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A practice’s Google Business Profile should include its real-world name, an accurate address or service area, customer-facing hours, a small number of accurate categories, a local phone number, and a link to its website. Google says that “businesses with complete and accurate info are more likely to show up in local search results.”
What basic details does Google ask a practice to list?
Google asks a practice to list the same basic details it uses in the real world. Its guidelines for representing your business say “your name should reflect your business’s real-world name” and that “including unnecessary information in your business name isn’t permitted.” That rules out adding keywords such as “Best Anxiety Therapy” to a practice’s name.
The address should be “a precise, accurate address and/or service area,” and P.O. boxes are not acceptable. Hours should be “your regular customer-facing hours of operation.” For categories, Google advises using “as few categories as possible to describe your overall core business.” For the phone number, Google recommends one “that connects to your individual business location” and suggests “a local phone number instead of a central call center helpline number whenever possible.” These details are the foundation of local SEO for therapists and group practices, because they tell Google what the practice is and where it serves clients.
Should individual clinicians have their own Business Profiles?
Some individual clinicians can have their own Business Profiles, depending on their role. Google’s guidelines say “an individual practitioner should create their own dedicated Business Profile” when they “operate in a public-facing role” and “can be contacted directly at the verified location during stated hours.” The guidelines also say “support staff should not create their own Business Profiles.”
Google adds that “a practitioner shouldn’t have multiple Business Profiles to cover all of their specializations.” For a group practice, that usually means one profile for the practice and, where it fits the guidelines, one profile per public-facing clinician. Every profile should use consistent details for the practice’s name, address, and phone number. A clinician who leaves the practice should have their profile updated or removed, so the listing does not send people to someone who is no longer available.
How do reviews fit into a Google Business Profile?
Reviews appear on the profile and influence how prominent it is. Google’s guide to improving local ranking says “more reviews and positive ratings can help your business’s local ranking.” Google’s tips to get more reviews say customers can leave reviews by visiting a Google link or scanning a QR code, and that offering incentives in exchange for reviews is prohibited.
People read those reviews closely. BrightLocal’s Local Consumer Review Survey 2026 found that 74 percent of consumers seek reviews written in the last three months. BrightLocal’s Rosie Murphy wrote that “reviews do more than build trust; they directly impact consumer action.” Mental health professionals should check their profession’s ethics code and licensing board before inviting reviews, because rules on soliciting reviews and testimonials vary.
What does this article not cover?
This article covers the basic contents of a Google Business Profile. It does not explain how to create, verify, or recover a profile, how to respond to reviews, or how to handle a duplicate listing. Google’s own Business Profile Help pages cover those steps.
It also does not interpret ethics codes or licensing rules about inviting reviews, and it does not address privacy obligations when responding to reviewers. Those questions belong with the practice’s licensing board, professional association, or attorney. Google changes its guidelines and features over time, so a practice should check the current guidelines before making changes. For why reviews and listings carry so much weight, see The Most Believable Thing About Your Practice Is Something You Did Not Write from Beacon Media + Marketing. This article is educational and does not replace professional legal or ethics guidance.
Frequently asked questions
Can a practice add keywords to its business name on Google?
A practice should not add keywords to its business name on Google. Google’s guidelines say the name should reflect the business’s real-world name and that “including unnecessary information in your business name isn’t permitted.” Services and specialties belong in categories, the business description, and the practice’s website rather than in the name field.
How often should a practice update its Google Business Profile?
A practice should update its Google Business Profile whenever anything changes, including hours, holiday closures, services, clinicians, or locations. It is also worth reviewing the whole profile at least once a quarter. Google’s AI features documentation recommends checking that Business Profile information is up to date, since AI answers can draw on it.
