Google Business Profile: a checklist for local businesses
When someone searches for a business like yours nearby, your Google Business Profile is often the first thing they see, before your website. It's free, and keeping it in good shape is one of the most effective things a local business can do.
The basics
- Business name exactly as it appears on your signage. Don't add keywords to it; Google can suspend profiles that do.
- Primary category that describes what you are, such as "Florist", not what you'd like to rank for. Add secondary categories for other things you genuinely offer.
- Address or service area. If customers come to you, show the address. If you go to them, set a service area instead.
- Phone number and website that work and match what's on your site.
- Opening hours, including special hours for bank holidays and Christmas.
Make it convincing
- Description. A few plain sentences: what you do, who for, and where. Write it for people, not search engines.
- Photos. Real photos of your premises, your team and your work. Add new ones every so often; fresh photos help people trust that you're active.
- Products or services listed with short descriptions, and prices where it makes sense.
- Attributes such as wheelchair access or parking, if they apply.
Keep it alive
- Reviews. Ask for them regularly and reply to every one.
- Updates. Post news, offers or events from time to time.
- Check it monthly. Anyone can suggest edits to your profile, and Google sometimes accepts them. A quick look each month catches wrong hours or a changed phone number before customers do.
Match your details everywhere
Your name, address and phone number should be the same on your profile, your website, Facebook and any directories you're listed in. Small differences, like "Rd" in one place and "Road" in another, are fine, but a different phone number or an old address confuses both Google and customers.
Link it to your website
Your profile gets people's attention; your website does the convincing. Make sure the link goes to a page that loads quickly on a phone and makes it obvious how to call, book or visit.