For local businesses, the Google Business Profile is often the first thing a customer sees. A complete, active profile can win more calls and visits than the website itself.
Here’s the checklist we follow when we optimize a profile for an agency’s client.
Get the basics exactly right
- Business name: the real name only. Adding keywords can get a profile suspended.
- Address or service area: accurate, and matching the website.
- Phone number: a local number that matches the website and citations.
- Opening hours: including holiday hours.
The name, address and phone number (NAP) should be identical everywhere the business is listed online.
Choose categories carefully
The primary category has a big effect on which searches the profile appears for. Pick the one that best describes the main service, then add secondary categories for other core services. Check which categories the top-ranking competitors use.
Fill in services and products
- List every service, with a short description in plain language
- Add products where it makes sense, with photos and prices
- Write a business description that explains what the business does, for whom and where
Add photos regularly
- Upload a logo and cover photo
- Add real photos of the team, premises and work
- Keep adding new photos over time. An active profile looks trustworthy to customers.
Manage reviews
- Make it easy for happy customers to leave a review
- Reply to every review, positive and negative, in the business’s own voice
- Never offer incentives for reviews, which is against Google’s guidelines
Keep the profile active
- Publish Google posts about offers, news and events
- Answer questions in Q&A
- Watch for edits suggested by the public, which can change details without warning
What to avoid
- Keyword-stuffed business names
- Multiple profiles for the same location
- Virtual offices or addresses where the business doesn’t operate
A strong profile, consistent citations and good reviews work together. Optimize all three for the best results in the map pack.