Google Business Profile checklist: 11 steps to rank in local search

To get more from your Google Business Profile, complete every field, choose the most accurate primary category, keep your name, address and phone number identical everywhere online, add real photos regularly, ask every happy customer for a review, and reply to every review. Google says local results are based mainly on relevance, distance and prominence, and a complete, active profile helps with relevance and prominence.

Here is the checklist we use when optimizing profiles for local clients. You can read Google's own explanation in how Google determines local ranking.

1. Claim and verify the profile

Search for your business on Google Maps. If a profile exists, claim it. If not, create one. Complete verification, which may be by video, phone, email or postcard depending on your business.

2. Get the basics exactly right

• Business name: your real name, with no extra keywords added. Stuffing keywords into the name breaks Google's guidelines.

• Address: or service area if you visit customers instead

• Phone number: a local number you answer

• Website: link to the most relevant page

• Hours: including holiday hours

Keep your name, address and phone identical on your website, social profiles and directories. Mismatches confuse both Google and customers.

3. Choose categories carefully

Your primary category has a big effect on which searches you appear for. Choose the most specific one that describes your main service, such as "Emergency veterinarian" rather than just "Veterinarian" if that fits. Add secondary categories for other real services.

4. Add services and products

List every service with a short description. If you sell products, add them with photos. This gives Google more information about what you offer and helps customers decide.

5. Write a useful description

Explain what you do, who you serve and where, in plain words. Mention what makes you different. Skip links, promotions and keyword lists.

6. Add real photos often

• Exterior, so people recognize you

• Interior or workspace

• Team photos

• Finished work and products

Upload new photos regularly. Real photos build trust more than stock images.

7. Build reviews steadily

Ask every happy customer, with a direct link to your review form. Do not offer rewards for reviews and do not ask only happy customers through selective filtering. Both break Google's policies. Our guide on getting more reviews will cover this in detail.

8. Reply to every review

Thank people for good reviews by name. For negative reviews, stay calm, acknowledge the issue and offer to resolve it offline. Future customers read your replies.

9. Post updates

Use posts for offers, events, new services and news. They keep the profile active and give searchers a reason to choose you.

10. Answer questions

Check the questions section and answer anything customers ask. You can also add common questions and answers yourself.

11. Track results

The Performance section shows searches, calls, direction requests and website clicks. Check it monthly, and add UTM tags to your website link so visits show clearly in GA4.

Our SEO team handles local SEO, including Google Business Profile optimization, citations and review strategy.