Most of the work is typing
Ask someone who does Google Business Profile optimization for a living where the hours go and they’ll rarely say strategy. The categories and the service list get settled in one call with the owner. After that it’s the editor: “Add service,” a name, a line of description, save, and again, and a dental practice with a full menu can run to thirty or forty services over three categories (we picked dentistry for the example because the menus are long, not because dentists are especially behind). Attributes sit in their own panels and get switched on one by one. The “Complete your profile” checklist keeps asking for a booking link and social profiles until somebody digs them up.
An agency does the whole round again for every new client. Owners do it when they open a second location, usually after closing time.
dassi does the entering. It works in the Business Profile editor in your browser, signed in as you or as a manager on the client’s profile, from a sheet holding the listing’s contents in the words you chose. What goes on the profile is what’s in that sheet. dassi won’t add a service the business doesn’t offer or slip keywords into a description you already approved, which some people will see as a missed trick and we see as the point.
The example run, and where it stopped
The run record on this page is illustrative, modeled on how people use this job rather than recorded from one: a dental practice’s onboarding tab with 34 services under three categories, a 742-character description (Google’s limit is 750), 11 attributes, a booking link and three social profiles.
Five services were already on the listing under the same names, and dassi left them alone. The sixth was “Scaling and root planing,” while the sheet said “Deep cleaning,” which most dentists would treat as the same thing and a few wouldn’t. We don’t know which kind this practice is. Neither did dassi, so that row came back marked for a person.
The longer pause came at the category. Five services belonged under Emergency dental service, the listing didn’t have it, and adding a category changes how Google files the business, so it’s one of the edits Google is most likely to hold for review. The workflow said to ask first. dassi asked, waited nine minutes while someone checked with the practice, then added the category and the five services under it.
Two small misses went into the status column. Free Wi-Fi wasn’t offered as an attribute here, and the checklist’s chat item wanted a messaging number nobody had put in the sheet.
What Google decides
Pressing save doesn’t publish anything for certain. Google holds some edits for review, can take days over them, and occasionally rejects one with a notice that explains very little. It also applies edits suggested by the public now and then, without asking the owner first. We’d run a check a few days later that reads the live listing and compares it with the sheet, and we haven’t found a better way to catch the edits that quietly didn’t stick.
Attributes depend on categories. If Google doesn’t show a toggle, dassi can’t switch it on, and it tells you instead of hunting for a workaround.
People usually ask about the Business Profile API first. It exists. Access has to be requested and approved, quotas come with it, and most small businesses (plus a fair share of the consultants who work for them) never apply, which is why this job runs in the editor.
After the first pass
The profile you finish today will need holiday hours before the next public holiday, on every location, and the same workflow can take that on. It can also draft replies to new reviews in the owner’s voice, each one waiting for approval before it posts (the review response job has a recorded run of that part), and update the hours banner or services page on the website through the site’s own admin, WordPress or Squarespace or whatever you sign into, so a customer who checks both sees the same thing.
Scheduled runs happen in your own browser, which has to be open when one is due. Monthly is our guess for most listings. A restaurant that changes its menu every season probably wants more, but we haven’t seen enough of those to say.