Google Business ProfileModule 2: Build an accurate profileLesson 4 of 10
Course progress30%
18 min lesson · Updated August 2026
How should business name, category and details be entered?
Enter the business exactly as it exists in the real world, choose the most specific available category that describes what it is, and complete only accurate customer-useful details supported by the business and website.
What you will learn
By the end, you will understand:
Apply Google’s real-world business-name rule
Choose primary and additional categories by business identity
Maintain accurate phone, website, attributes and description without stuffing
Visual explainer
See the idea clearly.
★★★★★
Real signage, official website, customer-facing materials and legal evidence align into one accurate business name, specific category and verified contact-details profile.
The name field is for the name
Google says the profile name should reflect the business’s real-world name as used consistently on storefront signage, website, stationery and as known to customers. Do not add services, cities, taglines, opening hours or promotional claims unless they are genuinely part of that name.
Changing punctuation or abbreviations solely to gain search visibility can also create inconsistency. If the real brand has changed, follow Google’s rename/rebrand guidance instead of quietly rewriting the field.
Category describes what the business is
Choose the most specific available primary category that represents the core business. Additional categories can describe other genuine business types, but should not list every product or keyword.
Categories are controlled by Google and can vary by region or change over time. Choose from available options; do not force a broad category merely because it contains a desirable search phrase.
Primary and additional categories
Choice
Meaning
Primary category
The single category that best describes the main business and can influence available profile features.
Additional category
Another accurate business type the location genuinely operates, used sparingly.
Product or service
Usually belongs in supported product/service fields or website content, not as an invented category.
Amenity/attribute
A factual feature such as accessibility or service option, selected only when true and available.
Contact details must lead to this business
Use a phone number that connects to the individual business location and a website that represents it. The owner should be able to verify and control them. Tracking numbers may require careful setup so the authoritative number remains represented.
Avoid affiliate, lead-routing or unrelated destination URLs. Use HTTPS and a page that answers local customer questions rather than forcing every click to a generic homepage.
Write the description for people
Explain the business and main offering
Use plain factual language
State relevant service/location context
Avoid links and promotional gimmicks where prohibited
Avoid prices or claims likely to become stale
Do not repeat keywords unnaturally
Do not include confidential or sensitive information
Keep claims supportable
Attributes and features need evidence
Available attributes can describe payment, accessibility, ownership, amenities or service options. Some are supplied by the business; others may come from users or Google. Select only facts that currently apply.
Features vary by category, country, verification and device. Do not promise that adding a category or attribute will unlock a particular button or improve ranking.
An accuracy review
01
Compare real-world name
02
Confirm primary business type
03
Remove irrelevant categories
04
Test phone and website
05
Review description and claims
06
Verify attributes
07
Check photos/details on Search and Maps
08
Record owner and next review date
Real-world example
Example: a real clinic name, not a keyword list
Example
The sign and website say “Harbour Dental Clinic.” The profile uses that exact name, primary category “Dentist,” and only genuine additional categories. It does not become “Best Emergency Dentist Dubai Harbour Teeth Whitening” to chase queries.
Try this
Compare four identity sources
Place the profile name beside signage, website header, invoices/stationery and how staff answer the phone. Note any mismatch, then confirm which available category describes the main business most specifically.
Common questions
Questions beginners ask.
Can I add my city to the business name?
Only when it is genuinely part of the real-world name used consistently, not solely to influence search.
How should I choose the primary category?
Select the most specific available category that describes the main business itself.
Should every service be an additional category?
No. Use additional categories only for other genuine business types; list specific offerings in supported service/product fields and website content.
Do categories vary by country?
Available categories and features can vary by region and change over time.
Can I use a call-tracking number?
It may be possible with careful configuration, but the individual business’s authoritative number must remain represented and policy-compliant.
Does a category guarantee a feature or rank?
No. Categories help describe the business; features and visibility depend on multiple systems and eligibility.
Who can change profile attributes?
Owners can manage supported attributes, while Google and user contributions may also affect visible information.
Should the description contain keywords?
Use natural language that accurately explains the business; do not stuff repeated search phrases.
