I'll never forget the morning I got a panicked call from my friend Sarah, who runs a boutique bakery in downtown Portland. "Nobody can find us on Google anymore," she said, her voice tight with worry. "We used to show up right at the top when people searched for 'bakery near me,' but now we're... nowhere."
We jumped on a video call, and within five minutes, I'd spotted the problem. Her Google Business Profile still listed her old address from two years ago—the one before she moved three blocks down the street. Her hours were outdated. Half her photos showed products she no longer made. And somehow, her primary category had changed from "Bakery" to "Sandwich Shop."
That one neglected profile was costing her dozens of potential customers every single day.
Here's the thing: your Google Business Profile isn't something you set up once and forget about. Google's algorithms change. Your business evolves. Competitors optimize their profiles. And if you're not regularly checking in on your GBP, you're basically handing customers to your competition on a silver platter.
In this guide, I'm going to walk you through exactly when you should audit your Google Business Profile and what to look for during that audit. By the end, you'll have a clear roadmap for keeping your profile in peak condition—and capturing more of those valuable local searches.
So, What Exactly Is a Google Business Profile Audit?
A Google Business Profile audit is simply a systematic review of your GBP to ensure all information is accurate, complete, and optimized for local search. Think of it like a health checkup for your online presence—you're looking for anything that might be hurting your visibility or turning away potential customers.
The audit process involves checking your business information for accuracy, reviewing your photos and posts, monitoring your reviews and Q&A section, comparing your profile to competitors, and identifying opportunities to improve your local search rankings.
It's not complicated, but it does require a methodical approach. And honestly? Most business owners skip this step entirely, which is exactly why doing it gives you such a competitive advantage.
Why Regular GBP Audits Actually Matter for Your Business
Let me share some numbers that might surprise you. According to BrightLocal's 2023 research, 87% of consumers read online reviews for local businesses, and over 60% of local searches happen on mobile devices. Your Google Business Profile is often the very first thing potential customers see when they're looking for a business like yours.
But here's what really gets me: studies show that profiles with complete, accurate information receive up to 70% more clicks than incomplete ones. That's not a small difference—that's the difference between a thriving business and one that's struggling to get noticed.
I've seen this play out dozens of times. Last year, I worked with a small dental practice that was getting maybe 10-15 calls per month from their GBP. After a thorough audit and cleanup, they jumped to 40+ calls within six weeks. We didn't do anything magical—we just made sure their profile actually reflected their current services, hours, and expertise.
Regular audits matter because:
- Google's platform evolves constantly: New features roll out, guidelines change, and what worked six months ago might not work today
- Your business changes: New services, updated hours, staff changes, seasonal offerings—all of these need to be reflected in your profile
- Competitors aren't standing still: If you're not optimizing, someone else is, and they're capturing the customers you're missing
- Small errors compound over time: An outdated phone number here, a wrong category there—these "minor" issues add up to major visibility problems
The businesses that dominate local search aren't necessarily the biggest or the best—they're the ones that consistently maintain and optimize their Google Business Profiles.
When Should You Audit Your Google Business Profile?
Okay, so you're convinced that audits matter. But when should you actually do them?
At Least Every Three to Six Months (Your Regular Checkup)
This is your baseline. Even if nothing has changed in your business, you should review your profile quarterly at minimum. Why? Because Google's algorithm updates, your competitors optimize their profiles, and customer behavior shifts. What was working in January might not be working in July.
I personally set a recurring calendar reminder for the first Monday of every quarter. Takes me about an hour, and I've caught issues every single time—issues I had no idea were there.
Immediately After Any Business Change
This one should be obvious, but you'd be shocked how many businesses forget. Anytime you:
- Change your address or move locations
- Update your phone number
- Adjust your business hours (including seasonal changes)
- Add or remove services
- Rebrand or change your business name
- Open new locations
- Modify your service area
You need to audit and update your profile right away. I mean same-day if possible. Every hour your profile shows incorrect information is an hour you're frustrating potential customers and confusing Google's algorithm.
When You Notice a Drop in Performance
Here's where things get interesting. If you suddenly see:
- Fewer profile views in your GBP insights
- Declining calls or direction requests
- Drop in website clicks from your profile
- Lower rankings for your key search terms
Don't panic, but do audit. Something has likely changed—either with your profile, your competitors' profiles, or Google's algorithm. I once discovered that a competitor had claimed my client's business as their own location (yes, that actually happened). We only caught it because we noticed a sudden drop in profile views.
Before Major Seasonal Events or Promotions
Planning a big holiday sale? Launching a summer menu? Opening up seasonal services?
Audit your profile two to three weeks before the event. Make sure your photos, posts, services, and description all reflect what you're about to offer. This is also the perfect time to add special hours if you'll be operating differently during the promotion period.
I worked with a landscaping company that did this before spring season every year. They'd update their photos to show fresh spring work, adjust their service list to emphasize spring cleanup and planting, and create posts about their early-bird specials. It became part of their seasonal marketing rhythm, and it consistently drove a 30-40% increase in inquiries compared to previous years.
When Competitors Update Their Profiles
This might sound a bit stalker-ish, but hear me out. If you notice a competitor suddenly ranking higher or appearing more prominently in local searches, take a look at their profile. What are they doing that you're not?
Maybe they've added more categories. Maybe they're posting weekly updates while you haven't posted in months. Maybe their photos are more professional and up-to-date.
You don't need to copy them exactly, but competitive intelligence is valuable. Use it to identify gaps in your own optimization strategy.
What to Look For During Your Google Business Profile Audit
Alright, let's get into the practical stuff. When you sit down to audit your profile, here's exactly what you need to check.
1. Verify Your NAP Consistency (Name, Address, Phone)
This is foundational. Your business name, address, and phone number need to be:
- Accurate: Obviously, but double-check anyway
- Consistent: Exactly the same across your website, social media, other directories, and your GBP
- Properly formatted: Even small differences matter—"Street" vs. "St." or "Suite 100" vs. "#100" can confuse Google
I can't tell you how many times I've found profiles with phone numbers that were disconnected two years ago. Or addresses that still show the old location. These aren't just minor annoyances—they actively hurt your local SEO because they fragment your citation signals across the web.
Quick tip: Do a quick Google search for your business name and phone number. See what comes up. If you find old listings with outdated information, reach out to those sites and get them corrected.
2. Check Your Business Categories
Your categories tell Google (and customers) what you actually do. You can select one primary category and up to four additional categories.
Here's what to check:
- Is your primary category the most accurate description of your main business? This is crucial because it's weighted most heavily in search rankings
- Are you using all five category slots? If not, you're leaving opportunity on the table
- Are your categories genuinely relevant? Don't add categories just to rank for more terms—Google will catch on and it can backfire
One mistake I see constantly: businesses choosing categories that are too broad or too narrow. A coffee shop that only selects "Restaurant" is missing out. They should also include "Coffee Shop," "Cafe," "Breakfast Restaurant," and maybe "Bakery" if they make pastries.
Research what categories your top-ranking competitors use. There's a strategy here, and it's worth getting right.
3. Review Your Business Description
You have up to 750 characters to describe what makes your business special. This description appears in your profile and can influence both rankings and customer decisions.
What to look for:
- Does it clearly explain what you do and who you serve? Within the first sentence or two?
- Does it include relevant keywords naturally? Not stuffed, but naturally woven in
- Does it differentiate you from competitors? What makes you special?
- Is it written for humans, not robots? Nobody wants to read keyword-stuffed nonsense
I recently rewrote a description for a family-owned HVAC company. Their old description was basically: "We do HVAC services. Heating, cooling, repair, installation." Boring and generic.
The new version: "Family-owned HVAC company serving Portland homeowners since 1987. We specialize in energy-efficient heating and cooling solutions, same-day emergency repairs, and honest pricing—no surprises, no pressure. Our technicians average 12+ years of experience, and we guarantee every installation for 5 years."
Same basic information, but now it tells a story and builds trust. Their profile views increased by 23% in the first month after the update.
4. Audit Your Attributes
Attributes are those little details that appear on your profile: "Wheelchair accessible," "Free Wi-Fi," "Outdoor seating," "Women-led," etc.
Google offers dozens of attributes depending on your business type. During your audit:
- Add all relevant attributes that apply to your business: These help customers filter search results
- Remove any that are no longer accurate: If you discontinued free Wi-Fi, remove that attribute
- Look for new attributes Google has added: They regularly introduce new ones
Attributes might seem minor, but they matter. They help you appear in filtered searches and give customers useful information at a glance.
5. Verify Hours of Operation
This seems simple, but it's where a lot of businesses mess up. Check that:
- Regular hours are accurate for each day: Including any mid-day closures
- Special hours are set for holidays: Thanksgiving, Christmas, New Year's, etc.
- Seasonal hour changes are reflected: Summer hours vs. winter hours
- Your hours match your website and door signage: Consistency matters
Nothing frustrates customers more than showing up to a closed business because Google said you were open. Those frustrated customers often leave one-star reviews, which then hurts your profile even more. It's a vicious cycle that's completely avoidable.
6. Review and Refresh Your Photos
Visual content is huge for Google Business Profiles. Businesses with photos receive 42% more requests for directions and 35% more clicks to their websites compared to businesses without photos.
During your audit, look at:
- Photo quality: Are they high-resolution, well-lit, and professionally composed?
- Photo recency: Do they show your current offerings and location, or are they outdated?
- Photo variety: Do you have a good mix of exterior shots, interior shots, products, team photos, and action shots?
- Customer-uploaded photos: What are customers posting? Do they represent your business well?
I recommend adding at least 3-5 new photos every month. This signals to Google that your business is active and gives potential customers fresh content to view.
One restaurant owner I know makes it a ritual to photograph one beautiful dish per week and upload it to her GBP. It takes five minutes, and she's noticed that profiles with recent food photos get significantly more engagement than older ones.
7. Monitor and Respond to Reviews
Reviews are social proof, ranking signals, and customer feedback all rolled into one. During your audit:
- Read through recent reviews: What are customers saying? Any recurring themes?
- Check your response rate: Are you responding to most reviews, or letting them pile up?
- Look for unanswered questions in reviews: Sometimes customers ask questions in their reviews
- Identify any fake or spam reviews: Flag them for removal
According to Moz's Local Search Ranking Factors study, reviews and ratings are among the top three factors influencing local search rankings. Businesses that actively manage reviews typically rank higher than those that ignore them.
Your response strategy should be:
- Respond to every review if possible, especially negative ones
- Be prompt: Try to respond within 24-48 hours
- Be personal: Use the reviewer's name and reference specific details from their review
- Be professional: Even when reviews are unfair or harsh
I've seen businesses turn around their reputation just by consistently responding to reviews with genuine, thoughtful replies. It shows you care about customer feedback.
8. Check the Q&A Section
The Questions & Answers section is often overlooked, but it's valuable real estate. Customers can ask questions directly on your profile, and those questions (and your answers) are visible to everyone.
Look for:
- Unanswered questions: Respond to these immediately
- Incorrect answers from users: You can add your own answer to clarify
- Common questions that should be answered proactively: Consider adding these as self-asked questions with detailed answers
Pro tip: You can actually ask and answer your own questions. This is a legitimate way to address common inquiries before customers even have to ask. Just make sure your answers are genuinely helpful, not promotional.
9. Review Your Google Posts
Google Posts are short updates that appear directly on your profile—think of them like mini social media posts. They're perfect for sharing:
- Events and promotions
- New products or services
- Company news and updates
- Seasonal offers
During your audit:
- Check when you last posted: If it's been more than a month, you're overdue
- Remove any expired or outdated posts: These expire automatically after 7 days (for events) or get buried over time
- Plan your next series of posts: Create a simple content calendar
Businesses that post weekly typically see better engagement and visibility than those that rarely post. It signals that you're active and engaged with your customers.
10. Analyze Your Performance Metrics
Google provides insights about how customers interact with your profile. Look at:
- How customers search for your business: Direct searches (by name) vs. discovery searches (by category/service)
- Where customers view your profile: Search vs. Maps
- Customer actions: Calls, website visits, direction requests, messages
- Photo views and engagement: Which photos get the most attention?
These metrics tell you what's working and what's not. If you're getting lots of views but few calls, maybe your phone number isn't prominent enough. If direction requests are high but website clicks are low, perhaps your website link isn't clear.
Use this data to guide your optimization efforts.
11. Compare Against Competitors
Finally, take a look at what your top competitors are doing with their profiles. You're not copying them—you're identifying gaps and opportunities.
Check:
- What categories are they using?
- How many photos do they have compared to you?
- How often do they post updates?
- What's their review volume and average rating?
- What attributes have they added?
If a competitor is ranking higher than you, there's usually a reason. Maybe they have more reviews, better photos, more complete information, or they're posting more frequently. Use that intelligence to improve your own profile.
How Does a GBP Audit Actually Work in Practice?
Let me walk you through what a typical audit looks like for me. I'm going to use a real example—a client I worked with last fall (details changed for privacy).
The client was a boutique fitness studio offering yoga, pilates, and barre classes. They'd created their Google Business Profile three years ago and basically hadn't touched it since.
Step 1: Initial Profile Review (10 minutes)
I pulled up their profile and immediately spotted issues:
- Their description was generic and didn't mention their specialty (small-group classes with personalized attention)
- They were only using one category ("Gym") when they should have had "Yoga Studio," "Pilates Studio," and "Fitness Center"
- Their photos were outdated—the studio had been renovated a year ago, but the photos still showed the old space
Step 2: NAP Verification (5 minutes)
I cross-referenced their GBP information with their website and social media:
- Phone number: ✓ Consistent
- Address: ✓ Consistent
- Business name: ✗ Problem found—their website said "Elevate Fitness Studio" but GBP said "Elevate Studio." Minor difference, but it matters.
Step 3: Category and Attribute Check (5 minutes)
I researched what categories top-ranking competitors were using and updated theirs to include all relevant options. I also added attributes like "Women-led," "LGBTQ+ friendly," and "Free Wi-Fi" that applied to their business but weren't listed.
Step 4: Photo Audit (15 minutes)
Their photo gallery was sparse—only 8 photos total, and most were 2+ years old. I recommended:
- New exterior shot showing their updated signage
- Fresh interior shots highlighting the renovated space
- Action shots of classes in session
- Team photos of their instructors
Step 5: Review Management (20 minutes)
They had 47 reviews with an average of 4.7 stars—pretty good. But they'd only responded to about 30% of them, and several recent negative reviews had been ignored completely. We crafted thoughtful responses to all unanswered reviews, especially the negative ones.
Step 6: Q&A Section (5 minutes)
They had 6 unanswered questions in their Q&A section, some dating back months. We answered all of them and proactively added 5 common questions with detailed answers (pricing, class schedule, parking, what to bring to class, etc.).
Step 7: Posts and Updates (10 minutes)
Their last Google Post was from 11 months ago. We created a content calendar for the next month with posts about:
- Upcoming holiday class schedule
- New instructor introduction
- Winter membership special
- Free trial class offer
Step 8: Insights Analysis (10 minutes)
Looking at their performance data, I noticed they were getting decent search views but relatively few website clicks. This suggested their profile information was fine, but something wasn't compelling people to take action. We hypothesized that better photos and more detailed posts would help—and they did.
Total audit time: About 90 minutes
Within 30 days of implementing these changes, they saw:
- 34% increase in profile views
- 52% increase in website clicks
- 28% increase in direction requests
- Jump from position 4 to position 1 for "yoga studio [their city]"
That's the power of a thorough, systematic audit. You're not looking for one magic fix—you're identifying and addressing multiple small issues that compound into major visibility problems.
What Are the Main Benefits of Regular GBP Audits?
Let me be straight with you: auditing your Google Business Profile isn't glamorous work. It's detail-oriented, sometimes tedious, and easy to put off when you're busy running your actual business.
But the benefits are real and measurable:
1. Increased Local Search Visibility
Regular audits help you maintain and improve your rankings for important local search terms. When your profile is complete, accurate, and frequently updated, Google rewards you with better visibility.
2. More Customer Actions
A well-optimized profile drives more calls, website visits, direction requests, and messages. Every percentage point improvement in these metrics translates to real customers walking through your door.
3. Better Customer Experience
Accurate information means customers can actually find you, reach you, and visit you without frustration. This reduces negative reviews and increases customer satisfaction.
4. Competitive Advantage
Most of your competitors aren't doing regular audits. By doing them, you're automatically ahead of the game. You're capturing the customers they're losing due to neglect.
5. Early Problem Detection
Regular audits help you catch issues before they become serious problems. An incorrect phone number caught in a quarterly audit is way better than discovering it six months later after losing dozens of potential customers.
6. Adaptation to Platform Changes
Google constantly updates its Business Profile features and guidelines. Regular audits force you to stay current with these changes and take advantage of new features as they roll out.
I've never—and I mean never—worked with a business that regretted implementing regular GBP audits. The ROI is just too obvious once you start seeing the results.
What Mistakes Should You Avoid with Your GBP Audit?
Okay, let's talk about what not to do. I've made some of these mistakes myself, and I've watched plenty of others make them too.
Mistake #1: Keyword Stuffing Your Business Name
I get it. You want to rank for important keywords. But adding keywords to your business name ("Joe's Pizza - Best Pizza Downtown Portland") violates Google's guidelines and can get your profile suspended.
Your business name should be exactly what appears on your storefront and legal documents. Nothing more, nothing less.
Mistake #2: Choosing Irrelevant Categories to Rank for More Terms
If you're a coffee shop, don't add "Restaurant," "Bar," and "Nightclub" just to appear in more searches. Google's algorithm is smart enough to detect this, and it can actually hurt your rankings for the searches that matter.
Stick to categories that genuinely describe your business.
Mistake #3: Ignoring Negative Reviews
This is huge. When you ignore negative reviews, you signal to both Google and potential customers that you don't care about feedback. Responding to negative reviews—professionally and constructively—actually builds trust and can improve your reputation.
I've seen businesses turn one-star reviewers into loyal customers just by responding thoughtfully and offering to make things right.
Mistake #4: Using Low-Quality or Stock Photos
Your photos should be real images of your actual business. Stock photos or heavily filtered images don't build trust, and Google can sometimes detect and deprioritize them.
You don't need professional photography (though it helps). Even good smartphone photos are better than generic stock images.
Mistake #5: Setting and Forgetting
The biggest mistake is treating your GBP like a "one and done" task. You create it, fill it out, and never touch it again. This is basically handing your competitors an advantage on a silver platter.
Your profile needs regular attention—at minimum, quarterly audits plus updates whenever your business changes.
Mistake #6: Not Verifying Information Across Platforms
Your GBP information needs to match your website, social media, and other online directories. Inconsistencies confuse Google's algorithm and weaken your local SEO signals.
During each audit, cross-reference your information across platforms and fix any discrepancies.
Mistake #7: Overlooking Mobile Experience
Over 60% of local searches happen on mobile devices. During your audit, actually view your profile on a smartphone. Does everything display correctly? Are your photos clear on a small screen? Is your phone number tappable?
If your profile doesn't work well on mobile, you're losing more than half your potential audience.
Frequently Asked Questions
How often should I audit my Google Business Profile?
At minimum, conduct a thorough audit every 3-6 months. Additionally, do a quick check whenever you make business changes like updating hours, adding services, or moving locations. If you're in a highly competitive market, quarterly audits are better.
What's the most important thing to check during a GBP audit?
The accuracy of your business name, address, and phone number (NAP) is foundational. If this information is wrong or inconsistent across platforms, it undermines all your other optimization efforts and confuses both Google and customers.
Can I add keywords to my business name to rank better?
No. This violates Google's guidelines and can result in your profile being suspended. Your business name must match your real-world business name exactly as it appears on your storefront and legal documents.
How many photos should my Google Business Profile have?
There's no magic number, but more is generally better. Aim for at least 20-30 high-quality photos covering your exterior, interior, products/services, team, and action shots. Add 3-5 new photos monthly to keep your profile fresh.
Why are reviews important for my Google Business Profile?
Reviews serve multiple purposes: they build trust with potential customers, influence your local search rankings, and provide valuable feedback about your business. Businesses with more positive reviews typically rank higher and convert better.
Should I respond to every review on my profile?
Ideally, yes—especially negative reviews. Responding shows you value customer feedback and care about their experience. It builds trust with potential customers who are reading reviews to decide whether to choose your business.
What are Google Business Profile attributes and why do they matter?
Attributes are specific characteristics of your business like "wheelchair accessible," "outdoor seating," or "women-led." They help customers filter search results and provide useful information at a glance. Adding all relevant attributes can improve your profile's usefulness and visibility.
How do I choose the right business categories for my profile?
Select one primary category that best describes your main business activity, then add up to four secondary categories that represent other relevant services. Research what categories your top competitors use, but only select categories that genuinely apply to your business.
What should I do if I find incorrect information on my Google Business Profile?
Log into your Google Business Profile dashboard and correct the information immediately. If you can't edit something, report it to Google support. Also check for duplicate listings that might be causing confusion.
How can I tell if my GBP audit is working?
Monitor your profile insights for increases in search views, website clicks, calls, and direction requests. Also track your rankings for important local search terms. Most businesses see measurable improvements within 30-60 days of implementing audit recommendations.
Taking Your Google Business Profile to the Next Level
Here's what I want you to take away from this: your Google Business Profile is one of the highest-ROI marketing activities you can do for your local business. It's free, it's powerful, and most of your competitors are neglecting it.
The businesses that dominate local search aren't necessarily the biggest or the best—they're the ones that consistently maintain and optimize their profiles.
Start with a thorough audit using the checklist I've outlined above. Block off 90 minutes, grab a coffee, and systematically work through each section. You'll almost certainly find issues you didn't know existed.
Then set up a recurring calendar reminder to do this every quarter. Make it part of your business rhythm, like checking your finances or reviewing your inventory.
If you're managing multiple locations or find the process overwhelming, consider using tools that can help automate parts of the audit and optimization process. GMBMantra.ai, for example, uses AI to continuously monitor your profile, suggest optimizations, and even help with review responses—basically giving you a 24/7 assistant dedicated to keeping your Google Business Profile in peak condition.
But whether you do it manually or use tools to help, the key is consistency. A one-time audit is helpful. Regular audits are transformational.
Your local customers are searching for businesses like yours right now. Make sure they can find you—and make sure what they find makes them want to choose you over your competitors.
Now go audit that profile. Your future customers are waiting.