Your Google Business Profile isn't just a listing. It's often the first thing people see when they search for your business or a business in your industry, such as "restaurant near me" or "restaurant in Antwerpen". If it is not fully optimized and actively managed you are missing visibility, traffic and potential sales.
Think of it as your local storefront online. Here is your full Google Business Profile optimization checklist for 2025 to help you show up more often and stand out in local searches!
1. Claim and verify your profile
You can't control your profile unless you own it. Go to Google Search or Google Maps, search for your business name and claim the listing.
Choose verification by phone or verify your business with a video recording. Once verified, you can manage every part of your profile.
2. Use your real business name
Your business name should match your signage, website and legal name.
Do not add keywords like city names or service types. That can get your profile suspended. Keep it clean and professional.
3. Choose the right primary and additional categories
Your category choices affect how and where you show up.
Pick one clear primary category that describes your main activity. Add up to nine additional categories if they are relevant.
For example:
Primary category: hair salon
Additional categories: beauty salon, barber shop, hairdresser
Avoid irrelevant categories just to get more exposure. It works against you!
4. Write a clear business description
Google gives you 750 characters. Use them well.
Include what you do, where you are and what makes you different. Use real keywords that people search for, but keep it natural.
5. List all services or products
Use the services or products section to show what you offer. Many businesses skip this, but it helps with visibility and customer trust.
Add a name, short description and price if possible. Be clear and use real search terms.
Example:
Service: oven repair
Description: full inspection and repair for gas and electric ovens, available in Antwerpen and Limburg.
6. Upload high quality photo's and 360 degree virtual tours
Photos help people trust you. They also increase clicks and engagement.
Upload:
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Your storefront
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Your space inside
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Your products
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Your team at work
Use real photos. Avoid blurry, dark or outdated images. Add new ones regularly to show that your business is active and well presented.
Want to take it to the next level? Fuzz Marketing also helps businesses create 360 degree virtual tours that give customers a full view of your space directly from your Google Business Profile or other online platforms. It builds trust instantly, increases the time people spend on your listing and can improve your local search visibility by triggering positive signals in the Google algorithm.
7. Keep your opening hours accurate
Wrong hours frustrate customers and lead to bad reviews. Make sure your hours are correct and update them for holidays and special events.
Google lets you set special hours in advance, so use that feature when needed.
8. Collect and respond to reviews
Reviews are a big part of local search rankings. They also help people decide whether to choose your business.
Make it easy to get reviews using:
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QR codes
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NFC review tools
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Automated follow up messages
When replying:
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Thank the reviewer by name
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Mention something specific they said
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Include keywords naturally
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stay calm and professional, especially with negative reviews
Need help? Fuzz Marketing replies to reviews within 24 hours on Google, TripAdvisor, Booking.com and other platforms.
9. Post updates to your profile
You can post updates, offers, events or products right on your profile. This shows that your business is active and improves visibility.
Post ideas:
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Seasonal promotions
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Product launches
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Team announcements
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Holiday hours
Aim for at least one update per week to keep your profile fresh and engaging.
Too busy to keep it consistent? Fuzz Marketing helps businesses manage and publish regular Google Business Profile updates so your listing stays active without taking time away from your day!
10. Track your performance
Use the insights in your google business dashboard to see how your profile is performing.
Look at:
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How many clicks, calls and direction requests you get
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How many people see your business listing
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How people find you (what keywords they use)
Use this data to improve your description, services or photos.
Full checklist
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Claim and verify your profile
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Use your real business name
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Choose the right categories
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Write a clear description
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List services and products
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Upload real photos
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Update your opening hours
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Get and reply to reviews
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Post regular updates
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Monitor performance monthly
Final thoughts
Your google business profile is the foundation of your local visibility. Most people will see it before they ever visit your website!
Optimising it is one of the highest impact things you can do. Follow this checklist to improve your ranking, attract more customers and stand out from the competition.
Need help getting it done right? Fuzz Marketing offers profile setup, optimization, 360 degree photos, writing SEO blogs, review automation and response services. This way, your business gets found and trusted more often without you spending more time.
Explore our full range of NFC products and marketing services to grow your local visibility and save time!
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