The 7-step Google Business Profile checklist we run for every local client
Category, citations, reviews and posts, in the order that moves map-pack rankings fastest. The same 30-day checklist we use on every local SEO engagement.
Most local businesses treat their Google Business Profile as a listing they filled in once. The ones that rank in the map pack treat it as a channel. This is the checklist we run for every local client in the first 30 days, in the order that moves the needle fastest.
1. Fix the category before anything else
Your primary category is the single strongest ranking signal in the profile. “Marketing agency” and “Internet marketing service” are not the same query pool. Pick the category your best customers would type, not the one that describes you most completely, and put the rest in secondary categories.
2. Match the name, address and phone everywhere
Google cross-checks your profile against your website, directories and social accounts. A suite number on one and not the other is enough to weaken the match. Audit these first:
- Website footer and contact page
- Facebook, LinkedIn and Instagram bios
- Apple Maps, Bing Places and the top three industry directories
- Any press mentions you can get corrected
3. Write the description for a person, not the algorithm
You get 750 characters. Use the first sentence to say who you help and what changes for them. Mention the two or three services people actually call about. Skip the keyword list; Google reads the categories and reviews for that.
A profile with 40 reviews and a two-line description outranks one with 4 reviews and a perfect description every time.
What we tell every new client
4. Ask for reviews with a link, on a schedule
Review velocity matters more than review count. Ten reviews in a month beats fifty spread over three years. Build the short review link into your invoice email, your thank-you text and your front desk. Reply to every review within 48 hours, including the bad ones, in plain language.
5. Post once a week
Profile posts expire and few people read them, but a profile that is updated weekly is treated as an active business. A photo of finished work, a short offer or a “we’re open on the bank holiday” note is enough. Add real photos monthly for the same reason.
6. Answer the questions before customers ask them
The Q&A section is public and anyone can answer, including competitors. Seed it yourself with the five questions your phone team hears most, and answer each in two sentences.
7. Link the profile to the right page
Point the website link at a location page that repeats the same name, address, hours and services. If you have one office, that can be your homepage. If you have three, each profile links to its own page. Add the appointment link too; it shows as a separate button on mobile.
What to expect
Category and citation fixes usually show in the map pack within two to four weeks. Reviews and posts compound over the following quarter. Track calls, direction requests and website clicks in the profile’s own reports, and compare month on month rather than week on week.
Want us to run this checklist on your profile? Book a free strategy call and we’ll send you the findings within two working days.
