Original framework
Profile verification register
Record the source, owner and review date for every material profile field so accuracy can be maintained after the initial setup.
1. Confirm eligibility and ownership
Verify that the business is eligible, that the profile represents the real operating entity and that at least two appropriate people have controlled access. Do not share passwords or leave ownership solely with an external agency account.
2. Verify identity and contact information
Use the business name as it is consistently represented to customers. Confirm the primary phone, website URL, hours and special hours. Avoid adding marketing phrases or locations to the name when they are not part of the real-world identity.
3. Set the correct location model
A service-area business that does not serve customers at its address should remove the public address and specify accurate service areas. A hybrid business can show an eligible staffed location and service areas. Each separate profile needs to represent an eligible real operation.
- Storefront, service-area or hybrid model
- Accurate map pin where applicable
- No virtual office or remote mailbox
- Specific, supportable service areas
- Separate branch evidence where applicable
4. Choose categories and services carefully
Select the most accurate primary category and relevant additional categories. List services that are genuinely available and keep descriptions factual. Categories should describe the business, not every query the owner hopes to rank for.
5. Review customer-facing evidence
Add representative, current photos where appropriate. Create a policy-compliant process for requesting genuine reviews without incentives or selective pressure. Respond professionally and protect customer confidentiality.
6. Align the profile and website
The linked page should reflect the same business, services and operating model. Ensure contact details work, service pages are crawlable and local structured data matches visible information where it is used.
7. Measure and govern changes
Record calls, valid website enquiries and bookings separately from profile views or clicks. Keep a change log, review suggested edits, remove departed managers and recheck hours, services and coverage after operational changes.
Primary sources
Platform behavior and documentation can change. These primary references were reviewed for this guide: