Google Business Profile optimization: a checklist

Google Business Profile is the free listing that shows your business on Google Maps and in the local results on Google Search, with your hours, phone, reviews, photos and directions. It was called Google My Business until Google renamed it in 2021, which is why people still search for "GMB SEO".

For most local businesses it's the single most important local SEO asset. Google says local ranking depends on relevance, distance and prominence, and that you can't pay to rank higher.

Optimization checklist

1. Verify the profile.
2. Use your real business name, without taglines or location details. Google's guidelines don't permit unnecessary additions.
3. Choose the most specific primary category, and only accurate secondary ones.
4. Add your address, or a service area if you visit customers (and hide your address).
5. Set accurate hours, including special and holiday hours.
6. Add services or products with descriptions and prices where possible.
7. Fill in attributes, such as accessibility, payment options and amenities.
8. Upload real photos and videos regularly.
9. Reply to every review.
10. Link to the most relevant page on your website, not always the homepage.

Rules that get profiles suspended

• Virtual offices, P.O. boxes or remote mailboxes as the address.
• Unnecessary information in the business name.
• Multiple profiles for the same location.
• Fake or incentivized reviews.