When it comes to optimizing your Google Business Profile (GBP), there is a laundry list of items you must complete to ensure a proper setup and seamless management.

We actively manage 500+ GBPs across a range of verticals, and we will share the template we use as an agency offering local SEO services to set up/optimize your GBP for sustained local organic visibility and conversions.

Note: Your GBP is arguably your most important local SEO asset. It directly impacts your rankings in the Map Pack, which is responsible for about 44% of clicks for local businesses. We covered in detail why a well-structured GBP is important and the full implementation strategy in our Guide, What Is a Google Business Profile? The post you’re reading right now contains just the checklist. We highly recommend checking out our GBP Guide in tandem with the checklist.

Google Business Profile Audit Checklist

1. Setup & Structure

• Is the business name consistent? Compare the business name on the website AND on GMB. These need to be consistent.
• Primary Category: What is the current primary GBP category?
• Secondary Categories: What are the current secondary categories?
• Additional Categories? List out any additional categories that should be added or changed, and note whether this is a primary or secondary category change.
• Does the GBP listing have an address? Service area? A GBP listing needs an address if there’s a brick-and-mortar location. If there’s no physical location (such as traveling companies), include service areas. If it’s a hybrid client (both brick-and-mortar and service areas), you can include both.
• Is the listed GBP address also referenced on the website? The address needs to be consistent between the website and the GBP listing.
• Do you have hours of operation listed on GBP? Correct hours are crucial for GBP. Google may have robo calls target companies to confirm their hours are what they say they are. If you don’t have someone available to answer the phone during your posted hours, you may be penalized.
• Are hours of operation consistent on the website? Hours need to be consistent between the site and the GBP listing.
• Are there any special hours? You can edit holiday/special hours individually rather than changing your official business hours.
• Is there a phone number listed? If your client wants customers to call, it’s important to have these numbers consistent.
• Does the GBP listing include the website? This is crucial for any GBP. Without a website listed on your GBP, there are significant issues.
• Appointment URL (if Professional Service): Check the “Schedule an appointment” section. Does this link to the Contact Us page, or a similar item?
• Menu URL (if Restaurant): Does the listing include a menu link? Google also now supports AI menu extraction. A photo of the actual menu can be uploaded, and Google will structure it automatically. 
• Products added (if offered): Confirm that the products listed are actually offered.
• Services added (if offered): Confirm that the services listed are actually offered.
• Description: There should be a description that includes keywords, but primarily introduces the client.
• Opening Date: Opening date is crucial, as it helps establish EEAT signals (Experience, Expertise, Authoritativeness, Trustworthiness). This doesn’t have to be how long the location has been open, but how long the business has been in operation.
• Is the profile verified? Confirm the listing’s verification status. Video verification is now the default method for new listings.
• Is a messaging/contact channel connected? Google’s old Business Chat feature has been replaced by a WhatsApp contact button/text messaging feature. If applicable, check whether your account is eligible for a messaging channel connection. 

2. Features & Growth

• Total Image Uploads: Imagery is important to establishing EEAT for a company. People like to know what to expect, including pictures of the building’s facade, interior, and services offered. Photo categories to confirm are covered:
  • Logo
  • Headshots of team members
  • Interior
  • Exterior
  • 360 view
• Star Rating: Check the ratings. Are there only a few? If so, consider a review/rating campaign to improve this.
• Review Count: How many reviews are there? Fewer reviews imply a less trustworthy company.
• Are there responses to reviews? Responses to reviews allow business owners to interact with customers, either thanking them for a positive review or justifying a negative one. By interacting with reviews, you show that leadership is engaged and invested in the company. 
• Posting cadence: Activity on your GBP, including company updates and promotions, keeps your content fresh. Weekly posts are recommended. 
• Monthly metrics reporting: Track interactions, calls, messages, bookings, directions, and website clicks each month to monitor your GBP performance. 

Optional / business-type dependent

• What’s Happening – a newer event-promotion feature that places posts at the top of your business listing on mobile search and Google Maps. Relevant mainly for event-driven businesses like bars and restaurants.

3. Attributes

Let customers know more about your business by showing attributes on your Business Profile. These may appear publicly on Search, Maps, and other Google services. Check all that apply:

• Black Owned
• Latino Owned
• Veteran Owned
• Women Owned
• Wheelchair Accessible Entrance
• Wheelchair Accessible Restroom
• Wheelchair Accessible Seating
• Gender Neutral Restroom
• LGBTQ Friendly
• Transgender Safe Space
• Appointment Required
• Mask Required
• Staff Get Temperature Checks
• Staff Required to Disinfect Between Visits
• Staff Wear Masks
• Temperature Check Required
• Online Appointments Available
• Onsite Services

Need Help Setting Up Your Google Business Profile?

As mentioned in the introduction, we highly recommend checking out our full GBP Guide, What Is a Google Business Profile? for the full strategy breakdown.

In case you only read this post, here are a few high-level points to note about GBPs:

• There are high-priority and lower-priority items that can be optimized on Google Business Profile.
• Optimizing your Google Business Profile doesn’t take much time to nurture, yet the changes can significantly impact you.
• The information on your Google Business Profile should be consistent with what’s listed on your website and other areas of the web. 
• If you try to manipulate Google, you are at risk and can be reported by competitors, which could lead to a suspension.
• Your GBP directly impacts recommendations from AI search platforms like Google’s Gemini. This means GBPs are not only important for traditional SEO, but also AI search optimization as well.

If you follow our checklist and fully optimize your Google Business Profile, you should improve your likelihood of ranking better in the Local Map Pack. 

If you’re still having issues setting up your profile or surpassing your competitors, you can contact our local SEO experts here at The Media Captain.