Dental practice Google Business Profile checklist

Google Business Profile is often one of the first things a prospective patient sees: practice name, reviews, opening hours, photos, services, directions and recent activity. The profile does not need constant tinkering, but it does need somebody to notice when information goes stale.

1. Check the core practice information

• Practice name is correct and consistent with the website and signage.
• Address and map pin are accurate.
• Telephone number and website link work.
• Regular opening hours are correct.
• Bank-holiday and temporary opening hours are updated when needed.

These are basic details, but they directly affect whether patients can contact or visit the practice without friction.

2. Look at the most recent reviews

Read the latest ten reviews as a prospective patient would. Are positive reviews acknowledged? Are critical reviews left unanswered for months? A reply does not need to be long; it needs to be measured, human and appropriate.

3. Check whether the profile looks active

Look at recent posts, photos and visible updates. A long period of inactivity does not mean the practice is inactive, but it can give that impression online.

• Has there been a useful Google post in the last month or two?
• Are the latest photos representative of the practice today?
• Are new services or changed opening arrangements reflected?

4. Review listed services

Compare the Google profile with the treatment and service information on the practice website. The aim is not to stuff the profile with keywords; it is to make sure important services are represented accurately and consistently.

5. Check the patient journey from Google

Search for the practice as a patient would and follow the main routes: call, website, directions and booking/contact links. Look for dead links, confusing landing pages or mismatched information.

6. Check the tone of review responses

A run of identical copy-and-paste replies can look automated. Replies should be consistent without sounding robotic. Positive feedback can be acknowledged briefly. Critical feedback should be calm and invite appropriate private contact without trying to resolve a clinical dispute in public.

7. Check for obvious gaps once a month

A short monthly review is usually easier than a large clean-up every six months. Record anything that needs the practice’s attention and make the small corrections while they are still small.