Google Business Profile Checklist: 15 Things to Fix Today

Your Google Business Profile (GBP) is effectively your business's new homepage. For the majority of local customers, it is the first—and often the only—thing they see before deciding to call or keep scrolling.

Use this 15-point checklist to audit your profile today. Fix these common omissions to gain an immediate advantage over slower competitors.

The 15-Point GBP Audit Checklist

1. Claim and Verify Ownership Ensure you have verified ownership of your listing via video or phone. Unverified profiles rarely rank and are vulnerable to malicious competitor edits.

2. Audit Your Exact Business Name Do NOT stuff keywords into your business name (e.g., "Austin Emergency Plumbing Fast 24/7"). Google actively suspends profiles for this. Use your real, legal business name.

3. Review Your Primary & Secondary Categories Select the most specific primary category available for your core service. Add up to 9 secondary categories to capture secondary revenue streams.

4. Fill Out the Full 750-Character Description Use your complete description space. Naturally include your core services, the neighborhoods you serve, your years in business, and what makes your team unique.

5. Verify Your Exact Business Hours & Holiday Schedules Outdated hours frustrate customers and trigger negative reviews. Set special holiday hours in advance so customers know when you're open.

6. Populate the Complete Services Menu Don't just list titles. Add detailed descriptions and starting prices for every service you offer. Google highlights these services as justifications on search results.

7. Add High-Resolution, Geo-Tagged Photos Profiles with 100+ photos receive 520% more calls and 1,065% more website clicks than average profiles. Upload real photos of your team, trucks, storefront, and completed projects.

8. Ensure Consistent NAP Across Your Entire Footprint Your Name, Address, and Phone Number must match your website, social media pages, and state business registrations character-for-character.

9. Enable Google Messages (Chat) If you have staff capable of answering within 15 minutes, enable direct messaging. If not, link your automated AI chatbot so inquiries don't sit unaddressed.

10. Seed Your Own Q&A Section Did you know anyone can ask—and answer—questions on your profile? Preemptively post your 5 most common client questions and answer them officially from your business account.

11. Implement a 24-Hour Review Response Policy Respond to every review—positive and negative. Thank happy clients and politely address critical feedback with an offer to resolve the issue offline.

12. Add Booking and Appointment Links Connect your direct booking URL (such as Calendly, ServiceTitan, or your website scheduler) directly to the "Bookings" button.

13. Enable Service Area Radiuses (For SABs) If you travel to your clients (plumbers, mobile detailers, home cleaners), define your exact service zip codes and counties accurately.

14. Publish Weekly Google Updates (GBP Posts) Treat Google updates like mini social posts. Share recent projects, seasonal promotions, customer spotlights, and tips every 7 days.

15. Check for Suggested Edits Monthly Competitors and random users can suggest changes to your hours, phone number, and categories. Check your profile dashboard monthly to reject unauthorized edits.