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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 Maps911 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?
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