Google Business Profile checklist for physio clinics

1. Ownership and access

• The profile is owned by a Google account the clinic controls, not by a former employee or an old agency.
• Other people, including any agency, are added as managers rather than given the owner's login.
• The profile is verified. An unverified profile cannot be fully managed and may not show reliably.

2. Name, address and pin

• Business name matches the name on your signage and website. Adding keywords such as "Best Physio Dublin" to the name is against Google's guidelines and can get a profile suspended.
• Address is complete and matches your website exactly, including unit numbers and Eircode.
• Map pin sits on your actual entrance. If you are upstairs or at the back of a building, say so in the directions on your website.

3. Categories

• The primary category describes the clinic as a whole. For most physio clinics that is the physiotherapy category, though exact category names vary slightly by country.
• Secondary categories cover other services you genuinely offer at that location, for example sports massage or Pilates classes. Do not add categories for things you do not do.
• Look at which categories well-placed local competitors use, but only copy the ones that are true for you.

4. Hours

• Regular opening hours match when the clinic is actually staffed.
• Special hours are set ahead of bank holidays and the Christmas closure, so patients do not turn up to a locked door.

5. Phone, website and booking link

• The phone number is answered during opening hours. For multi-location clinics, a number per location helps patients and helps you track calls.
• The website link goes to the relevant location page, not just your home page.
• An appointment link is added, pointing at your online booking page, for example your Cliniko or Jane booking page.
• Website and booking links carry UTM tags, such as utm_source=google&utm_medium=organic&utm_campaign=gbp, so visits from the profile are reported separately in Google Analytics.

6. Services and description

• Each service you offer is listed, with a short factual description. Use the words patients use: "sports injury assessment", not only internal treatment names.
• The business description is filled in. It has a 750 character limit and should not contain links or promotional offers. Describe who you help, where you are and how to book.
• No claims about outcomes. The same advertising standards apply here as anywhere else.

7. Photos

• The outside of the building and the entrance, so first-time patients can find you.
• Reception and treatment rooms, taken in good light.
• Team photos, only with each person's consent.
• Real photos only. Stock images say nothing about your clinic.
• New photos added from time to time, for example when a room is refurbished or a new practitioner joins.

8. Reviews

• There is a simple, consistent way to ask patients for a review, such as a short link sent after an appointment.
• You ask all patients, not only the ones you expect to be happy. Selectively asking for positive reviews, or offering anything in return, is against Google's policies.
• Every review gets a reply, positive or negative.
• Replies never confirm that the reviewer is a patient or discuss their care. Thank them, and for complaints, invite them to contact the clinic directly. Your professional duty of confidentiality applies in public replies too.

9. Attributes and updates

• Relevant attributes are set, especially accessibility details such as a wheelchair accessible entrance or parking.
• Occasional updates are posted: new services, new practitioners, changes to hours. They keep the profile current and give patients a reason to look.

10. Consistency with your website and directories

• Name, address and phone number match exactly on your website, the profile and directories you are listed on.
• Old addresses and phone numbers are corrected wherever they still appear.
• The clinic is listed in relevant directories. Clinic Hub, the Irish clinic directory run by our team, offers free listings.

11. Multi-location clinics

• Each location that patients visit, and that is staffed during its listed hours, has its own verified profile.
• Each profile links to its own location page on your website, with that location's address, hours, practitioners and booking link.
• Each profile has its own UTM campaign tag, so you can see which location drives which bookings.

12. Keep an eye on it

• Someone logs in at least monthly to check for suggested edits. Google and the public can suggest changes to your details, and these are sometimes applied without you noticing.
• The Performance section is reviewed to see how people find the profile and what they do next: calls, website visits and direction requests.
• Bookings from the profile are checked in Google Analytics using the UTM tags from section 5.

Want a second pair of eyes? Our free clinic website check includes a review of your Google Business Profile against this list.