Google Business Profile Checklist for Local Businesses (2026)

Your Google Business Profile is often the first thing a customer sees when they search for your business or for a service "near me". A complete, active profile gets more calls, more direction requests and more website visits. We went through this exact checklist for our own profile, and these are the steps that matter.

1. Choose the right primary category

The primary category tells Google what you are. Pick the one that matches what customers search for, not what sounds impressive. A web design agency, for example, ranks better as "Website designer" than as "Software company". Add a few additional categories for your other services, but only ones you actually offer.

2. Add services, starting with Google's suggestions

In the Services section, Google suggests services for your category. Add the ones you offer first. Local SEO testers have reported ranking improvements from adding these suggested services. Then add custom services for anything missing, each with a short, factual description.

3. Write a description without sales claims

Describe what you do, who you serve and where, in plain language. Avoid words like "best" or "No. 1", phone numbers and links. They do not help, and Google may not accept them.

4. Get your address settings right

If customers visit your premises, show your address. If you work from home or visit customers, hide your address and set a service area instead. Showing an address where you do not receive customers goes against Google's guidelines and can lead to suspension. Note that changing these settings can trigger a fresh verification, which may take a few days.

5. Keep your name, phone and website consistent

Your business name, phone number and website should match exactly on your profile, your website and every directory listing. Mismatches confuse Google and customers.

6. Add real photos

Add your logo, a cover image and photos of your work, team or workplace. If you cannot show client work, use screenshots of your own website, branded graphics and a photo of yourself at work. A real face builds more trust than graphics alone.

7. Ask for reviews the right way

• Send your review link to happy customers shortly after finishing their work
• Keep the message short and personal
• Do not offer discounts or gifts for reviews
• Do not write the review for them or tell them which keywords to use
• Never review your own business

8. Reply to every review

Thank the reviewer by name and mention what you worked on. Keep replies short and natural. Stuffing keywords into replies looks spammy to readers.

9. Post updates regularly

A short post each week about a project, an offer or a useful tip shows Google and customers that the business is active.

Mistakes that can get a profile suspended

• Showing an address where you do not meet customers
• Adding keywords or locations to your business name
• Creating more than one profile for the same business
• Buying or faking reviews

Next step

Want help setting up or fixing your profile? We do Google Business Profile optimisation as part of our local SEO services. Contact us for a free review.