Google Business Profile checklist for small businesses

A Google Business Profile is free, and for many local businesses it brings in more calls than the website does. It is also easy to get wrong: the wrong category, a keyword-stuffed name or an address that breaks Google's rules can hold a profile back or get it suspended. This checklist follows Google's own guidelines and is written for small businesses in Singapore and Johor Bahru.

1. Before you start

• Use a Google account the business owns, not a staff member's personal account. Add others as managers later.
• Check whether a profile already exists for your business on Google Maps. If it does, claim it instead of creating a duplicate.
• Decide whether you are a storefront (customers visit you at a staffed location) or a service-area business (you visit customers). Some businesses are both.
• Do not use a P.O. box or a virtual office you cannot actually be found at. Service-area businesses can hide their address instead.

2. Core business information

• Business name: exactly as it appears on your signage, invoices and registration. Adding keywords or locations to the name ("Best Aircon Servicing Tampines") breaks Google's guidelines and can get the profile suspended.
• Primary category: the single category that best describes your main business. This is one of the most important ranking choices you make.
• Secondary categories: add the others that genuinely apply, and no more.
• Phone number: a number that reaches you during opening hours. Mobile numbers are fine.
• Website: link to your home page, or to a location page if you have several locations.
• Hours: regular hours, plus special hours for public holidays such as Chinese New Year and Hari Raya.
• Service areas (service-area businesses): list the towns or districts you really serve. Google allows up to 20, and expects the boundary to be within about two hours' drive of your base.

3. Verification

Google must verify your profile before it shows publicly. It chooses the method, which can include a short video showing your business, a phone or SMS code, email, or a postcard. For video verification, be ready to show your location or vehicle, business signage or branded items, and proof you manage the business, such as tools, stock or business documents. Do not edit the business name or address while verification is pending.

4. Description, services and products

• Description: up to 750 characters. Say what you do, who for and where, in plain language. Put the most important point in the first two lines.
• Services: list each service you offer, with a short description. Use the words customers use.
• Products: if you sell products, add your main ones with photos and, where it makes sense, prices.
• Languages: in Johor Bahru especially, customers may search in Bahasa Malaysia or Chinese as well as English. Make sure your services and description cover the terms they use.

5. Photos

• Logo and a cover photo that represents the business well.
• Real photos of your work, premises, vehicles or team. Avoid stock images.
• Add new photos regularly, for example after each completed job.

6. Reviews

• Create your review link from the profile and share it on WhatsApp, receipts and invoices.
• Ask every customer, not only the ones you expect to be happy. Asking only happy customers (review gating) is against Google's policies.
• Never offer discounts, gifts or payment in exchange for reviews.
• Reply to every review, good or bad, politely and within a few days.
• Report reviews that break Google's policies, such as spam or conflicts of interest. Genuine negative reviews cannot be removed, so answer them calmly.

7. Keep it active

• Publish Google posts for offers, new services, projects and events.
• Update hours before every public holiday.
• Check the profile monthly for suggested edits from Google or the public, and correct anything wrong.
• Check the Performance section for calls, direction requests and website clicks.

8. Make your website back it up

Google cross-checks your profile against your website. Make sure your business name, phone number and service areas match on both, and that your site has a page for each main service. A slow website weakens the link, so test it with our website speed guide. If you are weighing up a new site, our website cost guide explains what to budget for.