How to Improve Your Google Business Profile

A Google Business Profile is often one of the first things a potential customer sees when searching for a local business.

It can display your opening hours, services, photographs, customer reviews, contact details and location directly within Google Search and Maps. For many small businesses, it may be viewed before the customer ever visits the company website.

However, simply creating a profile does not guarantee that it will perform well.

An incomplete, inaccurate or neglected profile can make a genuine business appear less trustworthy. It can also make it harder for Google to understand what the business does, where it operates and which searches it may be relevant for.

This guide explains the practical steps UK small businesses can take to improve their Google Business Profile, strengthen their local visibility and give potential customers greater confidence to get in touch.

1. Claim and verify your Google Business Profile

Before making improvements, you need to confirm that your business has control of the correct profile.

Search Google for your exact business name and location. If a profile already appears, check whether it is managed by your business. You may see an option such as “Own this business?” or “Claim this business” if nobody has claimed it yet.

Avoid immediately creating a new profile if one already exists. Duplicate profiles can confuse customers, split reviews across multiple listings and create unnecessary problems when managing your business information.

Once you have added or claimed the correct profile, Google will usually ask you to verify that you genuinely manage the business. The verification methods available are selected automatically by Google and may include video recording, phone, email or another method. Some businesses may be asked to complete more than one verification step.

2. Use your real business name

Your Business Profile name should match the name customers see in the real world.

Use the name displayed on your website, business signage, invoices, stationery and other customer-facing materials. Do not add services, locations, slogans or keywords solely because you hope they will improve your search position.

For example, a business genuinely called:

Smith & Sons Plumbing Ltd

should not change its profile name to:

Smith & Sons Plumbing Ltd – Emergency Plumber in Milton Keynes and Boiler Repair Experts

The second version may describe what the company does, but it does not accurately represent its business name.

Google’s guidelines require the profile name to reflect the name consistently used in real-world branding. Adding unnecessary information can create a misleading profile and may lead to changes, restrictions or suspension.

Use the profile’s services, categories, description and website to explain what you offer. Keep the business-name field accurate and uncomplicated.

3. Choose the most accurate primary business category

Your primary category is one of the clearest ways to tell Google and potential customers what your business actually does.

Choose the most specific category that accurately describes your main service rather than selecting a broad category simply because it sounds relevant.

For example:

A dental practice should normally choose a category such as Dentist, rather than the broader Healthcare
An electrician should choose Electrician, rather than Contractor
An accountant should choose Accountant or another accurate specialist category, rather than Business service

Your primary category should represent the main reason customers choose the business. You can add relevant secondary categories for additional services, but avoid selecting every category that has a loose connection to what you do.

Categories help Google understand what your business does and match it with relevant searches. However, choosing a category does not guarantee a particular position, as local results are also influenced by factors including distance and prominence.

Ask yourself:

What is the main service the business is known for?
Which service produces most of its enquiries or revenue?
What would a customer naturally call this type of business?
Is there a more specific category than the one currently selected?
Are the secondary categories genuinely offered by the business?

Do not choose categories for services you hope to offer in the future. Your profile should represent the business as it operates today.

4. Decide whether to show your address or use a service area

Your profile should accurately reflect how customers interact with your business.

If customers regularly visit a genuine business location during your stated opening hours, you can normally display that address. Examples might include a salon, clinic, restaurant, shop or office where customers are welcomed in person.

If you travel to customers and do not serve them at your address, you should remove the public address and set up the profile as a service-area business instead. This commonly applies to plumbers, electricians, cleaners, mobile beauticians and other businesses that work at the customer’s location.

A hybrid business serves customers at its premises but also travels or delivers to them. A restaurant that welcomes diners and offers delivery is one example. A qualifying hybrid business can show both its address and its service area.

When setting your service area:

Choose the towns, cities or postcodes you genuinely cover
Keep the locations specific and accurate
Do not add areas simply because you would like to rank there
Remove locations you no longer regularly serve
Avoid creating separate profiles for every town you cover

Google currently allows businesses to enter up to 20 service areas. Service areas are selected using places such as cities or postcodes rather than by drawing a radius around the business. Google also advises that the overall area should generally remain within roughly two hours’ driving time from where the business is based.

Do not display an address purely for visibility

A home address, virtual office, mailbox or borrowed address should not be displayed simply to create a presence in a particular town.

If customers cannot genuinely visit the location and interact with the business there, the address should normally be hidden. Google requires businesses to use an accurate address or service area and does not accept remote mailboxes or similar arrangements as genuine business locations.

5. Keep your contact details and opening hours accurate

Potential customers should be able to understand when you are available and contact you without having to search elsewhere.

Review your profile’s telephone number, website address and opening hours carefully. Even small inaccuracies can create frustration, missed calls or wasted journeys.

Check that your profile includes:

A working telephone number answered by the business
The correct website address
Accurate opening hours for a normal week
Special hours for bank holidays, seasonal closures and unusual opening times
Separate hours for specific services where appropriate
Updated information following any permanent change

Your primary telephone number should connect customers to the business as directly as possible. A number answered by the company is usually more useful than a general call centre or unrelated third party.

The website button should lead to a relevant, working page on your own website. For a single-location business, this may be the homepage. For a business with several branches, the relevant location page will often give the customer a clearer experience.

Do not claim to be open 24 hours unless you genuinely are

Some businesses select 24-hour opening because they accept online enquiries or have a voicemail system. That does not necessarily mean a customer can receive the advertised service at any time.

Use hours that honestly represent when customers can access, contact or receive the main service from your business.

Google allows businesses to enter normal weekly hours, split opening periods within the same day, special hours for temporary changes and additional hours for certain services. Keeping these updated helps customers see the most accurate information in Search and Maps.

Review your hours before:

Bank holidays
Christmas and New Year
Temporary closures
Staff training days
Seasonal timetable changes
Moving premises
Changing your telephone number or website

A quick profile check before these changes take effect can prevent customers from relying on outdated information.

6. Write a useful business description

The business description gives you an opportunity to explain what the company does in clear, natural language.

It should help a potential customer quickly understand:

What you offer
Who you help
Where you operate
What makes the business different
Any relevant experience, specialism or history

This is not the place to pack in a list of towns or repeat the same service keyword several times. Write for the customer first.

A simple structure to follow

A useful description can normally be built from four parts:

What the business is
The main services it provides
The customers or area it serves
A genuine reason someone might choose it

For example:

Smith & Sons Plumbing is a family-run plumbing and heating business serving homeowners across Milton Keynes and the surrounding area. We help with boiler repairs, plumbing emergencies, bathroom installations and ongoing property maintenance. Our team focuses on clear communication, reliable appointments and practical advice, so customers understand the work before it begins.

That example explains the business clearly without making exaggerated claims or forcing unnecessary keywords into every sentence.

Avoid including:

Website links
HTML code
Prices or promotional offers
Claims such as “the best” without evidence
Long lists of locations
Repeated keywords
Full-capital sentences
Information unrelated to the business

Google currently limits the business description to 750 characters. It allows useful information about what the company offers, its history and what makes it different, but excludes links, HTML, prices, deals and sales-focused promotions.

Before saving your description, ask:

Would a new customer understand what we do?
Does it sound like a real business rather than an advert?
Have we mentioned our most important services naturally?
Is every claim accurate and supportable?
Have we avoided repeating information unnecessarily?
Does the wording match what customers see on our website?

Your Business Profile and website do not need to use identical wording, but they should tell a consistent story about what the business offers and who it serves.

7. Add your services and relevant business attributes

Your business category explains what type of business you are. The services section explains what customers can actually hire you to do.

For businesses where the feature is available, Google allows you to select suggested services or add your own custom services. You may also be able to organise them into groups and include supporting information such as a description or price.

Use the services section to make your main offering easy to understand.

For example, a plumbing company might include:

Emergency plumbing repairs
Boiler servicing
Boiler installation
Tap and toilet repairs
Bathroom plumbing
Leak detection
Landlord safety checks

An accountant might include:

Annual accounts
Self Assessment tax returns
Bookkeeping
Payroll
VAT returns
Corporation Tax
Business-start-up support

Write services for customers, not search engines

Use the wording a genuine customer would recognise. Avoid creating several near-identical services simply to repeat a keyword or location.

For example, these do not need to be listed as three separate services:

Emergency plumber Milton Keynes
Emergency plumbing Milton Keynes
Milton Keynes emergency plumbing service

One clear service called Emergency plumbing repairs is more useful and less repetitive.

Where a service needs clarification, use the description to explain:

What is included
Who it is suitable for
Whether it is available at the customer’s location
Any important limitations
What the customer should do next

Custom service names should remain clean and descriptive. Google may reject custom services containing irrelevant wording, personal information, prices, phone numbers or other material that does not belong in the service name.

Review your business attributes

Attributes provide additional facts about your business. Depending on the category and location, these might cover matters such as:

Accessibility
Payment options
Wi-Fi
Outdoor seating
Parking
Appointment requirements
Facilities and amenities
Collection or delivery options

The exact attributes available vary according to the business category, country and other profile information. Some attributes can be managed directly by the business, while others may be informed by customer contributions.

Only select an attribute when it genuinely applies.

Do not mark an entrance as wheelchair-accessible if a customer would still encounter steps without a suitable ramp. Do not claim to offer parking when customers are expected to find unrelated street parking nearby.

An inaccurate attribute may attract the wrong expectation and damage trust when the customer arrives.

Before saving your services and attributes, ask:

Are our main services represented?
Would a customer understand each service name?
Have we removed anything we no longer offer?
Are the descriptions accurate?
Do the selected attributes genuinely apply?
Does the information match what our website says?

Services and attributes should make the profile easier to understand, not simply make it look more complete.

8. Add genuine photographs and useful videos

Photographs help potential customers understand what the business looks like, what it does and whether it feels trustworthy.

A profile containing only a logo gives people very little evidence that the business is active. Genuine photographs can show the premises, team, products, completed work and customer experience before someone decides to visit or make contact.

Google recommends using clear, well-lit images that represent reality. It specifically advises against significant alterations, excessive filters or excessive use of artificial intelligence. Photos must be added to a verified profile before they can appear publicly.

Include a useful mix of images

The most helpful photographs will depend on the type of business.

For a customer-facing location

Consider adding:

Exterior photographs from the directions customers approach
The entrance and signage
Reception or waiting areas
The interior and customer areas
Accessibility features
Parking or arrival instructions
Team photographs
Products, treatments or facilities

Exterior photographs are particularly useful because they help customers recognise the premises when they arrive.

For a trade or service-area business

Consider adding:
Branded vehicles
Team members at work
Tools and equipment
Completed projects
Before-and-after examples
Different types of service being carried out
Uniforms and professional identification
Appropriate behind-the-scenes images

Do not reveal customers’ addresses, vehicle registrations, confidential paperwork or personal information without permission.

For professional services

Consider adding:

The office or consultation environment
Team photographs
Meeting spaces
Branded materials
Workshops or presentations
Relevant qualifications or awards, where appropriate
Images showing how the service is delivered

Google’s own photo guidance suggests adding multiple useful photographs for relevant categories, including exterior, interior, product, team and “photos at work”. The aim is to give customers a realistic view of the business rather than relying on one generic image.

Use your logo and cover image properly

Add a clear, current logo so the business is recognisable.

Choose a cover photograph that represents the business well at a glance. This might be:

The premises
The team
A strong completed project
The main service in action
A professional image of the customer environment

Google may choose how images are ultimately displayed, so the selected cover image is not guaranteed to appear in every situation. Your overall photo library should therefore remain consistently strong rather than depending entirely on one image.

Keep photographs accurate and current

Add new images when something meaningful changes, such as:

New premises
Refurbished customer areas
New team members
New equipment
A recently completed project
Seasonal displays
Updated branding
A new service

Remove outdated owner-uploaded images when they no longer represent the business accurately.

Good photography does not need to mean expensive photography. A modern phone, natural light, a clean lens and careful framing can produce useful images. What matters most is that the photographs are clear, genuine and relevant.

9. Build customer reviews honestly and respond to them

Reviews help potential customers understand what it is like to deal with your business.

They can answer questions that the profile itself cannot, such as:

Did the company arrive when promised?
Was the team helpful?
Was the service explained clearly?
Did the customer feel looked after?
Would previous customers use the business again?

A steady collection of genuine reviews is generally more convincing than a sudden burst followed by months of silence.

Make leaving a review simple

Google allows verified businesses to create a direct review link and a QR code. These can be shared through thank-you emails, messages, receipts or displayed at the business premises. Review QR codes are currently generated through a desktop browser.

A simple review request might say:

Thank you for choosing us. Your feedback helps us improve and helps other customers understand what to expect. You can leave an honest Google review using the link below.

The wording should ask for an honest review, not specifically a five-star or positive review.

Good opportunities to request feedback include:

After a project has been completed
Following a successful appointment
After a product has been delivered
When a customer expresses that they are pleased
In a genuine follow-up or thank-you message
At the end of an ongoing service period

Do not repeatedly pressure customers or make leaving a review feel compulsory.

Never offer rewards in exchange for reviews

Do not offer:

Discounts
Free products
Prize-draw entries
Cash
Gift cards
Future benefits
Preferential treatment

Google requires reviews to reflect genuine experiences and prohibits incentives in exchange for posting, changing or removing reviews. Violations can result in reviews being removed and restrictions being placed on the Business Profile.

You should also avoid only inviting feedback from customers you expect to leave a positive review. A healthy review process gives genuine customers a fair opportunity to share their experience.

Respond to positive reviews

A good response should feel personal without becoming overly long.

For example:

Thank you, Sarah. We’re really pleased you were happy with the boiler repair and with how clearly everything was explained. We appreciate you taking the time to leave a review.

Avoid pasting the same generic answer beneath every review. Repetitive responses such as “Thanks for your feedback” show very little care.

Where appropriate, mention something specific from the customer’s feedback. However, do not reveal private information or details the reviewer has not made public.

Respond calmly to negative reviews

A negative review is visible not only to the reviewer, but also to future customers judging how your business handles problems.

A useful response should:

Remain professional
Acknowledge the concern
Avoid arguing publicly
Avoid disclosing personal details
Explain briefly when clarification is needed
Invite the customer to continue the conversation privately
Focus on resolving the issue where possible

For example:

We’re sorry to hear that your experience did not meet expectations. We would like to understand what happened and look into this properly. Please contact us directly with your booking details so we can investigate and discuss the matter with you.

Do not accuse the customer of lying, even when you believe the review is unfair. Gather the facts first.

If a review clearly violates Google’s content policies, you can report it for assessment. Reporting a review does not mean it will automatically be removed simply because it is negative.

Verified businesses can publicly reply to reviews, and customers are notified when a response is posted. Helpful replies demonstrate that the business is listening and responsive.

10. Keep your profile active with useful updates

A Google Business Profile should not be treated as something you complete once and then forget about.

Business information changes. Services develop, opening hours vary, teams grow and customers need timely information. Reviewing the profile regularly helps ensure that what people see on Google still reflects the business accurately.

Google also allows businesses to publish updates, offers and event information that can appear on their profile in Search and Maps. These posts can give customers more context and help them decide whether to visit, book or make contact.

What should you post?

Useful updates might include:

A newly introduced service
Changes to opening hours
Bank holiday availability
An upcoming event or workshop
A genuine limited-time offer
Recently completed work
Seasonal advice for customers
A change of premises or contact details
New booking or collection options
An answer to a frequently asked question

For example, a heating company could publish a short winter update explaining when customers should arrange a boiler service.

A salon could announce extended opening hours before a busy period.

An accountant could remind customers about an approaching deadline and link to a page explaining what they need to prepare.

The update should be relevant to the business and useful to the person seeing it.

Give each post one clear purpose

Avoid trying to fit several unrelated announcements into one update.

A strong post usually contains:

A clear opening sentence
One useful message
An accurate image where appropriate
A simple next step
A link to the most relevant page

The next step might be:

Learn more
Book an appointment
View the service
Request a quote
Call the business
Visit the website

Do not automatically send every post to the homepage. If the update discusses a particular service, link to the page explaining that service.

Use a realistic publishing rhythm

Your profile does not need daily posts merely to look active.

For many small businesses, one or two useful updates each month is a sensible starting point. A business with regular events, offers or seasonal changes may have a genuine reason to post more frequently.

Quality matters more than volume.

Publishing several vague posts such as “Contact us for the best service” adds little value. A specific update explaining a real service, change or customer question is far more useful.

Google describes profile posts as a way to communicate timely information to customers. It does not present constant posting as a substitute for accurate information, reviews, photographs or a strong website. Local results remain primarily influenced by relevance, distance and prominence.

Avoid posting:

Expired offers
Incorrect prices or dates
Unrelated trending content
Long strings of hashtags
Repeated location names
Generic promotional claims
The same message every week
Images that do not represent the business
Content copied from another company

Posts should also comply with Google’s Business Profile content policies. Misleading, irrelevant or prohibited material may be rejected or removed.

11. Connect your profile to a website that supports it

A Google Business Profile can help someone discover your business, but the website often helps them decide whether to take the next step.

After clicking through, a potential customer may want to know:

Whether you provide the service they need
Whether you cover their area
What the process involves
Whether the business appears trustworthy
How they can enquire, call or book
What makes you suitable for their situation

Your website should continue the same clear story presented on your Business Profile.

Choose the most useful website destination

Google allows you to add a full website URL to your Business Profile. Some business categories can also add separate links for actions such as appointments, reservations or online orders.

For a single-location business, the homepage may be the right destination if it clearly explains:

What the business does
Where it operates
Who it helps
How customers can make contact

For a business with several branches, it will usually be more helpful to link each profile to the relevant location page rather than sending every visitor to a general corporate homepage.

A good location page should contain genuine information about that branch, including:

The correct address or service area
Local contact details
Opening hours
Services available there
Directions or arrival information
Relevant photographs
A clear enquiry or booking option

Do not create near-identical town pages that simply replace one location name with another. Each page should exist because it gives customers something genuinely useful.

Keep the profile and website consistent

Check that the important information agrees across both:

Business name
Telephone number
Address or service area
Opening hours
Main services
Branding
Booking information

The wording does not need to be identical, but the facts should not conflict.

For example, it creates confusion when:

The profile says the business closes at 6pm but the website says 5pm
A service appears on the profile but cannot be found anywhere on the website
The telephone numbers are different without explanation
The website describes a different service area
Old branding remains visible on one platform
The profile links to a missing or outdated page

Google advises businesses to keep their profile information accurate and allows the website field to use a full http:// or https:// URL. It also states that the website should remain accessible to Google rather than blocking Googlebot.

Make the next step obvious

When someone arrives from the profile, they should not need to search around the website to work out what to do.

A service page should normally provide a relevant next action, such as:

Request a quote
Book an appointment
Call the business
Send an enquiry
Check availability
View pricing or packages
Visit the location

Place the action somewhere easy to find, particularly on mobile. Avoid hiding the only contact option at the bottom of a long page.

The page should also explain what happens after the visitor takes action. For example:

Tell us what you need and we’ll contact you to discuss the work and the most suitable next step.

That creates more confidence than a button saying only Submit.

Link individual updates to relevant pages

The main website button may link to your homepage or location page, but posts can direct customers to more specific content.

Examples include:

A boiler-service update linking to the boiler-servicing page
An event announcement linking to the event-information page
A seasonal offer linking to the page showing its terms
A booking reminder linking directly to the booking page
A customer question linking to a helpful article

This creates a smoother journey:

Search → Business Profile → Relevant page → Enquiry

Rather than:

Search → Business Profile → Generic homepage → Confusion

Your website also contributes to the wider picture

Google explains that local results are mainly based on relevance, distance and prominence. Information from across the web, along with a business’s wider position in search results, can contribute to how prominent the business appears.

This does not mean that adding a website link automatically produces a higher local position.

It means the Business Profile and website should support each other:

The profile helps customers discover the business
The website explains the offer in greater depth
Relevant pages help clarify services and locations
Reviews and examples build trust
Clear calls to action turn attention into enquiries

A well-maintained profile cannot fully compensate for a confusing website. Equally, a strong website may still be missed by local customers when the Business Profile is incomplete or inaccurate.

The two should work as one connected customer journey.

12. Measure whether your profile is producing results

Improving your Google Business Profile is not only about making it look more complete. The profile should help suitable customers find the business and take a meaningful next step.

Google provides performance information showing how people discover and interact with your profile across Search and Maps.

To view it:

Sign in to the Google account connected to the Business Profile
Search for your business name or my business
Open the Business Profile
Select Performance
Choose the date range you want to review

The available information varies by business type and the features enabled on the profile. Google’s performance reporting can include profile views, search terms, calls, website clicks, direction requests, bookings, messages and other relevant interactions.

Start with the searches people use

The search-terms report can show some of the phrases customers used when your profile appeared.

Review whether those searches reflect the work you genuinely want.

For example, a boiler engineer might hope to appear for searches related to:

Boiler servicing
Boiler repair
Heating engineer
Emergency boiler help
Boiler installation
Local heating services

An accountant may see searches involving:

Accountants near me
Self Assessment help
Small-business accountant
Bookkeeping services
Payroll support
Tax-return accountant

Do not react to every individual phrase or try to force all of them into your business name and description. Instead, look for broader patterns.

Ask:

Are people finding us for relevant services?
Are important services missing from the report?
Are we appearing for work we do not provide?
Does the profile clearly explain the services we want more enquiries for?
Does the linked website support those same services?

Google states that businesses cannot directly control which search terms appear in this report. The data should therefore be treated as insight into customer behaviour, not as a list of keywords to insert everywhere.

Look beyond profile views

Profile views can show that people encountered the business, but a view does not necessarily mean they became a customer.

Pay closer attention to actions such as:

Telephone-call clicks
Website clicks
Direction requests
Appointment bookings
Messages or conversations, where available
Menu or product interactions, where relevant

A business could receive many profile views but very few calls or website visits. That may suggest people are seeing the profile but not finding enough relevance, trust or clarity to continue.

Another profile may receive fewer views but generate a healthier number of enquiries. That can be commercially more valuable.

Compare meaningful periods

Avoid judging performance from only a few days of information.

Compare periods such as:

This month against last month
The most recent three months against the previous three
The same seasonal period this year against last year
Before and after an important profile improvement
Before and after publishing a new service page
Before and after beginning a consistent review process

Remember that customer demand can change because of seasonality, weather, holidays, local competition and wider economic conditions. A fall in activity does not automatically mean the profile has been damaged.

Look for trends over time rather than overreacting to individual weeks.

Connect profile activity with real enquiries

Google’s figures only show part of the customer journey.

Keep a simple record of where genuine enquiries come from. This could be managed through a spreadsheet, enquiry form or customer relationship management system.

Record information such as:

Date of enquiry
Service requested
Customer location
Enquiry source
Whether the enquiry was suitable
Whether it became a booking or sale
Approximate value of the work

When asking how someone found the business, offer clear options such as:

Google Search
Google Maps
Recommendation
Social media
Existing customer
Other

This helps distinguish between profile activity and activity that produces real commercial outcomes.

Track website visits more clearly

Google Analytics can help you understand what people do after clicking from the Business Profile to the website.

For clearer reporting, you can use campaign parameters on the website link. These are often called UTM parameters and help Analytics identify the source and purpose of a visit. Google’s campaign URL guidance explains how parameters such as source, medium and campaign can be added to links for reporting.

A tagged link could identify visits as coming from:

Source: Google
Medium: Organic
Campaign: Business Profile

Be careful not to place personal customer information inside tracking parameters.

Google has also introduced an option to connect Business Profile performance data with a Google Analytics property. When linked, information such as profile interactions, calls, directions, website clicks and bookings may be shared with Analytics.

Do not measure success using rankings alone

Checking where the business appears for a particular search can provide some context, but local results are not identical for every person.

Results can vary according to factors including:

The searcher’s location
The wording of the search
The device being used
The time of the search
The businesses Google considers relevant nearby

Google explains that local results are mainly based on relevance, distance and prominence. There is no way to request or pay for a better organic local position.

The stronger question is not simply:

Are we number one?

It is:

Are more suitable customers finding us, trusting us and taking action?

13. Use a simple maintenance checklist

A strong Google Business Profile needs occasional attention, but maintaining it does not need to become a daily task.

A simple routine will prevent most profiles from becoming inaccurate, neglected or disconnected from the rest of the business.

Check every week

For an active business, briefly review:

New customer reviews
Reviews awaiting a response
Customer-uploaded photographs
Questions or other contributions, where visible
Important notifications from Google
Incorrect suggested changes
Messages or bookings, where those features are enabled

Respond to genuine customer activity promptly, but avoid rushed or defensive replies.

Check every month

Review:

Business opening hours
Telephone number
Website and booking links
Services
Service areas
Business attributes
Recent photographs
Current posts and expired offers
Profile-performance information
Search terms and customer actions

Google may update profile information using sources such as public website content, licensed data and contributions from Maps users. Business owners should therefore review changes rather than assuming every visible detail will remain exactly as they originally entered it.

Check every three months

Complete a deeper review:

Does the primary category still represent the main business?
Are all secondary categories still relevant?
Have any services been added or removed?
Are older photographs still accurate?
Does the business description still reflect the company?
Does the linked website explain the same services and locations?
Are important service pages easy to reach?
Has customer feedback revealed a recurring problem?
Are profile interactions producing suitable enquiries?
Are competitors presenting useful information that your profile is missing?

Google’s Profile Strength tool can help verified businesses identify missing information such as opening hours, contact information, descriptions, photographs, videos and posts. Treat it as a completeness prompt rather than proof that the profile will rank highly or generate customers.

Review before any important business change

Update the profile whenever the business changes:

Opening or closing a location
Moving premises
Changing telephone numbers
Launching a new website
Changing regular opening hours
Closing for a bank holiday
Adding or removing a major service
Rebranding the business
Changing appointment or booking arrangements
Expanding or reducing the genuine service area

Do not wait for customers or Google users to report outdated information.

Protect access to the profile

Make sure the business retains ownership of its profile.

When employees, agencies or partners need access, add them using their own Google accounts rather than sharing one password. Google allows profiles to have owners and managers with different permissions, and specifically advises that each user should access the profile through their own account.

Review access periodically and remove people who no longer work with the business.

Where possible, keep:

The business owner as the primary owner
At least one trusted additional owner or manager
Recovery information up to date
Login details protected with two-step verification

An outside agency should help manage the profile without taking control away from the business. Google’s third-party policies state that clients should retain ownership or co-ownership of their Business Profile.

Final Google Business Profile checklist

Before considering the profile properly set up, confirm that:

The profile is claimed and verified
The real business name is used
There is only one valid profile for the business or location
The primary category is accurate
Secondary categories are genuinely relevant
The address or service area reflects how the business operates
The telephone number and website work
Regular and special opening hours are accurate
The business description is clear
Main services have been added
Relevant attributes are correct
Genuine photographs represent the current business
Reviews are requested honestly
Customer reviews receive thoughtful responses
Updates are useful and accurate
The linked website supports the information on the profile
Performance is reviewed against real enquiries
Ownership and manager access are secure

Google’s core guidance is straightforward: represent the business accurately, keep the address or service area precise, use only the categories needed to describe the core business and maintain one profile for each eligible business or location.

A better profile creates a clearer route to your business

Improving a Google Business Profile is not about finding one hidden setting that suddenly places a business at the top of every local search.

It is about giving Google and potential customers clear, accurate and trustworthy information.

A well-maintained profile helps people understand what the business does, where it operates, when it is available and why they may feel confident making contact. When the profile is supported by genuine reviews, useful photographs and a clear website, it becomes part of a much stronger customer journey.

Start by correcting the essentials. Then improve the profile gradually, monitor what customers do and keep the information aligned with the real business.

How to Improve Your Google Business Profile: A Practical Guide for UK Small Businesses

Make your business easier to find, understand and trust in Google Search and Maps.

What you’ll learn in this guide

A better profile creates a clearer route to your business

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