What Every Google Business Profile Needs: The Essential Setup Checklist
Your digital storefront needs a strong foundation. Hiring the right digital marketing agency goes a long way in making a strong first impression online.
Imagine walking into a store with no sign, no hours posted, and dusty shelves. That’s what an incomplete Google Business (GBP) looks like to your potential customers.
Google rewards businesses that keep their profiles up to date and accurate. Customers trust them more, too. Whether you’re an antique store in Waynesville, a farm store, or a flooring company serving all of Western NC, this checklist will help you get rankings for your local business while keeping your GBP polished, professional, and optimized for search.
1. Nail your NAP (name, address, phone number) consistency
Why it matters: Google cross-checks your NAP against other sites. Inconsistencies weaken trust and hurt rankings.
- Ensure exact match everywhere (no extra keywords).
- Use a local phone number if possible.
- Double-check address formatting.
2. Pick the right categories (primary + secondary)
Why it matters: Categories help Google understand what you do.
- One precise primary category.
- Add secondary categories where relevant.
- Review competitor categories.
3. List your services, products, and menu items
Why it matters: Capture intent-based queries.
- Service descriptions, menus, product lists.
- Keep it updated.
4. Set hours and keep them updated
Why it matters: Customers hate incorrect hours.
- Add regular + holiday hours.
- Use “More hours” for services.
5. Upload high-quality photos and logo
Why it matters: Listings with photos get 2x more clicks.
- Logo, cover photo, storefront, team, products.
- Add fresh photos often.
6. Fill out business attributes
Why it matters: Attributes help customers filter.
- Add accessibility, amenities, and ownership details.
7. Add a strong business description
Why it matters: Your pitch in Google’s ecosystem.
- Use 750 characters (250 visible).
- Mention services, service area, and uniqueness.
8. Activate messaging and bookings
Why it matters: Customers want fast connections.
- Enable messaging and booking integrations.
9. Use Google posts for updates and offers
Why it matters: Posts highlight sales, events, and news.
- Weekly updates with visuals.
- Short, action-driven text.
10. Encourage and respond to reviews
Why it matters: Reviews drive SEO + trust.
- Ask for reviews from happy customers.
- Respond to all reviews.
- Report fake ones.
Why this checklist matters for local SEO
- Profile completeness is a ranking factor.
- Customers are 70% more likely to visit profiles that are complete.
- Optimized profiles dominate the Local Pack (Top listings in Google Maps).
Real-world example:
Our ongoing Google Business Profile optimization has increased visibility for Presnell’s Produce & More in Clyde, NC, by 40% in 2025. These visits came directly from people who discovered the store’s GBP listing in local search results. Shoppers are finding them through mobile searches like “grocery store,” “grocery store near me,” and “farmers market.”
Even better, brand awareness is going up for their website, with branded search clicks up from 93 to 180 year over year — a 94% increase in people actively looking for their store by name!
My Local Start can help
At My Local Start we’ve built and optimized hundreds of profiles. We know what works, and we do it for free.
- Forever free GBP setup & optimization.
- Ongoing support to keep profiles fresh.
- Local SEO strategies to Go Local / Rank Local.
Ready to set up your profile the right way?
Your community is searching for you. Don’t let them find a competitor instead.
Claim your free Google Business Profile optimization with MyLocalStart.com