- Complete every relevant field; incomplete profiles leave visibility on the table.
- Your primary category is one of the most important choices you make.
- Upload real, recent photos regularly.
- Respond to every review and keep hours accurate, especially on holidays.
For many local businesses, a Google Business Profile is seen more often than the website itself. When someone searches for your name or a service near them, your profile can appear in the map results and the panel on the right of the search page, complete with hours, photos, reviews and a call button. Many customers decide whether to visit or call without ever clicking through to your site.
That makes the profile one of the most valuable free marketing assets a local business has. This guide walks through each part of it, in the order you will encounter them, with practical advice on what to enter and how to keep it current.
Claiming and verifying
Search for your business name on Google Maps. If a profile already exists, request ownership; if not, create one. Verification methods vary and may include a phone call, text, email, video recording of your premises or a postcard. Verification is essential: until it is complete, you cannot reliably manage the information customers see.
Register the profile using a business email address that will outlast any individual employee, and add at least one other trusted person as a manager so you are never locked out.
Business name and categories
Business name
Enter your business name exactly as it appears on your storefront, website and official documents. Do not add locations, keywords or slogans. "Harbor Street Bakery" is correct; "Harbor Street Bakery – Best Cakes Portland ME" breaks the guidelines and risks suspension.
Primary and secondary categories
Your primary category tells search engines what your business fundamentally is, and it strongly influences which searches you appear for. Choose the most specific option that describes your core business: "Italian restaurant" rather than "Restaurant," "Bicycle repair shop" rather than "Store." Then add secondary categories for other genuine services. Check which categories similar, well-ranked businesses in your area use for ideas, but only choose those that truly apply to you.
Some features, such as menus, bookings or service lists, appear only for certain categories. If you change your primary category, review the profile afterward to see which fields have appeared or disappeared.
Address and service areas
If customers visit you, show your address and make sure the map pin sits precisely on your entrance. If you travel to customers and do not serve them at your address, hide the address and list your service areas instead, by city or postal code. Businesses that do both can show the address and add service areas.
Hours, including special hours
Inaccurate hours are among the most frustrating experiences for customers, and they are entirely avoidable. Set regular hours, then add special hours ahead of every holiday, seasonal change or planned closure. If your business has different hours for different services, such as a kitchen that closes before the bar, use the additional hours options where available.
Phone, website and links
- Use a local phone number that is answered during your listed hours.
- Link to the most relevant page on your site: usually the home page for single-location businesses, or the specific location page for multi-location businesses.
- Add a UTM-tagged version of the website link so you can distinguish profile visits in your analytics. Our UTM guide explains how.
- Add booking, menu or ordering links if your category supports them.
The business description
You have up to 750 characters to describe your business, and the opening portion is what most people see before expanding it. Lead with what you do, for whom and where. Then add what makes you distinctive: your specialties, your approach, how long you have served the area. Write for humans; avoid keyword lists, links and promotional claims such as "best" or "cheapest."
A sample structure: one sentence on what you offer, one on who you serve and where, one on what makes you different, and one on how to get started.
Products and services
List your main services or products with short descriptions. These entries help the profile appear for more specific searches and give customers a quick overview. For service businesses, list each core service separately rather than one long combined entry. Add prices only if they are accurate and you will keep them updated.
Photos and videos
Photos help customers picture the experience and make your profile more engaging. Aim for a varied, honest set:
- Exterior from several angles, so people can recognize the building on arrival.
- Interior showing the space as customers experience it.
- Products or work examples, ideally in real use.
- Team at work, with each person's permission.
- Logo and cover photo that are clear at small sizes.
Use well-lit, unfiltered photos and add new ones regularly, perhaps monthly. Customers can upload photos too; check them periodically and report any that are inappropriate or unrelated.
Posts and updates
Profile posts let you share offers, events and news directly on your listing. They are a simple way to show the business is active. Useful post ideas include seasonal services, new products, events and workshops, and answers to common questions. Include a relevant photo and a clear button, such as "Book" or "Learn more," linking to a matching page on your site.
Reviews and responses
Reviews influence both visibility and customer decisions. Build a steady, honest stream:
- Ask satisfied customers directly, using the short review link from your profile dashboard.
- Do not offer discounts or gifts in exchange for reviews, and never post reviews on your own behalf.
- Reply to every review. Thank positive reviewers specifically; respond to criticism calmly, acknowledge the issue and offer to resolve it offline.
- Report reviews that clearly violate platform policies, such as spam or conflicts of interest, rather than arguing publicly.
Your replies to reviews are written for the next hundred customers, not just the one who left the review.Gadget Mark Hub editorial note
Questions and messaging
Where available, monitor the questions and messaging features and answer promptly. You can pre-empt common questions by keeping your description, attributes and services fields complete, so customers find answers before needing to ask.
Attributes
Attributes describe features such as accessibility, payment options, amenities and service options like delivery or online appointments. Select every attribute that accurately applies. They help customers with specific needs and can make your profile appear for more refined searches.
A monthly maintenance routine
- Check hours and add special hours for upcoming dates.
- Upload two or three new photos.
- Publish one or two posts.
- Reply to any unanswered reviews and messages.
- Review profile performance: searches, calls, direction requests and website clicks.
- Check for suggested edits and confirm all details remain accurate.
Thirty minutes a month keeps your profile accurate, active and useful, which is exactly what customers and search engines are looking for.
Quick FAQ
- Can I add keywords to my business name on the profile?
- No. Use your real-world business name exactly as it appears on your signage and documents. Adding keywords can lead to suspension.
- What if I work from home and visit customers?
- Set up a service-area business and hide your address. List the areas you serve instead.
- Someone suggested an edit to my profile. What should I do?
- Review it promptly. Accept accurate changes and reject incorrect ones. Check your profile regularly so unwanted edits do not go unnoticed.
