How to Run a Google Business Profile Audit & Why It Matters

Last week we discussed the top optimization techniques for a Google Business Profile. With Google rolling out a new look for those that manage multiple Google Business Profiles, we thought it was time to examine auditing your clients’ Google Business Profiles.

Are You Performing Google Business Profile Audits for Clients?

We talked with you once before about stress-free audits, and today we want to discuss the importance of auditing the Google Business Profile (GBP) specifically. And yes, this will include cleaning up bad data.

As you’ll know by now, bad data affects the visibility of a business in search. We shared before how a business’ data was impacting the address on a GBP listing. And we have found other instances where Google is definitely looking to business listings to validate the legitimacy of a business.

NAP data – name, address and phone number – is a well-known factor where discrepancies can do severe SEO damage to a business. But there’s certainly more than NAP data to consider, so let’s discuss what to audit on a Google Business Profile.

11 Elements of a Google Business Profile Audit

1. NAP – As mentioned, mistakes are commonly found in NAP data. Check to ensure the business information is accurate across all listings.

2. Business Description – Including products and services, location and credibility is vital. Our GBP business description guide goes into more detail.

3. Categories – The primary category should be closely related to your client’s industry, while smaller niches can be targeted through additional categories.

4. Business Hours – Incorrect business hours will annoy your customers. Make sure opening times are up-to-date.

5. Images – Images should be high-quality and relevant to the business’ products or store.

6. GBP Posts – GBP posts are a way to promote coupons, make announcements – and provide useful, keyword-rich content for readers. Aim to update posts monthly (at minimum) with new content of around 200 words. Note, a GBP post must be less than 1,500 characters including spaces.

7. GBP Services – Create service descriptions that tell about the services the business offers. These cannot exceed 300 characters including spaces.

8. GBP Products – Write keyword-rich product descriptions with custom graphics for the products and services the business offers. The limit here is no more than 1,000 characters (including spaces).

9. Questions & Answers – Adding and responding to Questions & Answers helps increase engagement with users. See our GBP Questions & Answers guide here.

10. Reviews – Not only should you be encouraging customers to leave reviews, you’ll also want to respond to feedback quickly.

11. Website Link – Linking back to the main business website using a call to action moves users closer to a purchase.

Why Is a Google Business Profile Audit so Important?

Regularly auditing a client’s GBP will guarantee there is no bad data to give an advantage to competitors. The combined elements of NAP, business description, reviews, attributes and more allow a business to satisfy Google’s need for relevant, local and quality listings.

How to Run a Google Business Profile Audit & Why It Matters by @BernieColeman #SEO #GBP
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