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Google Business Profile Audit

Google Business Profile Audit Checklist (25 Steps) for Small Businesses

2025-11-10 15:34 Checklists

Table of Contents

What this checklist covers

This google business profile audit checklist helps a small business find and fix weak spots fast: categories, NAP (name‑address‑phone), photos, services/products, reviews, risks, and tracking.

Result: a clear to‑do list you can finish this week, plus a 48‑hour plan for quick wins.
Get a Free Google Maps Audit (48h)
You’ll get a priority checklist + visibility snapshot. No account access required.

How to use it (small business friendly)

  • Read each step and mark ☐/✓.
  • If you get stuck, do the Priority Fixes in 48h first.
  • Keep the language simple; you don’t need SEO jargon.

25‑Step Google Business Profile Audit Checklist

Categories & Attributes

  • Primary category fits your main service (e.g., Hotel, Restaurant, Beauty Salon). ☐
  • 2–4 secondary categories match real services; no random extras. ☐
  • Attributes set (payments, accessibility, dine‑in/takeaway/delivery, parking). ☐

NAP, Hours & Links

  • Name/Address/Phone (NAP) exactly match your website and invoices. ☐
  • Local phone with country code; avoid only call‑center numbers. ☐
  • Opening hours + holiday hours (for your country in EU/Nordics) are correct. ☐
  • Website link goes to the best landing page (not always the homepage). ☐
  • UTM on all GBP buttons (“Website”, “Call”, “Directions”). ☐
?utm_source=gbp&utm_medium=profile&utm_campaign=brand&utm_content=button
  • Booking/menu/appointment links work, go deep, and also use UTM. ☐
  • Address vs. Service Area set correctly: storefront shows address; SAB hides it and sets areas. ☐

Photos, Posts & Content

  • Cover photo shows what people expect first (facade or hero product/room). ☐
  • Interior + exterior photos look recent (uploaded in the last 90 days). ☐
  • Team at work photos build trust (clean, friendly, safe). ☐
  • Product/dish/room photos are bright, sharp, and web‑light (webp ≤120KB). ☐
  • One new Post/Offer per month (clear image + short copy + CTA; use EN + local language if possible). ☐

Services/Products/Menu

  • Services list is complete; short plain‑English text; price or range if possible. ☐
  • Products/Menu are structured (sections/filters); seasonal items updated. ☐

Reviews, Q&A & Policy

  • Ethical review requests only (no rewards, no “gating”). ☐
  • Reply within 24–72h; use short templates but personalize. ☐
  • Q&A monitored; pin helpful answers; remove wrong info. ☐
  • Duplicate listing scan; plan safe merge/remove if needed. ☐
  • Name & category rules respected (no keyword stuffing). ☐

Performance & Cross‑Platform

  • Performance tab checked: calls, directions, website clicks. ☐
  • GA4 events mapped (cta_click, call_click, directions_click); UTMs consistent. ☐
  • Apple Business Connect & Bing Places mirror your GBP (categories, NAP, photos). ☐

Priority Fixes in 48 Hours

Day 1 (90 minutes):

  • Fix primary + secondary categories; add missing attributes.
  • Align NAP, add holiday hours.
  • Add UTMs to GBP buttons and deep links (menu/booking).

Day 2 (90 minutes):

  • Swap in a clean cover photo + upload 3–5 fresh photos (exterior, interior, team).
  • Clean services/products/menu (add prices/ranges).
  • Prepare review reply templates; answer recent reviews.
  • Quick duplicate scan; plan safe merge/remove.
  • Post one offer; check Performance and log baseline numbers.

After 2 weeks, compare calls/directions/website clicks and adjust.

Mini‑checklist (copy & assign)

Task
Owner
Deadline
Status
Categories & attributes fixed
☐
NAP + holiday hours aligned
☐
UTM on GBP buttons + deep links
☐
New cover + 3–5 fresh photos
☐
Services/products/menu updated
☐
Review templates ready + replies sent
☐
Duplicate scan + action plan
☐
Performance baseline saved; GA4 events set
☐
One new post/offer published
☐
Apple & Bing parity checked
☐

FAQ

Do you need my account access for the audit?
No. Links and screenshots are enough. Manager access is optional.
How often should I run this checklist?
Light check monthly; full GBP audit each quarter.
Can I use rewards for reviews?
No. Google forbids incentives and “gating”. Ask only for honest, voluntary feedback.
What if I’m a Service Area Business (SAB)?
Hide the address, set service areas, and pick categories that match the real jobs you do.
How fast will I see results?
No guarantees. Many small fixes (categories, hours, photos) help quickly for “near me” searches.

Related posts

  • GBP Categories Audit — Best Categories by Industry
  • Google Maps Health Check — 48‑Hour Priority Plan
  • UTM for GBP Buttons + GA4 Events
Get a Free Google Maps Audit (48h)
You’ll get a priority checklist + visibility snapshot. No account access required.

We never incentivize reviews. No gating. Avoid keyword stuffing in business names or posts.

We don’t request full account access; links/screens are enough. Manager access is optional.