By Nicolas Avila · October 9, 2026

Google Business Profile: what to fill in first

Photo: Avila Ops Tecnologia

The order that works is: primary category, address or service area, hours, phone, photos, description, then everything else. Category comes first because it tells Google which searches your business can appear in. A profile with the wrong category and everything else perfect does not appear for people looking for what you sell.

This applies to new profiles and forgotten ones you are reopening. For the profile’s general purpose, see What Google Business Profile is for.

In what order should I fill it in?

Follow this sequence without skipping:

1. Name. Your actual business name, as shown on the storefront. No city, slogan, or inserted keywords. “Padaria Trigo,” not “Padaria Trigo: Best Bread in Rio Preto.” Google may suspend profiles with inflated names.
2. Primary category. Choose the most specific description of your main activity. “Pizza restaurant,” not “Restaurant.” Then add up to nine secondary categories, only accurate ones.
3. Address or service area. A storefront needs the street number, unit, and map pin in the correct place. If you travel to customers, hide the address and select the cities or neighborhoods you serve.
4. Hours. Actual hours for each day, including Saturday and Sunday closures. Add holidays when known. Incorrect hours generate negative reviews.
5. Phone. A number someone answers. If it is your WhatsApp number, use the same number and, if your profile has a chat option, add the WhatsApp link there.
6. Photos. Daytime storefront, interior, team, product or service. At least ten, taken by you, without a logo overlay. The storefront photo helps people recognize the location on the street.
7. Description. Up to 750 characters explaining what you do, for whom, since when, and what makes you different. No links or promotions.
8. Website and booking or order link, if available.
9. Products or services, with prices where appropriate.

What should I avoid?

Do not create a second profile if one already exists. Claim and correct the existing one, even if wrong. Two profiles for the same business confuse Google and split reviews.

Do not use a fake address or PO box to appear in another city. Google checks and suspends. Avoid stock photos: customers notice, and so does Google.

Do not abandon the profile after filling it in. One new photo a month and replies to reviews keep it active. See Google reviews: how to request and respond to them.

How does verification work?

After setup, Google requires proof that the business exists and belongs to you. Google chooses the method. It may require recorded video or a video call showing the storefront, interior, and evidence of operations; a phone or email code; or a mailed code. Video is currently most common for new businesses.

Without verification, a new profile does not appear in searches and edits are not published. After verification, appearing may take a few days. Rejections usually involve inflated names, incompatible categories, or an address that does not match the storefront.

What to do now

Set aside two hours. Take photos today in daylight. Sign in using the company Google account, not your personal one, and follow the sequence. Verify the same day. If you prefer us to handle it, Google Business Profile setup comes with the website: avilaops.com/presenca-digital-para-pequenas-empresas or WhatsApp: wa.me/5517997811471.

Frequently asked questions

Should I use my personal Google account or create a company account?

Create a company account or use a professional email on your domain. If you hire someone to manage it, you can grant access without handing over your personal account. If a partner leaves, the profile stays with the company.

Can WhatsApp be the main phone number?

Yes, provided someone also answers calls on that number. Many people still call. If it only accepts messages, use a landline or another mobile number as primary and put WhatsApp in the chat field if available.

How many photos are needed?

There is no required minimum. Ten good photos cover the storefront, interior, and products. After that, one new photo a month is enough to look active. A bad photo is worse than none.