Google Business Profile Optimisation: A 12-Point Checklist

Google says local results are ranked mainly on relevance, distance and prominence. You cannot change distance, but you control the rest. Use this checklist on every location you manage.

Get the basics exactly right

• Use your real-world business name — no keywords or taglines added (it risks suspension).
• Pick the most specific primary category, then add only relevant secondary ones.
• Add a precise address and pin, service areas if you travel to customers, and a local phone number.
• Set regular hours and special hours for every holiday and festival.

Show what you actually do

• List services or products with short descriptions (and prices where sensible).
• Write a clear business description in natural language, without stuffing keywords.
• Add attributes that apply, such as wheelchair access or online appointments.
• Link to a booking or enquiry page, not just your home page.

Build trust and activity

• Upload real, recent photos of the premises, team, products and work every month.
• Ask happy customers for reviews with a direct link, and never offer incentives or filter who you ask.
• Reply to every review — good and bad — politely and promptly.
• Publish a post weekly: offers, events or updates.

Finish by checking performance monthly: calls, direction requests and website clicks tell you whether changes are working. Doing this by hand for many locations is slow, which is where a multi-location tool pays for itself.