Local SEO
A practical Google Business Profile checklist for trades.
Give local customers accurate information and an easier route to your business.
The useful bit
Give local customers accurate information and an easier route to your business.
Make sure the basics are right
Check the name you trade under, your contact details, website and opening hours. Use your real business information and keep it consistent with your website. If your hours change, update the profile so customers do not rely on outdated information.
Represent your service area honestly
If you travel to customers, describe the areas you actually serve. Do not invent offices or use addresses where your business is not genuinely represented. Google has specific rules for service-area businesses and address display, so check the current guidance for your setup.
Explain what you do
Choose the categories that accurately describe your work and add relevant service information. Avoid stuffing the business name with extra locations or search phrases. Someone should be able to look at your profile and quickly understand whether you can help them.
Show real work and ask for honest reviews
Use clear photographs you have permission to share. Ask real customers for an honest review after completing work, without incentives or pressure to leave only positive feedback. Respond professionally and avoid disclosing private details about a customer or their job.
Keep it maintained
Check for suggested edits, outdated details and unanswered questions. Look at the available performance information alongside the enquiries you actually receive. Your profile is one part of your local presence, so keep the website and enquiry journey just as clear.
Sources & further reading
Checked 27 October 2026. Business examples are illustrative unless linked to a named case study.
Put it to work
A useful next step for your business.
Show up for the right jobs, in the right places, with a website that turns interest into enquiries.