Google Business Profile audit checklist

Use it to audit prospects in minutes — and to show owners exactly what to fix.

Updated Oct 22, 2026 · 1 min read

Basics

  • Business name matches signage (no keyword stuffing)
  • Primary category is the most specific fit
  • Relevant secondary categories added
  • Address or service area correct
  • Phone number correct and answered
  • Opening hours accurate, including holidays

Content

  • Business description written
  • Services or products listed
  • Attributes set (e.g. wheelchair access, online appointments)
  • Booking or appointment link added where relevant

Photos

  • Logo and cover photo
  • Recent photos of work, team and premises
  • Photos added regularly

Reviews

  • Review count compared with the top 3 competitors
  • Average rating compared with competitors
  • Recent reviews (last 30–90 days)
  • Owner replies to reviews, good and bad

Website

  • Website linked
  • Mobile-friendly and fast
  • Clear call or booking button
  • Services and location pages

Rank

  • Maps rank for the main keyword and city
  • Rank for 2–3 service keywords
  • Who ranks above and why

Prospect Cheap lists include rating, review count, categories, photo counts, website and Maps rank for every Google Maps lead — most of this audit is in the export. See local SEO audit outreach.

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