Google Business Profile (GBP) is the front door for most local clinic discovery. Use this checklist as a quarterly pass.
Identity
- Practice name matches the exterior sign and website (no keyword stuffing)
- Primary category is the best single match (e.g. Dentist, Family practice physician)
- Secondary categories limited to services you actually offer
- Address and suite number correct; service-area settings correct if you hide address
- Phone is the number you answer during published hours
Services and description
- Services list mirrors high-intent offerings (not 80 micro-items nobody searches)
- Description is accurate, readable, and free of “best dentist in the world” claims
- Attributes set (women-led, wheelchair accessible, etc.) only when true
Media
- Exterior, reception, operatory/exam rooms, team photos
- No expired promotions pinned as cover images
- Logo is crisp and matches the website
Hours and availability
- Regular hours correct
- Holiday hours updated before the holiday
- Appointment links (if used) go to a live booking path
Reviews
- Process exists to request reviews ethically after good visits
- Negative reviews receive a calm, non-clinical public reply
- No review gating that only invites happy patients (policy risk)
Cadence
- Occasional posts (hours changes, new provider, seasonal hours)
- Q&A monitored for spam
- Owner verified; managers limited to people who still work there
When to get help
If this checklist has sat untouched for a year, either assign an owner on staff or hire a monthly Coach retainer. clinic.coach will also include GBP completeness in the free Practice Visibility Report.