Google Business Profile: 10 things every local business should check

Your business name should be your actual business name. It might be tempting to add lots of keywords because you want to appear for particular searches. Don't. If your business is called Coast Plumbing, don't turn it into:

Coast Plumbing Whitley Bay Plumber Emergency Plumbing North East

just because you think Google might like it. Your profile should represent the business people actually know.

Your primary category helps Google understand what your business does. Choose the category that best describes your main business. Don't choose something simply because you think it will get you more customers. Accuracy is more useful than trying to game the system. You may also be able to add additional categories where they're genuinely relevant.

If Google tells someone you're open when you're actually closed, you've created an unnecessary problem before you've even spoken to them.

Give it a call. Seriously! Make sure the number is correct and actually goes where you expect it to. Also check that the number on your website matches. If you've changed your phone number recently, check everywhere it appears online.

Click the website link on your Business Profile and make sure it goes to your current website, not an old website, a temporary page or a page that no longer exists. Then have a look at the website itself. Your Google Business Profile and your website should tell the same story.

Keep it relevant. You don't need to list every possible variation of a service.

They don't have to be professional studio photographs. They just need to be genuine, useful and reasonably good quality. A local business with real photographs often feels much more trustworthy than one with a collection of generic stock images.

Reviews matter because people want to know that other customers have had a good experience. If someone leaves you a review, respond where appropriate - you don't need to write a paragraph every time. A simple: "Thanks very much for taking the time to leave a review. Glad we could help." is perfectly fine.

If you receive a negative review, stay calm. Don't start an argument in public. Explain what happened if there's something useful to explain, but keep it professional.

Don't write it purely for Google. Write it for the person who's deciding whether to contact you.

If the answer is yes, you're in a good place.

Those are things you can actually control.

☐ Business name is correct

☐ Main category is appropriate

☐ Opening hours are correct

☐ Phone number works

☐ Website link works

☐ Services are up to date

☐ Photographs are current

☐ Reviews are being looked after

☐ Business description is useful

☐ Information matches your website

If you run a business that meets customers in person, it's worth checking whether you're eligible and getting your profile set up properly. And if you already have one, don't just create it and forget about it. Your business changes, your services change, your opening hours change and your website changes.

Your Business Profile should change with them.

Want to know whether your Google Business Profile and website are working together properly?