Local SEO
Google Business Profile Guidelines Explained in Plain English
The rules that decide whether a profile stays live, with Google’s own examples.
Google’s guidelines for representing your business are the rulebook behind every Business Profile. Google says following them helps you avoid common problems, including changes to your information or, in some cases, removal of your business from Google, and that profiles which don’t comply can be suspended.
This guide summarizes the main rules. Always check Google’s page before a major change, because the guidelines are updated over time.
Short answer: Google’s Business Profile guidelines require you to represent your business exactly as it’s known in the real world: your real business name without extra keywords, an accurate address or service area (no P.O. boxes or virtual offices), a service area within about 2 hours’ drive of your base, a phone number and website for that specific location, the fewest accurate categories, and only one profile per business.
Key Takeaways
- Eligible businesses either have a location customers visit or travel to customers.
- Use your real-world name as shown on signage and stationery, nothing added.
- No P.O. boxes, remote mailboxes or virtual offices; co-working desks only with signage, customers and staff.
- Service areas shouldn’t extend beyond about 2 hours’ driving from your base.
- One profile per business; choose the fewest categories that describe your core business.
Who can have a Business Profile
Google says you can create a profile if your business has a physical location customers can visit, or if it travels to customers where they are. A business that only receives mail at an address but doesn’t operate there, a virtual office, isn’t eligible for that location.
Business name
Your name should match how the business is consistently represented in the real world: signage, stationery and other branding. Google says adding unnecessary information to the name isn’t permitted and could result in suspension. Its examples of what to remove:
| Type of extra information | Not allowed (Google’s example) | Allowed |
|---|---|---|
| Hours or status | Sears Outlet (Closed) | Sears Outlet |
| Phone numbers or URLs | Airport Direct 1-888-557-8953 | Airport Direct |
| Service or product information | Verizon Wireless 4G LTE | Verizon Wireless |
| Location information | Holiday Inn (I-93 at Exit 2) | Holiday Inn Salem |
| Legal terms or special characters | LAZ Parking Ltd | LAZ Parking |
There are exceptions when the extra text genuinely is the real-world name. Google lists 1-800-Got-Junk as an acceptable name, and says special characters or legal terms can be included if you can show real-world proof such as signage, business cards or invoices.
Address
- Use a precise, accurate address for a real location.
- P.O. boxes and mailboxes at remote locations aren’t acceptable.
- Virtual offices, addresses where you receive mail but don’t operate, aren’t eligible.
- An office in a co-working space is only allowed if it has clear signage, receives customers during business hours and is staffed during business hours.
Service-area businesses
If you travel to customers and don’t serve them at your address, set a service area. Google says the boundaries shouldn’t extend farther than about 2 hours of driving time from where the business is based, though larger areas may be appropriate for some businesses. Our guide to service-area business SEO covers the setup.
Phone number and website
Google asks for a phone number that connects to your individual business location, and a website that represents that individual business location. For multi-location businesses, that usually means linking each profile to its own location page rather than the homepage.
Categories
Google says to choose the fewest categories it takes to describe your overall core business, and to keep them accurate and specific. See how to choose Business Profile categories.
One profile per business
Google says there should only be one profile per business, because duplicates can cause problems with how information displays on Maps and Search. Individual practitioners (such as doctors or lawyers) and departments within businesses, universities, hospitals and government buildings may have separate profiles under specific rules on Google’s page.
Content rules
Google’s policies don’t allow private or confidential information in profile content, such as personal financial details or government IDs. Businesses can share their own contact details on their own profile.
If you’re not sure
- Re-read Google’s guidelines before changing your name, address or category.
- Make one major change at a time; edits can trigger re-verification.
- If a profile is already suspended, follow our suspension guide.
Frequently asked questions
Can I add keywords to my Google Business Profile name?
No. Google says adding unnecessary information to the name isn’t permitted and could result in suspension. Use your real-world name.
Can I use a virtual office for my Business Profile?
No. Google says a location that only receives mail but doesn’t operate there isn’t eligible.
Can I list a co-working space?
Only if the office has clear signage, receives customers during business hours and is staffed during business hours.
How big can my service area be?
Google says it shouldn’t extend farther than about 2 hours of driving time from where you’re based, though larger areas may suit some businesses.
Can I have more than one profile?
Only one per business location. Separate profiles are possible for individual practitioners and certain departments under Google’s specific rules.
Want your Business Profile set up properly?
We review your profile against Google’s guidelines, complete and correct your information, and give you a simple routine to keep it current.
Sources
- Google Business Profile Help: Guidelines for representing your business on Google
- Google Business Profile Help: Fix suspended or disabled profiles
- Google Business Profile Help: Manage your business category
Last reviewed October 14, 2026.
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