Google Business Profile optimisation checklist

Twenty practical steps to make your local business profile complete, accurate and more likely to win the call.

For local businesses, the Google Business Profile is often the first thing a customer sees — before your website. Google says local ranking is mainly based on relevance, distance and prominence, and a complete, accurate profile helps with the factors you control.

Get the basics exactly right

1. Use your real business name — no keyword stuffing, which breaks Google's guidelines.
2. Pick the most specific primary category, then add relevant secondary categories.
3. Keep address, phone and hours identical to your website and other listings.
4. Add special hours for holidays before they happen.
5. Set a service area if you travel to customers.

Fill every section

6. Write a clear description of what you do and who you serve.
7. List products and services with short descriptions and prices where possible.
8. Add attributes (accessibility, payment options, online appointments).
9. Upload real photos: exterior, interior, team and work examples. Update them regularly.
10. Add your booking or quote link.

Reviews and engagement

11. Ask every satisfied customer for a review with a direct link.
12. Reply to every review, positive and negative.
13. Never offer incentives for reviews — Google's policies prohibit it.
14. Answer common questions in your description and services so customers find answers fast.
15. Post updates for offers, events and new services.

Maintain and measure

16. Check the profile monthly for suggested edits from the public.
17. Review performance insights: calls, direction requests and website clicks.
18. Track calls from the profile with a consistent number.
19. Keep your website's contact page consistent with the profile.
20. Report spam competitors through Google's official redressal form rather than fake reviews of your own.

Next: learn how to get more reviews ethically.