Your Google Business Profile is the single most valuable piece of free marketing real estate your business owns. When someone searches for what you offer nearby, it's often the first — and sometimes only — thing they see. Yet most profiles are barely half-finished. This checklist walks through every setting that actually moves the needle.
1. Claim and Verify (Non-Negotiable First Step)
An unverified profile has severely limited reach. Search for your business at business.google.com — Google often auto-creates listings, so claim the existing one rather than making a duplicate. Verify by postcard, phone, email, or video depending on what Google offers you. Nothing else on this list matters until this is done.
2. Nail Your Primary Category
Your primary business category is one of the strongest ranking signals there is. Choose the most specific category that describes your core business — "Italian Restaurant" beats the generic "Restaurant." Then add relevant secondary categories. Don't pad this with loosely-related categories; specificity wins.
3. Complete Every Single Field
- Exact business name (matching your signage and website — no keyword stuffing)
- Full address, or service-area definition if you travel to customers
- Local phone number (a local area code outperforms an 0800 number)
- Accurate opening hours, including special holiday hours
- Website URL and an appointment/booking link if relevant
- A keyword-rich but naturally-written business description
- Individual services with descriptions and prices where you can
4. Add Real Photos (And Keep Adding Them)
Upload genuine photos of your exterior, interior, team, products, and work in progress — never stock images. Businesses with 10+ photos see significantly higher engagement. Set a reminder to add a few fresh photos every month; an active profile signals an active business.
5. Build a Steady Stream of Reviews
Reviews are the most powerful ranking and conversion factor on your profile. After every job, send customers your direct review link. Reply to every review — good and bad — within 48 hours. For a complete system, see our guide on getting more Google reviews without being awkward about it.
6. Post Weekly Updates
The Posts feature lets you publish offers, events, and updates that appear directly on your profile. Almost no small businesses use it, which makes it an easy edge. A five-minute weekly post tells Google your business is active and relevant.
7. Connect It to a Strong Website
Your profile and website work as a system. The website it links to should load fast, be mobile-friendly, and carry matching NAP (name, address, phone) details. If you want the full local picture handled professionally, our Local SEO service covers profile management, citations, and on-page optimisation together. For the bigger Maps strategy, read how to rank on Google Maps.
Got questions about your specific profile? Book a free call and I'll take a quick look at where you're losing visibility.
- Verify your profile first — nothing works until you do
- Your primary category is a major ranking signal — be specific
- Aim for 100% profile completion; the dashboard shows the gaps
- Real photos and weekly posts signal an active, trustworthy business
- Reviews drive both rankings and conversions — build a steady system