Settings that matter most
| Setting | Why it matters |
|---|---|
| Primary category | One of the strongest local ranking signals |
| Secondary categories | Let you show for related services |
| Business name | Must be your real name: keyword stuffing can get you suspended |
| Services and products | Help Google match you to specific searches |
| Hours (incl. holiday hours) | Searchers filter by “open now” |
| Service area | Required for businesses that visit customers |
| Photos | Profiles with real, recent photos look more trustworthy |
| Reviews and replies | A key prominence signal and conversion factor |
Monthly routine
- 2-4 posts (offers, recent projects, tips).
- 5-10 new photos of real work, team and premises.
- Review requests after every job; reply within a few days.
- Check for edits suggested by users: anyone can propose changes to your profile.
Mistakes to avoid
- Adding city names or keywords to your business name.
- Using a virtual office or PO box as an address.
- Creating duplicate profiles.
- Buying or incentivizing reviews: it breaks Google’s policies and FTC rules.
Track results
Your profile’s Performance tab shows calls, direction requests, website clicks and the searches people used to find you.
