Google Business Profile checklist for local businesses

What is a Google Business Profile?

It is the free listing that appears on Google Maps and in local search results, with your name, address, hours, photos and reviews. For businesses that serve people nearby, it is often the first thing a customer sees.

What should the set-up checklist include?

• Claim and verify the profile. If someone else already owns it, request access instead of creating a duplicate.
• Use your real, everyday business name. Adding keywords or locations to the name can get a profile suspended.
• Choose the most accurate primary category, then add only secondary categories that truly apply.
• Add your exact address (or service area if customers do not visit you), phone number and website.
• Set accurate opening hours, and update them for festivals and holidays.
• Write a clear description of what you do and who you serve, without stuffing keywords.
• List your real services or products with plain descriptions.

What about photos and reviews?

• Upload genuine photos: the entrance, inside, your team and your work. Skip stock images.
• Ask happy customers to review you, in person or by sharing your review link. Never buy or write fake reviews.
• Reply to every review, good or bad, politely and specifically.

What should I do every month?

1. Check that hours, phone number and address are still correct.
2. Add a few new photos.
3. Reply to new reviews.
4. Check your profile's calls, direction requests and website clicks in its performance section.
5. Make sure the same business details appear on your website and major listings.

Consistency matters. If your name, address and phone number differ between your website, profile and listings, Google has less reason to trust any of them.