Google Business Profile checklist for local businesses

• Claim and verify your profileOnly a verified owner or manager can edit your profile and reply to reviews. If you haven’t yet, claim it at business.google.com and complete the verification Google offers you.
• Check who has accessMake sure at least one owner is someone who’ll stay with the business, and remove former staff or agencies that no longer need access.
• Keep one profile per locationDuplicate profiles split your reviews and confuse customers. If you find a duplicate, ask Google to remove or merge it.

• Use your real business name onlyIt should match your signage, website and stationery. Don’t add suburbs, services, taglines or phone numbers. Google’s guidelines say this can get your profile suspended.
• Choose the most specific primary categoryPick the category that completes the sentence “This business IS a…”. For example, “Dentist” rather than “Health”, or “Electrician” rather than “Contractor”. It’s one of the most important settings on your whole profile.
• Add only genuine additional categoriesYou can add up to nine, but Google asks for as few as possible. Only add categories for real parts of your business, not as keywords.
• Use your real street addressIt must be a place customers can visit, with your business name on permanent signage. P.O. boxes and virtual offices aren’t allowed, and a co-working space only qualifies if it’s signed and staffed during your hours.
• Working from home or on the road? Hide your addressService businesses like plumbers, cleaners and mobile groomers should clear the address from the profile and set the suburbs or postcodes they serve instead. Google lets you add up to 20 service areas, generally within about two hours’ drive.
• Add a local phone number you controlUse a number that reaches this location directly, rather than a central call centre or a tracking number that redirects elsewhere.
• Link to the right website pageLink to your homepage or, if you have several locations, to the page for this location. Make sure it loads quickly on a phone.

• Set your regular hoursUse the hours customers can actually visit or call. Businesses that work by appointment only may be better off without hours, so customers aren’t misled.
• Add public holiday hours in advanceSet special hours before each public holiday so Google doesn’t show you as open when you’re not. Remember some holidays fall on different dates in different states, such as the King’s Birthday and Labour Day.
• Add “More hours” if they applyFor example, separate hours for a kitchen, deliveries or a drive-through. These should sit within your main opening hours.
• Mark temporary closuresClosing for renovations or a seasonal break? Mark the profile as temporarily closed, then reopen it when you’re back. Don’t mark it permanently closed by mistake.

• Write a clear business descriptionYou have up to 750 characters, but only about the first 250 show before “More”, so say what you do and where up front. Write naturally for customers. Google doesn’t allow links, and the description shouldn’t focus on sales, prices or special offers.
• List your services or menuWhere your category allows it, add each main service in the words customers would use, with a short description. Restaurants and cafés can add a full menu.
• Check your attributesThese are the facts customers filter by, such as wheelchair access, payment options, parking or outdoor seating. Only tick what’s true.
• Add booking or ordering linksIf customers can book or order online, add the link so they can do it straight from Google.

• Upload your logo and a cover photoUse a clear, square logo and a cover photo that shows what your business is about.
• Add real photos of your businessThe outside (so people can find you), the inside, your team and your work or products. Use your own recent photos, not stock images, and add new ones every month or two.
• Post an update regularlyUse posts for news, events and offers. A post every week or two shows customers you’re active. Keep offers accurate and link to their terms.

• Get your review link and QR codeIn your profile, select Read reviews, then Get more reviews. Our review request templates show you how to use it.
• Ask every customer, with no rewardsAsk all customers, not just happy ones, and never offer discounts or gifts for reviews. Our guide on buying Google reviews explains why.
• Reply to every reviewThank people for positive reviews, and reply calmly to negative ones. Our guide to responding to negative reviews has example replies.
• Report reviews that break Google’s rulesFake, offensive or off-topic reviews can be reported from your profile or the Reviews Management Tool. Genuine negative reviews can’t be removed.

• Check for suggested editsGoogle and members of the public can suggest changes to your details. Check your profile regularly and fix anything that’s wrong.
• Do a quick monthly checkHours, phone number, services, photos and any changes coming up. Fifteen minutes a month keeps your profile accurate.
• Look at your performance numbersYour profile’s performance section shows how people found you and how many called, asked for directions or visited your website. Watch the trend over a few months.
• Keep your details the same everywhereYour name, address and phone number should match on your website, your Facebook page and any online directories you’re listed in.

Common questions