The full Google Business Profile checklist
44 checks and 5 habits, from Google's own guidelines. The check covers the nine parts that matter most. This page is every detail behind them.
Setup & access
Who controls the profile, and whether Google trusts it.
- S1
Is the profile managed from a business-owned Google Account, not a staff member's personal Gmail?
Why it matters: Google recommends linking a company email address. If the person whose personal account owns the profile leaves, you lose control of your own listing.
What to do: Create or use a business-owned account (for example marketing@yourdomain.com.au), add it as an Owner, and after 7 days transfer primary ownership to it.
- S2Habit
Does that Google Account have a strong password and 2-Step Verification turned on?
Why it matters: Google's own protection checklist: secure the account with a strong password and 2-Step Verification. A hijacked account means a hijacked profile.
What to do: Turn on 2-Step Verification in the Google Account's security settings. Never share the password; each person gets their own access instead.
- S3
Is the profile verified and claimed, with no "Get verified" prompt showing?
Why it matters: Verified businesses are more likely to show in results, and you cannot edit most information, reply to reviews or see performance data until verified.
What to do: Open the profile and complete verification. Video recording is Google's recommended method if offered.
- S4
Is there exactly one profile for this business at this address, with no duplicates?
Why it matters: Duplicates are against policy and won't show on Search or Maps; they also split reviews and are a suspension ground.
What to do: Search your business name on Google and Maps. If a second profile exists, request a merge via Google Maps (reviews combine, replies may be lost) or remove it from your account if you created it by mistake. Never create a new profile when you move; update the existing one.
- S5
Does the business itself hold primary ownership, with any agency added as a Manager or additional Owner only?
Why it matters: Google says you should remain an owner of your own profile. Owners can transfer ownership and delete the profile, so an agency holding primary ownership holds your listing.
What to do: Under Business Profile settings → People and access, make a business-owned account primary owner. Give the agency Manager access, or Owner only if they must manage users.
- S6
Has everyone who has left the business or the agency been removed from the profile's user list?
Why it matters: Google's protection checklist: limit access to people who need it and remove ex-employees.
What to do: Open People and access, remove anyone who no longer needs it, and add this check to the quarterly routine.
Profile fields
Google says complete, accurate profiles are more likely to appear. These are the fields, one by one.
- P1
Is the business name entered exactly as it appears on your signage, with no keywords, suburb, tagline or phone number added?
Why it matters: Google prohibits adding anything to the real-world name and says doing so "could result in the suspension of your Business Profile". Services belong in the Services section and description; location in the address field.
What to do: Edit the name to match signage and stationery exactly. Remove taglines, service words, suburbs (unless part of the consistent trading name), phone numbers, URLs, ALL CAPS and legal terms like Pty Ltd.
- P2
Is the primary category the most specific one that describes what the business is (not what it has or offers)?
Why it matters: The primary category represents your main business and is what all your locations must share. Specific beats general: "Golf Resort" already implies "Hotel".
What to do: Choose the single most specific category for your core business and make it primary. Move anything else to secondary or drop it.
- P3
Are secondary categories limited to what genuinely describes the business, not used as keywords or to list features?
Why it matters: Google says to use as few categories as it takes. "Swimming Pool" for a motel with a pool is wrong; a bookshop with a café franchise inside should not add "Coffee Shop".
What to do: Remove categories that describe features, sub-tenants or things you merely offer. Keep at most a handful, all describing the business itself.
- P4
Is the address shown correctly for how customers reach you: a precise street address with the pin at the entrance for a premises, or hidden with a suburb-level service area (within ~2 hours' drive) for a business that travels to customers?
Why it matters: Google expects permanent signage at a shown address, and tells service-area businesses to hide the address and set a service area. Distance is one of the three ranking factors and is decided by this field alone.
What to do: Premises: correct the address, put unit numbers in Line 2, drag the pin to the entrance. Travelling to customers: clear the address and set the service area by suburb or postcode.
- P5
Are regular hours entered and correct (or deliberately left blank if you are appointment-only or run on a timetable)?
Why it matters: Google lists incomplete or inaccurate hours among the reasons a profile may not show for relevant searches. Time-based questions ("open tonight") are among Ask Maps' headline examples. Appointment-only businesses and those with varied schedules shouldn't enter hours.
What to do: Enter the hours a customer can actually reach you. Add "more hours" for specific services. If seasonal, set in-season hours and mark temporarily closed off-season.
- P6
Are special hours set for every public holiday and one-off closure in the next 6–8 weeks?
Why it matters: Without special hours Google shows your normal hours on a holiday. Wrong hours now risk a wrong AI recommendation and a customer at a closed door.
What to do: Edit → Hours → Special hours: add the upcoming public holidays now, and repeat monthly.
- P7
Is the phone number a local number under your direct control, not a call-centre, premium-rate or redirecting number?
Why it matters: Premium-rate numbers are not allowed, and neither are numbers that redirect to a different business. Calls are one of the actions that lead to enquiries.
What to do: Enter your local number as primary. Up to two additional mobile or landline numbers are allowed, not fax.
- P8
Is the website URL entered in full (https://…), pointing at the most relevant page, and is Googlebot allowed to crawl the site?
Why it matters: Google reads your website to understand and confirm what you do, including category signals. A blocked or wrong URL removes that evidence. Link the homepage for a single location, the location page for a multi-location business.
What to do: Edit → Website: full URL with https://. Ask whoever runs the site to confirm robots.txt is not blocking Googlebot.
- P9
Does the website link carry UTM tags so GA4 can separate profile clicks from ordinary Google search?
Why it matters: Google recommends always setting utm_source, utm_medium and utm_campaign, and warns values are case-sensitive. Without tags, profile clicks blend into organic search.
What to do: Use a link like https://www.yourdomain.com.au/?utm_source=google&utm_medium=organic&utm_campaign=gbp, agreed with whoever manages your analytics.
- P10
Is the business description written (up to 750 characters), in plain language, naming your core services and areas served, with no URLs, promotions or prices?
Why it matters: Google asks you to cover what you offer, what makes you different and how long you've operated. URLs, HTML, promotions and sales language are not allowed. This is where service and location keywords belong, in sentences.
What to do: Draft 3–5 plain sentences: what you do, for whom, where, since when, what's different. No links, no "50% off".
- P11
Is every service you offer listed in the Services section, each with a description and a price where sensible?
Why it matters: When a customer searches for a service you list, Google may highlight it on your profile. Multiple services belong here, not in separate profiles. Service names must not contain prices or phone numbers; prices go in the price field.
What to do: Edit → Services: accept Google's suggestions that apply, add custom ones grouped by category, write a one-line description for each. In-store Product features are limited to retailers in the US, Canada, UK and Ireland, so Australian retailers use Services and photos instead.
- P12
Does your website describe your services and locations in the same words as the profile?
Why it matters: Google detects category information from your website and from mentions across the web. Ask Maps has been observed citing websites for details. If the profile says "hot water repairs" and the site says "HWS", the AI has less to confirm.
What to do: Read the profile's services and description next to the website's service pages; align the wording, and make sure every profile service has a matching mention on the site.
- P13
Has every attribute available to your category been answered honestly, including accessibility, payment types and amenities?
Why it matters: Google says businesses that add certain attributes may show for searches for places with those attributes. Attributes are the closest thing to a direct yes/no answer you can give Ask Maps; an unanswered attribute gives it nothing to confirm.
What to do: Edit → More → Attributes: go through every group and answer each one truthfully. Edits usually publish in about 10 minutes but can take up to 30 days.
- P14
Do you have at least 3 exterior, 3 interior, 3 team and 3 at-work or product photos, all in focus, unfiltered and truthful?
Why it matters: Photos and videos are on Google's list of actions that improve local ranking. Standards: JPG or PNG, 10 KB–5 MB, 720×720 recommended, no heavy filters or AI alteration. Photos only show once verified.
What to do: Shoot the exterior from each direction customers approach and at different times of day; interior as a customer sees it; the team at work on different services. Upload in batches and keep adding 2–3 a month.
- P15
Are a logo and a cover photo set?
Why it matters: Google highlights the logo once basic information is complete. The cover photo should best represent the business, though Google doesn't guarantee it always shows first.
What to do: Upload a square logo and a landscape cover photo under Photos.
- P16
Are your social media links and opening date added?
Why it matters: One link per platform is allowed (Facebook, Instagram, LinkedIn, Pinterest, TikTok, X, YouTube, where available). Google may use the opening date to show how long you've operated.
What to do: Edit → Business information: add the month and year you opened, and the social profiles you actively use.
- P17
Is chat (WhatsApp or SMS) either switched off, or switched on with someone who answers promptly?
Why it matters: Verified profiles in eligible regions can add a chat option. If both WhatsApp and SMS are added, only SMS shows. An unanswered chat button is worse than none.
What to do: Either assign someone to answer within business hours, or turn chat off under Messages settings.
- P18
Has the Q&A section been checked and every unanswered question answered factually?
Why it matters: Owners and managers can answer questions customers post on the profile. Unanswered questions get answered by strangers, sometimes wrongly. Never solicit personal information in answers.
What to do: Open the profile on Maps, scroll to Questions & answers, answer briefly and factually. Check monthly.
- P19
Does the Profile Strength indicator show nothing left to complete?
Why it matters: Profile Strength flags the fields Google considers missing; it is Google's own checklist for the section above.
What to do: Open the profile and act on each item Profile Strength lists.
Routine
What happens weekly, monthly and quarterly.
- R1
Does someone read and reply to every new review within the week?
Why it matters: Responding to reviews is on Google's list of actions that help local ranking, and prompt replies to negative reviews show you value feedback.
What to do: Name one person, set a weekly reminder, and keep a few reply templates to adapt.
- R2
Is the "Google updates" notice checked weekly and each suggested change accepted or rejected?
Why it matters: Google actively changes profiles based on user reports, licensed data and other sources, marking them in blue in your editor. Ask Maps users can now share tips, upload photos and update place information from inside a conversation, so expect more suggested edits.
What to do: Open the profile editor weekly; if a Google updates banner shows, review each change and accept or reject it.
- R3
Is at least one post (Update, Offer or Event) published every month?
Why it matters: Posts appear under Updates on mobile and "From the owner" on desktop, and Google archives posts older than 6 months unless they carry a date range. Posts can be scheduled and set to repeat.
What to do: Schedule a monthly post. Include a descriptive title, dates for offers and events, no phone number in the text, and links only to sites you trust.
- R4
Are 2–3 new photos added every month?
Why it matters: Fresh photos keep the profile current for customers judging the shortlist Ask Maps gives them, and photo activity is among Google's listed ranking actions.
What to do: Add recent jobs, new stock, seasonal changes or the team each month. Report inappropriate customer uploads when they appear.
- R5
Is the Performance report reviewed monthly, including the search terms customers used?
Why it matters: Google itself advises spending time each month reviewing profile performance. The Searches metric updates at the start of each month and can take up to 5 days to appear.
What to do: Open Performance in the first week of each month, set the date range, note Calls, Directions, Website clicks and the search terms.
- R6
Once a quarter, is every field re-read against reality and the "Collected info" section checked?
Why it matters: Google gathers details via automated calls and texts and shows them under Collected info; anything inaccurate should be deleted. A quarterly private-browser search shows what customers actually see.
What to do: Quarterly: check name, categories, hours, phone, URL, description, services, attributes; remove ex-staff access; review Collected info; search yourself in a private window.
Reviews
Reviews feed prominence, one of Google's three ranking factors, and are the words Ask Maps reads for atmosphere and quality.
- V1Habit
Have you never offered anything (discounts, prizes, competitions) in exchange for reviews, and never asked staff or family to review?
Why it matters: Any incentive for posting, changing or removing a review is classed by Google as fake engagement and strictly prohibited. Penalties include blocking new reviews, unpublishing existing ones, and a public warning on the profile. Reviews from employees, family and competitors are conflicts of interest.
What to do: Stop any incentive scheme immediately. Ask genuine customers, the same way, at the same point, and let the reviews come.
- V2
Is your Google review link or QR code built into a standard post-job or post-purchase message, so every customer is asked the same way?
Why it matters: Google provides a direct link and QR code for every verified profile (Read Reviews → Get more reviews) and suggests receipts, thank-you emails, end of support chats and in-store display. Consistency produces a steady flow, which also matters because unusual volumes or patterns are treated as a sign of manipulation.
What to do: Copy the link from your profile, add it to your invoice or thank-you template, and print the QR for the counter. You may ask customers to describe their experience; never script the words.
- V3
Do reviews arrive steadily month to month, rather than in bursts followed by nothing?
Why it matters: Google's content policy treats unusual volumes or patterns of review contributions as a sign of rating manipulation. Google also notes a mix of feedback often reads as more trustworthy than perfection.
What to do: The fix is the routine in V2: ask every customer at the same point, and let volume follow your real customer flow.
- V4
Do negative reviews get a prompt, personal reply that acknowledges real mistakes and invites the reviewer to phone or email, without attacking them?
Why it matters: Google's guidance for negative reviews: respond promptly, never share private information or attack the reviewer, acknowledge mistakes honestly, don't accept responsibility for things outside your control, apologise when warranted, personalise.
What to do: Reply within a day or two: thank them, own what went wrong, invite them to call or email. Sign with your name or initials.
- V5Habit
Do you know how to report a review that breaks Google's rules, and what to do if someone demands money to remove bad reviews?
Why it matters: Google removes only reviews that violate its content policies, not ones you disagree with; you get a one-time appeal for up to 10 reviews. A run of 1-star reviews followed by a demand for money is an extortion scam with its own reporting form.
What to do: Report via Read reviews → flag → reason; track in the Reviews Management Tool. For extortion: do not pay or engage, screenshot dates and sender, report through the merchant extortion form.
Measurement
Whether you can tell if any of this is working.
- M1
Do you compare Calls, Direction requests and Website clicks each month with the same month last year?
Why it matters: Google publishes no benchmarks. Your own profile is the baseline, and those three actions are the ones that lead to enquiries. Rising views without rising actions suggests the profile itself isn't persuading. Ask Maps activity is not reported separately; it sits inside these same Maps figures.
What to do: Download the Performance report monthly and keep a simple sheet of the three numbers by month.
- M2
Is the profile linked to your Google Analytics 4 property?
Why it matters: Linking puts calls, direction requests, website clicks, messages and bookings alongside your website data. Done from GA4 Admin → Product links → Google Business Profile links; needs Editor on GA4 and Owner or Manager on the profile.
What to do: Ask whoever manages analytics to create the link, and agree the UTM convention from P9.
Locations
Consistency rules for more than one location.
Only for businesses with 2 or more locations.
- L1
Do all locations use the same business name, without a suburb appended (unless that is the real signage)?
Why it matters: All locations in the same country must use the same name unless the real-world name differs consistently. Put the location in the address field, not the name.
What to do: Rename any "Acme Dental Chatswood"-style profiles to the brand name.
- L2
Do all locations providing the same service share the same primary category?
Why it matters: Google requires it, and it is what lets Google treat you as one business.
What to do: Audit each profile's primary category and align them.
- L3
Are departments and practitioners handled correctly: separate profiles only where they are public-facing with their own entrance, hours or category, and practitioner profiles carrying only the practitioner's name?
Why it matters: Departments that operate distinctly may have their own profile with a distinct name. If several practitioners work at one location, the organisation needs its own profile too. Two brands at one address must not be combined into one profile.
What to do: List every profile you have, classify each as business, department or practitioner, and remove or rename the ones that break the rule.
- L4
Are your 10+ locations managed through a business group with bulk upload and bulk verification?
Why it matters: Businesses with 10+ locations can add, verify and manage in bulk via a spreadsheet upload; a business-domain email speeds verification. Posts can go to multiple profiles at once and performance can be downloaded for all locations in one file.
What to do: Create a business group, prepare the location spreadsheet, upload, fix errors, request bulk verification.
Protection
Scams and hijacks are common and cheap to prevent.
- X1Habit
Do you and your staff know that Google never charges for verification or reinstatement and never asks for a code, OTP or PIN, and that unexpected access requests should be ignored?
Why it matters: Anyone claiming to be Google and asking for money or codes is a scammer. Unsolicited access-request emails are a common hijack route.
What to do: Tell everyone with access. Never share a verification code with anyone; Google will never ask for it.
- X2
Is your agency working within Google's third-party rules: not guaranteeing rankings, not claiming to work for Google, and not changing or disabling features without your consent?
Why it matters: Guaranteed positions and claims of working for Google are what Google itself calls warning signs of deceptive behaviour. Agencies may not change or disable features without explicit consent; violations can be reported.
What to do: Keep owner access, ask for a written list of what the agency changes, and report violations to Google if needed.
- X3
Has every location you operate been claimed, so none sits unclaimed and open to hijack?
Why it matters: Unclaimed profiles are vulnerable to hijacking. If a profile shows "Own this business?" it is unclaimed.
What to do: Search each location on Google and claim any that show the prompt. If someone else verified it, request ownership; they have 3 days to respond.
Ask Maps
The AI assistant inside Google Maps, in Australia since August 2026. There is no separate optimisation; these are the checks that decide whether it can confirm you meet a customer's conditions.
- A1
In the last month, have you opened Ask Maps and asked 3–4 questions a real customer would ask, each with a condition (a time, a feature, a suburb)?
Why it matters: Answers are personalised and there is no Ask Maps report, so your own monthly test is the only direct evidence available. Ask Maps reached Australia in English in August 2026.
What to do: Google Maps app → Ask Maps (computer: Menu → Ask Maps). Ask e.g. "Emergency plumber in Parramatta who can come out on a Sunday". Log the question, whether you appeared, and what it said.
- A2
When Ask Maps mentions your business, is everything it says correct (hours, services, features)?
Why it matters: Wrong details almost always trace back to a profile field, an old review or your website. Ask Maps has been observed drawing on Business Profile data, review summaries and cited websites.
What to do: Find the source of each wrong detail and fix it there. If you cannot find one, use the thumbs-down on the answer to report it.
- A3
Is a booking or reservation provider connected to the profile, so "book a table for 4 at 7" or "book an appointment" can be completed from Maps?
Why it matters: From an Ask Maps answer people can book restaurant reservations directly. The Bookings metric in Performance only counts bookings made through a booking provider connected to the profile.
What to do: Under Bookings in the profile, connect a supported provider. Skip this if you take no bookings.
- A4Habit
Have you declined any offer to "get you into Ask Maps", "submit your business to Gemini" or guarantee AI recommendations?
Why it matters: Nothing can be submitted, Google has published no selection criteria, and guarantees of placement remain what Google calls a warning sign of deceptive behaviour. The legitimate work is a complete, accurate profile and genuine reviews.
What to do: Decline. If you are already paying for it, ask exactly what is being done; anything real is in Parts 3 and 5 of the guide.