When someone searches for your services, your Google Business Profile is often the first and sometimes the only thing they see. But even small errors in your settings can bury you in search results or trigger costly suspensions. Today, I’m going to walk you through the essential settings and content you must get right to build trust, stay compliant, and show up exactly where your customers are looking.
Verify The Legal Name Of Business Without Additional Keywords
Your Google Business Profile name must reflect your true legal business name-nothing more. Avoid adding keywords, city names, or service descriptions in the title. Consistency matters: this name should match your business registration, licenses, and every directory listing. Staying true to your official name helps prevent suspensions and ensures your profile doesn’t appear manipulative to Google or customers.
Include Suite # (On Line 2) For Business Address
If you have a suite or office number, include it in Line 2 of your address when setting up your profile. This extra detail helps Google confirm exactly where your business is located, especially in multi-tenant buildings. If your profile is already approved without the suite number, you might avoid changing it later to prevent triggering re-verification or suspension unless absolutely necessary.
Create A Thorough Business Description Per Location That Aligns With Website Description
Write a clear, compelling description of what your business does, who you serve, and why people should choose you. This description should match or complement your website content and include the city or area where you operate. Avoid keyword stuffing. Instead, focus on a confident, helpful summary that aligns your brand message everywhere customers see you.
Choose The Best Primary Category & All Applicable Secondary Categories
Your Google Business Profile allows you to select one primary category and several secondary categories. This impacts how you appear in search results. Research competitors and consider what your customers search for. The right combination of categories improves your relevance in local searches and can help you rank for more types of queries without violating Google’s guidelines. Here is a helpful site to explore categories and services: https://www.gmbeverywhere.com/gmb-category-page
Review Additional Service Opportunities & Add Thorough Descriptions
Google will sometimes suggest services based on your website or other data. Review these suggestions carefully-accept those that apply and remove any that don’t. For every service you offer, add a short, clear description to show what customers can expect. Detailed service listings improve your profile’s completeness, help you stand out, and support local SEO.
Confirm Open Hours, Including Holidays Hours
Keep your business hours up to date, especially around holidays. Google expects you to show accurate information so customers aren’t frustrated by unexpected closures. Make it part of your weekly profile review to verify your hours in the Google Maps app. Consistently updating this builds trust with customers and demonstrates to Google that your profile is well maintained.
Provide A Booking Link For Customers To Schedule Directly From Your Google Profile
Adding a booking link to your Google Business Profile makes it easy for customers to schedule appointments without leaving Google. Platforms like Setmore and Calendly integrate seamlessly. Offering direct booking can increase conversions, reduce no-shows, and help your business stand out in local search results by showing that you’re ready to serve customers immediately.
Does Your Category Qualify For Guaranteed Or Screened?
Certain industries-like home services or legal professionals-can participate in the Google Guaranteed or Google Screened programs. These badges build extra trust with customers. You’ll need to complete additional verification steps, sometimes including background checks and proof of insurance or licensing. If you qualify, consider running a small ad campaign to earn these trust signals in your listing.