For a local spa, your Google Business Profile is more important than your website homepage. It’s what shows in the map pack, feeds your reviews, and is one of the first things AI assistants read about you. Most studios have one — and most are half-finished. Here’s the checklist we run for every client.
Local pack clicks that go to the top 3 businesses
If you’re not in the top three, you’re splitting the scraps.
The complete-profile checklist
Google rewards profiles that are complete, accurate, and active. Work through these in order:
- Exact business name — match your real name; no keyword stuffing (that risks suspension).
- Primary category — pick the most specific one (e.g. “Facial spa,” not just “Spa”), then add secondary categories.
- Every service listed — add each treatment as a service with a short description.
- Hours, including holidays — wrong hours are a top reason clients bounce.
- Booking / call links — make it one tap to book or call.
- 10+ recent photos — real interior, treatment rooms, and results; refresh monthly.
- Q&A seeded — answer the questions clients actually ask, in your own words.
- Consistent NAP — name, address, phone identical everywhere online.
What actually moves your map ranking
Reviews are the single biggest lever — but they only compound on a complete profile.
The part almost everyone skips: staying active
A profile isn’t “set and forget.” Google favors profiles that keep moving. Post updates, add photos, respond to every review (good and bad), and keep your Q&A fresh. Two minutes a week beats a big cleanup twice a year.
Your weekly 10-minute routine
Consistency signals an active, trusted business.
Warning: inaccurate info — wrong location, claimed services you don’t offer — can get a profile suspended. We’ve seen it happen. Accuracy isn’t just honest; it protects your listing.
How many photos should my Google profile have?
Aim for at least ten real photos — exterior, interior, treatment rooms, and results — and add a fresh one or two each month. Active profiles are favored.
Do I need to respond to reviews?
Yes, all of them. Responding signals an active, caring business to both Google and future clients, and a calm reply to a critical review builds trust.
Can I put keywords in my business name to rank better?
No — that violates Google’s guidelines and risks suspension. Use your real name and rank through categories, services, reviews, and consistency instead.
Want your profile audited free?
Our free AI Visibility Report includes a Google Business Profile review with the exact gaps holding your ranking down.
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