Google My Business Audit Checklist: Optimize Your GBP for Maximum Visibility
If you’re running a local business, your Google Business Profile (GBP) — formerly known as Google My Business — is one of your most valuable digital assets. It connects you directly with customers searching for your services or products in real-time. But simply having a profile isn’t enough. To outperform your competitors in local search results, you need a comprehensive Google My Business audit.
In this blog post, we’ll walk you through what your profile includes, and provide a step-by-step audit checklist for optimizing both basic (Tier 1) and advanced (Tier 2) elements of your GBP.
What’s Included in a Google Business Profile?
Before diving into the audit, it’s important to understand what your GBP can showcase. Here’s a breakdown of the key information your profile contains:
Business Name
Address
Phone Number
Website URL
Years in Business
Hours of Operation
Product & Service Offering
Inventory (if applicable)
Ordering & Booking Options
Request for Quotes
Direct Messaging
Health and Safety Measures
Brand Personality
Photos (interior, exterior, team, work in progress)
Logo & Cover Image
Attributes (e.g., Black-owned, Women-owned, Military-owned, LGBTQ+ friendly, etc.)
Posts distributed on Google Search
Tier 1: Foundational GBP Audit Checklist
These are the basics you must get right to make sure your profile is complete and verified:
✅ 1. Business Name
Ensure it matches your real-world brand name — avoid keyword stuffing.
✅ 2. NAP Consistency (Name, Address, Phone)
Verify that your name, address, and phone number are consistent across all platforms, including your website and social media.
✅ 3. Business Category
Choose the primary category that best matches your business. Add secondary categories if needed.
✅ 4. Business Hours
Ensure that your operating hours are accurate and updated, including special holiday hours.
✅ 5. Website Link
Add your homepage or a service-specific URL. Use UTM tracking codes to monitor traffic.
✅ 6. Location Verification
Make sure your business is verified by Google to gain full access to features.
Tier 2: Advanced GBP Optimization Checklist
Once your basics are in place, enhance your visibility and engagement with these advanced steps:
✅ 7. Products & Services
List all your offerings clearly. Add prices, descriptions, and categories to improve relevance.
✅ 8. Booking & Ordering Integration
Enable appointment bookings or food orders using integrated third-party platforms.
✅ 9. Messaging
Activate direct messaging and set up auto-responses for common questions.
✅ 10. Add High-Quality Photos
Upload recent, high-resolution images of your store, products, team, and work. Google favors fresh, authentic content.
✅ 11. Logo & Cover Image
Use branded images for the logo and a visually appealing photo as your cover. This helps build trust and brand recall.
✅ 12. Attributes & Identity Tags
Highlight your inclusive practices (e.g., LGBTQ+ friendly, women-owned, etc.). These attributes help attract values-aligned customers.
✅ 13. Health & Safety Measures
Especially post-pandemic, list your safety protocols (masks required, staff temperature checks, etc.).
✅ 14. Posts & Updates
Regularly publish updates, offers, events, and news. Google Posts appear in search results and help with SEO.
✅ 15. Reviews & Ratings
Monitor and respond to reviews promptly. Encourage happy customers to leave positive feedback.
✅ 16. Q&A Section
Pre-populate the Q&A section with frequently asked questions. Monitor for new questions and respond quickly.
Consistency Is Key:
Running a successful Google My Business profile is not a one-time setup — it’s an ongoing local SEO strategy. Regular audits ensure that your information is current, your media is fresh, and your engagement remains strong. By using this checklist, you not only increase your chances of ranking higher in local search but also build trust and credibility with your target audience.
So if you haven’t reviewed your Google Business Profile in a while, now’s the time. A well-optimized profile is your silent salesperson — working 24/7 to bring in new customers!
