The ten-point check
Verification and ownership
Confirm the correct business controls the profile and that access belongs only to authorised people.
Real-world business name
Use the name shown in genuine branding. Do not add suburbs, services or keywords that are not part of the business name.
Primary category
Choose the most specific category that represents the core business. Add only genuinely relevant secondary categories.
Address or service area
Show a public address only when customers are served there. Service-area businesses should use accurate cities, postcodes or areas they really serve.
Contact details
Check that the phone number and website reach the right business and work on mobile.
Regular and special hours
Keep normal hours current and confirm special hours for holidays or temporary changes.
Business description
Describe actual services, customers and differentiators. Keep it useful, accurate and free from links, prices or unsupported superlatives.
Services and attributes
List services currently offered and select only factual attributes that apply to the business.
Photos and review responses
Use current, representative photos and respond to reviews with specific, privacy-aware wording.
Posts and maintenance rhythm
Publish useful updates when there is something factual to say, then review the profile monthly for stale information.
What this checklist cannot promise
Completing a profile can make its public information more accurate, helpful and professional. It does not guarantee a ranking position, number of leads, number of reviews or financial result. Google says local results are primarily influenced by relevance, distance and prominence, and there is no way to request or pay Google for a better local ranking.
A manageable monthly rhythm
- Check hours, contact details and service areas.
- Reply to new reviews without disclosing private information.
- Replace stale posts, offers or service wording.
- Add recent, representative photos when appropriate.
- Record each approved change so later updates remain consistent.