Profile Completeness
Google indicates profile completeness in the GBP dashboard. Aim for 100% completion across all applicable sections.Required Elements
- Business name
- Address or service areas
- Phone number
- Business hours
- Primary category
Recommended Elements
- Website URL
- Business description
- Secondary categories
- Services/products
- Photos
- Attributes
Even “optional” fields affect visibility. Google’s algorithm considers profile completeness when determining which businesses to show for local searches.
Business Description
The business description appears in search results and helps both consumers and algorithms understand what the business offers.Description Guidelines
| Do | Don’t |
|---|---|
| Describe services clearly | Stuff keywords unnaturally |
| Include service areas if relevant | Include phone numbers or URLs |
| Mention specialties or differentiators | Use all caps or excessive punctuation |
| Write for humans first | Copy competitor descriptions |
| Keep under 750 characters | Include promotional language or prices |
Example Descriptions
- Title Company
- Mortgage Lender
- Real Estate Attorney
Categories
Categories tell Google what type of business this is and which searches it should appear for.Primary Category
The single most important category selection:- Choose the category that best describes the core business
- This category has the strongest influence on search rankings
- Only one primary category is allowed
Secondary Categories
Additional categories that describe other services:- Add all relevant categories, but only categories that apply
- Helps the business appear for related searches
- Do not add aspirational or tangentially related categories
Category Selection Tips
Be specific over general
Be specific over general
“Title Company” is better than “Business Service” or “Legal Service.” More specific categories face less competition and match user intent better.
Match actual services
Match actual services
Only select categories for services the business actually provides. Misleading categories violate Google’s guidelines.
Check competitor categories
Check competitor categories
Search for similar businesses and examine their category selections in their listings for ideas.
Update as services change
Update as services change
Add new categories when new services are offered. Remove categories for discontinued services.
Services and Products
The services section provides detailed information about what the business offers.Adding Services
1
Access services section
In the GBP dashboard, navigate to “Edit profile” and find the Services or Products section.
2
Add service categories
Group related services under category headings.
3
Add individual services
List each specific service with a name and optional description.
4
Include pricing (optional)
Add price or price range if applicable and competitive.
Photos
Visual content significantly impacts listing engagement. Listings with photos receive more clicks and calls than those without.Photo Types to Include
| Photo Type | Purpose | Quantity |
|---|---|---|
| Exterior | Help customers recognize the location | 2-3 |
| Interior | Show the office or work environment | 3-5 |
| Team | Build personal connection | 2-4 |
| Work/Projects | Demonstrate quality and expertise | 5-10 |
| Logo | Brand recognition | 1 |
| Cover photo | Featured image in listing | 1 |
Photo Guidelines
- Quality: Well-lit, in-focus, professional appearance
- Size: Minimum 720px wide, JPG or PNG format
- Relevance: Show the actual business, not stock photos
- Freshness: Add new photos regularly (monthly if possible)
Businesses with 100+ photos get 520% more calls than the average business, according to Google’s data. Photo quantity and quality both matter.
Attributes
Attributes are specific characteristics that help consumers filter and choose businesses.Common Business Attributes
- Ownership identifiers (veteran-owned, women-owned, Black-owned)
- Accessibility features (wheelchair accessible)
- Service options (by appointment only, online appointments)
- Payment methods accepted
- Health and safety measures
How to Add Attributes
Attributes appear in the GBP dashboard under “Edit profile.” Available attributes vary by business category. Select all that accurately apply.Posts
GBP posts are short updates that appear on the business listing. Posts keep the profile active and can highlight timely information.Post Types
Updates
General announcements, news, or information sharing
Events
Upcoming events with dates, times, and details
Offers
Promotions, discounts, or special deals with expiration dates
Products
Highlight specific products or services
Post Best Practices
- Include a photo with every post
- Keep text concise (150-300 words)
- Include a call to action when appropriate
- Post at least monthly to maintain activity
- Update or remove expired offers promptly
Posts expire after 7 days (offers) or 6 months (other types). Regular posting keeps fresh content visible and signals active management.
Hours and Special Hours
Accurate hours prevent customer frustration and build trust.Regular Hours
- Enter hours for each day of the week
- Use “Closed” for days the business does not operate
- Be precise about opening and closing times
Special Hours
- Add hours for holidays before they occur
- Include early closures or extended hours
- Update for temporary schedule changes
Next: Managing Reviews
Encouraging reviews and responding to customer feedback