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Google Business Profile Audit

GBP Audit Checklist: 40 Checks to Fix Your Google Business Profile (EU/Nordics)

2025-11-09 11:47 Checklists

Table of Contents

What this audit covers (scope & outcome)

This google business profile audit checklist helps you find and fix weak spots in your listing: categories, NAP, photos, services/products, reviews, and risks (duplicates/suspension).

Outcome: a simple priority list you can implement this week, plus tracking to see results.
Get a Free Google Maps Audit (48h)
You’ll get a priority checklist + visibility snapshot. No account access required.

How scoring works (40‑point GBP audit)

Mark each check ☐/✓. Aim for 32+/40 to pass. Below 28 → fix basics first.
Primary keywords included: google business profile audit checklist, gbp audit.

Categories & Attributes (5 checks)

  1. Primary category fits main intent in your country (e.g., Hotel, Restaurant, Beauty Salon). ☐
  2. 2–4 secondary categories match real services (no stuffing). ☐
  3. Attributes set (accessibility, payments, dine‑in/takeaway/delivery, etc.). ☐
  4. Country‑specific labels (e.g., eco, family‑friendly) if available. ☐
  5. Category names mirror your website wording (consistency). ☐

NAP & Links Consistency + UTM (5 checks)

  1. Name/Address/Phone (NAP) exactly match your website and invoices. ☐
  2. Local phone number (not only call‑center), country code correct. ☐
  3. Opening hours + holiday hours are accurate (Nordics: public holidays). ☐
  4. Website URL points to the best landing page; use UTM on GBP buttons (utm_source=gbp&utm_medium=profile&utm_campaign=brand&utm_content=button). ☐
  5. Menu/booking links valid; use UTM there too. ☐

Photos & Media (6 checks)

  1. Cover photo shows what people expect first (facade or hero product). ☐
  2. Interior + exterior sets uploaded; looks recent (≤90 days). ☐
  3. Team/people at work images add trust (uniforms, safety, hygiene). ☐
  4. Products/dishes/rooms photographed in good light; webp ≤120KB. ☐
  5. Frequency: add new photos monthly; remove outdated ones. ☐
  6. Alt/filenames meaningful on site; match photo themes in GBP posts. ☐

Products/Services/Menu (5 checks)

  1. Services list covers top queries; short, clear descriptions. ☐
  2. Products/menu items with price or range where possible. ☐
  3. Menu link in GBP goes to a real menu page, not homepage. ☐
  4. Filters/sections help users scan quickly (e.g., spa, lunch, vegan). ☐
  5. Seasonal items updated (winter/summer, holidays). ☐

Reviews & Responses (5 checks)

  1. Ethical review request flow (no incentives, no gating). ☐
  2. Response time: within 24–72h; tone is human and specific. ☐
  3. Templates as skeletons (positive/negative/neutral) but personalized. ☐
  4. Common issues are tracked and lead to real fixes. ☐
  5. Star rating trend stable or improving (watch dips). ☐
Compliance note
We never incentivize reviews. No gating. We request honest, voluntary feedback only.

Duplicates & Suspension Risk (4 checks)

  1. Scan for duplicate listings (old addresses, wrong names). ☐
  2. One live listing per location; others merged/removed safely. ☐
  3. Name & category policy respected (no keyword stuffing). ☐
  4. SAB rules (hide address, define service areas) followed. ☐

Insights (Performance) & GA4 Mapping (4 checks)

  1. Track calls, directions, website clicks from GBP Performance. ☐
  2. GA4 events for CTA clicks (cta_click, call_click, directions_click). ☐
  3. UTM consistency across GBP, Apple, Bing. ☐
  4. Monthly review of trends (queries, actions, popular times). ☐

Posts, Offers & Q&A (3 checks)

  1. One fresh post per month (offer, event, tip). ☐
  2. Clear image + short copy + CTA; no stocky slogans. ☐
  3. Q&A watched and answered; pin useful answers. ☐

Apple Business Connect & Bing Places parity (3 checks)

  1. ABC profile mirrors GBP (categories, photos, hours). ☐
  2. Bing Places set and synced; same NAP and links. ☐
  3. Key photos and services replicated across platforms. ☐

Priority actions (Top‑10)

  1. Fix primary + secondary categories.
  2. Align NAP and add holiday hours.
  3. Add UTM to GBP buttons and menu/booking links.
  4. Refresh cover + interior/exterior photos.
  5. Publish services/products with pricing/range.
  6. Set ethical review request flow; prepare reply templates.
  7. Check for duplicates; plan safe merge/remove.
  8. Map GBP Performance → GA4 events.
  9. Post one offer/event this month; monitor Q&A.
  10. Mirror key data to Apple Business Connect and Bing Places.

Mini‑checklist (copy‑paste)

Task
Owner
Deadline
Status
Categories & attributes fixed
☐
NAP + holiday hours aligned
☐
UTM on GBP buttons/links
☐
Photos refreshed (cover/interior/exterior)
☐
Services/products/menu structured
☐
Review flow + reply templates
☐
Duplicate scan + safe merge/remove
☐
GBP Performance → GA4 events mapped
☐
New post/offer + Q&A
☐
ABC & Bing parity
☐

FAQ

How long does the audit take?
Initial checklist and snapshot within 48 hours.
Do you need account access?
No. Links/screens are enough; Manager access is optional.
Is it free?
Yes — free GBP audit; pay-after-delivery if you want help with fixes.
Do you guarantee results?
No guarantees. We focus on safe fixes that raise your chances to rank and convert.
Can we offer rewards for reviews?
No. We never use incentives or gating; only honest, voluntary feedback.

Related posts

  • Choosing the Right GBP Categories for Europe & Nordics
  • Google Maps Photos That Convert
  • Review Reply Templates (Ethical & Human)
Get a Free Google Maps Audit (48h)
You’ll get a priority checklist + visibility snapshot. No account access required.
Note on compliance
We never incentivize reviews. No gating. Avoid keyword stuffing in names and posts.