How to optimize your Google Business Profile: a step-by-step guide

Search for your business name on Google. If a profile exists, choose the option to claim it. If not, create one at business.google.com. Google will ask you to verify that you're the owner, usually with a video, phone call, text or postcard. You can't fully manage the profile until it's verified.

Use an email address the business controls, not a former employee's or an agency's personal account. Add a second owner or manager so you never lose access.

Business name

Your real business name, exactly as customers see it on your signage, website and documents. Don't add cities or services. "Smith Family Dental", not "Smith Family Dental – Best Dentist Austin".

Address or service area

If customers visit you, show your address. If you travel to customers (most roofers, plumbers and electricians), set a service area and hide your address if it's your home.

Phone and website

A local phone number that rings during business hours, and a link to your website's most relevant page. For multi-location businesses, link each profile to its own location page.

Hours

Accurate regular hours, plus special hours for holidays. Wrong hours are one of the fastest ways to lose a customer's trust.

Categories are one of the strongest signals Google uses to decide which searches you appear for.

• Pick the primary category that best describes your core business: "Dentist", "Roofing contractor", "Immigration attorney", "HVAC contractor".
• Add secondary categories for other services you genuinely offer: "Cosmetic dentist", "Gutter cleaning service", "Air conditioning repair service".
• Look at the businesses ranking above you to see which categories they use.
• Don't add categories for things you don't do.

In the services section, list each service you offer with a short description. Be specific: "Emergency AC repair", "Dental implants", "Green card applications". Services help Google match your profile to more searches and help customers see that you do what they need.

You have 750 characters. Say what you do, who you serve and where, and what makes you different. Write for people, not search engines. Don't include links or promotions.

Profiles with good photos get more attention. Add:

• Your logo and a cover photo
• Exterior photos so people recognize your building
• Interior photos of your office, clinic or shop
• Your team at work
• Your work: finished roofs, smiles, installations (with permission)

Add new photos every month. Use real photos, not stock images.

Google posts appear on your profile and show that your business is active. Ideas:

• Seasonal tips ("Is your AC ready for summer?")
• A service you want more of
• News, new team members, community events
• Answers to a common question

Add a photo and a button ("Call", "Book", "Learn more") to every post.

The Q&A section lets anyone ask a question about your business. Add the questions customers ask most often and answer them yourself. Check for new questions regularly.

Reviews influence both rankings and decisions. Ask every happy customer, make it easy with a direct link, and reply to every review. Read our full guide on how to get more Google reviews.

Your business name, address and phone number should match exactly across your website, your profile and directories like Yelp, Bing, Apple Maps and industry listings. Inconsistent information confuses customers and search engines.

Your profile shows how many people called, requested directions or visited your website from it. Check monthly and look for trends rather than single numbers.

• Keywords stuffed into the business name
• A virtual office or PO box as the address
• Multiple profiles for the same location
• Ignoring negative reviews
• Letting the profile go months without updates