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Checklist: your Google Business Profile in 15 minutes
Go through them in that order, and if you already have your details handy, you can finish in about 15 minutes (our own estimate, not a Google figure). Google says a complete profile makes customers 2.7 times more likely to see the business as reputable, 70% more likely to visit, and 50% more likely to consider buying from it, compared with an incomplete profile.
The checklist, step by step
1. The basics (~5 min)
Name exactly as it appears on your real-world signage, primary category, hours, address or service area, phone, and website.
2. Category and attributes (~2 min)
Your primary category should match what you actually do. You can add up to 9 more categories (10 total) and mark attributes as yes or no (for example Wi-Fi or parking).
3. Photos (~4 min)
A cover photo and logo, plus at least 3 exterior photos and 3 interior photos. For photos to show up, your business needs to be verified.
4. One Post (~2 min)
Publish an update, an offer, or an event. Posts older than 6 months are archived unless they have a specific date range.
5. Reviews (~1 min)
Read your recent reviews and reply using the reply icon. Google checks your reply before it posts, and the customer can still edit their own review.
6. Questions and messaging (~1 min)
Check the questions section on your profile and answer what you can (this feature may change over time). If your profile allows it, turn on WhatsApp or text messaging from your business app.
Your checklist, at a glance
- Name, category, hours, address or area, phone, and website (~5 min)
- Primary category + up to 9 more, and attributes (~2 min)
- Cover photo, logo, 3 exterior photos, and 3 interior photos (~4 min)
- One Post: an update, offer, or event (~2 min)
- Reply to your recent reviews (~1 min)
- Check questions and messaging on your profile (~1 min)
Why it's worth completing
2.7x more reputable
Customers are 2.7 times more likely to consider a business reputable if it has a complete Business Profile, according to Google.
70% more visits
Customers are 70% more likely to visit a business with a complete Business Profile, according to Google.
50% more sales
Customers are 50% more likely to consider purchasing from a business with a complete Business Profile, according to Google.
Does your profile already exist, but your business isn't showing up on Google Maps at all? That's a different cause than an incomplete profile. Check our guide: why my business isn't showing on Google Maps in Miami.
Free check of your Google profile
We check it against this same checklist and tell you what's missing. Free.
- We check every item on the checklist
- We tell you what's missing and why
- Free, no strings attached
Frequently asked questions
How long does it take to complete my Google Business Profile?
There's no official Google number for this: this checklist is our own estimate, based on reviewing real profiles, and it takes about 15 minutes if you already have your details handy.
What counts as a "complete" profile?
According to Google, it includes name, category, hours, address or service area, phone, website, description, attributes, and photos. Google says customers are 2.7 times more likely to consider a business reputable if it has a complete profile.
How many categories can I choose?
According to Google, you can choose one primary category and up to 9 additional categories, 10 total. All locations of the same business must share the same primary category.
How many photos do I need?
Google recommends at least 3 exterior photos and 3 interior photos, plus a cover photo and your logo. For photos to show up on your profile, your business needs to be verified.
Do I have to reply to every review?
Google doesn't give a percentage for how much replying helps, but it says replying shows customers you value their feedback. To reply you need a verified business, and Google checks your reply before it posts.
What happened to the Q&A section on my profile?
Google still lists it as part of a profile, though some outside reports say it's changing. The safest move is to check the questions section on your profile every so often and answer what you can, without relying on just one method.
Official sources
- Google Business Profile Help: Edit your Business Profile
- Google Business Profile Help: Choose your business category
- Google Business Profile Help: Add attributes to your Business Profile
- Google Business Profile Help: Tips for business-specific photos
- Google Business Profile Help: Add photos and videos to your Business Profile
- Google Business Profile Help: Create and manage posts on Google
- Google Business Profile Help: Read and reply to reviews on your Business Profile
- Google Business Profile Help: Chat with customers from your Business Profile
- Google Business Profile Help: Complete your Business Profile on Google
We are not lawyers or Google. This guide is general information, not legal advice or a guarantee of results.
