Google Business Profile optimization

Why your profile matters

Your Google Business Profile powers the information shown on Google Maps and in local search results. A complete, accurate profile helps you appear for nearby searches and gives customers what they need to contact you. Google updates the options inside the dashboard from time to time, so check what is currently available.

Step 1: Claim and verify

Search for your business on Google Maps. Claim an existing listing, or create a new one, then complete Google’s verification. Use your real business name, exactly as it appears on your signage and website.

Step 2: Choose categories carefully

Your primary category is one of the strongest signals for what your business is. Pick the most specific option that describes your main service, then add secondary categories for the other services you offer. Look at what top competitors use for ideas.

Step 3: Complete every field

Add accurate opening hours, including holiday hours, a phone number, your website, and your address or service area. Add booking or appointment links where relevant, and use tracking parameters on the website link so you can see visits in your analytics.

Step 4: Write a clear description

Explain what you do, where you serve and what makes you different, in natural language. Avoid keyword stuffing, promotional claims and phone numbers or links in the description.

Step 5: List your services and products

Add each service with a short description, and prices where it makes sense. This helps Google match you to more specific searches.

Step 6: Add real photos and video

Upload photos of your premises, team, work and products. Add new ones regularly. Real images build trust and tend to increase engagement.

Step 7: Post updates

Use posts for offers, news and events. Keep them short, with a clear photo and a button such as call or learn more.

Step 8: Collect and answer reviews

Ask every customer for a review with your direct link. Reply to all reviews, thanking positive reviewers and answering negative ones calmly with a way to put things right. Never buy reviews or pick who you ask.

Step 9: Track performance

Review profile views, calls, direction requests and website clicks each month, and compare against your baseline.

Common mistakes

• Keywords added to the business name.
• A virtual office or PO box as the address.
• Hours that are out of date.
• Duplicate listings for the same business.

Continue learning

Read our complete local SEO guide or see our local SEO service.