smallbusiness-google-business-optimisation-checklist

Use only truthful information. Do not add keywords to the business name, create fake locations, buy reviews or claim services the business does not provide. These practices can lead to restrictions or suspension.

1. Ownership, security and verification

Make sure the correct people control a verified and protected profile.

The correct business owner controls the profile. The Business Profile shows as verified. A trusted backup owner has been added. Former workers and unnecessary managers have been removed. Two-step verification is enabled on managing Google accounts. Recovery email addresses and phone numbers are current.

2. Business identity

Give Google and customers a consistent, accurate description of the real business.

The profile uses the real-world business name with no extra keywords. The most accurate category is selected as the primary category. Additional categories are relevant and necessary. The description clearly explains who the business helps and what it provides. The opening date is correct, where displayed. Name, address and phone details match the official website and trusted directories.

3. Location and service area

Use a public address only when customers are genuinely served there.

The full official address and unit details are correct. The address is shown only if customers visit during stated hours. The map pin marks the actual business location and correct entrance. Service areas include only cities, postal codes or areas genuinely served. Directions have been tested from another phone or account. There are no unintended duplicate profiles.

4. Contact and conversion details

Every customer action should lead to a working, monitored destination.

The main phone number is correct and answered professionally. The website link opens a secure, relevant and mobile-friendly page. Appointment, booking, menu or order links work, where applicable. Text or WhatsApp contact is correct and monitored, if available. Tracking identifies profile enquiries without changing customer-facing details. All contact actions have been tested on a mobile phone.

5. Hours and availability

Prevent wasted journeys and missed enquiries with reliable operating information.

Regular opening hours are accurate. Holiday and special hours are entered before affected dates. Additional hours for eligible services are correct. Seasonal closures or changes are represented correctly. Staff and contact processes match the published hours. Hours agree with the official website and public notices.

6. Services, products and attributes

Help customers understand the offer before they call or visit.

Important services are listed with clear, accurate names. Service descriptions and prices are helpful and current. Eligible products include strong images, descriptions and correct prices. Available accessibility, payment, amenity and service attributes are accurate. Menus or service lists are current and free from broken links. Unavailable or discontinued offers have been removed.

7. Photos and visual trust

Use genuine, current images that help customers recognise and assess the business.

The logo is clear, current and correctly cropped. The cover image represents the business accurately. Exterior and entrance photos help customers find the location. Useful interior, team, product or completed-work photos are included. Images are sharp, well lit and not misleading or excessively edited. New images are added regularly and outdated images reviewed.

8. Reviews and reputation

Build a sustainable review process based on genuine customer experiences.

The official review link or QR code has been tested. Staff ask all suitable real customers for honest feedback. No rewards, discounts or review-gating practices are used. Recent reviews have helpful, individual replies. Negative reviews are handled calmly without exposing private details. Only reviews that clearly violate policy are reported.

9. Posts and ongoing activity

Keep customer-facing information useful, accurate and timely.

A realistic schedule exists for useful updates, offers and events. Each post has a clear customer purpose and appropriate next action. Post images are readable, relevant and properly owned or licensed. Posts avoid prohibited, misleading or restricted content. Expired offers and incorrect event details are reviewed. Public questions and customer contributions are monitored.

10. Website and local authority

Support the profile with a trustworthy and consistent presence across the web.

The website clearly displays the business name, location and contact details. Important services have useful original website content. Each real location has accurate, helpful information where appropriate. Major reputable directories contain consistent details. Mentions and links are earned through genuine relevance and relationships. The website is secure, fast enough and easy to use on mobile.

11. Performance and improvement

Measure real customer actions and improve from evidence rather than guesses.

A baseline has been recorded for views, searches and interactions. Relevant customer search terms are reviewed monthly. Calls, website clicks, directions and bookings are tracked where available. Profile activity is compared with enquiries, visits and completed sales. Important profile changes and campaign dates are recorded. One measurable improvement is selected after each monthly review.

12. Final compliance check

Protect the profile by checking that every claim is honest and defensible.

The business and every listed location meet profile eligibility rules. The name contains no ranking keywords beyond the real business name. No virtual, borrowed or false address is used. Photos, posts, products and responses follow content policies. Business documents and current signage evidence are safely retained. A quarterly full-profile audit has been scheduled.

Optimisation is ongoing

A complete checklist creates a strong foundation, but it does not guarantee a particular ranking. Keep the profile accurate, serve customers well and review performance every month.

Official guidance: Check Google’s current local ranking guidance, business representation guidelines and Performance metrics.

smallbusiness-google-business-optimisation-checklist

Google Business Optimisation Checklist

1. Ownership, security and verification

2. Business identity

3. Location and service area

4. Contact and conversion details

5. Hours and availability

6. Services, products and attributes

7. Photos and visual trust

8. Reviews and reputation

9. Posts and ongoing activity

10. Website and local authority

11. Performance and improvement

12. Final compliance check

Optimisation is ongoing