Start with the basics: your real business name, the most accurate primary category, a few relevant secondary categories, and your address or service area. Then list every service, keep your hours current and add real photos often. Earn and reply to reviews steadily, post every week or two, and make sure every detail matches your website. Google ranks local results on relevance, distance and prominence.
Key takeaways
- Google ranks local results on relevance, distance and prominence.
- Your primary category is one of the strongest settings you control.
- Never add keywords to your business name; it can get your profile suspended.
- Reviews and fresh activity build prominence over time.
- Your profile and website should match exactly: name, phone, hours, services and areas.
How Google ranks business profiles
Google says local results are based on three things:
- Relevance: how well your profile matches what someone searched for. Categories, services and your description drive this.
- Distance: how far you are from the searcher or the location in their search. You can't change this, but an accurate service area helps.
- Prominence: how well known and trusted you are. Reviews, ratings, links and your website all feed it.
The complete optimization checklist
| Setting | What to do |
|---|---|
| Business name | Your real name exactly as customers see it. No added keywords or cities. |
| Primary category | The single most accurate category for your main work. One of the biggest relevance signals. |
| Secondary categories | Add categories for other services you genuinely offer. Don't add ones you don't. |
| Address or service area | Show your address if customers visit you. Service-area businesses hide it and list the areas they serve. |
| Hours | Regular hours, plus holiday and special hours kept current. |
| Phone and website | A local phone number and a link to the most relevant page on your site, with tracking on it. |
| Services and products | List each service with a short description; add products or packages if you sell them. |
| Description | Up to 750 characters on what you do, who you serve and what makes you different. |
| Photos | Logo, cover, exterior, interior, team, vehicles and real work. Add new ones regularly. |
| Attributes | Accessibility, payment options, and identity attributes that apply to you. |
| Appointment or booking link | Straight to your booking form or scheduler. |
| Reviews | A steady flow of new reviews, with a reply to every one. |
| Posts | A new post every week or two: finished jobs, offers, events and news. |
Make your profile and website match
Google trusts a profile more when it agrees with your website. Use the same business name, phone number, hours, services and service areas in both places. Give each main service its own page on your site and link your profile to the most relevant one. When we build a package, the profile and website are set up together for exactly this reason. An accurate profile also matters for tools that learn from it, like an AI receptionist such as Rosie.
Reviews: the steady work that pays off
- Ask everyone, right after the job or visit, by text with a direct link.
- Reply to every review, thanking good ones and calmly addressing bad ones.
- Never pay or reward customers for reviews, and don't screen out unhappy customers before asking. Both break Google's policies.
- Ask for details. Reviews that mention the service and the person who helped are more persuasive.
Mistakes that hurt your ranking (or get you suspended)
- Keywords or city names added to the business name.
- A virtual office or mailbox used as your address.
- Categories for services you don't actually provide.
- Duplicate profiles for the same location.
- Hours, phone numbers or names that don't match your website.
Industry guides
Category and setup tips for your trade: HVAC, plumbing, roofing, auto repair, dental, med spa, car dealerships, law firms, veterinary, chiropractic, plastic surgery and orthodontics.
Just opening a new business? Our Square starter option includes Google Business Profile setup and a website, free.
Want it done for you? Google Business Profile optimization matched to a new high-converting website is part of our free marketing package for businesses that switch card processing through us. See what's included.
Frequently asked questions
What is the most important Google Business Profile ranking factor?
Should I add keywords to my business name?
How often should I post on my Google Business Profile?
How do I get more Google reviews?
Should a service-area business show its address?
How long does Google Business Profile optimization take to work?
This article is general information, not legal, tax or financial advice. Card network rules and state laws change; confirm the rules for your business before changing how you charge customers.