The Google Business Profile Checklist
What your listing may be missing, and how to keep it working. (Formerly Google My Business.)
By Matthew Fowler, Founder of Highly Favored Digital · Updated September 2026
Your Profile Is Your Storefront on Google
When someone near you searches "roofer near me" or "HVAC repair Savannah," the first thing they usually see isn't a website. It's the map, with three businesses listed under it. Those three get most of the calls. The listing that puts you there is your Google Business Profile, the product Google called "Google My Business" until 2021.
It's free. Most business owners set it up once and forget about it. That's the opportunity.
How Google Decides Who Shows Up
Google says local results come down to three things.
Relevance
How well your profile matches what the person searched. This comes from your categories, services, and how complete your profile is.
You control it.
Distance
How close you are to the person searching. You can't change this, which is why the other two matter so much.
Mostly fixed.
Prominence
How well-known and trusted you are. This comes from reviews, links, and mentions of your business around the web.
You build it over time.
What Local SEO Experts Rank Highest Right Now
Every year, Whitespark surveys the top local search experts in the industry. A few 2026 findings surprise most owners:
- #3
A business name that says what you do and where. (This means your real name. Stuffing keywords into it breaks Google's rules and can get you suspended.)
- #5
Being open at the moment someone searches. Your listed hours affect when you show up.
- #7
A visible business address, compared with a hidden one.
- #11
How recent your reviews are. A review from last week counts for more than one from 2022.
Ranking positions are from Whitespark's 2026 Local Search Ranking Factors survey, which reflects expert opinion, not official Google data.
What changed in 2025–2026
Google retired the Q&A section on business profiles in late 2025. Now when customers ask a question, Google's AI answers it using your profile, your reviews, and your website. If those are thin or out of date, the AI fills in the gaps for you, and it may get them wrong. Your profile and website are now doing the talking.
On this page
The 40-Point Checklist
Open your profile next to this page and go line by line. Only check a box if the answer is a clear yes. "Kind of" counts as no.
Your score
0 / 40
1. The Foundation
Get these wrong and nothing else matters much.
2. Profile Completeness
This is how Google learns what you do.
3. Photos & Video
Customers judge you on your photos before they ever call.
4. Reviews
This matters more for rankings every year. It's also what gets people to pick you.
5. Posts & Activity
Posts won't jump your ranking by themselves. They help turn searchers into callers.
6. Beyond the Profile
Google checks your profile against the rest of the internet.
What Your Score Means
You're in great shape. Now it's about keeping it up week after week.
A solid base, but calls are going to competitors. Start with the gaps in sections 1 and 4.
Your profile is costing you work. The good news is this is the fastest place to win.
Your score: 0 / 40. Your profile is costing you work. The good news is this is the fastest place to win.
Progress is saved automatically in your browser. 40 points total.
The Rhythm That Keeps a Profile Working
A profile you set up once and never touch slowly loses ground. Here's the routine we use. It takes about 30 minutes a week once it becomes a habit.
| When | What to do |
|---|---|
| Every week | Publish 1 post with a real photo and a button. Reply to every new review. Add 1–2 new job or team photos. Send your review link to every customer whose job wrapped up that week. |
| Every month | Check Performance data for calls, directions, and website clicks, and compare to last month. Count new reviews for the month; aim for steady, not spiky. Look for edits someone else made to your profile. Update any offers or seasonal services. |
| Every quarter | Re-run this full checklist. Check your categories against the top 3 competitors in the map pack. Add new services and retire old ones. Update your description and check that your hours still make sense. Spot-check your listings on Facebook, Yelp, BBB, Apple Maps, and Bing. |
| Before holidays | Set holiday hours ahead of time. Showing "open" when you're closed is a fast way to earn a bad review. |
Every week
Publish 1 post with a real photo and a button. Reply to every new review. Add 1–2 new job or team photos. Send your review link to every customer whose job wrapped up that week.
Every month
Check Performance data for calls, directions, and website clicks, and compare to last month. Count new reviews for the month; aim for steady, not spiky. Look for edits someone else made to your profile. Update any offers or seasonal services.
Every quarter
Re-run this full checklist. Check your categories against the top 3 competitors in the map pack. Add new services and retire old ones. Update your description and check that your hours still make sense. Spot-check your listings on Facebook, Yelp, BBB, Apple Maps, and Bing.
Before holidays
Set holiday hours ahead of time. Showing "open" when you're closed is a fast way to earn a bad review.
Post Ideas That Actually Work
Job spotlight: "Just wrapped a full driveway pour in Richmond Hill," with a before-and-after photo.
Seasonal reminder: "Hurricane season check: 3 things to look at on your roof this month."
Offer: "Book a free estimate this week, get priority scheduling."
Team / behind the scenes: Introduce a crew member, or show your trucks loading up at 6 a.m.
Answer a common question: The questions you'd have answered in the old Q&A now work well as posts.
Frequently Asked Questions
Download the Branded PDF Checklist
Want it on paper or saved to your phone? Get the full 6-page PDF, with the checklist, the scorecard, and the weekly rhythm, sent straight to your inbox.
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Or download the PDF directlyWant a Second Set of Eyes?
If your score came in lower than you'd like, or you just don't have time to keep this up, that's what we do. We'll look at your profile against the top 3 in your market and show you exactly where the calls are going.
Advancing the Kingdom Through Business.
Sources: Google Business Profile Help, "Tips to improve your local ranking on Google"; Whitespark, 2026 Local Search Ranking Factors; Sterling Sky research on Google Business Profile posts. Google changes features often. This checklist reflects the platform as of September 2026.