 6. For 24.6% of firms (15/61) the phone number on Google differs from the one on Mapy.com. Of the critical reviews (1 to 2 stars) on Mapy.com, the firm replied to 15.8% (12/76).
- Findability: I automatically matched a Google panel for 59.2% of firms (84/142) and a Mapy.com card for 68.3% (97/142). Neither was found for 21.8% (31/142), which can also mean a closed firm or a different name in OpenStreetMap.
- Reviews: median 84 on Google vs. 6 on Mapy.com (66 firms present in both sources). Google has more reviews for 92.9% of firms (65/70).
- Consistency: the phone number differs between Google and Mapy.com for 24.6% (15/61), the website for 11.1% (6/54).
- Category: the main Google category did not match the trade for 15.5% of panels (13/84). For dentists 5 of 16.
- Replies to reviews: only 13.6% of firms (11/81) replied to at least one, and 15.8% (12/76) to reviews with 1 to 2 stars.
- Ostrava: median reviews on Google 126 vs. 32 in other municipalities of the region, higher in 7 of 7 trades.
- AI: firms named by AI always had a matching Google category (26/26) and photos on Mapy.com for 95.7% (22/23), against 66.7% (56/84) in the random sample. This is a correlation.
What I measured and how
- When: 3 and 4 Nov 2026, a single measurement.
- Selection: open OpenStreetMap data (ODbL licence) for the Moravian-Silesian Region, chains excluded. Trades: hairdressers, beauty salons, car repair, restaurants, dentists, vets, florists. The frame held 1,459 items; I drew up to 11 firms from Ostrava and 11 from other municipalities per trade (seed 20261103). Beauty salons have only 3 items in Ostrava and vets 7, so the result is 142 firms. Accountants are not in OpenStreetMap for the region, so they are not in the main sample.
- Google: an ordinary search for "name + municipality", reading the public business panel. I did not open Google Maps.
- Mapy.com: the firm's card. I do not read the Firmy.cz detail page (it asks you to pay or consent to tracking first), so the data comes from the Mapy.com card.
- AI panel: 50 queries such as "best hairdresser in Ostrava" in ChatGPT and in Google AI Mode. From 373 named firms I randomly picked 40 and measured them the same way.
- What I did not do: I did not log in anywhere, contact anyone or judge service quality. The numbers are aggregated and no firm is named.
All numbers have the form "X% (n/z)", where z is the number of firms for which the item could be measured. The full method and anonymous data are in the folder docs/seo/vyzkum-profily-msk-2026-11/ of the site repository, linked at the end.
Finding 1: only part of the firms can be found
| Trade | Google panel matched | Mapy.com card matched |
|---|---|---|
| Car repair | 15 of 22 | 15 of 22 |
| Hairdressers | 9 of 22 | 12 of 22 |
| Beauty salons | 6 of 14 | 4 of 14 |
| Florists | 8 of 22 | 14 of 22 |
| Restaurants | 17 of 22 | 18 of 22 |
| Vets | 13 of 18 | 15 of 18 |
| Dentists | 16 of 22 | 19 of 22 |
| Total | 84 of 142 (59.2%) | 97 of 142 (68.3%) |
The "not found" group contains firms for which the automatic search by name and municipality did not find a matching profile. It may be a closed firm (OpenStreetMap is not current), a different name on the map, a generic name or a genuinely missing profile. You cannot read from the number that 22% of firms have no profile. It is still worth testing yourself: type your firm name and municipality into Google and look at what a customer sees.
Hairdressers and florists were the least findable on Google (40.9% and 36.4%), restaurants the most (77.3%). The groups are small (14 to 22 firms), so treat the differences as indicative.
Finding 2: Google has 14x more reviews than Mapy.com
For firms matched in both sources and not closed the median number of reviews is 84 on Google and 6 on Mapy.com (n = 66). Google has more reviews for 92.9% of firms matched in both sources (65/70). Across all matched Google panels the median is 44.5, across all matched and not closed Mapy.com cards 5.5. On Mapy.com, 10.7% of matched and not closed cards have no review at all (9/84).
For the owner this has one practical consequence: the rating a customer sees on Google has a different basis than the one on Mapy.com. If you watch reviews in only one place, you do not know about the other. The median rating on Google is 4.55 (n = 80); a rating of 5.0 appeared on 12.5% of panels (10/80), and half of them (5/10) had fewer than 10 reviews. A few stars say nothing yet about quality.
| Trade | Median reviews on Google | Panels |
|---|---|---|
| Vets | 357 | 13 |
| Restaurants | 223 | 17 |
| Beauty salons | 41.5 | 6 |
| Car repair | 41 | 15 |
| Dentists | 18 | 16 |
| Florists | 13.5 | 8 |
| Hairdressers | 11 | 9 |
Finding 3: Ostrava has more reviews than the rest of the region
The median number of Google reviews is 126 for firms from Ostrava (n = 39) and 32 for firms from other municipalities of the region (n = 45). The difference does not come only from the trade mix, because in each of the 7 trades the Ostrava median is higher.
| Trade | Ostrava | Rest of region |
|---|---|---|
| Car repair | 70 (n = 6) | 38 (n = 9) |
| Hairdressers | 57.5 (n = 6) | 11 (n = 3) |
| Beauty salons | 93.5 (n = 2) | 16 (n = 4) |
| Florists | 178.5 (n = 2) | 13 (n = 6) |
| Restaurants | 379 (n = 9) | 196 (n = 8) |
| Vets | 472 (n = 5) | 242.5 (n = 8) |
| Dentists | 20 (n = 9) | 16 (n = 7) |
The cells are small (2 to 9 firms), so you can read the direction from the table but not exact ratios. For a firm outside Ostrava the takeaway is simply that reviews are worth collecting politely and continuously from real customers.
Errors the measurement revealed
For each error I describe what it is, why it matters and how an owner can verify it. A general overview of other profile errors is in the article Google Business Profile: 5 mistakes.
1. Different phone number on Google and Mapy.com
What it is: the firm has a different number on Google than on Mapy.com. The measurement found that the phone number differs for 24.6% of firms (15/61) for which both could be compared. For 2 of these 15 the numbers differed by one digit, which looks like a typo. For 3 of the 15 both numbers also appear in OpenStreetMap, so the firm probably has several numbers and each source shows a different one.
Why it matters: the customer calls the first number they find. If it is outdated or has a typo, you lose the job and do not know about it. More about consistency of details (NAP) is in the article on profile mistakes.
How to verify: search for your firm on Google and on mapy.com, compare phone, address and website, and correct what does not match in the profile of the respective service.
2. The main category does not match the trade
What it is: the category on Google does not match the trade the firm works in. I used a fixed rule: a category "matches" if it contains a synonym of the trade (for car repair, for example, a repair shop, tyre service or technical inspection station). A generic category or a different trade is "does not match". Result: matches 83.3% (70/84), does not match 15.5% (13/84), category missing 1.2% (1/84).
The most mismatches were among dentists: 5 of 16 panels, 4 of them showing just "Doctor". For car repair two panels were listed as "Auto parts store", for hairdressers two as a beauty salon or beauty services. This is a decision under a fixed rule, not a judgement of the firm: nearby trades (for example a dental hygienist) I counted as "does not match"; if they counted as a match, "does not match" would be lower by a few firms.
The comparison is notable: in Ostrava 7.7% (3/39) do not match, in other municipalities 22.2% (10/45). The groups are small, so this is a signal, not proof.
Why it matters: a generic category ("Doctor") says less about the firm's trade than a specific one ("Dentist"). The measurement did not examine how this affects positions; it is a detail the customer sees on the profile.
How to verify: open your profile on Google and look at what is shown under the name. The main category should match what people search for.
3. The firm is "closed" in only one source
What it is: the Mapy.com card marked 13.4% (13/97) of matched firms as permanently closed. For 4 of the 70 firms I had in both sources (5.7%), Mapy.com said "permanently closed" and the Google panel carried no closure marking; 2 of these 4 even showed opening hours in the panel. The measurement did not establish which source is right: it may be a closed firm with a live profile, or a mistaken marking on Mapy.com.
Why it matters: the customer arrives at a closed door, or walks past an open shop because the map shows it as closed.
How to verify: check what Google and Mapy.com say about your firm and correct any error in the respective profile.
4. A social network link instead of a website
What it is: on Mapy.com a social network is listed as the website for 11.6% of firms (8/69) that list a website. For 6 firms the website differed between Google and Mapy.com (a subdomain of the same service counts as a match), and in 3 cases Facebook appeared as the website on Mapy.com. On Google the "Website" link led to a directory or a social network for 4 of 66 firms.
Why it matters: a customer who wants a price list or to place an order ends up on a profile that may not contain all the information. Why your own website matters is covered in Websites of small businesses in Ostrava.
How to verify: click the "Website" link on both profiles and check where it leads.
5. Critical reviews stay unanswered
What it is: I measured on Mapy.com, for 81 firms with at least one review. Only 13.6% of firms (11/81) replied to at least one review. Reviews with 1 to 2 stars got a reply in 15.8% (12/76). The reply timing could be read for all 12 replies: 7 came within 3 days, 5 after 46 days or more (the longest after 524 days).
Why it matters: other customers also see replies to ratings. A calm, factual response to criticism shows that the firm cares about the customer.
How to verify: go through the 1 to 2 star reviews in your profile and check whether your reply is under them.
Limits of this part: for firms with more reviews only the first batch was loaded (at most 10, or 20, reviews). Owner replies on Google cannot be measured publicly without Google Maps and I did not measure them. The number applies to Mapy.com only.
Reviews: what the law says and what Google says
I measured only whether the firm replies, not the origin or authenticity of reviews, and I did not assess any firm. Still, remember the rules, because firms often wonder how to collect reviews:
- Google prohibits fake experiences and reviews created through a conflict of interest. The wording is in its contribution policy.
- The Czech Consumer Protection Act (No. 634/1992 Coll., version effective from 20 Aug 2025, checked on 4 Nov 2026 at zakonyprolidi.cz, Czech text): under section 5a(5), information on whether and how the seller ensures that a published consumer review comes from a consumer who actually used or bought the product or service is also considered material. Annex 1 lists among practices that are always misleading the claim that reviews are written by real consumers without the seller taking reasonable steps to verify this (point y), and publishing fake consumer reviews or commissioning them (point z).
The law concerns sellers who make reviews available (for example an online shop or a firm that publishes them on its own website). I am not a lawyer; consult one for your situation, this article is only an overview of what I found. The safe route is simple: ask real customers for a review and neither buy nor write any yourself.
What firms recommended by AI have in common
For 50 queries such as "best dentist in Ostrava", ChatGPT named at least one firm in 98% of queries (49/50) and Google AI Mode in all 50. ChatGPT showed a source in 68% of answers (34/50), and its links led most often to firms' own websites (48 links), directories (22), Firmy.cz (9) and review portals (9). Judging by its links, Google AI Mode builds its answers probably mainly on map cards (firm domains are hidden in the links). Together the two tools named 373 different firms, and only 19.0% of them (71/373) were named by both.
From these firms I randomly picked 40 and measured their profiles the same way as in the main sample. The table is for 26 firms from trades that are also in the main sample (accountants left out):
| Indicator | Random sample | Firms named by AI |
|---|---|---|
| Median reviews on Google | 44.5 (n = 84) | 91 (n = 26) |
| Median rating on Google | 4.55 | 4.9 |
| Firms with at least 20 reviews | 65.5% (55/84) | 84.6% (22/26) |
| Website link on Google | 78.6% (66/84) | 96.2% (25/26) |
| Opening hours on Google | 83.3% (70/84) | 92.3% (24/26) |
| Category matches the trade | 83.3% (70/84) | 100.0% (26/26) |
| Photos on Mapy.com | 66.7% (56/84) | 95.7% (22/23) |
| Description of at least 100 characters on Mapy.com | 66.7% (56/84) | 82.6% (19/23) |
It is a correlation, not a cause. The difference in median review count is not statistically distinguishable with this sample (permutation test, p = 0.37). Google AI Mode also draws on map cards, so firms with a well-filled profile naturally show up in it. What does come out: firms that AI named have the basics filled in (category, website, hours, photos). How to find out about AI recommendations for your firm is described in Does ChatGPT recommend you?
How to check your own profile in half an hour
Business profile check
- Search for yourself type "firm name + municipality" into Google in an incognito window and write down what you see
- Compare details phone, address, website and opening hours on Google and on mapy.com
- Check the category the main category should match the trade, not a generic "Doctor" or "Shop"
- Go through reviews reply to critical ones, calmly and factually, without apologising for everything
- Ask AI put to an AI assistant a question your customer would ask and record who it names
The procedure for the Google profile is in the article Google Business Profile: 5 mistakes, the broader frame of local SEO in Local SEO Ostrava. If you would rather have someone else do it, I handle it as part of SEO.
Limits of the measurement
- Non-random frame. OpenStreetMap is neither complete nor current. The numbers cannot be extrapolated to all firms of the region.
- Small groups. Per trade there are 6 to 17 matched panels, and for Ostrava vs. the rest of the region often fewer than 10. Treat it as indicative.
- Automatic matching. I searched by name and municipality. "Not found" does not mean the firm has no profile. Mapy.com search was unstable and part of the "no" results may be false.
- A single moment. The measurement is from the night of 3 to 4 Nov 2026. Opening hours and closed status apply to that time.
- What Google does not show publicly. Secondary categories, photos and owner replies to reviews are only in Google Maps, which I did not open, so I do not measure them.
- Firmy.cz detail pages I do not open (a wall asking you to pay or consent), the data comes from the Mapy.com card. The "Is this your business?" prompt on the card is not proof that nobody manages the profile.
- Replies to reviews: Mapy.com only and only the first loaded batch of reviews. I did not assess reply texts; some may be templates (some firms replied to every loaded review).
- AI panel: one query, one answer. Copilot and Perplexity did not pass without a login, so only ChatGPT and Google AI Mode are included.
- Seasonality of search demand I did not measure; the tool that computes it reported exhausted credits.
Key takeaways
- Automatic matching finds only 59.2% of firms on Google and 68.3% on Mapy.com. Check what a customer finds about you.
- For firms found in both sources Google has a median of 84 reviews, Mapy.com 6. Watch both places.
- The phone number differs for 24.6% of firms (15/61). Compare the details in both places.
- The category did not match the trade for 15.5% of panels (13/84), for dentists 5 of 16.
- Critical reviews (1 to 2 stars) got a reply in 15.8% (12/76). A reply is what other customers will see.
- Firms that AI named have the basics of the profile filled in. It is a correlation, not a guarantee of being recommended.
Frequently asked questions
Does it mean 22% of firms have no Google profile?
No. The search was automatic by name and municipality from OpenStreetMap. A firm may have closed, have a different name, or a generic name that could not be matched.
How do I know I have the right category on Google?
The main category is under the firm name. It should match the trade people use to search for your services, not a generic label. You change it in the business profile.
Is it a problem to have a different phone number on Google and Mapy.com?
A customer may call an outdated number. Pick the main number and correct it everywhere you list your firm.
May I write or buy reviews?
No. Google prohibits fake reviews, and the Czech Consumer Protection Act lists fake consumer reviews among always misleading practices (Annex 1, point z). Consult a lawyer if you are unsure. The rules are above in the section on reviews.
Which firms were in the sample?
I do not publish names, addresses, phone numbers or domains of firms. The repository contains only an anonymous table of indicators.
Will you help me with my profile?
Yes. I go through the profile, compare the details in the main places and rank what to fix. Get in touch via contact or see SEO.
Sources and links
- OpenStreetMap, ODbL licence, frame for selecting firms
- Act No. 634/1992 Coll., Consumer Protection Act (Czech), section 5a(5) and Annex 1 points y) and z), checked on 4 Nov 2026
- Google contribution policy (reviews)
- Google Business Profile: 5 mistakes
- Local SEO Ostrava
- Websites of small businesses in Ostrava
- Does ChatGPT recommend you?
- Method and anonymous data:
docs/seo/vyzkum-profily-msk-2026-11/in the site repository
Measured on 3 and 4 Nov 2026. Aggregated data and methodology are available from me on request, without firm names, addresses, phone numbers or domains.