If your business already has a Google Business Profile (GBP), formerly known as Google My Business (GMB), you might be wondering what to do after you create and verify your profile.
The next step is Ensure the profile is contributing to the business' visibility locally on Google Search and Maps. This involves verifying the business data is accurate, the profile is pertinent for local searches and important data such as NAP (Name, Address and Phone number) are accurate and consistent.
That’s where a GBP audit becomes useful. For a local business, a GBP audit is especially important because it helps to identify what is working, what may be limiting local visibility, and what needs to be improved through proper GBP Management.
In this article, I share my own experience auditing clients’ GBP profiles, including what I check, why I check it, and how I find areas that can be improved.
What Exactly Do I Audit in a GBP?
Client Business Information Verification:
When I start a GBP audit, I’m not just looking to see that all the information about the business is filled in. First, I verify that the information is correct and useful for the customer. I look at the business name, address, phone number, website and opening hours. These business details should be correct so that your customers can locate your business, contact you or visit you without confusion.
Then I look over the main category, service area and description. The category helps Google know what the business offers and the service area is where the business serves its customers. The description provides customers with a quick glance of what the business is offering.
I also consider whether the category is a good fit for the business. Is the list important-services? These may look like small details, but they help Google and customers understand the business more clearly.
Are Clients’ Reviews Building Trust?
Then I move to the reviews section. I don’t just check the number of reviews the business has. I check whether they are recent, how customers are talking about the business, and whether the business responds to them.
“Google recommends that reviews come from genuine customer experiences and that businesses do not offer incentives, discounts, or free products in exchange for reviews.”
Also pay close attention to negative reviews. A negative review doesn’t always mean something is wrong with the business, but if the business ignore. It can create a poor impression for potential customers. A simple, polite response shows that the business cares about its customers and is ready to help.
Reviewing GBP Posts and Photos of the GBP:
I also view the GBP posts and photos. When the business has posted anything, I review if it was an update of some sort, I see if it was useful and relevant for customers.
And for photos, I ensure that they are of the actual business, products, services, team and location. In addition, make sure the photos follow “Google’s photo guidelines”, like if the images are clear, focused, well lit, and not heavily edited or loaded with filters. “Google recommends photos that show what the business is actually like”.
I check the posts to make sure they comply with “Google’s content policies”. For example, Google does not allow phone numbers to be added directly into post content; businesses can use the verified “Call now” button instead.
The goal is to make sure the GBP gives customers a current, genuine, and useful view of the business.
Is the client’s Social Profiles linked to GBP?
Next, I visit the company's social media (Facebook, Instagram and LinkedIn). I check to see they are active and have a connection to the GBP, because customers need to know that the business is still active, and they can do that with active social media profiles.
I then verify their business information on their social profiles, and then with the GBP. I look at the business name, phone number, address and website to determine it is the same business in every place.
Business Details Accuracy and Consistency:
I analyze NAP – Name, Address, and Phone number. To make sure that these details are the same on my GBP, website and social media accounts.
I don't simply look to see if the information is the same. I also look to see if the business name follows Google's guidelines, if the address is an actual business location, if the map pin is accurate, and if the phone number will connect customers directly to the business.
It matters, since Google has been emphasizing the need to have accurate and timely business information. Google has also improved the validation of some business information updates, such as changes to phone numbers.
In the GBP audit, I look for anything that is different, has expired or is wrong and make a note of it. Having this information up to date and consistent will help establish trust with Google, and with your customers.
Where Is Client’s GBP Actually Showing on Google?
Next, I analyze the GBP ranking. I search the keywords people would normally use to find the business, including location-based and “near me” searches. Then I see where the client's business profile shows up and which searches they are not showing for.
For example, I recently audited a florist in Sydney, Australia. First, I checked keywords like “florists near me,” “flower shop in Sydney,” “online flower delivery in Sydney,” and “bouquet delivery in Sydney", Australia
Then I checked where the client’s GBP appears for these searches and compared the visibility across different keywords. This helps me understand which keywords the profile is performing well for and where there is room for improvement.
I look at the results and I consider “Google’s local ranking guidelines”. Google says local rankings depend mainly on relevance, distance and prominence. Relevance looks at how well the Business Profile matches the search, distance considers how close the business is to the searcher, and prominence reflects how well-known the business is.
This is why I don't look at the ranking position alone. I also check if the business information is complete and relevant and if the location is right for the search.
Comparing Competitor GBP Performance:
During a GBP audit of a florist in Sydney, Australia. I searched the main keywords like “flower delivery in Sydney”, “local florist near me,” and “florist in Sydney.” Then analyze which competitors were appearing above the client’s GBP and compared their profiles.
For example, I checked:
· Competitor ranks for more local keywords – Check which keywords the client is missing
· Better service coverage – find important services the client should be able to access
· Competitor is more relevant locally – I look at their location, services, categories, and local content and what they're doing better improve their local visibility
· Customer engagement is higher for Competitor – Analyse reviews, rating and how they actively respond to reviews.
Comparisons make it easy for me to understand what the client needs to do to be ahead of the competition and what they need to do first.
Why Does GBP Management Matter for Agencies?
Google keeps making updates that change how local businesses appear in Search and Maps. So, a GBP cannot simply be created and left alone. Has to be continuously updated and optimized.
This is a good opportunity for digital marketing agencies to offer ongoing GBP management. Agencies can regularly check the profile, keep the business information updated, respond to reviews, add fresh posts and photos, and monitor local visibility.
That’s why GBP Management is a valuable ongoing service for digital marketing agencies.
For a quick check of your profile’s performance, you can also use this free Google Business Profile performance tracking tool to get a better understanding of how your profile is performing.
Audit First, Optimize Better
For me, a good GBP audit is not just about finding problems. It gives us a clear idea of what the business needs and what we can improve.
That’s why I believe you should audit the GBP first and then optimize it based on the findings.
What should I do after auditing the Business profile?
Stay tuned for the next article, where we’ll cover how to optimize a GBP step by step.