A simple Google Business Profile checklist for small businesses

1. Claim and verify your profile

Search for your business name on Google. If a profile already exists, choose the option to claim it. If not, create one at Google Business Profile. Google will ask you to verify that you run the business, by post, phone, email or video depending on your situation. Verified profiles get far more visibility than unverified ones.

2. Choose the right categories

Pick the main category that matches what you do most closely. Then add a few secondary categories for related services. Categories tell Google which searches to show you for, so choose the ones customers would actually use.

3. Fill in every field

Keep your name, address and phone number exactly the same everywhere they appear online, including your website and social media.

• Business name, exactly as it appears on your signage and paperwork
• Address, or a service area if customers don't visit you
• The phone number you actually answer
• Your website, linking to the most useful page
• Opening hours, including special hours for bank holidays
• A short description of what you do and who for, in plain words
• Services or products, with a line about each

4. Add good photos

Upload clear photos of your work, your premises and the people customers will meet. Photos taken on a modern phone in good light are fine. Avoid stock images. Add a few new ones every so often so the profile stays fresh.

5. Ask for reviews, and reply to them

Reviews help people trust you. Send happy customers a direct link to leave a review, which you'll find in your profile settings. Reply to every review, good or bad, politely and within a couple of days. A calm, helpful reply to a negative review often reassures future customers more than the review worries them.

6. Post updates

Use Google posts to share news, offers, events or recent work. A short post now and then shows people, and Google, that you're active.

7. Answer questions

People can ask questions on your profile. Check for them regularly and answer clearly. You can also add common questions yourself, with answers.

Monthly check

• Are the opening hours right for the coming month, including any holidays?
• Any new reviews or questions waiting for a reply?
• Is the phone number still right, and does the website link work?
• Have you added a new photo or post recently?

Mistakes to avoid

• Adding extra keywords to your business name. It's against Google's rules and can get the profile suspended.
• Letting opening hours go out of date around bank holidays.
• Leaving negative reviews without a reply.
• Buying reviews. Google removes them and can penalise the profile.
• Using a phone number nobody answers.

How long does it take to make a difference?

It varies by area and by how many other businesses offer the same thing. Keeping the profile complete, adding photos and replying to reviews tends to help steadily over a few months rather than overnight.

Want me to take a look?

The free audit includes a check of your Google profile alongside your website and enquiries, with clear recommendations and fixed prices.