When someone searches for a plumber, dentist, restaurant or accountant nearby, Google usually shows a map with three businesses before any website. That map pack is driven largely by Google Business Profile. A complete, accurate, active profile can bring more calls than your website does.
Work through this checklist in order. Most businesses can finish the first five sections in a single afternoon.
1. Claim, verify and secure the profile
- Search for your business on Google Maps. If a profile exists, claim it; if not, create one at business.google.com.
- Complete verification by the method Google offers: video, phone, email or postcard.
- Add a second owner or manager from your team, so access isn't lost if one person leaves.
- Use a company email account, not a personal one.
2. Get the core information exactly right
- Business name: your real-world name only. Adding keywords or locations that aren't part of your legal or signage name breaks Google's guidelines.
- Address or service area: show an address if customers visit you; use a service area if you travel to them. Don't list virtual offices or addresses where you have no staff.
- Phone number: a local number that is answered during business hours.
- Website: link to the most relevant page, such as a location page for multi-site businesses.
- Hours: regular hours plus special hours for holidays.
3. Choose categories carefully
- Pick the primary category that describes your main service, not the broadest one. "Emergency dentist" or "Cosmetic dentist" may serve you better than "Dentist" if that's your focus.
- Add up to nine secondary categories only where they are genuinely offered.
- Check competitors that rank well and note their categories.
4. Fill in services, products and attributes
- List every service with a short, plain description.
- Add products with photos for retail businesses.
- Complete attributes that apply, such as wheelchair access, online appointments or languages spoken.
- Write a business description that explains what you do, who you serve and where, without keyword stuffing.
5. Photos and videos
- Logo and cover photo.
- Exterior photos that help people find you, interior photos that show the experience, and team photos that build trust.
- Photos of real work: finished jobs, dishes, rooms or products.
- Add new photos monthly. Skip stock images.
6. A review system that runs every week
- Ask every customer, not just the happy ones, at the moment they are most satisfied.
- Make it easy with a short link or QR code.
- Reply to every review within a few days, thanking good reviews and responding calmly and helpfully to poor ones.
- Never offer discounts or gifts for reviews and never write fake ones. Both break Google's rules and many consumer protection laws.
7. Posts, offers and updates
- Share updates, events and seasonal offers at least twice a month.
- Use posts to answer common questions and show recent work.
- Keep the Q&A section accurate by adding and answering frequent questions yourself.
8. Messaging and calls
- Turn on messaging only if someone will reply quickly.
- Track calls from the profile with a call-tracking number set as the primary number and your main number as an additional one.
- Add booking links if you use an online booking system.
9. Build prominence beyond the profile
- A fast website with a page for each service and location.
- Consistent name, address and phone number across directories.
- Local links from associations, suppliers, sponsors and local news.
- Mentions in local press and community sites.
How this works worldwide
The checklist applies in every country, but the supporting directories, review platforms and languages differ. Use the local business directories your customers trust, add local-language details where people search in more than one language, and make sure your map pin and address format follow local conventions.
Mistakes that get profiles suspended
- Adding keywords or locations to the business name.
- Listing a virtual office, co-working desk or home address you don't serve from.
- Creating duplicate profiles for the same location.
- Buying, incentivising or filtering reviews.
- Making big changes to name, address and category all at once.
Frequently Asked Questions
How long does it take to rank in the map pack?
Fixes to categories and information can show movement in a few weeks. Competitive areas need months of steady reviews, content and local links.
Can I have a profile without a physical shop?
Yes, as a service-area business, as long as you meet customers in person at their location.
Do I need a website if I have a profile?
You don't need one, but a good website strengthens your profile and turns more visitors into customers.
What should I do if my profile is suspended?
Fix anything that breaks the guidelines, gather proof of your business such as a utility bill, signage photos and a business licence, then file a reinstatement request.
Sources & References
Written by Farzeen Rasheed
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