Google Business Profile Optimization: Fields for a Complete Profile
The fields to fill in for Google Business Profile optimization: basic information, categories, description, services, attributes, photos and links.
By BadePlus
Images are AI-generated.
Someone who finds you on Google Maps or in search looks at your profile and decides within seconds: Is it open, where is it, what does it do, is it worth going? Google Business Profile optimization means having the answers ready on your profile. There's no hidden setting or shortcut; the work is filling in Google's fields accurately, completely and consistently.
Google's help page says the same: businesses with complete and accurate information are more likely to show up in local search results. In this article we answer "How do I fill out a Google Business Profile?" field by field. A note for those looking for a guide under the old name, Google My Business: most fields are the same; management now happens directly in Google Search and Google Maps. One more caution: Google doesn't show every field in every category. If a section below is missing from your profile, your category or region is the reason.
Basic information
Basic information is the backbone of your profile; one mistake here can undo all your other effort.
- Name: Google asks you to enter your name as it appears on your sign, business cards and other branding. Adding search terms, a city or a slogan breaks the rules and puts the profile at risk. Changing the name after verification may require re-verification.
- Address and map pin: Write the full street address, including building, floor and unit. Use the official address rather than directions like "opposite the park." If the system can't find the address, you can place the pin on the map yourself. If you move, you'll need to verify again.
- Service area: If you go to customers (for example, as a plumber), you can hide your address and list the cities or areas you serve. Hiding the address is only appropriate if you really are a service-area business.
- Opening hours: Besides regular hours, enter special hours for religious and public holidays and similar periods. For separate hours, such as kitchen or pickup, use the "More hours" field.
- Phone: Besides the primary number, you can add two more numbers; fax numbers aren't accepted.
- Opening date: Added as month and year; it shows how long you've been in business.
Categories
The category answers Google's question "What kind of business are you?" According to Google's help page, the categories you choose affect your local ranking. The first one you choose is the primary category and should describe the core of your business. Pick the most specific option on the list; in Google's example, "nail salon" rather than "salon." Additional categories are for distinct departments you actually offer: a grocery store with a bakery and a deli can choose "Bakery" and "Deli" as additional categories.
Things to avoid: using the category as a keyword, adding categories of neighboring or related businesses, and folding into your own profile a department in the same building that is run separately (for example, an independent cafe). Because a category change may require re-verification, don't change this field often. Details are on Google's manage your business category page.
Description
The description appears in the "From the business" section of your profile and can be up to 750 characters. Google recommends covering the products and services you offer, what sets you apart, how long you've been operating and other information useful to customers. No links (URLs) or HTML code; focus on the business itself rather than campaigns, prices and discounts.
A practical order for a good description: in the first sentence, say what you do and where you are; in the second, your most requested services; then add one or two concrete details that set you apart (for example, same-day delivery or step-free entry, if you really offer them). Using searched terms naturally is enough; stringing keywords together wears out both readers and Google. To find which terms people search for, see our article keywords for your Google Business Profile.
Services and products
Service businesses can build a list of services on their profile. Google suggests services based on your category; you can add ones that aren't listed as "custom services." You can group services and add details such as descriptions and prices.
Google's explicit warning is: custom services that violate the policy are automatically rejected. Don't put profanity, meaningless words, personal information, prices or phone numbers in service names. Food and drink businesses also have a menu editor. Showing in-store products on the profile is currently available only to retail businesses in certain countries.
Attributes
Attributes are short facts that make a customer's decision easier: Wi-Fi, outdoor seating, payment options, a wheelchair-accessible entrance and so on. According to Google, when you add certain attributes, your business may be shown in searches for places with those attributes.
You edit some attributes yourself; others, such as "popular with locals," come from the opinions of users who visited and aren't under your control. Which attributes appear also varies by location, country and category. The rule is simple: only mark features you really offer. For accessibility attributes, Google even gives criteria; for example, a wheelchair-accessible entrance is expected to be step-free and wide enough.
Photos
Photos are among the most viewed parts of a profile. Google especially recommends an exterior photo so customers recognize the place when they reach your door. For a complete set, consider:
- Exterior and entrance (in daylight, from different angles if possible)
- Interior and work area
- Products, finished work or dishes
- The team and scenes of work in progress (with people's permission)
- Logo and cover image
Links and appointments
Enter the full address in the website field (including "https://") and make sure Google can crawl your site. Some categories can add order, reservation or appointment links: restaurants a menu and reservation link, health and beauty businesses an appointment button, and so on. Social media links can be added in certain regions, one per platform.
Every link should work and go straight to the relevant page. If the appointment link goes to the homepage or the menu link to an old document, customers get lost on the way.
Frequently asked questions
Why doesn't my edit show up right away?
Google reviews edits to verified profiles before publishing them. According to the help page, review usually takes 10 minutes and in some cases can take up to 30 days. No exact time can be given; the decision is Google's.
Should I fill in every field on the same day?
Filling the gaps may feel urgent, but working in order is safer than sending many changes at once. Start with basics such as name, address, phone and hours, then add the description, services and photos. For a step-by-step plan for the first month, see Google Maps optimization: what to do in the first 30 days.
Is there a tool that keeps track of this regularly?
BadePlus's AI-assisted map optimization spots empty fields on connected profiles, such as the description, services and attributes, and prepares the information to fill them; it doesn't touch sensitive fields like the category on its own. Google's edit your Business Profile page is also a good reference for how the fields are used today.
Summary
- A complete Google Business Profile has the correct name, address, phone, hours, category, description, services, attributes, photos and links.
- Write your name as it appears on your sign, choose the primary category by the core of your business, and don't change your category or address often.
- The description can be up to 750 characters; describe your business instead of adding links, prices and campaigns.
- Add only services and attributes you really offer, and use real, current photos.
- Edits go through Google's review; make changes in order and follow the results.