A simple Google Business Profile checklist for local businesses

What is a Google Business Profile?

A Google Business Profile is the free listing that shows your business on Google Search and Google Maps. It can show your name, phone number, hours, photos, reviews and a link to your website. For many local businesses, it is the first thing a new customer sees.

You own the listing, and you can edit it yourself. This post walks through what to check, in a sensible order.

Why does a complete profile matter?

Google reports that customers are 2.7 times more likely to consider a business reputable when it has a complete profile. Google also says customers are 70% more likely to visit, and 50% more likely to consider buying. These are Google's own figures, so treat them as a guide, not a guarantee.

Google also explains how it picks local results. It looks at three things: how well your profile matches what a person searched for, how far you are from them, and how well known you are. Complete and accurate details help with the first one. Reviews and links from other websites help with the third.

One more point from Google: there is no way to pay for a better local ranking.

Step 1: Is your profile claimed and verified?

Claiming means you take control of the listing. Verifying means Google checks that you really run the business. After a profile is verified, Google says it can show across all of Google.

Photos also only appear publicly once the profile is verified. If you have never done this, search for your business name and look for the option to manage the profile.

Step 2: Is your business name correct?

Use the real name that people see on your sign, your website and your paperwork. Google's rule is that the name should reflect your real-world name.

Do not add extras. Google's example: "Shelly's Coffee" is fine, but "Shelly's Coffee - Open 24 hours" is not. Avoid slogans, phone numbers, web addresses and city names in the name field.

Step 3: Are your address and service area right?

Use a precise, accurate address, or a service area if you travel to customers. Google does not allow P.O. boxes. If you work at customers' homes and do not see them at your own location, Google suggests hiding your address and setting the area you serve.

Step 4: Did you choose the right categories?

Pick the fewest categories that describe your core business. A helpful test from Google: finish the sentence "This business IS a..." A plumber is a plumber. Do not pick a category for every small job you do.

Step 5: Are your hours right, including holidays?

Wrong hours cause real problems. A customer who drives to a closed door will not forget it. Enter your regular hours and update them before holidays or any time you close early.

Step 6: Is your description honest and simple?

Write a short description of who you are and what you do. Google says to keep it honest and relevant. It does not allow low-quality text, promotional pricing language or links in the description. Write it the way you would explain your business to a new neighbor.

Step 7: Do you have good, real photos?

Add a logo, a cover photo and pictures of your work, your place and your team if they are happy to be shown. Google asks for photos that are in focus, well lit and not heavily changed.

Here are Google's basic photo limits:

• File type: JPG or PNG.
• File size: 10 KB to 5 MB.
• Size in pixels: 720 by 720 is recommended, and 250 by 250 is the minimum.
• Videos: up to 30 seconds and 75 MB.

New photos can take 24 to 48 hours to appear.

Step 8: Are your services and details filled in?

Google lists services, products, opening date and "attributes" as parts of a complete profile. Attributes are small facts, such as whether you have outdoor seating or offer Wi-Fi. Fill in what is true for you and skip what is not.

Step 9: Do you ask for reviews, and do you reply?

You can ask customers to leave a review. Google suggests sharing a review link or a QR code (a square barcode that a phone camera can scan). In the profile, look for "Read reviews," then "Get more reviews." Google notes that QR codes can only be made from a computer, not a phone.

Two rules matter here. Do not offer discounts, gifts or free items in exchange for reviews. Google treats that as fake and misleading and prohibits it. Also, do not ask only the customers you think will be happy. Our post on asking for reviews explains this in more detail.

When you reply to a review, Google says to be professional and polite, keep it short, and avoid using the reply to offer deals. Respond to negative reviews in a timely way.

Step 10: Does it all match your website?

Your name, address, phone number and hours should be the same on your Google profile, your website and other listings. A mismatch can confuse customers who see two different answers.

Quick checklist

Print this and tick it off.

• My profile is claimed and verified.
• My business name is my real name, with no extras.
• My address or service area is correct, and I have not used a P.O. box.
• I picked as few categories as needed, and they say what I am.
• My hours are right, including holiday hours.
• My description is honest, short and has no links or special offers.
• I have a logo, a cover photo and real photos of my work.
• My services and details are filled in.
• I have a review link, and I ask every customer the same way.
• I reply to reviews politely and briefly.
• Everything matches my website.

How often should you check?

Look at your profile once a month. Ten minutes is usually enough. Check your hours, answer new reviews and add a fresh photo when you have one.

If you would like help with this, ask your Liftofly representative or contact us.