When someone searches for a service “near me,” the first results they usually see are the three businesses in Google’s local map pack. Your Google Business Profile (GBP) is what powers that listing, and for many local businesses it drives more calls than the website itself.
Use this checklist to make sure your profile is complete, accurate and competitive.
Get the basics right
- Claim and verify your profile. If you haven’t already, claim your business at Google Business Profile and complete verification. Unverified profiles have limited visibility and control.
- Use your real business name. Don’t add extra keywords or city names to your business name. It violates Google’s guidelines and can get your profile suspended.
- Match your name, address and phone everywhere. Your profile, website, Yelp, Bing, Apple Maps and directories should show identical information.
- Choose the right primary category. Your primary category has a big influence on which searches you appear for. Pick the most specific one that fits, then add relevant secondary categories.
- Set accurate hours, including holidays. Wrong hours lead to frustrated customers and negative reviews. Update special hours before holidays.
- Define your service area. If you travel to customers, set the cities or zip codes you serve. If customers visit you, make sure your address and map pin are correct.
Make your profile persuasive
- Write a helpful business description. Explain what you do, who you serve and what makes you different, in plain language.
- List every service you offer. Add services with short descriptions. This helps you appear for more specific searches.
- Add high-quality photos regularly. Include your storefront or office, team, work examples and products. Fresh, real photos build trust.
- Add your website and booking links. Link to the most relevant page, and use appointment links if you take bookings.
Stay active
- Post updates. Share offers, events, new services and news. Posts keep your profile fresh and give customers more reasons to choose you.
- Answer common questions. Use your website FAQ and your profile description to answer the questions customers ask most.
- Ask every happy customer for a review. Make it easy with a direct review link in follow-up emails, texts or printed cards.
- Respond to every review. Thank positive reviewers and respond professionally to negative ones. Future customers read your responses.
- Check your insights monthly. Track calls, direction requests, website clicks and the searches people use to find you.
Common mistakes to avoid
- Creating duplicate profiles for the same location
- Using a virtual office or P.O. box as your address
- Offering incentives in exchange for reviews (against Google’s policies)
- Letting someone else “own” your profile without giving you access
How your website supports your profile
Google looks at your website to confirm and expand on your profile. Location pages, consistent contact information, local content and strong on-page SEO all reinforce your map rankings. Businesses serving several areas benefit from dedicated pages, like our Los Angeles and areas we serve pages.
Frequently asked questions
How long does it take to rank in the map pack?
Some improvements, like fixing categories or adding services, can make a difference within weeks. Building reviews and authority takes longer, typically several months in competitive markets.
Do reviews really affect rankings?
Yes. Review quantity, quality and recency are all considered for local rankings, and they strongly influence which business customers choose.
Can I have more than one profile?
Only if you have more than one real, staffed location that serves customers. Each location can have its own profile.
Want help with local SEO?
We manage Google Business Profiles as part of our SEO services and small business marketing programs. Contact us for a free local SEO review.
