Google Business Profile Audit
Is Your Google Business Profile Really Set Up Properly?
This short, guided audit gives you a clear snapshot of how your Google Business Profile is currently set up. It helps you spot obvious gaps and priorities before deciding whether a deeper review is worthwhile.
Is your Google Business Profile verified?
Verification confirms Google recognises the business as legitimate.
Are you listed as an Owner on the profile?
Owners have full control. Managers can have limitations.
Does anyone else currently have owner-level access to your profile?
If someone else controls the profile, changes can be delayed or blocked.
Are you aware of any other Google listings for your business?
Duplicate listings can confuse customers and reduce clarity for Google.
Which best describes your business?
This changes how address, photos, and some features should be set up.
Do customers normally visit you at a physical location?
This affects whether location-based visuals (exterior/interior/360) are relevant.
Is your business name on GBP exactly your real-world business name (no extra keywords)?
Name accuracy avoids confusion and reduces risk of policy issues.
Is your address / service area set up correctly for your business type?
Premises businesses typically show an address. Service-area businesses usually hide it and use service areas instead.
Is the phone number on GBP the same one customers should call today?
Phone numbers are a trust signal. Mismatches can reduce enquiries.
Is your website URL correct and up to date on GBP?
The website link helps customers take action and supports relevance signals.
Are your regular hours accurate?
Accurate hours reduce frustration and increase trust.
Do you update special hours for holidays and unusual closures?
Special hours prevent “open/closed” mismatches that harm trust.
Are you confident your primary category is the best match for what you do?
Primary category strongly influences when your listing appears.
Have you added relevant secondary categories (without overdoing it)?
Secondary categories can help you appear for related searches when used carefully.
What do you primarily sell?
This helps decide whether “Products” or “Services” features should be your focus.
Are your key services listed clearly in the Services section (where applicable)?
Services help customers understand what you do and can support relevance.
Are your products listed (with names, categories, and clear photos where relevant)?
Product listings can improve clarity and conversion for product-led businesses.
Have you set your relevant attributes (accessibility, amenities, payments, etc.)?
Attributes help customers decide quickly and can reduce friction.
Do you have a clear, accurate business description (not stuffed with keywords)?
A good description explains what you do, who you serve, and what to expect.
Do you have a high-quality logo uploaded?
Your logo supports recognition and consistency across Google surfaces.
Is your cover photo current and representative of the business today?
This is often a first impression image for searchers.
Do you currently have photos showing:
Coverage helps customers understand what you are and what to expect.
How confident are you in the quality of your photos?
Higher quality images generally improve trust and engagement.
How recent are most of your GBP photos?
Recency helps the profile reflect what customers will experience today.
Do you have any short, relevant videos on your GBP?
Videos can help customers understand the business quickly and build confidence.
Do you currently have a 360° virtual tour on your Google listing?
A tour is most relevant when customers visit a physical premises.
Are you receiving reviews regularly (and not just once a year)?
Recent reviews help customers trust that feedback is current.
Do you respond to reviews (positive and negative) consistently?
Responses show engagement and help future customers interpret feedback.
Do you publish updates (posts, offers, events) on GBP?
Updates help keep your profile active and informative for customers.
Do you monitor and manage the Questions & Answers section?
Q&A can contain customer concerns or misinformation if left unmanaged.
Do you use GBP messaging (and respond quickly if it’s enabled)?
If messaging is on, slow replies can hurt customer experience.
Do you review GBP Insights (calls, direction requests, website clicks) at least monthly?
Insights help you understand what’s working and what needs attention.
Who is responsible for keeping the profile accurate and current?
Clear ownership reduces long periods where profiles drift out of date.
Your Google Business Profile audit report
Context snapshot
Priority findings
Action plan
Work top-to-bottom. Foundations first, then high-impact, then ongoing habits.