Google Business Profile checklist: 10 fixes that help you show up in the map pack

When someone searches for a plumber, a dentist or a roofer near them, Google shows a short list of local businesses above the regular results. That list is the map pack, and the businesses in it get most of the calls.

Your Google Business Profile is the biggest single thing you control when it comes to getting into that list. The good news: most profiles we review have easy, free fixes waiting. Use this checklist to find yours.

The checklist

1. Claim and verify your profile

If you have not verified your profile, nothing else on this list matters. Search for your business on Google, claim the listing and complete Google's verification. If a profile already exists for your business, claim it instead of creating a second one. Duplicate profiles for the same location cause ranking problems.

2. Choose the right primary category

Your primary category is one of the strongest signals you send. Pick the one that matches your main service, not the broadest one. A roofing contractor should choose a roofing category, not a general contractor one. Then add secondary categories for your other services.

3. Use your real business name

Use the name customers know you by, exactly as it appears on your signage and website. Adding keywords such as "Best Cheap Plumber Austin" breaks Google's guidelines and can get your profile suspended.

4. Set your address or service area correctly

If customers visit you, show your real address. If you travel to customers, hide the address and list the areas you serve. Do not use a PO box or a virtual office, because Google can reject or suspend profiles that do.

5. Fill in every service and a clear description

List each service you offer, with a short plain-language description. Write for customers first. Mentioning the services and areas you cover helps Google understand when to show you.

6. Add real photos, and keep adding them

Photos of your team, your vehicles, your premises and finished jobs build trust before anyone calls. Add new ones regularly. Skip stock photos, because customers can tell.

7. Ask for reviews and answer all of them

Reviews influence both ranking and the decision to call. Ask every happy customer, ideally soon after the job, with a direct link to your review form. Reply to every review, good or bad, in a calm and helpful way. Never offer rewards in exchange for reviews, and never write your own, because both break Google's rules.

8. Keep your name, address and phone number consistent

Your business name, address and phone number should match everywhere: your website, social profiles and the main directories. Small differences, such as an old phone number or "Street" versus "St", send mixed signals.

9. Link to the right page and track your calls

Point your website link to the page that best matches the search, which is often your main service page. Use a tracking parameter on that link and set up call tracking, so you can see how many calls and visits the profile produces.

10. Keep your hours and updates current

Wrong opening hours frustrate customers and can cost you reviews. Update holiday hours in advance. Use Google posts for offers and news, to show that the business is active.

Three mistakes that cause trouble

• Fake or incentivised reviews. Google removes them, and repeated offences can get a profile suspended.
• Several profiles for one location. They compete with each other instead of helping you.
• Setting it up once and forgetting it. Active profiles with fresh photos, reviews and updates tend to do better than neglected ones.

How long until it works?

Fixing categories, hours and missing information can improve your profile quickly. Climbing into the map pack in a competitive area usually takes longer, because it also depends on reviews, your website and how strong your competitors are. Track your calls month by month rather than checking rankings daily.

Want a second pair of eyes?

If you would like us to review your profile, your reviews and where you rank against nearby competitors, we will do it free. Request your free audit, or read how our local SEO services work. We also have playbooks for HVAC companies, roofers and dental practices.