Google Business Profile Checklist
For anyone who manages a business listing on Google Search and Maps. Use it for a new profile, a quarterly review, or after a suspension, a competitor change or a rebrand.
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- critical
Why and how
- Why it matters
- An unverified or poorly owned listing can be edited or claimed by others, and some features stay locked.
- How to check or fix it
- Open the profile, complete the verification Google offers, and add a second manager using an organization email so access is not lost.
- critical
Why and how
- Why it matters
- Adding keywords or locations to the name violates guidelines and can lead to suspension.
- How to check or fix it
- Match the name on your signage and website exactly. Check the profile's Edit profile section against Google's guideline for representing your business.
- critical
Why and how
- Why it matters
- The primary category is one of the strongest relevance signals for which searches you appear in.
- How to check or fix it
- Look at the primary categories used by top-ranking competitors, then pick the one that best describes your main service.
- important
Why and how
- Why it matters
- Secondary categories help you show for related searches without diluting your main focus.
- How to check or fix it
- Add only categories that describe services you actually provide. Remove any that do not fit.
- critical
Why and how
- Why it matters
- Wrong hours frustrate customers and lead to poor reviews.
- How to check or fix it
- Set regular hours, then add special hours for upcoming holidays in the Edit profile section.
- important
Why and how
- Why it matters
- The profile should send people to the most relevant page, and calls are a main conversion path.
- How to check or fix it
- Link to your location page or home page for a single-location business. Add a UTM tag to the URL to separate profile visits in analytics.
- important
Why and how
- Why it matters
- Service and product entries give Google and customers specific detail about what you offer.
- How to check or fix it
- Fill in the Services and Products sections with plain descriptions and prices where you can state them.
- important
Why and how
- Why it matters
- The description helps customers decide quickly and gives context for what you offer.
- How to check or fix it
- Use the full space naturally, avoid links, promotions and all caps, and describe services, area and experience.
- important
Why and how
- Why it matters
- Genuine photos build trust and profiles with more visuals tend to get more engagement.
- How to check or fix it
- Add a logo and cover photo, then add new photos on a regular schedule. Avoid stock images.
- important
Why and how
- Why it matters
- Unanswered messages create a poor first impression.
- How to check or fix it
- Enable features in the profile settings only if someone is assigned to monitor them during business hours.
- nice
Why and how
- Why it matters
- Posts show activity and give visitors current information such as offers or events.
- How to check or fix it
- Use the Add update option in your profile to share news, offers or events every few weeks.
- nice
Why and how
- Why it matters
- The report shows how people find and use your listing, which guides what to change next.
- How to check or fix it
- Open the profile's Performance section monthly and compare search terms and actions against the previous period.
Checklist complete. Re-run it after your next release or major change, and use the related lists below to keep going.
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Common questions
Why was my Google Business Profile suspended?
Common reasons include keyword-stuffed names, ineligible addresses such as virtual offices, and misleading details. Fix the cause, then submit a reinstatement request with supporting evidence such as signage and licenses.
Can I pay to rank higher in the map results?
No. Organic map pack ranking cannot be bought. Ads are a separate paid placement and do not change your organic profile ranking.