A 15-point checklist to set up and maintain a complete Google Business Profile.
Key takeaways
- Use your real business name; adding keywords breaks Google's guidelines.
- The primary category matters most; pick the most specific one.
- Your name, address and phone should match your website exactly.
- Photos, posts and review replies show the profile is active.
- Update special hours and services whenever something changes.
Why a complete profile matters
Your Google Business Profile is often the first thing people see when they search for your business or for a service near them. It appears in Google Search and Maps, and Google's AI answers often use its details for local questions. A complete, accurate profile gives both Google and customers what they need to choose you.
This checklist focuses on setting up the profile correctly. For ranking tips, read how to rank on Google Maps.
Part 1: The basics
- Business name: use your real name as it appears on your signboard and documents. Do not add keywords or locations like "Best Salon Delhi"; Google's guidelines do not allow it.
- Primary category: choose the most specific category for your main business, such as "Dental clinic" rather than "Clinic".
- Secondary categories: add only those that match services you really offer.
- Address or service area: show your address if customers visit you. If you only travel to customers, hide the address and set a service area instead.
- Phone and website: use a number you answer and link to the most relevant page of your website.
Part 2: Verification and hours
- Verify your profile: Google may ask for video, phone, email or postcard verification. Until the profile is verified, many details will not show publicly.
- Regular hours: set accurate opening hours for each day, including the days you are closed.
- Special hours: update hours for festivals and public holidays in advance so nobody arrives at a closed shop.
Part 3: Content that convinces
- Description: write a plain, honest summary of what you do, who you serve and where. You have up to 750 characters; avoid links and promotional claims.
- Services or products: list every service or product with a short description and a price where possible.
- Photos: add your logo, a cover photo, the storefront, interiors, team and real work, and keep adding new ones.
- Posts: share updates, offers and events. A weekly post keeps the profile fresh.
- Attributes and links: add relevant attributes such as accessibility or payment options, plus booking or WhatsApp links if available.
Part 4: Reviews and upkeep
- Reviews: ask every happy customer for a review and reply politely to every review, including negative ones. Never buy reviews or reward people for positive ones. See how to get more Google reviews.
- Monthly check: confirm your name, address, phone, hours and services still match your website and social profiles, and fix anything that was changed by users or Google.
Common mistakes to avoid
- Creating more than one profile for the same location.
- Using an address where you do not actually serve customers.
- Stuffing keywords into the name or description.
- Ignoring reviews and "suggested edits" from users.
- Letting hours go out of date during holidays.
Want a second pair of eyes? Our free audit reviews your Google Business Profile along with your website.
Elite Growth Marketing is a digital marketing agency based in Madangir, New Delhi, working with local businesses across Delhi. Want a second opinion on your website and Google profile? Start with a free audit.
Sources
Frequently Asked Questions
Is Google Business Profile free?
Yes. Creating and managing a Google Business Profile is free.
How long does Google Business Profile verification take?
It depends on the method Google offers. Video and phone verification can be quick, while a postcard can take longer.
Can I add keywords to my business name?
No. Google's guidelines say the name should match your real-world business name. Adding keywords can lead to suspension.
How often should I post on Google Business Profile?
Weekly posts are a practical target. Share offers, new work, events or updates that matter to customers.
Can I have a profile without a shop?
Yes. Service-area businesses can hide their address and show the areas they serve instead.
Want this handled for you?
We help businesses like yours plan and run digital marketing that actually shows up in results — not just activity.