The checklist
- Name matches your signage, with no added keywords.
- Primary category is the most specific one that fits.
- Hours are right, including this year's holidays.
- Phone rings through to someone; website link goes to the right page.
- Services list the jobs you want, in customers' words.
- Photos from the last three months, including the outside of the building if customers visit.
- Every review from the last 90 days has a reply.
- People and access lists only current staff and partners.
Then compare
Search your main service and town and look at the top three profiles. Count their reviews, check their categories, and see what their photos show. That's the gap to close, and it usually tells you more than an audit tool's score.
Questions
How often should I audit my profile?
Every quarter, and after any change to hours, staff or services.
Are audit tools worth it?
Free ones catch missing fields. Judgment calls, like categories, still need you.
What if Google changed my details?
Accept or reject the suggested update in the profile, then correct it at the source.
About the author
Jason Murphy, Founder
Jason has spent two decades building sites, search programs, and digital products for businesses. At Lehvel, he leads product and strategy.
Jason Murphy on LinkedIn