Treat the profile as a working business record
Google renamed Google My Business in November 2021. If you remember the old name, this is the same business profile under its current name.
A useful way to review it is to imagine a customer deciding whether to call. They need to know what you do, where you work, when you are available, and how to reach you.
A dental office with outdated hours, for example, leaves a patient unsure whether anyone will answer. Fixing that information is a practical task, even before considering search visibility.
Put the essential details first
- Choose the right primary category. Select the category that best describes the business you actually run.
- Keep hours accurate. Check them when your opening schedule changes.
- Use real photos. Show the business customers will encounter rather than leaving them to guess.
- Reply to reviews. Give the owner’s response the same care you would give a customer conversation.
- Check the phone number. Make sure a caller reaches the actual business.
Then review the service area and services. A profile should describe work you currently take on, not every service you have ever considered offering.
Posts can sit alongside those details, but writing a new post should not distract from correcting an outdated number or opening time.
Handle phone changes carefully
Google asks that the number on a Business Profile connect to the actual business. It also lets you add additional numbers.
Keep your main business number consistent across listings. If you are considering call tracking, check Google’s current guidelines first. Do not assume a tracking number belongs in the primary phone field.
Consistent business facts also give AI tools a clearer account of what your business does.
What to do about it
- Confirm the primary category, hours, phone number and service area today.
- Add real photos and reply to reviews.
- Check that the hours on your website and other listings match the profile.
Questions
Do I need to pay for the profile?
No. Google Business Profile is free. If you pay someone to maintain it, that is payment for their work, not a fee for the profile itself.
What should I review after changing my hours?
Update the profile and check the hours shown on your website and other listings. Customers should not have to choose between conflicting versions.
Can I add another phone number?
Google lets you add additional numbers. The number must connect to the actual business, and any call tracking setup should be checked against current guidance.