---
title: "Google Business Profile checklist | Build My Digital"
description: "Twelve checks for your Google Business Profile you can do on your phone, each one from Google's own guidelines, with a link to the rule it comes from."
canonical: https://buildmydigital.co.uk/guide/google-business-profile-checklist/
---

Twelve checks for your Google Business Profile you can do on your phone, each one from Google's own guidelines, with a link to the rule it comes from.

Source: https://buildmydigital.co.uk/guide/google-business-profile-checklist/

[Home](https://buildmydigital.co.uk/) · [Guides](https://buildmydigital.co.uk/guide/) · Free checklist

# Your Google Business Profile: 12 checks to do on your phone, straight from Google's own rules.

Open the Google Maps app, signed in to the Google account that manages your profile, and tap Business at the bottom right. Most checks start there, and each one links to the Google help page it comes from. Google may reject some edits, such as a big change to your name or category, so make each change once and check it shows.

## 1 . There is one profile, and it's verified

**What to look for:** One Business Profile for your business, verified by you. Google lists a business that meets its customers in person during its stated hours, at your premises or theirs.

**How to check:** In Google Maps, search your business name and town and count the listings that are you. Then tap Business at the bottom right and open Performance. Google shows performance only for verified profiles, so if it asks you to verify instead, that comes first. Google says its verification review takes up to 5 business days.

**Why it matters:** Google's own words: there should only be one profile per business, because a second one causes problems with how your details show on Maps and Search. Verifying tells Google you're allowed to represent the business, which Google says makes it more likely to show up. A virtual office or an online-only business isn't eligible for a profile at all.

**Google's guidance:** [Guidelines for representing your business on Google](https://support.google.com/business/answer/3038177), [Verify your business on Google](https://support.google.com/business/answer/7107242), [Business Profile eligibility](https://support.google.com/business/answer/13763036), [Understand your Business Profile performance](https://support.google.com/business/answer/9918094).

## 2 . The name is the one on your sign

**What to look for:** Your business's real name, exactly as it appears on your sign, your van, your invoices and your website, with nothing added to it.

**How to check:** Tap Business, then Edit profile, and read the name. A town, a service or a slogan added after it, like 'Smith Plumbing Stockport Emergency Plumber', is extra information Google doesn't allow.

**Why it matters:** Google says unnecessary information in a business name isn't permitted and could get the profile suspended. Google may also reject a big change to the name, so get it right once rather than changing it often.

**Google's guidance:** [Guidelines for representing your business on Google](https://support.google.com/business/answer/3038177), [Why edits can be rejected](https://support.google.com/business/answer/13762416).

## 3 . The address is real, or hidden if you go to customers

**What to look for:** If customers come to you, the address of the place they come to. If you travel to customers, your address hidden from them.

**How to check:** In Edit profile, check the address and whether it shows to customers. A mailing address you rent but don't work from doesn't count as a location.

**Why it matters:** Google asks for your actual, real-world location, and asks service-area businesses to hide their address. A rented mailing address you don't operate from, which Google calls a virtual office, isn't eligible.

**Google's guidance:** [Guidelines for representing your business on Google](https://support.google.com/business/answer/3038177).

## 4 . Your main category says what you do

**What to look for:** A primary category that names your core business, like Plumber or Hair salon, picked from Google's list, and as few extra categories as you need.

**How to check:** In Edit profile, read your categories. Ask whether a customer would describe your business with the first one. Remove extras that describe a sideline rather than what you mostly do.

**Why it matters:** Google's guideline is to use as few categories as possible to describe your core business. Google ranks on relevance, which it describes as how well a profile matches what someone is searching for, and the category is a large part of what your profile says you are. Google may reject a big change of category, so choose carefully.

**Google's guidance:** [Guidelines for representing your business on Google](https://support.google.com/business/answer/3038177), [How to improve your local ranking on Google](https://support.google.com/business/answer/7091), [Why edits can be rejected](https://support.google.com/business/answer/13762416).

## 5 . The phone rings you and the website is yours

**What to look for:** A phone number that rings at your business, a link to your own website, and the name, address and phone written the same way on both.

**How to check:** In Edit profile, open Contact. Tap the number on your profile and check it rings a phone you answer. Then open your website's contact page beside the profile and compare them line by line: if one says Rd, the other should too.

**Why it matters:** Google asks for a phone number or website that connects to your own business. Google also says businesses with complete and accurate information are more likely to show up in local results. When your site and your profile disagree, a customer can't tell which to trust.

**Google's guidance:** [Guidelines for representing your business on Google](https://support.google.com/business/answer/3038177), [How to improve your local ranking on Google](https://support.google.com/business/answer/7091).

## 6 . Your hours are right, holidays included

**What to look for:** The regular hours customers can reach you, and special hours set for bank holidays and any days you close.

**How to check:** In Edit profile, open Hours and check each day against your website and your door. Before the next bank holiday, add special hours for it.

**Why it matters:** Google asks for your regular customer-facing hours and lets you set special hours for holidays and events. It names accurate hours, special hours included, in its own advice on local ranking.

## 7 . Every service you do is listed

**What to look for:** Each real service you offer on the profile, named the way customers ask for it, with a short description of what they get.

**How to check:** On your profile, tap Edit services. Add any that are missing, and if yours isn't in Google's list, use Add custom service. Tap a service to add a description. Keep prices, phone numbers and personal details out of custom service names.

**Why it matters:** Your services tell Google and your customers what you do, and Google ranks on relevance: how well a profile matches what someone is searching for. Google's help page gives no length for service descriptions. Google's developer reference for profile services sets 300 characters for a description and recommends 250 or fewer for a custom service, so keep each one under 250.

**Google's guidance:** [Add or edit services](https://support.google.com/business/answer/9455399), [Business Profile API: service list](https://developers.google.com/my-business/reference/rest/v4/ServiceList), [How to improve your local ranking on Google](https://support.google.com/business/answer/7091).

## 8 . The description says what you do and where

**What to look for:** A plain description of your business: what you do, where you work and what customers get. Under 750 characters, with no links and no offers.

**How to check:** In Edit profile, open the description and read it as a stranger would. Take out any web address, and any line that's about a sale or a price rather than the business.

**Why it matters:** Google's rules for the description: no more than 750 characters, no URLs or HTML, and focus on the business rather than promotions, prices or sales.

**Google's guidance:** [Edit your Business Profile](https://support.google.com/business/answer/3039617).

## 9 . Real photos of your own work

**What to look for:** Your logo, a cover photo that shows your business at its best, and photos of your own jobs, premises and team. In focus, well lit and not heavily filtered.

**How to check:** Open your profile on Google Search or Maps, choose Photos, then Add photos. Google takes JPG or PNG files between 10 KB and 5 MB, and recommends 720 by 720 pixels.

**Why it matters:** Google says a photo should represent reality, and names photos and videos as a way to show customers what you offer.

**Google's guidance:** [Add photos to your Business Profile](https://support.google.com/business/answer/6103862), [How to improve your local ranking on Google](https://support.google.com/business/answer/7091).

## 10 . Your social profiles are linked

**What to look for:** Each social account you actually use, linked from your profile. Google takes one link each for Facebook, Instagram, LinkedIn, Pinterest, TikTok, X and YouTube. Google says social links are available only in select regions, so your profile may not offer them yet.

**How to check:** In Edit profile, open Contact. Next to Social profiles, tap Edit, pick the platform and paste the web address of your page. Tap Add social profile for the next one, then Save.

**Why it matters:** A customer who wants to see more of your work finds it in one tap, and it's clear the accounts belong to the same business.

**Google's guidance:** [Add social media links](https://support.google.com/business/answer/13580646).

## 11 . Every customer is asked for a review, and every review gets a reply

**What to look for:** One review link you send to every customer after a job, and a reply under each review, good or bad.

**How to check:** Google only makes the review QR code on a computer browser, so do this once on a computer: open your profile, choose Read reviews, then Get more reviews, and copy the link. Save it in your phone's notes and text or email it after each job. To reply, choose Read reviews, then Reply next to the review.

**Why it matters:** Google counts prominence, how well known a business is, in local ranking, and says replying to reviews shows you value the feedback. Google's rules are strict here: never offer anything in return for a review, never ask only the customers you expect to be happy, and never pressure someone to leave a review while they're at your premises, or ask for particular words.

**Google's guidance:** [Create a link or QR code to ask for reviews](https://support.google.com/business/answer/16816815), [Tips to get more reviews](https://support.google.com/business/answer/3474122), [Google Maps policy: fake engagement](https://support.google.com/contributionpolicy/answer/7400114), [Read and reply to reviews](https://support.google.com/business/answer/3474050), [How to improve your local ranking on Google](https://support.google.com/business/answer/7091).

## 12 . You check Performance once a month

**What to look for:** Last month's calls from your profile, bookings, requests for directions, website clicks, and the searches people used to find you.

**How to check:** In Google Maps, tap Business, then See more next to Performance. Pick a time period, tap Apply, and compare it with the month before. If a search term names a service you do that isn't on your profile, add it (check 7).

**Why it matters:** It shows how many people called, booked, asked for directions or clicked through to your website from your profile, and the search terms they used to find you.

**Google's guidance:** [Understand your Business Profile performance](https://support.google.com/business/answer/9918094).

Every Google page linked above was read on 6 October 2026. Google changes its help pages from time to time, so the linked page is the one to trust.

Your profile links to your website. Our 48-check scan is free and reads that website.

Where it finds your Google listing, it puts the name, address and phone on your site beside the listing's, so you can see any that don't match. If you'd rather we set up the profile for you, that's £179 one-off, as shown on our [profile setup page](https://buildmydigital.co.uk/google-business-profile/).

## Get your website, free.

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