Business Information

Your business information is the foundation of your Google Business Profile. Accurate, complete information helps customers find you and improves your local rankings.

NAP: Name, Address, Phone

NAP is the most critical information on your profile.

Business Name

Rules:

• Use your real-world business name exactly as it appears on signage
• Don't add keywords, locations, or taglines
• Don't add unnecessary descriptors

Correct: Joe's Plumbing Incorrect: Joe's Plumbing - 24/7 Emergency Plumber Chicago IL

Why it matters:

• Keyword stuffing violates guidelines
• Can result in suspension
• Inconsistent names hurt citations

Address

For storefronts:

• Enter complete street address
• Use USPS-standardized format
• Include suite/unit numbers if applicable
• Verify pin placement on map

For service-area businesses:

• Can hide address from public
• Still need a real address for verification
• No P.O. boxes or virtual offices

Format tips:

• "Street" not "St." (or be consistent everywhere)
• Include directional indicators (N, S, E, W)
• Apartment/Suite on separate line

Phone Number

Best practices:

• Use a local phone number (area code matches location)
• Use a trackable number if needed for analytics
• Ensure it's answered during business hours
• Don't use premium rate numbers

Call tracking:

• If using call tracking, ensure the forwarding number matches your GBP
• Some call tracking numbers can cause issues with verification

Business Description

Your description appears in the Knowledge Panel and helps customers understand what you do.

Character limit: 750 characters

Best practices:

• Lead with what you do and who you serve
• Include your location/service area naturally
• Mention unique selling points
• Include relevant keywords naturally
• Don't include URLs, phone numbers, or promotions

Example:

Joe's Plumbing has served Denver homeowners since 1985. Our licensed plumbers handle everything from emergency repairs to bathroom renovations. We offer same-day service, upfront pricing, and a satisfaction guarantee on all work.

Don't include:

• ALL CAPS text
• Promotional language ("Best in town!")
• Prices or special offers
• Links or contact information (it's elsewhere on profile)

Website URL

Best practices:

• Link to your homepage or a relevant landing page
• Ensure the page is mobile-friendly
• Use HTTPS (secure connection)
• Make sure the page loads quickly

For multi-location businesses:

• Link to location-specific pages if available
• Each location should have its own landing page

Don't:

• Link to social media profiles
• Use URL shorteners
• Link to third-party booking sites instead of your own site

Opening Date

When your business first opened. This builds credibility for established businesses.

Benefits:

• "In business since [year]" may display
• Builds trust with customers
• Helps Google understand your business history

From the Business

Additional short description that appears prominently.

Character limit: 100 characters

Use it for:

• Quick value proposition
• Current promotion or announcement
• Key differentiator

Contact Information

Additional Phone Numbers

• Add secondary phone numbers if needed
• Useful for different departments

Email

• Not publicly displayed
• Used by Google for communications

Key Takeaways

1. NAP must be consistent everywhere online
2. Use your real business name without keyword stuffing
3. Write a compelling 750-character description
4. Link to a relevant, mobile-friendly website
5. Keep all information current and accurate