Profile basics

  • Name: exactly as on your sign, without keywords or the city.
  • Primary category: the most precise one for your business. Additional categories only if they truly match your services.
  • Address, or a service area if you travel to clients.
  • Opening hours, including holidays.
  • Phone and website, the same as on your site.

Services and description

Add each service separately with a short description and a "from" price if you can name one. In the business description, say what you do, for whom and in which area. Write for people, not as a list of keywords.

Photos

  • Logo and cover photo.
  • Storefront or entrance so people can find you easily.
  • Interior, team, work process, results.
  • New photos at least once a month. Real photos work better than stock images.

Reviews

  • Ask for a review after every successful job: give a direct link or a QR code.
  • Reply to every review, negative ones included: calmly and to the point.
  • Do not buy reviews or offer discounts for 5 stars: it breaks Google's rules.

Posts and links

Profile posts are news, offers and new services. They show the business is active. Add UTM tags to the website link, for example utm_source=google&utm_medium=organic&utm_campaign=gbp. Then GA4 shows how many people and leads came from Google Maps.

Mistakes that get a profile suspended or hidden

  • Keywords or the city in the business name.
  • A virtual office or an address where the business does not actually serve clients.
  • Several profiles for one business at one address.
  • Different phone numbers and addresses on the site, in the profile and in directories.
  • Frequent name or category changes for no reason.

How Google Maps connects to your website

The profile and the site support each other: the site should have the same contacts, address and map, and the profile should link to the relevant service page. When details match everywhere, both Google and AI search understand better who you are and where you work.

FAQ

How long until a profile starts showing?

After verification the profile appears fairly quickly, but ranking changes can take several weeks. Regular reviews, photos and posts speed this up.

Can I create a profile without an office?

Yes, if you travel to clients. You then set a service area and hide the address.

What if my profile was suspended?

First find the reason and fix the violation, then file an appeal with proof that the business is real: photos of the sign, documents, video.

Sources