How to optimize your Google Business Profile: a checklist for local service businesses

Quick answer: To optimize your Google Business Profile, verify it, pick the most accurate primary category, use your real business name, set your service area (and hide your street address if customers do not come to you), keep your hours and phone number current, list your services, write a clear description, add real photos, ask for reviews and reply to them, post updates, and link to a website whose name, phone and cities match the profile.

When someone searches "plumber near me" or "tree service in Gilbert," the map results usually show up first, and those come from Google Business Profiles. Your Google Business Profile is what shows in the map results, and your website backs it up. Here is a checklist you can work through in an afternoon.

1. Claim and verify your profile

Search for your business on Google, or go to Google Business Profile, and claim it. Google will ask you to verify that you own the business, often by video, phone or mail. Until it is verified, your edits may not show and you have less control over the listing.

2. Choose the right primary category

Your primary category is one of the strongest signals for which searches you show up in. Pick the one that best matches your main work, like "Plumber," "Tree service" or "Electrician," then add a few secondary categories only for services you really offer.

3. Use your real business name

Use the name on your truck, sign and paperwork. Adding extra keywords or city names to the business name goes against Google's guidelines and can get a profile suspended.

4. Set your service area

If you go to your customers, set a service area with the cities you cover. If customers do not visit your location, you can hide your street address so only the service area shows.

5. Keep hours and contact info current

• Regular hours, and holiday hours for Thanksgiving, Christmas and New Year's
• A phone number you actually answer
• A link to your website, and to your contact or quote page if you have one

6. List your services and write a description

Add each service you offer, with a short plain description. Then write a business description that says what you do, where you do it and what makes you different, in plain words, without stuffing in keywords.