Google Business Profile optimization checklist

The foundations

• Your profile is verified. Sign in and check for any messages asking you to verify or saying your profile is suspended.
• Your business name is your real name. Exactly as it appears on your signage, website and paperwork, with no added keywords or locations.
• Your primary category is the most specific match for the work you most want, for example "Plumber" for a plumbing company.
• Secondary categories cover your other main services, and only ones you genuinely offer.
• Your phone number is a local number that someone answers during the hours you list.
• Your website link goes to the right page, usually your home page or the page for that location.

Location and service area

• If customers visit you, your address is shown and the pin on the map is in the right place.
• If you travel to customers, you are set up as a service area business with your address hidden.
• Your service areas are listed accurately, by city or postal code, covering where you really work.
• You do not use a virtual office, mailbox or co-working desk as your business address. These break Google's guidelines.

Hours

• Regular hours are correct for every day of the week.
• 24 hour or emergency availability is shown only if someone really answers around the clock.
• Holiday hours are set before each public holiday, so you do not appear closed or open by mistake.

Services and description

• Every service is listed in the services section, using the words customers search with.
• Your biggest services have descriptions, explaining what is included.
• Your business description is clear and specific: what you do, who you help and where, written in plain language for customers. You have up to 750 characters.
• Attributes are set, such as identity attributes you choose to show, accessibility and payment options where relevant.

Photos

• A clear logo and cover photo.
• Photos of your team and vehicles, showing you are a real local business.
• Photos of finished work, including before and after shots where possible.
• New photos added regularly. Real, recent photos look far better than stock images, which people tend to ignore.

Reviews

• You ask every customer for a review at the end of the job, with your direct review link.
• You reply to every review, positive and negative, within a few days.
• You never offer incentives for reviews or only ask customers you expect to be happy.
• You never pressure customers to review on the spot, set staff review quotas, or ask for reviews that name staff.
• Fake or policy breaking reviews are reported through your profile.

See how to get more Google reviews for a full system.

Staying active

• You post updates regularly, such as recent jobs, seasonal reminders and offers.
• Your profile reflects the season, for example storm repair before storm season or AC tune ups before summer.
• You check your profile monthly for suggested edits from Google or the public, which can change your details without you noticing.
• You respond to suggested edits within 4 days. Since September 2026, Google may publish a suggested change if the owner does not accept or reject it in time, so keep notifications on.
• Your profile answers the questions customers ask. Ask Maps, which replaced the old questions and answers section, answers from your profile, website and reviews, so put the details people ask about in your description, services and attributes.

Consistency across the web

• Your name, address and phone number match exactly on your website, Bing Places, Apple Business Connect, Yelp, Facebook, the BBB and the directories in your trade.
• There are no duplicate profiles for your business on Google Maps.
• Old listings with previous addresses or phone numbers are corrected.

Measuring results

• You check your profile's performance figures: searches, views, calls, direction requests and website clicks.
• You track where you rank at points across your whole service area, since your own phone only shows one spot.

What to do next

Fix the foundations first, because a wrong category or a missing service limits everything else. Then build the habits: photos, updates and reviews every week. If your profile is set up well and you still are not showing up, read why your business is not showing on Google Maps.

If you would rather hand it over, our Google Business Profile management covers every item on this list, every month. Or get your free Maps audit and we will go through your profile with you.

Questions owners ask

How often should I update my Google Business Profile?

Check the core details whenever anything changes, and add new photos and updates regularly, ideally every week or two. An active profile looks like an active business to customers and to Google.

Should I hide my address?

If customers do not come to your location and you travel to them, yes. Set your profile up as a service area business, hide the address and list the areas you serve. If customers do visit you, show your address.

Can I put keywords in my business name?

No. Your profile name should match your real business name as it appears on your signage, paperwork and website. Adding keywords breaks Google's guidelines and can get your profile suspended.