Firmy.cz or Google? Where to start when you only have time for one

Short answer: Google first, then Firmy.cz — but not because Seznam is useless. The reason is in the numbers, and they are surprisingly one-sided.

What we measured

We went through 43 Prague businesses — car services, cafés, restaurants — and looked at both profiles for each. 20 of them had a Firmy.cz profile — this is how those compare:

One burger place had 943 against 11. It wasn't an exception; it was the rule.

So why Firmy.cz at all

For two reasons, and neither has to do with the number of reviews.

First: a different person searches there. Seznam is still the second search engine in Czechia, used more by older and more by Czech customers. If you sell a service people choose carefully — car repair, trades, accounting — that's a customer you want.

Second: you may already have a profile there. Seznam creates some listings itself from the public register. Among those 43 businesses, four didn't know about their profile. An empty profile with your name works against you, whether you created it or not.

So, how

1. Google first, because that's where customers are and where reviews count. Claim the profile, add photos, opening hours and a description, reply to reviews.
2. Firmy.cz right after — it's half an hour, once. Category, contact, opening hours, three photos. You don't need to collect reviews there; it's enough that the profile isn't empty.
3. Keep both the same. A phone number or opening hours that differ in two places is worse than a missing profile: a customer who calls the old number won't try a second time.

Is the address the same in both places?

For the 20 businesses with a profile in both places we also compared the address. It was exactly the same for 13. For 7, the Firmy.cz profile showed a different house number or even a different district from Google.

Read this with care: we looked the listings up by the sign. Where a business has several branches under the same name, we may have hit a different branch — we didn’t separate how many of the seven differences are real address errors. For you the takeaway is simple: check for yourself.

1. Look yourself up on Google Maps and on firmy.cz by the name customers know you by.
2. Compare the address, phone and opening hours. What matters is the address of your premises, where customers actually come, not the registered office from the register.
3. Where the details differ, correct them in the profile settings. If you have several branches, each should have its own listing with its own address.

What not to believe

That a position on Google can be bought. A place in Maps results isn't for sale, and paid ads don't affect it — it changes with what's in your profile and what people say about you. That's good news: it means working on your profile makes sense even without a budget.