Photos, categories and business details, the profile basics that matter
If things are a little quieter this week, it's a good time for some profile housekeeping. The basics on your Google Business Profile (your name, category, contact details and photos) are what customers see first. Google also says complete, accurate information helps it match your business to the right searches.
Google publishes guidelines for each of these. Here's what they say, with the examples Google itself uses.
Your business name
Google wants your profile name to match your real-world name, the one on your signage, website and paperwork. Adding extra information to it isn't permitted.
That rules out taglines, store codes, phone numbers, website addresses and opening hours. Google's own examples:
- "America's Most Convenient Bank" isn't accepted. "TD Bank" is.
- "The UPS Store - 2872" should just be "The UPS Store."
- "Geek Squad (inside Best Buy)" should just be "Geek Squad."
It can be tempting to add a keyword such as "Best Plumber in Leeds" to your name. Don't. It goes against Google's guidelines, and it isn't how customers know you.
Your categories
Your category tells Google what your business is. Google's advice is to use as few categories as possible and to pick the most specific one for your main business.
A useful rule from the guidelines: your category should describe what your business is, not what it has or sells. Some of Google's examples:
| Business | Right category | Not this |
|---|---|---|
| 24 Hour Fitness | Health club | Gym |
| Navy Federal Credit Union | Federal credit union | Bank |
| Super 8 (a motel with a pool) | Motel | Hotel or Swimming pool |
Google also says you don't need to add broad categories when you already have a specific one, because it adds those automatically.
Your address and service area
Use a real, precise address that customers can visit. Google doesn't accept PO boxes or virtual offices.
If you visit customers rather than having them come to you, such as a plumber or a mobile hairdresser, you're a service-area business. Google says you should hide your address if you work from home, and set a service area instead. As a general rule, the area shouldn't stretch beyond about two hours' drive from your base.
Your phone number and website
Google asks for a phone number that connects to your specific location, under your direct control. Use a local number rather than a central call center where you can. Premium-rate numbers aren't allowed.
Your photos and videos
Photos help customers picture your business before they visit. Google's technical requirements are simple:
| Photos | Videos | |
|---|---|---|
| Format | JPG or PNG | Not stated by Google |
| File size | 10 KB to 5 MB | Up to 75 MB |
| Resolution | 720 x 720 px recommended, 250 x 250 px minimum | 720p or higher |
| Length | Up to 30 seconds |
On content, Google says photos should "represent reality." That means in focus, well lit and without heavy edits or filters.
You can also set a logo and a cover photo. Google notes that choosing a cover photo doesn't guarantee it shows first, and a low-quality one may be swapped for a photo a customer uploaded. Take the time to use a clear, bright shot.
A ten-minute checklist
- [ ] Name matches your signage, with nothing added
- [ ] Main category is the most specific one available
- [ ] Address is correct, or hidden with a service area set
- [ ] Phone number rings at this location
- [ ] Holiday special hours are set for Christmas and New Year
- [ ] At least a few recent, well-lit photos, plus a logo and cover photo
- [ ] Every recent review has a reply
That last box is the one most businesses can't keep ticked. Wimi keeps it ticked for you by replying to new Google reviews in your own voice, the same day.
Start free – Wimi replies to your Google reviews in your voice. Free for up to 7 replies a week per location.
Mahnoor Akram, GTM Lead at Wimi
Mahnoor Akram writes about local discovery and reputation for independent restaurants at Wimi.
