Google Business Profile optimization: the complete checklist

The primary category is the single strongest relevance signal on your profile. Pick the most specific category that describes your main service: "Roofing contractor" rather than "Contractor", "Family law attorney" rather than "Lawyer". To check, search your main service and look at the categories the top three businesses use.

Then add secondary categories for other services you genuinely offer. More isn't better; irrelevant categories can dilute what you're known for.

Use exactly the name you use on your signage, website and paperwork. Adding keywords or town names ("Smith Roofing Guelph Best Roofer") may help briefly, but it breaks Google's guidelines and is one of the most common reasons profiles get suspended or edited by Google.

If customers visit you, show your address. If you go to customers and don't serve them at your location, hide the address and set service areas instead, listing the towns or regions you actually cover. Don't use a virtual office or an address where you don't operate.

Add each service you want to be found for, in the words customers use, with a short description. This helps Google match you to specific searches and helps customers see at a glance that you do what they need.

In plain language, say what you do, who you serve, where, and what makes you different. Mention your main services and areas naturally. Don't stuff keywords or add links and promotions; the description isn't the place for them.

Upload real photos regularly: your work, your team, your vehicles, your premises inside and out. Real, recent photos help customers trust you and keep the profile active. Avoid stock images.

Reviews are a major prominence signal and the first thing many customers read. Ask every happy customer, make it easy with your direct review link, and reply to every review, positive or negative. Never buy reviews or offer incentives. See our guide on getting more Google reviews for a simple system.

Posts, products and questions don't move rankings much on their own, but they make the profile more useful and convincing. Post offers, recent jobs and seasonal updates, add your main services as products if it suits your business, and answer common questions.

Your name, address and phone number should match everywhere: your website, directories, social profiles. Then measure the effect of your changes by checking your rankings from points across your service area every few weeks. A single search from your own phone won't show whether the profile is improving.