Can we add services to the business name?

Only if they are part of the name you actually use on signs and paperwork. Adding keywords for rankings breaks Google's guidelines and can get the profile suspended.

Can an agency own the profile?

Your business should stay primary owner and give the agency manager access. Write down in the contract how access is handed back.

How often should the profile be checked?

At least monthly, and whenever hours, location, services, or links change. Check before holidays and after Google notifies you of an edit.

Google Business Profile Checklist

Eligibility, ownership, and security

Make sure your business qualifies for a profile and that the business, not one employee or vendor, controls it.

Read Google's eligibility rules for your type of business before creating or claiming a profile.Owner · Once
Use your real business name, with no added cities, services, or taglines.Owner · Once
Make a business-controlled Google account the primary owner.Owner · Once
Give employees and vendors manager access, not ownership.Owner · When something changes
Remove former staff and vendors as soon as they leave.Owner · When something changes
Turn on 2-step verification for every account with access.Owner · Once
Review the list of owners and managers.Owner · Quarterly

Complete accurate information

Every field should help customers reach your real business and match your website.

Pick the most specific primary category for what your business is.Either · Once
Add secondary categories only for services you actually offer.Either · Once
Set your address, or hide it and list service areas if you travel to customers.Owner · Once
Enter your main phone number and website link.Either · Once
Enter your regular hours.Owner · When something changes
Add the services, products, and attributes that apply.Either · When something changes
Write a factual description with no promotions or links.Either · Once
Upload real photos of your work, team, and location.Owner · Quarterly
Tap the call, website, booking, and directions buttons on a phone to test them.Either · Quarterly

Reviews, updates, and problems

Treat the profile as a customer service channel and avoid shortcuts that put it at risk.

Ask every customer for a review the same way, with no rewards or screening.Owner · Weekly
Reply to new reviews without sharing private customer details.Either · Weekly
Move serious complaints to a phone call or email.Owner · When something changes
Delete expired offers and past events from your updates.Either · Monthly
Check Google's suggested edits and accept or reject them.Either · Monthly
Search for duplicate profiles of your business and report them.Either · Quarterly
If the profile is suspended, save screenshots and use Google's official reinstatement form.Either · When something changes

Recurring maintenance

A monthly and seasonal routine keeps the profile from drifting out of date.

Set special hours for holidays and closures.Owner · Before holidays
Confirm your website and booking tool show the same holiday hours.Either · Before holidays
Recheck categories and services.Either · Quarterly
Recheck the phone, website, and booking links.Either · Quarterly
Answer common customer questions in your description, services, or website FAQ. Google retired the profile Q&A feature in late 2025.Either · Quarterly
Record calls, website clicks, and direction requests from the Performance view.Either · Monthly
Compare profile calls with your own call log to see which became real jobs.Owner · Monthly

Google Business Profile Checklist

See the work in context.

Eligibility, ownership, and security

Complete accurate information

Eligibility, ownership, and security

Complete accurate information

Reviews, updates, and problems

Recurring maintenance

How to use this resource.

Verify against current sources.

Read the reasoning behind this resource.

Turn the checklist into focused monthly work.

Google Business Profile Checklist

Eligibility, ownership, and security

Complete accurate information

Local SEO checklist

Review request templates

Monthly owner checklist

Turn the checklist into focused monthly work.