Google Business Profile checklist for expat-facing businesses
For most local and regional searches, your Google Business Profile is what a potential client sees first — often before they ever visit your website. For businesses serving English-speaking and international clients in Spain, a handful of details matter more than most owners realise. Here’s what to check.
1. Category accuracy
Your primary category should match exactly what you do, not a broader or more generic alternative. Secondary categories should add genuine detail, not just repeat keywords.
2. Service area & language clarity
If you serve multiple cities or regions — say, Marbella and the wider Costa del Sol — your service area settings should reflect that accurately. Where relevant, note languages spoken in your business description, since this is a genuine differentiator for expat-facing services.
3. NAP consistency
Your Name, Address and Phone number should be identical across your Google Business Profile, website, and any other directories you’re listed in. Inconsistencies quietly undermine trust signals, both for users and for search systems.
4. Photos & visual proof
Profiles with current, genuine photos of premises, team and work consistently perform better. Stock imagery is easy to spot and does little to build trust with international clients researching from abroad.
5. Reviews & responses
A steady, genuine flow of reviews — and thoughtful responses to them — signals an active, trustworthy business. Never use fake or incentivised reviews: it breaches Google’s guidelines and risks profile suspension.
6. Q&A section
The Q&A section is often overlooked, but it’s a direct opportunity to answer the exact questions your prospective clients are asking — in your own words, ahead of time.
7. Posts & updates
Regular posts signal an active business to both users and Google. For seasonal businesses like tourism and weddings, this is also a simple way to keep your profile relevant year-round.
Want us to check yours?
Start with a free, no-obligation AI Search Audit.