Google Business Profile Optimization Checklist for Service Businesses

On this page

1. Basic information (get this 100% right)
2. Services and description
3. Photos and videos
4. Reviews: the biggest ongoing factor
5. Posts, Q&A and responding quickly
6. Connect it to your website
7. Monthly routine

For local service businesses such as clinics, consultants, restaurants, repair services and agencies, your Google Business Profile often gets more views than your website. It's what appears in Google Maps and the local "map pack" at the top of search results. This checklist helps you get the most out of it.

Basic information (get this 100% right)

• Business name: your real trading name, exactly as on your signage and website. Don't stuff keywords into it, because it breaks Google's guidelines.
• Primary category: the single most important choice. Pick the most specific category that matches your main service (for example "Orthopedic surgeon" rather than "Doctor").
• Secondary categories: add other genuine categories you serve.
• Address or service area: show your address if customers visit you; otherwise set service areas and hide the address.
• Phone number and website: use a number you answer, and link to your website (ideally the most relevant page).
• Hours: accurate regular hours, plus special hours for holidays.

Services and description

• Add every service you offer, with a short description for each.
• Write a clear business description covering what you do, who you help, where, and what makes you different, in natural language.
• Fill in relevant attributes (for example wheelchair accessible, online appointments, women-led).

Photos and videos

• Logo and cover photo
• Exterior photos so people recognise your location
• Interior, team and work-in-progress photos
• Photos of finished work or products
• Add new photos regularly, because fresh, real photos build trust

Reviews: the biggest ongoing factor

1. Ask every satisfied customer for a review, ideally right after a good experience.
2. Share your direct review link on WhatsApp, email or a printed QR code.
3. Reply to every review, thanking positive reviewers and responding calmly and helpfully to negative ones.
4. Never buy reviews or offer incentives for them. It violates Google's policies.

For templates and what to avoid, read how to get more Google reviews ethically.

Posts, Q&A and responding quickly

• Posts: share updates, offers, events or recent work regularly.
• Q&A: answer common questions where your profile allows it. Google has been changing how questions appear on profiles, so check what yours currently shows.
• Respond quickly to calls, WhatsApp messages and reviews. Google ended the built-in chat feature on Business Profiles in 2024, so keep your phone number and website contact options up to date.

Wondering whether a small shop needs a website at all? See does a local shop need a website.

For post ideas, offers, events and a simple weekly routine, see how to use Google Business Profile posts and photos.

Connect it to your website

Your profile and website work together. Make sure your name, address and phone number match exactly on both; add a Google Map and your hours to your contact page; and create service pages on your site for the main services listed on your profile. Our local SEO guide covers the website side in more detail.

Monthly routine

• Reply to all new reviews and questions
• Add a post and a few new photos
• Check hours and details are still correct
• Review insights: searches, calls, direction requests and website clicks