Profile Completeness

Google favors complete profiles. Businesses with fully completed profiles are 2.7x more likely to be considered reputable.

Why Completeness Matters

Ranking Impact

• Complete profiles rank higher in Local Pack
• More content = more relevance signals
• Google trusts complete profiles more

Customer Trust

• Incomplete profiles look abandoned
• Missing info creates friction
• Complete profiles answer customer questions

Conversion Rate

• More info = fewer barriers to contact
• Photos increase engagement
• Hours prevent wasted trips

Profile Completeness Checklist

Basic Information (Required)

• Business name (exact, no keywords)
• Address (or service areas for SABs)
• Phone number
• Website URL
• Business hours
• Primary category

Enhanced Information

• Business description (750 characters)
• Secondary categories (3-5)
• Opening date
• "From the business" snippet

Visual Content

• Logo
• Cover photo
• Interior photos (3+)
• Exterior photos (3+)
• Team photos
• Product/service photos

Services & Products

• Services listed
• Products listed (if applicable)
• Menu items (restaurants)
• Pricing where appropriate

Attributes

• Accessibility features
• Payment methods
• Service options
• Amenities
• Health & safety

Engagement Features

• Messaging enabled
• Q&A seeded with FAQs
• Review responses up to date
• Posts published (weekly)

Measuring Completeness

GBP Dashboard

Google shows a completeness score for your profile. Aim for 100%.

What Counts

• Each section has a weight
• Some fields more important than others
• Photos have significant impact

Priority Order for Completion

If starting from scratch, complete in this order:

1. NAP + Hours: Critical for basic functionality
2. Category: Major ranking factor
3. Description: Helps relevance
4. Photos: High engagement impact
5. Services/Products: Helps discovery
6. Attributes: Improves filtering
7. Posts: Signals activity

Common Gaps

Missing Photos

Many businesses have no photos or only a few. Add:

• Exterior (help customers find you)
• Interior (set expectations)
• Products/services (show what you offer)
• Team (build personal connection)

No Description

The description is free text to explain your business. Use all 750 characters.

Missing Services

If you offer multiple services, list them all. Each is a potential search match.

Outdated Hours

Especially holiday hours. Update seasonally.

Maintaining Completeness

Regular Audits

Monthly review of your profile:

• Are hours still accurate?
• Any new services to add?
• New photos to upload?
• Recent reviews to respond to?

After Changes

Update profile when:

• Hours change
• Services change
• Location changes
• Contact info changes

Key Takeaways

1. Complete profiles rank and convert better
2. Aim for 100% completeness
3. Prioritize photos and services
4. Audit monthly for accuracy
5. Keep all information current