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Google Business Profile Audit

Google Maps Health Check: Your 48‑Hour Priority Plan (EU/Nordics)

2025-11-09 14:14 Health Check

Table of Contents

Why a Google Maps Health Check matters

Most customers meet you on Maps before they visit your website. A short, focused google maps audit shows what to fix now so people can find, trust, and choose you faster. This guide turns a complex local seo audit into a simple, 48‑hour checklist.
Get a Free Google Maps Audit (48h)
You’ll get a priority checklist + visibility snapshot. No account access required.

0–100 Health Score (how we measure)

Use this scoring to see where you stand today. Aim for 80+; below 65 means you’re missing easy wins.
Area
Points
Categories & Attributes
20
NAP & Links (UTM)
15
Photos & Media
15
Products/Services/Menu
10
Reviews & Responses
15
Duplicates & Suspension Risk
10
Insights/Performance & GA4
10
Apple Business Connect & Bing Places parity
5
Total
100

Critical triage: fix these first

  1. Wrong primary category → you show up for the wrong searches.
  2. Broken or generic links (no UTM) → you can’t track results.
  3. Holiday hours missing (Nordics public holidays) → frustrated users.
  4. Duplicate listings / address errors → split reviews and ranking risk.
  5. No review replies → trust drops; missed service recovery.

Google Maps Audit: Health Score 0–100 (by area)

1) Categories & Attributes (20)

  • Pick 1 primary + 2–4 secondary categories that match real services in your country.
  • Add attributes (payments, accessibility, dine‑in/takeaway/delivery, family‑friendly).
  • Mirror naming with your site to avoid confusion.
Pass check: users searching “near me” see exactly what you offer.
2) NAP & Links (UTM) (15)

  • Name/Address/Phone identical to your site and invoices; local phone with country code.
  • Working hours + holiday hours for your country.
  • Add UTM to GBP buttons and deep links (menu/booking). Example:
?utm_source=gbp&utm_medium=profile&utm_campaign=brand&utm_content=button
Pass check: clean, trackable clicks from Maps to site.
3) Photos & Media (15)

  • Cover shows the facade or hero product; interior/exterior look recent (≤90 days).
  • People at work (team, hygiene) build trust.
  • Add new media monthly; keep files web‑light (webp ≤120KB).
Pass check: rich, current visuals → higher click and call rates.
4) Products/Services/Menu (10)

  • Short, plain descriptions; pricing or ranges where possible.
  • Menu link goes to a real menu page, not homepage.
  • Seasonal sections (winter/summer, holidays) updated.
Pass check: users find what they need in seconds.
5) Reviews & Responses (15)

  • Ethical requests only: no incentives, no gating.
  • Reply in 24–72h, with specifics (not “your opinion is important”).
  • Track repeated issues and fix the root cause.
Pass check: stable or rising rating; fewer escalations.
6) Duplicates & Suspension Risk (10)

  • Scan for duplicates (old addresses, spelling variants).
  • One live listing per location; others merged/removed safely.
  • Respect name/category rules; SABs hide address, define areas.
Pass check: one clean entity with full review history.
7) Insights/Performance & GA4 (10)

  • Track calls, directions, website clicks in Performance.
  • Map GA4 events: cta_click, call_click, directions_click.
  • Review monthly trends and top queries.
Pass check: see what works and where to invest.
8) Apple Business Connect & Bing Places parity (5)

  • Mirror categories, NAP, and hero photos to ABC and Bing.
  • Many Nordic users rely on Apple Maps; parity protects reach.
Pass check: consistent presence across major maps.

Local SEO Audit priorities for EU/Nordics

  • Holiday culture: set country‑specific holiday hours in advance.
  • Languages: consider EN + local (NO/SV/FI) for posts and service names.
  • Payments & accessibility: add attributes users expect (cards, mobile pay, wheelchair access).
  • Sustainability cues: if relevant, add eco/green attributes used in your country.

48‑Hour Action Plan

Day 1 (90 minutes):

  • Fix primary + secondary categories; add missing attributes.
  • Align NAP; add holiday hours; set UTM on buttons/links.
  • Replace cover photo; upload 3–5 fresh photos (exterior, interior, team).

Day 2 (90 minutes):

  • Add or clean services/products/menu (prices/ranges).
  • Prepare review reply templates (positive/negative/neutral).
  • Scan and resolve duplicates; plan merge/remove.
  • Map Performance → GA4 events; post one new offer.

After 48h, review clicks/calls/directions weekly and adjust.

Mini‑checklist

Task
Owner
Deadline
Status
Categories & attributes fixed
☐
NAP + holiday hours aligned
☐
UTM on buttons/links added
☐
New cover + 3–5 fresh photos
☐
Services/products/menu updated
☐
Review reply templates ready
☐
Duplicate scan + action
☐
GA4 events mapped
☐
New post/offer published
☐
ABC & Bing parity checked
☐

FAQ

Do you need access to my account?
No. Links and screenshots are enough; Manager access is optional.
How often should I do this health check?
Monthly light check; full Google Maps audit each quarter.
What if my category is unclear?
Pick the closest primary and cover sub-services with secondaries; match your website wording.
Can I use rewards for reviews?
No. No incentives, no gating. Ask for honest, voluntary feedback only.
How fast will I see results?
No guarantees. Many fixes (categories, hours, photos) can improve visibility quickly, especially for “near me” queries.

Related posts

  • GBP Audit Checklist — Full GBP Audit for EU/Nordics
  • UTM for GBP Buttons + GA4 Events
  • Duplicates & Suspension Risk: Safe Merge/Remove
Get a Free Google Maps Audit (48h)
You’ll get a priority checklist + visibility snapshot. No account access required.
Compliance note
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.