Google Business Profile
Google Business Profile Optimization Checklist
Work through this list once to build the foundation, then use the cadence section to keep it from decaying.
By The Solsti Team · Published August 20, 2026 · 5 min read
Foundation
- Listing claimed and verified
- Duplicate listings merged or removed
- Business name matches real-world signage exactly — no added keywords
- Address correct and pin placed on the actual entrance
- Service area configured if you don't serve customers at your address
- Phone number consistent with your website
- Website URL correct, and pointing to a relevant page
- Hours accurate, including special and holiday hours
Relevance
- Primary category validated against businesses currently ranking
- Secondary categories applicable and non-diluting
- Every service listed individually with a written description
- Products added where the format applies
- Business description written for humans, accurate and specific
- All relevant attributes selected
Trust and engagement
- At least ten recent photos across exterior, interior, team and work
- Logo and cover image set
- Q&A seeded with real questions and authoritative answers
- Review requests automated after each job or visit
- Every review responded to, positive and negative
- Booking or appointment link connected where supported
Ongoing cadence
| Frequency | Action |
|---|---|
| Weekly | Respond to new reviews, publish a post, check for unauthorized edits |
| Monthly | Add new photos, review insights, re-run rank grid |
| Quarterly | Re-validate categories and services against competitors, refresh description |
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FAQ
Common questions
How long does this take to complete?
A thorough first pass is usually a few hours of focused work, plus follow-up for citation cleanup and photography.
What if my listing is suspended?
Stop editing, document the current state, and work through Google's reinstatement process. Guideline violations — most often name stuffing or an ineligible address — are the usual cause.
Want to know exactly where you rank on Google?
Get a free Google Visibility Audit — your Maps coverage, Business Profile, reviews and the gaps competitors are exploiting.