GBP compliance basics
Google has clear rules for Business Profiles. Most problems start when you guess. This guide shows what Google allows and what it does not.
Why compliance matters
Google removes profiles that break their rules. Suspensions happen fast. Recovery takes weeks. It is better to follow the rules from the start.
The official rules live here: Represent your business on Google
Business name rules
Your business name must be your real registered business name. That is it.
What Google allows:
- Your legal business name exactly as registered
- Your DBA name if you use it publicly
- A trademark name if you have proof
What Google prohibits:
- Adding your city (e.g., "Joe Plumbing Phoenix")
- Adding keywords (e.g., "Joe Plumbing Emergency Repair")
- Adding taglines (e.g., "Joe Plumbing - We Fix It Fast")
- Adding phone numbers or URLs in the name field
- Using all caps unless that is how you registered
If your competitor stuffs their name, report it. Do not copy them. They will get suspended.
Category rules
Pick the one category that best describes what you do. That is your primary category. You can add more, but the primary one matters most for ranking.
What Google allows:
- Categories that match the services you provide
- One primary category and up to 9 additional categories
- Service-area categories if you do not have a storefront
What Google prohibits:
- Picking a category you do not offer (e.g., "Emergency room" if you are a plumber)
- Changing categories constantly to test rankings
- Picking categories that contradict each other (e.g., "Lawyer" and "Plumber")
Category guide: GBP categories guide →
Service area rules
If you work at customer locations (not a storefront), use service areas. If you have a shop where customers visit, use your address.
What Google allows:
- Listing cities, counties, or zip codes you serve
- Hiding your address if you do not want customers visiting
- Showing both a storefront address and service areas if you do both
What Google prohibits:
- Listing areas you do not actually serve
- Creating multiple profiles for the same business in different cities
- Using a PO Box or UPS Store as your address
- Using a virtual office unless you staff it during business hours
If you want to rank in a new city, expand your real service area and update it. Do not create fake locations.
Hours and contact info rules
Your hours must be accurate. Your phone number must connect to your business directly.
What Google allows:
- Regular hours that match when you answer the phone
- Special hours for holidays
- A local or toll-free number that goes to you
- A website URL you control
What Google prohibits:
- Fake "24/7" hours if you do not actually answer
- Call tracking numbers that break (use carefully)
- Competitor URLs or spam links
- Phone numbers that do not work
Photo guidelines
Photos help you rank and they build trust. But Google has rules about what you can upload.
What Google allows:
- Real photos of your work, your team, and your location
- Before-and-after photos from actual jobs
- Photos of products you sell or services you provide
- Your logo as your profile photo
What Google prohibits:
- Stock photos that do not show your business
- Photos with watermarks or phone numbers overlaid
- Blurry, low-quality, or copied images
- Photos that show illegal activity or violence
- Photos of other businesses or unrelated content
Photo tips: job photo checklist →
Review policy basics
Reviews help you rank. But fake reviews, paid reviews, or incentivized reviews break the rules and can get you suspended.
What Google allows:
- Asking happy customers to leave a review
- Sending a link to your review page after a job
- Replying to reviews (positive or negative)
- Reporting fake or spam reviews
What Google prohibits:
- Paying for reviews
- Offering discounts or incentives for reviews
- Writing fake reviews yourself or asking friends to
- Leaving reviews for competitors to hurt them
- Review gating (only asking happy customers to review)
Review script: review request script →
FTC rules also apply: Consumer Reviews and Testimonials Rule
Google Posts rules
Posts show up in search and Maps. They expire after 7 days unless you set an end date. Keep them clean and accurate.
What Google allows:
- Posts about real offers, events, or updates
- Links to your website or booking page
- Photos that match the post content
What Google prohibits:
- Spammy or misleading offers
- Links to competitor sites or spam
- Fake urgency or fake scarcity
- Adult content or illegal services
Post ideas: Google post ideas →
Business description rules
Your description is 750 characters to explain what you do. Write it for people, not robots.
What Google allows:
- Plain language about your services and approach
- Information about your team, certifications, or history
- Details about what makes you different
What Google prohibits:
- Keyword stuffing
- URLs or phone numbers in the description
- HTML or special characters
- Promotional language that feels spammy
Attributes and special features
Google offers special attributes depending on your business type. Only select ones that are true.
Examples:
- "Veteran-owned" (only if true)
- "Women-owned" (only if true)
- "Wheelchair accessible" (only if your location actually is)
- "Free estimates" (only if you offer them)
Do not select attributes just to rank better. Google checks.
What to do if you are not sure
If you are not sure whether something is allowed, do not do it. Check the official guidelines first. If it still feels unclear, skip it or ask in the Google Business Profile Community.
Official help forum: Google Business Profile Community
Want GBP managed safely?
If you want your profile kept compliant and optimized without the guesswork, we handle it: