Google Business Profile Checklist: 20 Points

The short version

A Google Business Profile (formerly Google My Business) is a free listing that puts your business in Google Search and Google Maps. You create it or claim an existing listing, verify it, then fill in your category, contact details, services, photos and reviews. Google ranks local results on relevance, distance and prominence, and you can't buy a better position. The 20-point checklist below walks through the whole profile, updated for October 2026.

A business without a properly set up Google Business Profile (formerly Google My Business) probably leaves customers on the table. For a potential customer, Google can be the first contact with your business, before they ever see your website or Instagram.

People search for "hairdresser Dordrecht", "marketing agency near me", "best physiotherapist Rotterdam" or your business name. For searches like these you want a complete profile that looks trustworthy.

What is Google My Business and what does it do?

Google My Business has been called Google Business Profile since late 2021. Plenty of people still search for the old name, so it stays in this article. The profile is free and controls how your business appears in Google Search and Google Maps. You manage it straight from Google Search or from the Google Maps app, under the Business tab. There you edit your business name, address, phone number, website, opening hours, service area, services, photos and posts, and you reply to reviews.

When someone searches for your business or for a local service you offer, your profile can show up right away.

Why does a Google Business Profile matter?

Your profile helps customers find you and then choose you. An empty or half-filled profile signals doubt. A complete one shows you're active and want to be taken seriously.

Local visibility

Google ranks local results mainly on relevance, distance and prominence, and you can't request or buy a higher position. With a complete, accurate profile, Google can match you to searches like "painter in Breda", "physiotherapy Utrecht" or "web designer near Rotterdam".

Trust

People want to judge quickly whether a business is reliable. Reviews, current opening hours, clear contact details and good photos all help.

Conversion

From your profile, customers can call you, start a route, visit your website and read reviews. If you've added a booking or ordering link, they can go straight there too. Your performance data shows how often this happens.

Insight into customer behavior

Google shows how people find your profile and what they do next: views, search queries, clicks to your website, clicks on the call button and direction requests. You can shape your marketing around that.

What has changed in Google Business Profile since 2024?

Since 2024, Google has removed features from the profile and added AI to Search and Maps. This is the situation as of October 2026.

• Chat in the profile has ended. Google stopped new conversations on July 15, 2024 and shut the feature down on July 31, 2024. In certain regions, Google offers a separate WhatsApp or SMS option.
• The free website you could build from a Business Profile (addresses on business.site) was switched off in 2024. Visitors were redirected to the profile until June 10, 2024, then got an error message.
• The questions and answers section in Maps is going away. Google's Q&A API stopped on November 3, 2025, and in December 2025 Google confirmed that Maps is moving to an Ask button with AI answers.
• AI Overviews in Google Search have been available in Dutch since May 20, 2025, and AI Mode since October 8, 2025. In its guidance on AI features, Google writes that AI answers can include information about local businesses.
• Google Maps got the Gemini feature Ask Maps on March 12, 2026, first in the United States and India. On August 6, 2026, it expanded to Australia, Brazil, Canada, Indonesia, Japan and Mexico, among others, plus more than 150 countries and territories in English. Google doesn't name those last countries. Ask Maps draws on data about more than 300 million places, including reviews.
• On April 16, 2026, Google reported that it blocked or removed more than 292 million reviews in 2025 for violating its policies. Since April 2026, verified and active owners also get an email about suggested changes to their profile before those changes go live.

Which businesses can have a Google Business Profile?

Almost any business that works locally or serves a local audience: shops, restaurants and cafes, service providers, coaches, healthcare practices, real estate agents, installers, construction firms, salons, marketing agencies and photographers. Schools and training locations qualify too. Google requires in-person contact with customers during your stated hours, either at your own address or at the customer's. You can have a profile without a storefront as long as you work within a service area. Online-only businesses and lead generation agencies don't qualify, and a PO box or virtual office isn't a valid address. If you sell products online, Google offers a separate brand profile for certain e-commerce sellers.

What are the 20 points on the Google Business Profile checklist?

Work through these twenty points from top to bottom. The table gives the overview, and each point is explained below it.

1. Create your profile or claim an existing listing

You need to own the profile before you can optimize it. First search for your business in Google or Google Maps. If it's already there, claim that listing instead of creating a second profile, because Google doesn't show duplicate profiles. There are three situations: you have no profile yet, the profile exists but nobody has claimed it, or someone else already manages it. If you move later, edit the existing profile instead of creating a new one. With multiple locations, you manage a separate profile for each, and only one per location.

2. Verify your profile

Without verification, you can't edit your details or reply to reviews. Google decides which method you get, based on your business type and region. Your opening hours play a part too. That can be a phone call or SMS, email, a live video call, a recorded video or a postcard. If your business qualifies for a recorded video, Google recommends it. Google describes every method on its own help page. Google never asks you for your verification code.

You record the video live on your phone, for at least 30 seconds, in one take and without showing other people's faces. You show where your business is, that it exists and that you run it. A postcard code usually arrives within 14 days and expires after 30. Don't change your name, address or category during that time, or the code stops working. After the final step, the review can take up to 5 business days. If you've verified your website in Google Search Console, Google sometimes verifies you instantly.

3. Use your official business name

Enter your business name as it appears on your sign, letterhead and website. If your company is called Jansen Schilderwerken, enter "Jansen Schilderwerken", not "Jansen Schilderwerken Rotterdam Cheap and Fast". Slogans, opening hours, phone numbers and services don't belong in the name, and Google can suspend a profile that has extra information in it. If you change the name after verification, you may have to verify your business again.

4. Choose your categories

The categories you pick affect your position in local results, so start with a good primary category. Choose a specific one, such as Marketing agency, Dentist, Physical therapist or Children's clothing store, rather than something vague. Google itself says Nail salon is a better choice than Salon. You can add up to 9 more categories as long as they're relevant. An agency could choose Marketing agency, with Web designer and Graphic designer added. Don't pick a category for every product or service. A few categories that describe your business are enough. If you change a category, Google may ask you to verify your business again.

5. Complete your contact details

Check your phone number, website and address. Besides your main number, you can add two more, mobile or landline. Make sure everything matches your website and other online listings. In certain regions you can also add a WhatsApp or SMS option under Contact, so customers can message you from your profile.

6. Set your service area

If you work on site or deliver services across a region, say where you operate. You can list up to 20 towns, postal codes or areas. If you don't receive customers at your own address, like a plumber working from home, hide that address so only your service area shows. A business with a service area has one profile for the whole area.

7. Enter your opening hours correctly

Opening hours look like a detail, but Google uses them for searches like "hair salon open now". Set special hours for holidays and vacations, and for temporary closures. These are meant for temporarily changed hours and for closures of up to 6 days in a row. If you keep different hours for certain services, such as pickup or delivery, set additional hours for them.

8. Write a clear business description

Explain in plain language who you are, what you do, who you work for and what sets you apart. You get 750 characters. URLs, links and HTML aren't allowed, and promotions, prices and offers don't belong in it. Avoid jargon and keyword stuffing, and write as if a customer will read it. In certain regions and languages you can have AI draft the description, so check the result yourself.

An example: "We help entrepreneurs and organizations with branding and websites, plus online marketing. The work has to look good and deliver results. We work on strategy, positioning, lead generation and conversion, with a focus on growth and presentation."

9. Add your services

Businesses in certain categories, such as service businesses, can list what they offer in the profile through Edit services. You pick from suggested services for your business type or create your own, with a description and price. Don't put prices or phone numbers in the name of a custom service, because Google rejects those. Products can only be listed in your profile by merchants in a limited number of countries. According to Google, those are the United States, Canada, the United Kingdom and Ireland. The Netherlands isn't on the list.

10. Use attributes

Attributes give customers extra information about your business, such as Wi-Fi or an outdoor terrace. Which attributes you can fill in depends on your industry. You edit factual attributes yourself. Subjective ones, such as whether you're popular with locals, follow the opinions of Google users who have visited you.

11. Add appointment, reservation or ordering links

If you work with appointments, reservations or orders, you can add up to 10 links per type to your profile. In Search you do this through buttons like Appointment, and in Maps through Edit profile. If you have more than one, set a preferred link. The options you see depend on your category. Google may also show links from booking partners. If you don't want them, you can remove them.

12. Upload photos and videos

People want to see who they're dealing with. Upload your logo, a cover photo, and photos of the exterior, the interior, your team, your work process and your products. Skip photos that are blurry, dark or heavily edited. Google asks for JPG or PNG between 10 KB and 5 MB, preferably 720 by 720 pixels. Videos can run up to 30 seconds. Uploads appear after 24 to 48 hours and your newest images show first, so add something regularly, for example every month or after finished projects.

13. Collect reviews actively

Reviews build trust, and Google lists review count and ratings as part of prominence in local results. Ask customers for a review as a routine, for example after a purchase, a finished project or an appointment, and ask everyone. Asking only the customers you expect to leave a good review is against the rules. So is offering a reward for a review, such as a discount or a free product: Google calls that fake engagement and removes such reviews. On a computer, you can create a link or QR code through Read reviews and Get more reviews, for receipts or thank-you emails.

14. Reply to reviews

Reply to negative reviews and to reviews where you can add something. Google says you don't need to post a public thank-you under every review. With negative reviews, stay calm, professional and human. Never share the reviewer's private details, never attack anyone personally, and offer to resolve the problem by email or phone. Don't offer deals or promotions. Google reviews your reply first, which usually takes 10 minutes and sometimes up to 30 days.

15. Report reviews that break the policy

Only reviews that violate Google's policy qualify for removal. A review you simply dislike or consider unfair doesn't count, because Google stays out of disputes between businesses and customers. If a review does break the policy, for example spam or abusive language, you report it through Read reviews and Report in your profile, or through the Review management tool. The review usually takes a few days. If your report is rejected, you can appeal once, for up to 10 reviews at a time. If someone demands money or services to remove negative reviews, don't give in, and report it through Google's separate extortion form.

16. Post updates to your profile

Through your profile you can share posts as an update, an offer or an event. This shows you're active. Think news, promotions, events, new services, job openings, case studies and seasonal offers. Keep posts short, concrete and relevant. A button in your post should lead to a page where the customer can complete the action. You can schedule posts and set them to repeat. Posts older than 6 months get archived unless you set a time period.

17. Prepare the answers to customer questions yourself

People ask questions about your business, such as "Do I need an appointment?", "Do you work on location?", "What does it cost?" and "Is parking available?". Google is phasing out the questions and answers list in Maps. The Dutch help page still mentions the section, but only for certain categories and regions. If you see questions on your profile, answer them yourself. Then put the answers wherever you control them: in your profile's description, services and attributes, and on your website. Google also pulls data from your website, so what you publish there partly decides what Google can show about you.

18. Keep your details identical everywhere and check what Google changes

Your business name, address and phone number need to match everywhere: on your website, social media, business directories and industry platforms. Google builds profiles from your own input, crawled web content, licensed third-party data and user contributions. If one of those sources differs, Google can show wrong details.

So check regularly under Edit profile what Google or visitors have changed. When a suggested change needs your review, you have 4 days to accept or reject it. If you don't respond, Google can publish the change automatically, provided public information such as your website supports it. Google may also contact you by phone, SMS or WhatsApp to confirm details, and it never asks for payment, credit card details or passwords when it does. If someone asks you for money on Google's behalf, the message isn't from Google.

19. Link your profile to a strong website

Your profile doesn't stand alone. Your website should make clear where you operate, which services you offer, how people get in touch and what sets you apart. Enter your own website with the full URL, including https://. Google recommends checking that Googlebot isn't blocking your site, and checking in Search Console whether your site has any penalties. Local landing pages can fit well here. A profile works without a website, but Google counts the number of websites linking to your business as part of prominence. If you're having a new site built or an existing one improved, look at websites for small and medium-sized businesses that show local relevance well. If your profile still has a business.site address, replace it with your own site.

20. Monitor your performance and adjust

Open Performance in your profile in Search, or in the Maps app under Business. There you can see views, the searches people used to find you, direction requests, clicks on your website link and clicks on the call button, among other things. The call button number counts clicks, so it doesn't tell you how many people actually called. Search queries are updated at the start of each month. Bookings only appear if they go through a booking provider. This shows you what works and where there's room to improve. Check your details after every change, add photos and post an update when you have news. If the profile belongs to a broader plan for being found online, it fits within marketing for your business.

How do you create a Google My Business profile?

If you're starting your Google Business Profile from scratch, follow these steps.

1. Sign in with a Google account. If you have a business email address, link it to that account, which makes the profile easier to manage.
2. Search for your business on Google by name and town, or search "my business", to see whether a listing already exists.
3. If no listing exists, go to business.google.com/add and choose Add your business to Google. If one does exist, claim it as described below.
4. Follow the on-screen steps: business name, primary category, location or service area, phone number and website. Make sure the address is correct and meets Google's guidelines.
5. Choose a verification method and follow the steps. Google decides which methods are available in your situation.

How do you claim an existing Google Business Profile?

If your business is already in Google or Maps and you don't manage the profile yet, you need to claim that listing.

The profile hasn't been claimed yet

Search for your business in Google Maps by name and town, then choose Claim this business and then Manage now. In the Maps app, tap About in the profile and then Claim this business. After that you follow the verification process.

Someone else manages the profile

In that case you request ownership. Go to business.google.com/add, enter your business name and address, and choose your business. If it says "Someone else manages this Business Profile", choose Request access and fill in the form. The current owner gets an email and has 3 days to respond. If they approve, you manage the profile. If they decline, you can appeal or suggest an edit. If there's no response, you sometimes get the option to claim and verify the profile yourself, but it isn't always available. If your business has a service area and no shop or office, you request ownership by contacting Google support.

Sharing or transferring management

A profile has one primary owner and can have more owners and managers. Only owners can add or remove people. You invite someone through More, Business Profile settings and People and access. If you sell your business, transfer primary ownership from the same page: choose the person, edit their access and choose Primary owner. That way reviews and other data stay with the profile. New owners and managers can't use every feature during the first 7 days, such as transferring primary ownership. If an agency manages your profile, make sure you're the owner yourself. According to Google, an agency may never claim a profile without the owner's permission, and it has to complete verification together with the owner.

What mistakes do businesses make with Google My Business?

A Google Business Profile is rarely finished in one go. These mistakes are easy to avoid:

• incorrect opening hours
• no photos, or bad ones
• not collecting reviews
• asking only happy customers for a review, or offering a reward for one
• ignoring negative reviews
• choosing the wrong category
• stuffing keywords or slogans into the business name
• creating a new profile after a move or for each service
• never updating the profile after creating it
• inconsistent contact details
• leaving services empty
• letting an agency be the only owner of the profile
• showing no local relevance on the website

Frequently asked questions

Is Google My Business free, and is it the same as Google Business Profile?

Yes, creating, claiming and managing a profile costs nothing. Google My Business is the old name and Google Business Profile the current one. It's the same platform. You don't need an advertising budget to be visible through your profile.

Do I need a physical location for a Google Business Profile?

No. Businesses that work on site or serve a service area can have a profile, as long as they meet customers in person. If you don't receive customers at your address, hide it. A PO box or virtual office doesn't work as an address.

How long does verification take, and how quickly do changes go live?

A postcard code usually arrives within 14 days, and then the review can take up to 5 business days. Sometimes Google verifies instantly, for example through Search Console. Changes usually go live after about 10 minutes, though it can take up to 30 business days. Photos and videos can need 24 to 48 hours.

Do reviews help local search visibility?

Yes. Google lists review count and positive ratings as part of prominence, one of the three main factors for local results alongside relevance and distance. Reviews also build customer trust.

Which matters more: my website or my Google Business Profile?

For local visibility they work together, because Google also pulls data for your profile from your website. Anyone searching your business name sees your profile in Search and Maps, so it has to be right.

Do I need to set up my profile differently for Google's AI answers?

According to Google, you don't need any extra requirements or special optimization to appear in AI Overviews and AI Mode. Google does say in that guidance that your Business Profile data should be current. That's the checklist above.