# /tools/gbp-audit-checklist

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# How healthy is your Google Business Profile?
 Run a free self-assessment and get a personalized health score, prioritized issues and actionable recommendations.

 

 
## Who is this audit for?
 Optional — used to personalise your score, report and share link. Your ticks are the audit: we score what you confirm, we never scan the listing. 

 Business name 

 City 

 Get my health score Free · No signup required · Takes about 60 seconds 

 Want this verified against your live listing instead? Run the free audit — we check every listing and email you a scored snapshot. 

 

 
## See all audit checks
 Tick every row you’ve verified for one location. The score above comes from the 20 automated checks — the manual and roadmap rows are yours to verify by hand and are not scored. 

 Automated today Predicates the audit engine evaluates on every location automatically, scored by severity.

 Basic information - A phone number is set Critical Every profile has a contact number — an empty phone field is a critical trust and conversion gap.
- The phone number is a valid Indian format Critical Numbers read as a clean +91 XXXXX XXXXX, not a malformed or truncated string.
- A full street address is set Critical A complete address anchors the pin and the local-pack match — a missing address is critical.
- A website URL is linked Warning A website field feeds Google trust signals and gives searchers a next step. This checks the field is populated, not that the URL resolves.
- The description is at least 50 characters Info A real description — not an empty or one-line field — gives Google and searchers context.
 Business hours - Business hours are set Critical A profile with no hours reads as unmaintained — this is a critical miss for a physical store.
- Hours are filled for all seven days Warning Every one of the seven weekdays carries hours, so "open now" filters surface you correctly.
 Ratings & reviews - The star rating clears the health thresholds Critical One rating ladder, evaluated as mutually exclusive severity tiers: below 3.5 is critical, below 4.0 is a warning. A listing lands in exactly one tier.
- The review count clears the depth thresholds Warning One review-volume ladder, evaluated as mutually exclusive severity tiers: under 10 reviews is a warning, under 50 is an informational note. A listing lands in exactly one tier.
 Photos & media - The photo count clears the coverage thresholds Critical One photo-count ladder, evaluated as mutually exclusive severity tiers: zero photos is critical, under 5 is a warning, under 10 is an informational note. A listing lands in exactly one tier.
 Categories & attributes - The primary category is on the allowed list Warning The primary category matches a known specific category rather than a generic one. The allowlist is currently mattress- and furniture-specific (mattress_store, furniture_store, bed_shop), so this check is tuned to that vertical.
- At least one secondary category is set Info Secondary categories widen the queries you can rank for without diluting the primary match.
 Cross-location consistency - The business name is identical across every location Warning Name variations across outlets confuse Google’s entity matching — every branch should read the same.
- The primary category is the same across locations Warning A brand whose outlets share one primary category presents a single, trustworthy entity.
- Locations point to a consistent website domain Info One canonical domain (with per-location pages) beats a scatter of different sites.
- Phone number formatting is consistent Info A uniform +91 prefix across every location avoids NAP-mismatch signals.
 Listing health & duplicates - Every listing is marked operational Critical A profile flagged permanently closed is a critical loss — the engine flags each closed location.
- No listing looks abandoned Warning A profile with zero photos and almost no reviews reads as neglected and gets deprioritised.
- Duplicate-pin candidates within a kilometre are surfaced Warning The engine flags pairs of pins within ~1 km of each other as duplicate CANDIDATES for a human to confirm — it does not auto-merge or assert they are the same outlet.
- The overall brand health score is 80 or above Warning Every per-location signal rolls into one 0–100 score — 80+ is the healthy band local leaders sit in.
 

 Manual verification recommended Signals the engine does not check automatically today — worth verifying by hand for a complete picture.

 Basic information - The listing resolves to the right city Confirm each pin sits in the city it should, so it competes in the correct local market. The engine does not verify city capture.
- The linked website actually resolves Open the website field and confirm it loads — the engine checks the field is filled, not that the URL is live.
 Business hours - Holiday and special hours are current Check festival and holiday hours are set for each outlet. The engine only counts that seven weekdays are filled; it does not evaluate holiday hours.
- Hours reflect current, real opening times Confirm the posted hours still match the store on the ground — stale hours are not something the engine can detect.
 Ratings & reviews - Reviews are still coming in recently Look at how recent the latest reviews are — a listing that stopped earning reviews signals neglect. The engine scores volume and rating, not recency.
- The owner is replying to reviews Check the share of reviews with an owner response, especially negative ones. The engine does not read a real owner-response rate.
 Photos & media - Photos are recent and cover the essentials Confirm the gallery has fresh storefront, interior and product shots. The engine counts photos; it does not judge freshness or coverage mix.
 Categories & attributes - Category matches what peers in the vertical use Compare each listing’s category against what similar businesses use. The engine matches a fixed allowlist, not a live category-median comparison across peers.
 Cross-location consistency - Address structure follows one pattern across outlets Review whether addresses are formatted consistently brand-wide. The engine compares name, category, website and phone format across locations, but not address structure.
 Listing health & duplicates - Confirm and merge the flagged duplicate candidates The engine surfaces nearby pins as duplicate candidates; a human still has to confirm which are truly the same outlet and merge them.
 

 Roadmap Planned automation — not yet part of the audit engine.

 Ratings & reviews - Automated review-recency scoring Score how recently each listing has earned reviews, not just how many it has.
- Automated owner-response-rate tracking Measure the real share of reviews an owner has replied to, per location.
 Categories & attributes - Vertical-aware category comparison Broaden category analysis beyond the current mattress/furniture allowlist to compare against live category medians per vertical.
 Photos & media - Automated photo-freshness checks Detect stale galleries and missing coverage types automatically.
 

 

 
## How to run the GBP audit checklist yourself
 Work through the Google Business Profile audit checklist for one location by hand — tick off each category, note the severity of every miss, and see how the misses turn into one score.

 - 1 
### Open the checklist for one location
 Pick a single Google Business Profile and work through the interactive checklist above, ticking each item off as you verify it — the tick state is per location and resets on refresh.
- 2 
### Work through the seven categories
 Cover all seven categories in order: basic information, business hours, ratings and review depth, photos, category accuracy, cross-location consistency, and listing health including duplicate pins.
- 3 
### Respect the automated / manual / roadmap labels
 Each row is labelled automated (the engine checks it today), manual (worth verifying by hand), or roadmap (planned) — do the manual and roadmap rows yourself, since the engine does not score them.
- 4 
### Weight each miss by severity
 Note the severity of every gap: a critical issue like a missing phone number costs the most, a warning like a thin photo gallery costs less, and an informational note the least.
- 5 
### Turn the misses into one score
 Start each location at 100, subtract for every miss by severity, and add extra deductions when names, categories or pins drift across outlets — the result is one Brand Health Score and a ranked fix list.
 

 FAQ 
## Frequently asked questions
 - ### What does a Google Business Profile audit check?
 The checklist spans seven categories: basic information (name, address, phone, website, description), business hours, star rating and review depth, photo coverage, category accuracy, cross-location consistency, and listing health including duplicate pins. Each row is labelled automated (the audit engine checks it today), manual (worth verifying by hand), or roadmap (planned).
- ### How is my health score calculated?
 The score is a self-assessment: it starts at 100 and loses points for every automated check you could not confirm — a critical gap like a missing phone number costs 15 points, a warning 7, and an informational note 2. The score reflects what you verified, so it is a PlaceOptimizer diagnostic, not a Google ranking score.
- ### Can I run the automated checks instead?
 Yes. The free audit runs the automated checks across every location Google shows for your brand, scores each one, and returns a client-ready report in about a minute — no card required. The manual and roadmap rows are yours to verify by hand.
- ### Is this checklist specific to India?
 The signals Google uses are global, but the checklist is tuned for Indian multi-location brands — +91 phone formatting, per-city local-pack competition, and the categories Indian retail, QSR and healthcare chains actually use.
 

 
## Keep exploring
 Review link generator Turn a Place ID into a direct review link, free. Read more Apple Business Connect checklist The same self-assessment for your Apple Maps place card. Read more Free audit Run the automated checks in 60 seconds. Read more How it works Discover → Audit → Score → Report, in four steps. Read more 

 
## Or run the automated checks in 60 seconds.
 The free audit applies the automated checks to every location and scores your whole brand — no card required.

 Get a free audit Book a demo