Checklist: optimising a Google Business Profile
For: SMEs with local customers
Updated: 2026-11
A Google Business Profile is optimised in seven steps: verify the profile, choose the right primary category, record name, address, phone and opening hours correctly, describe services, upload real photos, gather and answer reviews fairly and keep details consistent with website and directories.
For local searches such as “fiduciary Bern” or “garage near me”, the Google Business Profile often matters more than the website. It appears in the map and the local section of search results.
This checklist covers the basics. It follows Google’s guidelines, which prohibit, for example, keywords in the business name or bought reviews.
The checklist
- 01
Verify the profile
Claim the profile and verify it via the method Google offers.
Done when: The profile is verified and at least two people have access.
- 02
Choose the primary category
Choose the category describing the core business most precisely and add suitable secondary categories.
Done when: Primary and secondary categories are chosen and justified.
- 03
Record core details correctly
Real business name without additions, address or service area, phone, website and opening hours.
Done when: All details match the commercial register and website.
- 04
Describe services
Record services and products with short descriptions matching customers’ searches.
Done when: The main services are recorded with descriptions.
- 05
Upload real photos
Photos of premises, team and work instead of stock images.
Done when: At least some real photos of premises and team are online.
- 06
Gather and answer reviews fairly
Ask satisfied customers for honest reviews without incentives and answer all reviews factually.
Done when: A process for requesting reviews is established and replies are timely.
- 07
Keep data consistent
Align name, address and phone across website, directories such as local.ch and search.ch and social networks.
Done when: Details are identical on all important platforms.
Common mistakes
- —Adding keywords to the business name, which violates the guidelines.
- —Gathering reviews in exchange for discounts or gifts.
- —Listing a virtual address without staff as a location.
- —Not adjusting opening hours on public holidays.
What this checklist does not cover
- —Local ranking also depends on distance and prominence, which the profile influences only partly.
- —Profile features and guidelines change constantly.
- —The website and its local optimisation are not covered by this checklist.
Parent service: SEO & Organic Growth
Matching offers
Local SEO Switzerland
Local SEO makes a Swiss company visible in regional searches with buying intent: an optimised Google Business Profile, local landing pages, regional signals and a considered approach to reviews. The result is visibility exactly when somebody in your region searches for what you offer.
Technical SEO audit
A technical SEO audit examines the foundation of your findability: indexing, Core Web Vitals, structured data, crawling and site architecture. The result is a prioritised list of actions showing which technical levers deliver the greatest visibility gain — and in what order.
FAQ
Does a business without a shop need a profile?
Yes, as a service-area business. The address can be hidden if customers are not received on site.
How important are reviews?
Very. Number, recency and replies affect visibility and trust.
Can negative reviews be removed?
Only if they violate the guidelines, for example insults or fake reviews. Otherwise a factual reply helps more.
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