Business Profile audit checklist
A Google Business Profile audit checks that a local business profile is complete, accurate and competitive: the right primary category, matching name, address and phone (NAP) on the website, full opening hours, photos, steady reviews, services, and a website page with LocalBusiness schema. Then it compares all of that with the businesses that outrank it.
Profile basics
- 1Primary category: the single most important choice. Pick the one the top ranking competitors use for the same service.
- 2Secondary categories: add every category that truly describes a service you offer, and nothing that does not.
- 3Business name: the real-world name only, with no extra keywords. Keyword stuffing can get a profile suspended.
- 4Address or service area: correct, and the pin placed on the real entrance.
- 5Phone: a local number that is answered, and the same number as on the website.
- 6Opening hours for all seven days, plus special hours for holidays.
- 7Description: up to 750 characters that say what you do, for whom and where, in plain words.
- 8Claimed and verified: an unclaimed profile can be edited by anyone and is a quick win for an agency.
Content and trust
- 1Photos: the outside, the inside, the team and the work, added regularly.
- 2Reviews: a steady flow of new reviews, a good average, and a reply to every review, good or bad.
- 3Services or products: listed with short descriptions so the profile matches more searches.
- 4Attributes: set the ones that apply, such as accessibility, payment options or online appointments.
Website match
- 1NAP match: the website shows exactly the same name, address and phone as the profile.
- 2LocalBusiness schema on the landing page with name, address, phone, hours and coordinates.
- 3One page per main service and per area served, each with unique content, not copies with the city swapped.
- 4HTTPS, a fast mobile page and a clear way to call or book.
Competition and visibility
- 1Compare categories, reviews, rating, photos and website strength with the top 5 local competitors, and close the gaps that matter most.
- 2Check rankings from several points around the business with a geo grid, not only from your own desk, because local results change street by street.
Look for duplicate listings with the same phone or a similar name at the same spot. Duplicates split reviews and confuse Google. Ask Google to merge or remove them.
Run the whole audit in one tab
On Google Maps or the local pack, SBMM SERP Signals adds a row to every business with its categories, website strength, claim status and one-click copy of the Place ID, CID and review link. Press Audit for the Business Profile Audit: a score out of 100 and ten tabs covering website match, NAP and duplicates, schema, category ideas, competitor gap, a geo grid rank check, service pages, local AEO and review themes.
- Profile score out of 100 with pass, warning and fail checks
- Ready-to-paste LocalBusiness schema
- Geo grid rank check from 9 points around the business
Frequently asked questions
Do a full audit when you take on a new location or client, then a quick check every month: new reviews and replies, photos, hours, and whether competitors changed their categories.
The primary category has the biggest single effect on which searches a profile shows for. After that, distance, reviews, a complete profile and a strong, matching website all matter.
NAP stands for name, address and phone. Consistency means those details are exactly the same on the profile, the website and directory listings, which helps search engines trust the business data.
Yes. The free SBMM SERP Signals Chrome extension adds an Audit button to every business on Google Maps and the local pack. It scores the profile out of 100 and lists fixes. No account is needed.