Guide
Google Business Profile checklist
A complete Google Business Profile needs an accurate name, the most specific primary category, fully populated services, a correct address or service area, real photos, current opening hours and an active review process.
By The DigitalTiger team, Digital marketing for Devon trades · Published · Updated
Business information
Use your real trading name exactly as it appears on your signage and website. Adding keywords to the name is the single most common cause of suspension.
Check the phone number, website URL and opening hours, including bank holidays. Inconsistent details across the web weaken the entity signals Google relies on.
Categories and services
Pick the most specific primary category that describes your main business activity, then add secondary categories only where you genuinely offer that service.
Populate the services list with the terms customers actually use, and give each a short description. This is one of the most underused parts of the profile.
Address or service area
If customers come to you, show the address. If you travel to them, set a service area covering the towns you genuinely serve and hide the address.
Do not list a virtual office, a co-working desk you do not staff, or a family member's address. Each is a guideline breach.
Photos and posts
Add genuine photos of your premises, team, vehicles and completed work, and keep adding them. Stock imagery adds nothing and can look evasive.
Posts mainly support engagement and conversion rather than ranking directly, but an active profile consistently performs better than a dormant one.
Reviews
Ask every satisfied customer, using a direct review link. Never incentivise, never filter, never write them yourself.
Reply to all reviews. For negative ones, stay factual and brief, and move the detail offline.
Related questions
How long does Google Business Profile verification take?
It varies by verification method and business type, from immediate to several weeks where video or postcard verification is required.
Can I have two profiles for one business?
Only where you genuinely have separate staffed locations. Duplicates for the same location split your visibility and should be removed.