When someone searches for a local service, the first thing they usually see is the map with three businesses under it. Those spots are driven largely by Google Business Profiles. This checklist walks through every part of your profile in the order we tackle them for clients, from the essentials to the habits that keep you climbing.
Step 1: Claim and verify your profile
Search for your business on Google Maps. If a profile already exists, choose "Own this business?" and follow the steps. If not, create one at business.google.com. Google will ask you to verify, usually by video, phone, text or a postcard. Nothing you edit counts until verification is complete, so do this first.
Once you're in, add a second owner or manager (a partner or trusted employee) so you never lose access if one account has a problem.
Step 2: Get the core details exactly right
- Business name: use your real-world name only. Adding keywords or cities ("Best Plumber Orlando") breaks Google's guidelines and can get your profile suspended.
- Address or service area: if customers visit you, show your address. If you travel to customers, hide the address and list the cities or regions you serve.
- Phone number: use a local number that's answered during business hours, and make sure it matches your website.
- Website: link to your homepage, or to a location page if you have several locations.
- Hours: set regular hours, then add special hours for holidays so customers don't show up to a locked door.
Step 3: Choose the right categories
Your primary category is one of the strongest signals for which searches you appear in. Pick the most specific option that describes your main business: "Flooring contractor" rather than "Contractor," or "Pediatric dentist" rather than "Dentist" if that's your focus. Then add secondary categories for other services you genuinely offer.
A quick way to find good categories is to look at the top-ranked competitors in your area and see which ones they use.
Step 4: Fill in services, products and attributes
Under "Services," list each service you provide with a short description. If you sell products or packages, add them with photos and prices where it makes sense. Then go through the attributes Google offers for your category, such as "Online estimates," "Women-owned," "Wheelchair accessible" or "Free Wi-Fi," and turn on every one that's true.
These details help Google match you to more specific searches, and they help customers decide before they ever call.
Step 5: Write a description customers will actually read
You have up to 750 characters. Use the first sentence to say what you do and where. Follow with what makes you different: years in business, family ownership, warranties, certifications, response times. Write it for people, not for search engines, and skip the links and promotional offers, which aren't allowed here.
Step 6: Add real photos, and keep adding them
Profiles with good photos get more attention. Upload:
- A clear logo and a cover photo
- The outside of your location or your branded vehicles, so people recognize you
- Your team at work
- Before-and-after shots of real jobs
- The inside of your location if customers visit
Use your own photos rather than stock images, and add a few new ones every month. Fresh photos show Google and customers that the business is active.
Step 7: Build a steady stream of reviews
Reviews influence both your ranking and whether people choose you. In your profile, find "Ask for reviews" to get a short link, then:
- Send the link by text or email right after each completed job, while the experience is fresh.
- Make it a routine for your team, not a one-time campaign. A steady flow of new reviews beats a burst followed by silence.
- Never offer discounts or gifts in exchange for reviews, and never post fake ones. Both break Google's rules.
Reply to every review. Thank people by name for positive ones, and respond calmly to negative ones with an offer to make it right offline. Future customers read your replies as closely as the reviews.
Step 8: Post updates regularly
Google Posts let you share news, offers, events and recent projects directly on your profile. Aim for at least one post a week or every two weeks: a finished project with a photo, a seasonal tip, a limited-time offer. Posts keep your profile looking alive and give customers another reason to click.
Step 9: Answer questions before customers ask
Customers can ask questions on your profile, and anyone can answer them, including people who don't know your business. Check this section regularly and reply quickly. You can also add common questions yourself and answer them, such as "Do you offer free estimates?" or "Do you work on weekends?"
Step 10: Turn on messaging and booking if they fit
If you can respond to messages quickly, turn on chat so customers can reach you straight from Google. If you take appointments, connect a supported booking tool so people can book without leaving the search results. Only turn these on if someone will actually respond, since slow replies can hurt more than help.
Step 11: Keep everything consistent across the web
Google cross-checks your profile against other sites. Make sure your name, address, phone number and hours match on your website, Facebook, Yelp, Bing Places, Apple Business Connect and industry directories.
Step 12: Check your performance every month
The Performance section shows how many people found you, what they searched for, and how many called, requested directions or visited your website. Review it monthly. If calls dip, check for wrong hours, missing photos or a drop in new reviews. If a search term shows up often, consider adding a matching service or website page.
The short version
Verify your profile, get the details right, pick specific categories, add real photos, collect and answer reviews, and post regularly. None of it is complicated, but it rewards consistency. If you'd rather have it handled for you, that's exactly what our local SEO service does.