The business listing: which fields to fill and how
The fields with most influence on a business listing are the primary category, accurate and current opening hours, the service area, own photographs and answers to frequently asked questions, while the free text description matters far less than most owners assume.
gelisted editorial team · Updated 15 August 2026
The short version
- The primary category is the single most influential field.
- Incorrect hours generate avoidable negative reviews.
- Own photographs perform better than stock images.
- Verification is required before most fields can be edited.
For most local businesses this is the shop window customers see before the website, and it frequently generates more contacts than the website does.
The fields that carry weight
The primary category, which determines the kinds of search the business appears for and should be as specific as possible. Secondary categories, used sparingly. Real opening hours including holidays and seasonal variations. The service area for businesses that travel. And a link to the relevant service page rather than always to the home page.
| Field | Weight | Review |
|---|---|---|
| Primary category | very high | at opening and on change |
| Opening hours | high | monthly and at holidays |
| Service area | high | twice a year |
| Photographs | high | every 4 to 8 weeks |
| Reviews and replies | very high | weekly |
| Frequently asked questions | medium | quarterly |
| Free text description | low | annually |
| Posts | medium | every 2 to 4 weeks |
Photographs
Own images of the real business, in natural light and without watermarks. Interior, exterior with the sign visible, the team at work, and the product or the result of the service. A minimum of 10 to 15 images, refreshed every 4 to 8 weeks. Generic stock images are easy to spot and convey the opposite of what someone wants who is trying to see what the place is actually like.
The mistakes that carry penalties
Putting keywords into the business name, which breaches the guidelines and can lead to suspension of the listing. False addresses or coworking addresses with no real presence. Out of date hours, which generate negative reviews from people who travelled for nothing. Categories that are too generic. And duplicate listings for the same business, which split reviews and signals across several entries and damage all of them.
Claiming and merging duplicate listings is one of the actions with the best ratio of effort to effect.
Seasonality on the island
A business with extended hours from May to October and reduced hours in winter should reflect that change at least 2 weeks in advance, and mark the local public holidays of its municipality. It is 20 minutes of work per quarter and it avoids the most common problem of the summer: customers arriving at 21:00 because the listing said the business was open, and finding the door closed.
Frequently asked
+Which field matters most?
The primary category, which determines which searches the business appears for.
+How many photographs should there be?
A minimum of 10 to 15 of the real business, refreshed every 4 to 8 weeks.
+Can I add keywords to the name?
No. It breaches the guidelines and can lead to the listing being suspended.
+Which mistake is most common?
Out of date opening hours, which generate negative reviews from customers who travelled for nothing.
+How often should it be reviewed?
Reviews weekly, photographs every 4 to 8 weeks and hours at each change of season.
Sources
- 1Instituto Nacional de Estadística, INE (August 2026)
- 2Govern de les Illes Balears, Govern de les Illes Balears (August 2026)