Confirm eligibility and authorised access
Before creating or changing a profile, check the business against Google’s representation guidelines. Eligibility depends on the business model; an online-only business should not assume it qualifies simply because it has a mailing address.
Make sure the people managing the profile are authorised. Keep a record of who handles updates so changes do not depend on a former employee or an agency contact nobody can reach.
If a profile already exists, investigate it before creating another. Start with the correct business rather than trying to work around an access problem with a duplicate.
Review the name and business details
Use the name customers encounter in the real world. Adding promotional phrases or a list of services to the name field can misrepresent the business. Choose categories that describe what it is, not every search term you hope to appear for.
For a fictional bakery in Kuching, review the website link and phone number from a customer’s perspective. Does the link lead to the bakery’s current site? Does the number reach the right team during the listed hours?
Compare these details with the website’s contact page. Correct disagreements rather than leaving customers to decide which version is current.
Check visiting and service arrangements
Confirm whether customers can visit the listed location and when. A service business that travels to customers has different needs from a staffed shop. Follow the relevant address and service-area guidance for the actual operation.
Review ordinary hours and upcoming special hours separately. For the bakery, a public-holiday collection window might differ from the usual shop opening time. State important ordering conditions clearly on the linked website.
Never invent a branch or use an address merely to suggest a presence in another neighbourhood.
Review photos and customer feedback
Choose current photographs that help visitors recognise the entrance, understand the space or see what you offer. Replace an old storefront image if the signage has changed. Avoid making the business look like a different location.
Read reviews for recurring practical problems: unclear collection instructions, difficulty finding the door or confusion about appointments. A useful response may acknowledge the issue and point to corrected information without revealing private customer details.
Keep public replies professional. If a conversation needs order details, move that part to an appropriate private contact method.
Use a repeatable review routine
- Confirm the authorised manager and business identity.
- Test the website, phone and booking details.
- Check visiting arrangements and upcoming special hours.
- Review current photos and recurring customer questions.
- Record changes and assign responsibility for future updates.
Review again when something material changes, not just when rankings fluctuate. For the wider website and customer journey, use our local SEO checklist. Accurate information serves customers even when no ranking change follows.