Google Business Profile Optimisation Checklist

Why This Matters

Your Google Business Profile is the first thing customers see when they search for your business or service in their area. An incomplete or outdated profile loses ranking and converts fewer enquiries into calls.

This checklist covers every field and best practice. Work through it once, then review quarterly.

Business Information

• Business name: Matches the legal name of your business, not a keyword variation. E.g., "Smith Plumbing," not "Edinburgh Plumbing Services — Smith Plumbing Ltd."
• Business category: Set to the primary service. E.g., "Plumber" not "Local Business." If you offer multiple services, add secondary categories.
• Business description: 3–4 sentences describing what you do and who you serve. E.g., "Local plumbing services for homes and businesses across Edinburgh. We handle emergencies, routine maintenance, and new installations."
• Address: Exact street address if you have a physical location. If service-area based, mark as "Service Area Business" so you don't appear pinned to the wrong location.
• Service areas: List all postcodes or regions you serve. Don't list areas where you don't actually provide service.
• Phone number: Primary contact number, formatted correctly (e.g., "+44 131 123 4567").
• Website: Your main website URL. Make sure it's the homepage, not a specific page.
• Hours: Your actual business hours, including holidays or special closures. Update this if you change hours for a season.

Contact and Communication

• Phone calls enabled: Set how you want to receive calls (direct phone, form submission, scheduling).
• Messaging enabled: If you use Google Messages, enable it so customers can message you.
• Email: Set the email that receives enquiries from your profile.

Photos and Videos

• Profile photo: A clear, professional photo of your business logo or storefront. Not a personal photo. Minimum 250x250 pixels.
• Cover photo: A professional photo of your work, team, or premises. 1080x608 pixels recommended.
• Service photos: At least 10 photos showing your work. Real photos of projects, team members, or your workspace. Not stock photos. Customers trust authentic images.
• Photo captions: Add 1–2 sentence captions to key photos. E.g., "Emergency plumbing repair in a new-build flat, completed same-day."
• Before/after photos: If applicable (e.g., renovation, design work), include before-and-after sets.
• Avoid stock photos: Use real images of your actual work.

Services and Offers

• Services listed: Add every service you offer. Plumbers should list "emergency plumbing," "boiler repair," "central heating," etc.
• Service areas: For each service, confirm the areas you serve.
• Special offers (optional): If running a promotion, add it. Keep it current.

Reviews

• Review responses: Respond to every review, good and bad. Positive: thank them. Negative: address professionally without being defensive.
• Response time: Aim to respond within 3 days.
• Encourage reviews: After completing a job, ask customers to leave a review. Make it easy (text link or QR code).
• Never pay for reviews: This violates Google's rules and damages trust.

Posts and Updates

• Google Posts: Add a post monthly or quarterly. Posts appear in your profile for 7 days and are discoverable in local search. Examples: new services, seasonal offers, team announcements.
• Events: If you have open days, seminars, or team events, add them as events in your profile.
• Questions: Monitor and respond to customer questions in your profile within 24 hours.

Verification and Security

• Verified badge: Ensure your profile is verified (you should have received a postcard or email from Google).
• Manager access: Only authorised team members have access to manage the profile. Remove anyone who's left your business.
• Secondary owners: Add a backup manager in case the primary owner is unavailable.
• Claim secondary profiles: If you have business profiles on franchise or directory sites that list your name and address, claim and link them.

Consistency Across the Web

• Website contact: Your website lists the same phone number and address as your profile.
• Social media: Facebook, Instagram, LinkedIn, and any industry directories show matching business information.
• Business directories: Check Trustpilot, Checkatrade, industry associations, and local directories. Make sure your NAP (name, address, phone) matches exactly.
• Corrections: If you find mismatches, update them across all platforms.

Technical Setup

• Booking integration: If you use online booking (Calendly, Acuity Scheduling), connect it to your profile so customers can book directly.
• CRM or form integration: If you use a CRM, ensure enquiries from your profile are logged automatically.
• Messaging setup: If using Google Messages, test the connection to ensure messages reach you.

Analytics

• Check monthly: Use Google Business Profile Insights to see:
  • Calls received from your profile
  • Directions requested
  • Photos viewed
  • Review growth
  • Search queries that led to your profile
• Mobile experience: Test your profile on mobile. Make sure it loads fast and photos display well.

Seasonal Updates

• Q1: Update hours if needed. Add Q1 services or offers.
• Q2: Summer promotions? Update posts.
• Q3: Back-to-school or autumn services? Post updates.
• Q4: Holiday hours. Special year-end offers.

Common Mistakes to Avoid

• Keyword stuffing in the business name: Google penalises this. "Smith's Emergency Plumbing Emergency Plumbing Services" is spam.
• Generic description: "We offer professional services" tells customers nothing. Be specific: what problems do you solve?
• Outdated hours: If your hours change, update them immediately. Nothing frustrates customers more than a business showing as "open" when they call and reach voicemail.
• Low-quality photos: Stock photos and blurry team pictures hurt trust. Use real images of your actual work.
• Ignoring reviews: Not responding to reviews signals you don't care about customers.
• Fake or incentivised reviews: This violates Google's rules and will get your profile penalised.

Quarterly Review

Every three months:

1. Check all information for accuracy (hours, phone, address).
2. Add 3–4 new photos from recent work.
3. Respond to any unanswered reviews or questions.
4. Add a post about current services or seasonal updates.
5. Review analytics to see which search queries bring clicks.

Time commitment: 1–2 hours every three months.

Next Steps

If you're not sure whether your Google Business Profile is optimised, we can review it for you and suggest improvements. Contact us for a quick audit.