Your Google Business Profile is the listing that shows on Google Maps and in the Map Pack. For most local businesses it brings more calls than the website. This checklist covers every setting that matters, in the order we work through them for clients as a local SEO company in Denver.
Tick each item. Anything unticked is a quick win.
Basics
- Business name matches your real-world name exactly, with no extra keywords or city names
- Primary category is the most specific one that fits ("Emergency plumber" beats "Plumber" only if that is your main service)
- Up to 9 secondary categories, each matching a service you actually sell
- Phone number is a local number and the same one used on your website
- Website link goes to the most relevant page, with UTM tracking so you can see the traffic in Analytics
- Hours are correct, including holiday hours
Address and service area
- Storefront businesses show their address; service-area businesses hide it
- Service area lists the cities and neighborhoods you serve, not the whole state
- The address is a real place where you work, never a mailbox or virtual office. See service-area vs storefront profiles.
Services and description
- Every service added, each with a short description and price where possible
- Products section used for packages or main offers
- Business description (up to 750 characters) says what you do, where and for whom in the first sentence
- Attributes set: for example, online appointments, veteran-owned, wheelchair accessible
Photos and video
- Logo and cover photo uploaded
- At least 10 real photos: team, vehicles, work, storefront or office
- New photos added every month
- One short video of your team at work
- No stock photos
Reviews
- A review link saved and sent to every customer after the job
- Steady flow of new reviews every week or month
- Every review answered within a few days, good or bad
- Replies mention the service, naturally, without keyword stuffing
Activity
- One post a week: a finished job, an offer, a tip or an event
- Messaging turned on only if someone will reply quickly
- Profile checked monthly for edits suggested by the public, which Google can apply without asking you
Tracking
- Monthly check of calls, website clicks and direction requests in the profile's performance report
- Map Pack rankings tracked across your service area, not just from your office
Mistakes that get profiles suspended
- Keywords added to the business name
- A mailbox, virtual office or shared address
- Two profiles for the same business at one address
- Paid or incentivized reviews
FAQ
How often should I update my Business Profile?
Post weekly, add photos monthly, and review every setting each quarter.
Does the business description affect ranking?
It helps Google and AI tools understand what you do. Keep it clear and factual rather than packed with keywords.
Can I manage my profile myself?
Yes. This checklist covers what we do for clients. If you'd rather hand it off, see our Google Business Profile optimization service. Next, read how to rank in the Google Map Pack in Denver.
