Google Business Profile Optimisation Checklist for India 2026

A Google Business Profile is the listing that appears in Google Search and Maps when someone looks for a shop, clinic, restaurant or service near them. For most local businesses in India it brings more calls and walk-ins than the website does. This checklist covers what to set up, what Google has changed and what gets profiles suspended.

What has changed on Google Business Profile by 2026

Older checklists still tell owners to switch on chat and answer questions in the Q&A section. Both advice points are now outdated.

• Chat and call history: Google turned off Business Profile chat and the call history feature on 31 July 2024. Customers can still call you from the profile, and calls still show in your performance numbers.
• Q&A: Google retired the Q&A API on 3 November 2025 and said it was changing the feature. Local SEO trackers then reported the “Ask a question” option disappearing from many listings.
• Ask Maps: In March 2026 Google began rolling out Ask Maps, a Gemini-powered way to ask questions inside Google Maps, on Android and iOS in the US and India. Its answers draw on your profile, reviews and website, so complete and accurate information matters more than before.

The practical result: you can no longer plant answers in a Q&A box. Put common questions and answers on your website and keep the profile detailed so that AI answers pick up correct facts.

1. Claim and verify the profile

An unverified profile cannot show performance data and is easier for others to edit. Google decides which verification methods you get, based on business type and location.

1. Search for your business on Google Maps. If a listing exists, claim it. If not, create one at business.google.com.
2. Choose the method offered: phone or text, email, a live video call, a recorded video or a postcard.
3. For video, show outdoor signage, the inside of the premises or your equipment, and a document proving you manage the business.
4. Do not change the name, address or category while a postcard code is pending, as the code will stop working.
5. Never share the verification code with anyone. Google says it never asks for it.

Review can take up to five business days. If it fails, try another method.

2. Get the name, address and phone right (NAP consistency)

Use the name shown on your signboard and GST or shop registration. Adding keywords or city names to the business name is against Google’s rules and is one of the most common reasons for suspension.

• Use a real address. Virtual offices are not allowed. Co-working spaces qualify only with signage and staffed hours.
• If you visit customers and do not receive them at your address, set a service area and hide the address.
• Use a local mobile or landline that reaches you directly. Premium-rate numbers are not permitted.
• Write the name, address and phone in exactly the same format on your website, Justdial, IndiaMART, Facebook and other directories.

3. Choose categories carefully

The primary category has a large effect on which searches you appear in. Google asks businesses to use as few categories as possible and to make them as specific as possible.

• Pick the category that says what the business is, not what it sells. “Optician” is better than “Store” for an eyewear shop.
• Add secondary categories only for services you actually provide at that location.
• Check which primary category the top three competitors in your area use.

4. Fill in services, products, hours and attributes

Every empty field is a missed chance to match a search.

• Services: add each service with a short plain description. Use the words customers use, such as “eye test” rather than “refraction”.
• Products: add key products with photos, especially for retail.
• Description: write what you do, where and for whom. Google does not allow links, prices or promotions in this field.
• Hours: keep regular hours current and set special hours for Diwali, Eid and other holidays.
• Attributes: mark options such as wheelchair access, Wi-Fi, payment types or women-owned where they apply. Edits usually take about 10 minutes but can take up to 30 days to go live.

5. Upload real photos and short videos

Use your own pictures, not stock images.

• Exterior with signage, so people can find the entrance from the road.
• Interior, team at work, and your best products or completed jobs.
• Add fresh photos every month. Remove blurry or outdated ones.

6. Publish posts regularly

Posts show recent activity and give you space for offers and news. There are three types: updates, offers and events.

• Post every week or two with a photo and a clear button, such as “Book” or “Call”.
• Avoid phone numbers in post text, as such posts may be rejected.
• Posts older than six months are archived unless they have a date range, so keep them fresh.

7. How to ask for Google reviews

Review count, rating and recency all affect ranking and clicks. A steady flow works better than a burst once a year.

1. Create a review link or QR code from your Business Profile dashboard.
2. Print the QR code at the billing counter and add the link to invoices and WhatsApp follow-up messages.
3. Ask every customer, not only happy ones, soon after the purchase or service.
4. Never offer discounts, gifts or cashback in return for a review. Google treats this as fake and misleading content.

8. How to reply to reviews

Replies are public, and Google recommends short, polite and specific responses.

• Thank the customer and mention what they bought or experienced, not a copied line.
• For negative reviews, acknowledge the issue, explain what you can do and move the details to a phone call.
• Never reveal a customer’s personal details or argue in public.
• Flag reviews that break Google’s policies instead of replying angrily.

9. Track calls and website clicks

With call history gone, you need your own tracking. Add UTM tags to the website link on the profile so that Google Analytics shows profile visits separately. Ask new callers how they found you and note it in your CRM or a simple sheet.

10. Read your performance insights every month

Performance data appears only for verified profiles. Check these numbers once a month and compare them with the previous month.

Metric	What it tells you
Views	Unique people who saw the profile on Search and Maps
Searches	Search terms that showed your profile
Calls	Taps on the call button
Directions	Requests for directions to your location
Website clicks	Clicks to your website from the profile
Bookings	Completed bookings, if you use a booking partner

If searches show terms you do not cover in services or the description, add them. Profile work goes further when it is combined with local pages on your site, which is part of our search engine optimisation services.

Common reasons Google suspends business profiles

• Keywords, city names or taglines added to the business name.
• Virtual office, PO box or a residential address shown for a business that does not receive customers there.
• More than one profile for the same location.
• Phone numbers or websites that redirect to another party.
• Large edits to name, address and category at the same time, especially soon after verification.
• Fake reviews or reviews bought through incentives.

If a profile is suspended, fix the issue first, then file a reinstatement request with proof such as a shopfront photo, utility bill or GST certificate.

More local search guides are on the Squarebase blog. If your listing is not showing for nearby searches, book a free audit and our team will review your profile, categories and reviews.

Frequently asked questions