Google Business Profile Audit: What to Check in One Afternoon

Today, your Google Business Profile is often more important than your own website. It’s the place where a customer decides in seconds whether to visit you, give you a call, or tap for directions. Yet most profiles are still stuck with the same settings the owner walked away from three years ago.

This isn't just a side channel. An analysis of 45,000 profiles showed that the average business is found in 1,009 searches per month, and 84% of these are discovery searches, meaning the person wasn't looking for your specific name, but for a service or category like "coffee near me" or "pizzeria in the city centre". About 5% of profile views result in a website click, a call, or a direction request. Source: BrightLocal

This guide isn't a theoretical overview. It’s an audit broken down into six blocks that you can work through in a single afternoon. Go through it from top to bottom and for each point, write down one of two things: "done" or "finish by Friday".

1. The Foundation: Info Google Verifies Most Often

Google cross-references your data with what the rest of the internet says about you. If things don’t match, your profile can lose visibility and customers lose trust before they even see your photos. Google explicitly states that complete and accurate information makes it more likely that your business shows up in local results. Source: Google Business Profile Help

Furthermore, research by Ipsos for Google showed that people are 2.7 times more likely to consider a business reputable if it has a complete and up-to-date profile. Such a profile is 70% more likely to drive location visits and 50% more likely to lead to a purchase. Source: Google Business Profile Fundamentals, Ipsos

• Business name exactly as it appears on your signage. No "best pizza in town" keyword stuffing. Adding extra keywords is a reason for a penalty, not a ranking boost.
• Primary category is your strongest lever. Choose the one that describes how you actually make your money, then add only relevant secondary categories. A restaurant with a wine bar has different visibility than a generic "Bar".
• Hours, including holidays. A locked door when your profile promised you were open is the fastest way to get a one-star review that has nothing to do with your quality. Set special hours for Christmas, Easter and other public holidays.
• Address, phone and website link in the same format as they appear on your site, Facebook, and booking systems.
• Attributes, services, and description. Parking, wheelchair access, Wi-Fi, delivery, or online booking can seal the deal before people even visit your site.

Quick test: Google your business name in an incognito window. If you see an old phone number or incorrect hours, you’ve got your first task for today.

2. Photos: What the Customer Is Actually Looking For

People don’t browse your profile like a catalogue. They are looking for answers to three questions: what does it look like, what am I getting, and where do I park?

According to data attributed to Google, businesses with photos receive 42% more requests for directions and 35% more website clicks than profiles without them. Source: Whitespark

Cover these four areas: the exterior and entrance, the interior during opening hours, products or rooms, and your team. Google recommends at least three high-quality photos of the exterior and three of the interior. Shots should be crisp, well-lit, free of heavy filters, and a faithful representation of reality. Source: Google Business Profile Help

Photos of staff and guests serve as proof that your business is up and running, not just a catalogue. Add a few new shots every month and keep an eye on customer-uploaded photos. If you see an old menu, the wrong entrance, or a photo of a different business, report it.

3. Posts: Regular Proof of Life

A Google post appears right at the moment of decision-making. That’s why a simple rhythm works best: one post per week highlighting one specific thing. A new menu, a seasonal offer, a change in hours, available dates, an event, or a new service.

Use the "three-sentence rule": what’s new, who is it for, and what should the customer do next. Add a fresh photo and one clear button. Don't try to cram your entire monthly programme into one post.

Google itself recommends using posts for offers, events, and news. But don't treat them as a replacement for your website. They are a short nudge for someone who has already found you and just needs one final reason to choose you. Source: Google Business Profile

4. Reviews and Replies: Where Trust Is Won or Lost

Everyone sees your rating. But what also matters is whether and how you respond. The reply isn't just for the reviewer. It's read by the next potential customer deciding between you and the place down the street.

In a consumer survey by Uberall, 65% of respondents said a business should respond to every review, both positive and negative. A full 78% expected at least some degree of personalisation in the response. Source: Uberall

Three things to keep in check:

• Respond to everything, ideally within 48 hours, even a short five-star "Great". A profile with responses feels like a place where someone is actually listening.
• Don't start by admitting guilt. Phrases like "We fully understand your dissatisfaction" can sound like a confession that the problem is common and can't be fixed. Start factually and offer to resolve the issue.
• Ask for reviews systematically, not in bursts. A QR code on the receipt, a polite word as guests leave, or a follow-up email after a stay works better than a one-time campaign. Ask all your guests, not just the ones you know were happy. If a guest is complaining right now, solve their problem first. Never offer a reward or discount for a review.

If you don't have time to manage replies, that’s exactly what Reputo solves: it monitors new Google reviews (and Booking.com reviews from the PRO plan), drafts a reply in your brand's tone of voice, and publishes it once you approve it. You can find more on the approach in the article how to respond to negative reviews and our guide on how to get more reviews without breaking the rules.

5. Industry-Specific Features

Every industry has profile features that others don’t use.

Restaurants and cafés. Putting your menu directly in the profile with prices and descriptions removes one barrier before a visit. According to the original Czech guide, 84% of diners check menus online, for 43% the menu influences which restaurant they choose, and items with photos get 32% more clicks. Treat these numbers as a rough argument, not a universal prediction for every business. Source: Digital Solution

Add prices, descriptions, drinks, and sides. When you change your offering, remove old items so your profile doesn't show a dish you no longer serve.

Hotels and guesthouses. Amenity attributes are crucial: parking, Wi-Fi, pets, breakfast, air conditioning, and accessibility. If you have a restaurant or spa in the building, link them as separate businesses. This allows the guest to see the whole property rather than just one listing.

Services. List individual services with descriptions and estimated pricing, and enable bookings through a supported partner. A booking button shortens the path from interest to appointment to a single click.

6. Verification and Ownership

Without verification, you don’t have full control over your profile. Google assigns a verification method based on your business and available signals. This could be a video recording, phone call, SMS, email, live video call, or post, though not all options are available for every business.

If Google asks for a video, show three things: where you are, that it's your business, and that you manage it. Capture the street and surroundings, your name on the sign or shop window, and proof of access, like unlocking the front door, operating the till, or entering the back office. Record the video in one continuous shot.

The most common reasons for rejection are a missing name on the building, not enough shots of the surroundings, and no proof of access. After submission, review can take several business days. If you fail, fix the specific issue and try again.

Verification Method	When Google Offers It	What to Watch For
Video or live video call	Most common for businesses with an address	One continuous shot, signage, surroundings, and back-office access
Phone or SMS	If you have a verifiable business number	The number must match your profile and be reachable
Email	Usually for businesses with a domain email	The code goes to an address Google recognises, not a private one
Postcard	A fallback option, not for every business	Do not change your name, address, or category while waiting

If you don't have a profile yet, or if it's managed by someone else (like a former marketing agency), start by claiming it. Search for your business on Google Maps, choose "Claim this business", and Google will show you if it already has an owner. If it does, Google will send them an access request, and you'll get access once they approve it or the response period expires. For a step-by-step guide to setting up and verifying a profile, see Google Business Profile: how to set up, verify and manage your listing.

What to Do This Week

You don’t have to do it all at once. Here is the order that brings results fastest:

1. Check your hours, category, phone, address, and website link.
2. Fill out all relevant attributes and services.
3. Upload ten fresh photos, including staff, the entrance, and a product.
4. Respond to all reviews from the last three months.
5. Publish your first post and schedule the next one for next week.
6. Add your menu, amenities, or service list depending on your industry.
7. In one month, compare your calls, website clicks, bookings, and direction requests.

A Google Business Profile isn't a digital business card you fill out once. It’s a shop window that customers look through before they ever step inside. One solid afternoon sets the foundation. A regular monthly check-up then keeps your info, photos, and replies in a state that helps customers decide.

You don't have to check the reviews section by hand every week. Reputo tracks new Google reviews, prepares a draft reply in your brand's tone for each one and, once you approve it, publishes it straight to your profile. It also updates a comparison with competitors in your area every week, so you can see whether you're doing better or worse.

Try Reputo free on one location

FAQ

How often should I update my Google Business Profile?

Check your core info monthly and always update your hours before holidays. Aim to add a few fresh photos each month and post an update once a week. An active profile gets significantly more visibility than one that’s been gathering dust for years.

Can I add keywords to my business name?

No. Your name must match your real-world branding. Stuffing your title with keywords violates Google’s policies and can lead to a profile suspension.

Do I need to respond to positive reviews too?

Absolutely. You aren’t just replying to one person; you’re speaking to every potential customer reading your profile. A business that engages with every review feels welcoming and attentive, which makes people much more likely to stop by.

How long does video verification take?

Verification usually takes up to five business days. Your video should show your surroundings (like the street corner or neighboring shops), your exterior signage, and proof that you run the place, like unlocking the front door or logging into your POS system.

If I’m short on time, what’s the priority: photos or review replies?

Prioritize review replies. They carry a lot of weight for potential customers and signal to Google that your business is active. Photos are a very strong second priority.