Google Business Profile Checklist: 15 Steps to Get Found by Local Customers

Your Google Business Profile (it used to be called Google My Business) is the listing that appears on Google Maps and in local search results. It shows your hours, phone number, reviews, photos and a link to your website. For local businesses - trades, cafes, salons, clinics and shops - it's one of the most valuable free marketing tools available.

The basics

1. Claim and verify your profile

If you haven't already, claim your profile at business.google.com and complete verification. Until it's verified, you can't fully manage it.

2. Use your real business name

Use your business name exactly as customers see it on your signage and website. Adding keywords or suburbs to your name breaks Google's guidelines and can get your profile suspended.

3. Choose the right primary category

Your primary category is one of the most important settings. Choose the one that best describes your main service, then add a few relevant secondary categories. Look at how successful competitors are categorised for ideas.

4. Set your address or service area correctly

If customers visit you, show your address. If you travel to customers - like most tradies - set a service area and hide your address. Keep the service area realistic rather than listing every suburb in the state.

5. Keep hours accurate - including holidays

Nothing frustrates customers more than turning up to a closed door. Update your hours whenever they change, and add special hours for public holidays.

Make it convincing

6. Write a clear description

Explain what you do, who you help and where, in plain English. Don't stuff it with keywords, and don't include links or prices.

7. Add your products and services

List your main services with a short description of each. This helps Google understand what you offer and gives customers a quick overview.

8. Upload real photos - regularly

Real photos of your team, your work, your premises and your products build trust far better than stock images. Add a few new photos every month.

9. Add your website and booking links

Link to your website and, if you take bookings, add an appointment link. Make sure the page you link to loads fast on mobile.

Reviews

10. Ask every happy customer for a review

Reviews are one of the strongest signals for local customers. Make asking part of your routine: send a short message with your review link after each job, or put a QR code on your counter or invoices.

11. Follow Google's review rules

Never offer discounts, gifts or anything else in exchange for a review, and don't only ask customers you expect to be happy. Fake or incentivised reviews breach Google's policies and Australian Consumer Law.

12. Reply to every review

Thank people for positive reviews, mentioning the work you did. For negative reviews, stay calm, apologise where appropriate and offer to sort it out offline. Future customers read your replies as much as the reviews. Our guide for restaurants on Google reviews has more on replying well.

Keep it active

13. Post updates

Use Google posts to share offers, events, new services and seasonal news. Regular posts show customers - and Google - that your business is active.

14. Keep your details consistent everywhere

Your business name, address and phone number should match across your website, Google profile, Facebook and directory listings. Inconsistent details confuse customers and search engines.

15. Check your performance monthly

Your profile's Performance section shows how many people found you, called you, asked for directions or visited your website. Check it monthly to see what's working.

Common mistakes to avoid

• Keyword-stuffing your business name
• Leaving old hours or an old phone number on the profile
• Ignoring negative reviews
• Using only stock photos or logos
• Creating duplicate profiles for the same location

Want a hand?

A complete, active Google profile takes a little time each week. If you'd rather focus on your business, we can manage it for you - posts, photos, review replies and review cards for your counter. Tradies can also see our marketing for tradies page.