WaZappy
Himanshu Chawla
For a local business, the Google Business Profile is often seen more than the website. It appears in the map pack, on Google Maps and in "near me" searches. Most profiles we audit are verified but half-finished. Here is the checklist we work through.
Key takeaways
- Primary category is the most important choice on your profile.
- Complete every field: services, attributes, hours, description, photos.
- Steady, genuine reviews and replies beat any shortcut.
1. Get the basics exactly right
- Business name: your real name as used on signage — no extra keywords. Keyword stuffing can lead to suspension.
- Address or service area: show the address only if customers visit you.
- Phone and website: use a number you answer and link to the most relevant page.
- Hours: including special hours for holidays.
2. Choose categories carefully
The primary category tells Google what you are. Pick the most specific one that matches your main service, then add a few relevant secondary categories. Check what categories the top-ranking competitors in your area use.
3. Add services and products
List each service with a short description using the words customers search for. This content helps Google match your profile to more searches.
4. Photos that build trust
Add your logo, cover photo, exterior (so people can find you), interior, team and examples of work. Real photos outperform stock images. Add new photos regularly.
5. Post updates
Google Posts show offers, events and updates on your profile. A post every week or two keeps the profile active and gives customers a reason to click.
6. Reviews: ask, then reply to every one
Create your review link from the profile and send it to happy customers right after delivery — a WhatsApp message works well. Reply to every review, positive or negative, politely and specifically. Never buy or fake reviews; it violates Google's policies.
7. Questions and answers
Answer the common questions customers ask — parking, payment modes, timings, service area — so they do not need to call just to check.
8. Keep NAP consistent everywhere
Your name, address and phone should match exactly on your website, social profiles and directories. Add LocalBusiness schema markup to your website with the same details.
9. Track what matters
Use the profile's performance report to track calls, direction requests, website clicks and the search terms that showed your profile. Use UTM parameters on your website link to see profile traffic in analytics.
Frequently asked questions
Does posting on Google Business Profile help ranking?
Posts mainly help engagement and conversions. Rankings depend largely on relevance, distance and prominence, which includes reviews and overall online presence.
Can I have a profile without a shop?
Yes, service-area businesses can hide their address and show the areas they serve.
