Checklist · Google Maps · 2026

Google Business
Profile checklist

Q: Can you manage the profile for me?

Yes, as part of [SEO and Google Maps](/seo/) work, which starts at $1,000 a month in Canadian dollars. That covers the profile, local pages on your website and the reviews process. You stay the owner of the profile throughout.

A Google Business Profile checklist for local businesses: 23 points that decide whether you show up on Google Maps and whether people call once they see you. Free, no email.

Local SEO service→ Or book a free consultation

Checklist

23 things to check
in your profile

Log in with the account that manages the profile and go through the list point by point. Answer yes or no to each.

Done0 / 23

Basics and verification

The profile is verified and you're the ownerCheck in your Google account that you have the Owner role, not only Manager. Without ownership you can lose control of the listing.
The business name is your real name, without extra keywordsAdding a city or service to the name breaks Google's guidelines and can get the profile suspended. Use the name on your signage and paperwork.
Address or service area is set correctlyIf customers come to you, show the address. If you drive to them, hide it and list the areas you serve instead.
There's only one profile for each locationDuplicates split reviews and confuse Google. Search Maps for your name and phone number to find old ones.

Contact details

The phone number is the one you actually answerUse a local number that rings during business hours. A number that goes to voicemail costs you the call.
Opening hours are up to date, including holidaysAdd special hours for statutory holidays and seasonal closures, so no one drives over to a locked door.
The website link goes to the right pageFor one location, the home page is fine. For several, link each profile to its own location page. Add UTM tags to see these visits in analytics.
Name, address and phone match your website and directoriesKeep them identical on your site, Apple Business Connect, Bing Places, Yelp, YellowPages.ca and other listings.

Categories and description

The primary category is the most precise one available"Kitchen remodeler" beats "contractor" if that's what you do. The primary category has a big effect on which searches you appear in.
Secondary categories cover your other main servicesAdd the ones that genuinely apply. Don't add categories for services you rarely offer.
The description says what you do, where and for whomPlain language, no keyword lists, no links. Mention the areas you serve and what makes you different.
Attributes are filled inAccessibility, payment options, languages spoken, online appointments: whatever applies to your category.

Services, products and photos

Every main service is listed with a short descriptionServices help Google understand what to show you for. Add a price or price range where it makes sense.
There are real photos of your work, team and premisesYour own photos, not stock. Add new ones regularly; a profile with recent pictures looks alive.
The logo and cover photo are setThey're what people see first in Maps and on the search results page.
A booking or quote link is added if you take bookingsIf customers can book online, add the link so they don't have to hunt for it on your site.

Reviews and customer contact

You ask every happy customer for a reviewA short link sent by text or email right after the job works best. Ask everyone, not only those you expect to be positive.
You reply to every review, including the bad onesA calm, specific reply to a negative review often persuades the next reader more than the review itself.
Your review link is easy to findPut it on your website, on invoices and in your email signature, so customers who want to leave a review don't have to search for you on Maps.
No paid, fake or incentivized reviewsThey break Google's policies, and in Canada fake reviews can also fall under the Competition Act. A suspended profile costs more than a few missing stars.

Activity and access

You post an update at least once a monthOffers, finished projects, seasonal reminders. Posts keep the profile current and give people a reason to click.
Users with access are people you still work withRemove former employees and agencies. Give contractors Manager access, never Owner.
You check the performance report monthlyCalls, direction requests and website clicks show whether the profile brings customers. Compare month to month, and season to season.

Google changes the dashboard and option names from time to time. If you can't find something, look for a similar setting in the profile editor.

Why the Google Business Profile matters so much

For a local business, the Google Business Profile is often the first thing a customer sees, before your website and before any ad. It shows up in the map pack for searches like "plumber near me" and on Google Maps. A complete, active profile with fresh reviews tends to get more calls than an incomplete one, and it costs nothing to run.

What to fix first

Start with ownership and the basics: if you don't own the profile or the name and category are wrong, nothing else matters. Next, reviews. Most profiles I see don't lack features; they lack a routine for asking customers. Then services, photos and posts.

Beyond the checklist

Rankings on Maps depend on more than the profile: your website's local pages, consistent listings and how far the searcher is from you. For the full picture, read the Google Business Profile guide and how to rank higher on Google Maps. If you prefer to hand it over, see local SEO and Google Business Profile.

FAQ

Questions about
Google Business Profile

Can I have a profile without a storefront?

Yes. Service-area businesses like cleaners, plumbers or mobile groomers can hide their address and list the areas they serve. You still need a real address for verification; it just won't be shown publicly. A virtual office or a mailbox usually isn't accepted.

How long until changes show up on Maps?

Small edits like hours often appear within a day or two. Category changes and new services can take longer to affect rankings, and some edits go through review first. Give any change a few weeks before judging its effect.

Should I also set up Apple and Bing listings?

Yes. Apple Business Connect controls how you appear in Apple Maps, which many iPhone users open by default, and Bing Places feeds Bing and some other services. Both are free and take less time than the Google profile.

Can you manage the profile for me?

Yes, as part of SEO and Google Maps work, which starts at $1,000 a month in Canadian dollars. That covers the profile, local pages on your website and the reviews process. You stay the owner of the profile throughout.

Let me review
your profile

Send me the link to your listing. On a free 30-minute call I'll show you what to change first.

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