Google Business Profile audit checklist

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Google Business Profile audit

Business: [business name]
Profile URL: [URL]
Audit date: [YYYY-MM-DD]
Auditor: [name]
Overall status: [Pass / Fix / N/A]

Public search

• In Google Maps, the auditor searched [business name] [city] in a signed-out or private window.¹
• The search result, observed profile URL, audit date, and search state are recorded.¹
• The public result is treated only as what one searcher saw. Signed-in users can receive more detailed results.¹
• The public result is not treated as proof of ownership, verification, or profile-management access.

Access and verification

• The auditor is signed in to the Google Account associated with the profile.²
• The owner lookup path is recorded: Google Search with the business name and city or my business; Google Maps with the business name and city; or Maps app → Business → the business.²
• The verification state is recorded: [Verified / Not verified / Get verified shown].³
• If verification steps are complete, the completion date and review date are recorded: [date] and [date].³
• The next verification check is dated after Google’s review window of up to 5 business days.³
• The available verification method is recorded: [method].³
• Any requirement for more than one verification method is recorded.³
• If postcard verification is used, the business has not changed its name, address, or category, requested a replacement code, or exposed the code. The code expiry date is recorded: [date].³

Profile Strength

• If the profile is verified, the auditor opens Business Profile → Profile Strength and records the missing description, hours, contact information, or other prompted updates.⁴
• The result is recorded as a completeness and consistency check across Google Search, Google Maps, and Google Shopping.⁴
• Profile Strength is not treated as a ranking score or guarantee; this sheet uses it to identify missing or inconsistent profile information.
• If the profile is not verified, Profile Strength is marked N/A because Google makes it available only for verified listings.⁴

Suspension or disablement

• The profile notice and account state are checked for a suspension, disablement, or account restriction.⁵
• If an appeal is needed, the profile is made compliant first. The appeals tool record includes the restricted profile, moderation reason, violated-policy link, and status.⁵
• Evidence, when requested, is submitted within 60 minutes of opening the evidence form, and the business name and address match the profile documents.⁵
• No new profile is created for the same business while an appeal is under review. An account restriction is appealed before an individual profile suspension.⁵

Eligibility and representation

• The business has a physical location customers can visit, or it travels to customers where they are.⁶
• The business is represented as it is represented in the real world.⁶
• The address or service area is accurate and precise.⁶
• Each eligible business has one Business Profile, subject to Google’s separate profile rules for qualifying practitioners and departments.⁶⁷
• The profile does not use a virtual office where the business does not operate.⁶
• A co-working-space office has clear signage, receives customers during business hours, and is staffed during business hours by the business’s own staff.⁶
• If the profile shows an address, the business has permanent fixed signage with its name at that address.⁶
• Eligibility note: [Pass / Fix / N/A and reason].

Duplicate and ownership check

• Existing verified profiles, same-address profiles, and profiles created for separate services have been checked.⁷
• If another owner controls the verified profile, an access request is recorded. The current owner has 3 days to respond, and a claim option after no response is not always available.⁷
• A relocated business is using its existing profile. Different services are listed on one profile rather than given separate profiles.⁷
• Two businesses sharing an address are treated as separate only when they are distinct eligible businesses with different names and clearly visible signage.⁷
• Any duplicate action is recorded before it is taken. Removing a duplicate removes its content and linked managers; merging the same business can combine reviews but may lose review replies.⁷

Core information

• The business name matches the real-world storefront, website, stationery, and other branding.⁶
• The name contains no marketing taglines, store codes, trademark or registered signs, hours, phone numbers, URLs, containment details, or repeated bilingual versions of the same name.⁶
• Service, product, or location terms appear in the name only when they are part of the real-world name; special characters or legal terms have real-world proof.⁶
• The full address and map pin are accurate, or the service area lists the actual cities, ZIP codes, or other places served.⁸⁶
• The service area is as specific and accurate as possible.⁸
• Address lines contain no URLs or keywords unrelated to the physical location.⁶
• Business Profile → Edit profile → Hours has been checked. Main hours match the current schedule, special hours match temporary changes, and More hours match services with their own schedules.⁹
• The primary phone number is correct.
• The profile has one primary phone number and up to 2 additional phone numbers (mobile or landline, not fax), all relevant to the business.⁸
• The website field contains the complete URL, including the full protocol prefix.⁸
• Googlebot is not blocked from the website.⁸
• The website represents the individual location, and the phone number is under the business’s direct control.⁶
• Factual attributes match the business. Subjective attributes are treated as Google-user opinions, not business facts.⁸
• The business description contains useful business information, no URLs or HTML, no focus on promotions, prices, or sales, and no more than 750 characters.⁸⁶

Location type and service area

• The business is identified as a storefront, service-area business, or hybrid business. A business that does not serve customers at its address has its address removed.¹⁰
• A service-area business has one profile for its whole service area. A hybrid business may show its storefront address and service area.¹⁰
• Service areas are checked at Business Profile → Edit profile → Location → Service area → Edit.¹⁰
• The service area uses no more than 20 cities, postal codes, or other area types. It uses no radius, and the overall area is no more than about 2 hours of driving time from the business base.¹⁰
• A storefront has permanent on-site signage. A business without permanent signage is not treated as a storefront. Businesses with age-restricted products have a storefront.¹⁰
• Approved service-area edits are given up to 48 hours to appear. Removing every service area is marked N/A unless the profile is a storefront with its address.¹⁰

Categories

• The primary category is as specific as possible and represents the main business. A more general category is used only when no specific category fits.¹¹
• Every category comes from Google’s provided list. The audit uses as few categories as needed to describe the overall core business.¹¹
• Each category completes “This business IS a,” not “This business HAS a.” Categories are not keywords, attributes, nearby businesses, related businesses, or individual products and services.¹¹
• The selected categories describe the business as a whole. Google’s more general implied categories are not repeated as redundant selections.¹¹
• Check category dilution when extra categories broaden the profile instead of describing its core business.
• No custom category is used.¹¹
• Any category change has a re-verification follow-up date because Google says a change might trigger another verification request.¹¹

Photos and videos

• The profile is verified before media is expected to appear publicly.¹²
• The profile has useful storefront, product, or service media where those images represent the real business.¹²
• The logo, cover photo, and business photos are identified where relevant.¹²
• Each photo is JPG or PNG, between 10 KB and 5 MB, at least 250 by 250 pixels, with 720 by 720 pixels recommended.¹²
• Each photo is in focus, well lit, and not significantly altered or covered by excessive filters.¹²
• Each video is no longer than 30 seconds, no larger than 75 MB, and at least 720p.¹²
• Each upload is recorded as Pending, Not approved, or Live.¹²
• Upload date and next check date are recorded: [date] and [date]; allow for Google’s display window of up to 24 to 48 hours.¹²

Reviews

• The profile is verified before review replies are expected to work.¹³
• Review availability is checked for the business’s country or region and category.¹³
• Unanswered reviews are listed for follow-up.
• The review path is recorded: Business Profile → Read reviews → Reply.¹³
• A submitted reply is checked for its status. Google says replies usually take up to 10 minutes to be reviewed, but some may take up to 30 days.¹³
• A review is flagged only when it appears to violate Google’s content policies.¹³

Public sources and links

• The profile is compared with the official business website and other public sources that describe the business.¹⁴
• Licensed third-party data and user-contributed factual information that conflict with the profile are recorded for follow-up.¹⁴
• Sources checked are recorded: [source and date].
• The profile information that needs correction is listed here: [field and source].

Performance and measurement

• The profile is verified and the auditor is using the associated Google Account.¹⁵
• Reporting date range: [start date] to [end date]; date checked: [YYYY-MM-DD].¹⁵
• On Google Search, the auditor opens the Business Profile, selects Performance, chooses a time period, and selects Apply, or records the equivalent Maps path.¹⁵
• Searches are recorded when Google shows the metric. Search terms are the terms used to find the business, and they cannot be directly managed.¹⁵
• Only metrics that apply to the business are recorded.¹⁵
• The selected Performance date range and date checked are recorded with the result.¹⁵
• The report notes that Google updates the searches metric at the start of each month and that it may take up to 5 days to appear.¹⁵
• Any metric Google does not show is marked N/A, not entered as zero. The date checked is recorded so the monthly refresh and possible 5-day delay are not mistaken for a missing result.¹⁵
• If a report is downloaded, the selected profiles, timeframe, and downloaded file are recorded.¹⁵

Results log

Check	Result	Evidence or URL	Checked on
Public query and observed profile	[Pass / Fix / N/A]	[query and URL]	[YYYY-MM-DD]
Owner access and verification	[Pass / Fix / N/A]	[account state or method]	[YYYY-MM-DD]
Suspension or disablement	[Pass / Fix / N/A]	[notice, policy link, or status]	[YYYY-MM-DD]
Duplicates and ownership	[Pass / Fix / N/A]	[profiles checked]	[YYYY-MM-DD]
Profile Strength	[Pass / Fix / N/A]	[missing fields or N/A]	[YYYY-MM-DD]
Category set	[Pass / Fix / N/A]	[selected categories]	[YYYY-MM-DD]
Service area and location type	[Pass / Fix / N/A]	[areas or address]	[YYYY-MM-DD]
Hours	[Pass / Fix / N/A]	[regular, Special, or More hours]	[YYYY-MM-DD]
Performance	[Pass / Fix / N/A]	[date range and Searches result]	[YYYY-MM-DD]

Fix register

Section	Finding	Owner	Next check	Status
[section]	[what is wrong]	[name]	[YYYY-MM-DD]	[Open / Done]
[section]	[what is wrong]	[name]	[YYYY-MM-DD]	[Open / Done]

How do I use the Google Business Profile audit checklist?

Start with the public search. In Google Maps, search the business name and city in a signed-out or private window. Record the result, observed profile URL, query, date, and search state before opening the owner profile.

Next sign in to the Google Account associated with the profile. Record the owner lookup path, verification state, available method, and any review date. Compare the name, address or service area, hours, contact details, and website with current business records. For a recurring field-by-field rhythm, use the monthly Google Business Profile routine.

Finish with the duplicate, suspension, category, service-area, hours, Profile Strength, and Performance checks. Record every result in the log. Use Profile Strength only for a verified profile.⁴ Record the Performance date range and check date because the Searches metric refreshes monthly and can take up to 5 days to appear.¹⁵ For metric definitions, see understanding Google Business Profile performance metrics.

What should I fix first in a Business Profile audit?

Use the first matching row in this table to order the work.

If you want an outside check of the profile and its recorded findings, request a free Google Business Profile audit after completing the sheet.

What not to do

• Do not add unnecessary words to the business name, including taglines, store codes, marketing text, or service and location keywords that are not part of the real name.⁶
• Do not use a virtual office where the business does not operate. Do not create duplicate profiles for one location, except where Google’s practitioner or department rules allow a separate profile.⁶
• Do not treat a public search as proof of ownership, verification, or edit access.¹²
• Do not create a new profile while a suspension appeal is under review.⁵
• Do not use a radius for a service area.¹⁰
• Do not treat Profile Strength as a ranking score or guarantee.⁴
• Do not put URLs or unrelated keywords in the address lines.⁶
• Do not choose categories as keywords, features, nearby businesses, or individual products and services. Do not create a custom category.⁸¹¹
• Do not flag a review unless it appears to violate Google’s content policies.¹³