Your business profile.
Accurate across every trade.

Use the business's real-world name as it appears on signage, stationery and other branding. A real brand may naturally contain a city or trade word (for example, “Austin Plumbing Co.”); what Google's naming guidance disallows is adding extraneous keywords, taglines, store codes or phone numbers that are not part of how the business is recognised.

Avoid duplicate profiles for the same business or location. Google's guidance says there should be only one profile per business; separate legitimate locations may qualify under the detailed rules, which allow a service business with different locations, separate service areas and separate staff to have one profile per location. The rule prevents duplicates, not every additional location. Check the actual premises, staffing and Google's current eligibility rules, including the rules on virtual offices and co-working locations, before proposing any additional profile.

Choose the fewest number of categories it takes to describe the overall core business, and check what is actually available in the live editor rather than copying a list from an old guide. A multi-trade business should reflect the genuine business types it offers; a technician or crew is not automatically a separate eligible business location.

One business representation problem should not be “fixed” by creating competing profiles. Investigate the existing records first.

List the services the business actually provides, using the services editor where available. Short descriptions can distinguish a repair, an installation or a maintenance visit without promising outcomes. Use real pricing information only where it applies; explain when scope must be assessed first.

State regular customer-facing hours of operation and relevant seasonal or special hours accurately. Where the business operates only by appointment or has no fixed customer-facing window, reflect that model honestly rather than forcing display hours that imply walk-in availability, and use special or “more hours” settings where they apply. Answering an overnight phone does not necessarily mean a technician is available overnight. Make the difference between taking a message, arranging an appointment and providing an urgent response clear on the linked website, and use the phone and website details that point to the actual business with a local number.

Test the phone and website destinations. A plumbing enquiry should reach useful information about that trade and an appropriate contact route, and each trade should be distinguishable if the business covers several. Check the mobile experience and what information the team needs: trade, job type, location and preferred timing.