Audit each Google Business Profile field against the real business so customers see accurate services, contact routes, hours and location information.
START → CHECK → OWNER → DESTINATION
Begin with eligibility and the real-world business
Route detail
A Business Profile should represent an eligible business that makes in-person contact with customers during its stated hours. Before polishing wording, confirm the trading name used consistently in the real world, the business model, the genuine location or service area and who is authorised to manage the profile. Google’s guidelines prohibit virtual offices that are not staffed as required and unnecessary additions to the business name. Fixing those foundations matters more than adding promotional phrases to every field.
Publish location and hours customers can rely on
Route detail
A storefront should show an accurate address and marker. A service-area business that does not serve customers at its address should hide that address and set realistic service areas; the profile must not imply branches it does not have. Keep standard hours aligned with when customers can actually interact with staff, and use special hours for holidays or temporary changes. Distinguish opening hours from online availability. Check the telephone and website link from a phone as a customer would.
Make category and services describe the same business
Route detail
Choose the most specific primary category that reflects the core operation, then add only relevant secondary categories. Categories are classifications, not a keyword list. Compare them with the services actually offered on the website and at the business. Use service entries to clarify genuine work, with plain descriptions and accurate prices only where maintainable. If two departments are independently eligible under Google’s rules, assess them carefully rather than creating profiles simply to cover more search terms.
Create a change log and a monthly check
Route detail
Google and users may suggest edits, so a one-off tidy is not enough. Record the field, previous value, approved value, evidence, editor and date for each material change. After editing, check the public result rather than assuming the management screen is final. Monthly, review hours, contact links, categories, services, attributes, photos and user questions. Respond to genuine reviews consistently without disclosing personal information. If a profile is suspended, follow Google’s official appeal process and correct policy issues instead of opening a replacement profile.
Practical checklist
Google Business Profile field audit
Audit the public listing against evidence from the actual business and record every approved change.
Eligibility and ownershipConfirm in-person customer contact, authorised managers and one legitimate profile per eligible business or location.
Business nameMatch permanent signage, stationery and customer usage; remove locations, services or slogans not part of the real name.
Primary categorySelect the most specific category for the main operation and document why it is the best fit.
Additional categoriesKeep only categories representing real parts of the same business; do not use them as search phrases.
Address and map pinVerify the actual staffed customer-facing location and pin, or hide the address for an appropriate service-area business.
Service areasList a realistic operating area supported by how the business actually travels; do not imply extra premises.
Hours and special hoursCheck normal customer-facing hours and schedule accurate holiday or temporary exceptions.
Phone and websiteCall and open the links from the public profile; use direct business-controlled destinations without unnecessary tracking detours.
Services and attributesReconcile every selected service and attribute with the current offer, access arrangements and website.
Description and mediaRemove unsupported claims and outdated promotions; retain accurate copy and representative, rights-cleared photographs.