Having a well-managed Google Business Profile (GBP) is one of the most important parts of your local SEO strategy. It can determine whether your business appears in the top results of a Google Maps search or gets lost among competitors. However, even verified listings can sometimes develop issues over time.
A Google Business Profile audit is the process of reviewing your business listings to ensure accuracy, consistency, and compliance with Google’s policies. Regular audits can reveal small errors before they become major problems that affect visibility and customer trust.
In this complete guide, we will explore why GBP audits matter, the most common listing errors to look for, and how to fix them. You will also learn how to perform a step-by-step audit and when it may be helpful to work Google Business Profile optimization expert like 1Solutions to manage ongoing optimisation.
What Is a Google Business Profile Audit
A Google Business Profile audit is a detailed review of all the information associated with your business listings across Google Search and Maps. It checks whether your profile is accurate, consistent, and optimised to perform well in local search results.
The goal of a GBP audit is to:
- Identify incorrect or outdated business information.
- Detect duplicate or missing listings.
- Ensure your listing complies with Google’s policies.
- Evaluate your performance in local search.
- Highlight opportunities to improve your ranking and engagement.
Just like a website SEO audit ensures your site is healthy, a GBP audit makes sure your local presence remains accurate, verified, and competitive.
Why Google Business Profile Audits Matter
Many business owners set up their Google listings once and then forget about them. However, information can change, competitors can improve, and Google may update its algorithms or guidelines.
Without regular audits, even small inconsistencies can harm your visibility or confuse potential customers. Here are some of the main reasons you should schedule periodic GBP audits.
1. Ensure Accuracy and Trust
Customers rely on your Google listing to find essential details such as your address, phone number, and opening hours. If any of this information is wrong, you risk losing their trust. Audits help identify outdated or incorrect information so you can correct it quickly.
2. Prevent Duplicate or Conflicting Listings
Duplicate listings can cause major confusion for customers and for Google. An audit helps you locate and merge duplicates before they fragment your visibility or review data.
3. Maintain Consistency Across All Locations
If you manage multiple branches, consistency across your listings is crucial. Audits help you confirm that each branch uses the same brand name, category, and contact format.
4. Improve Local SEO Rankings
Google rewards listings that are accurate, active, and complete. An audit can help you identify missing information or areas for improvement that can raise your rankings in search results.
5. Detect Suspensions or Hidden Listings
Sometimes listings become suspended or hidden due to policy violations or technical issues. A thorough audit ensures that all your profiles remain active and compliant.
6. Strengthen Reputation Management
An audit also includes reviewing your customer feedback and ratings. It can help you identify negative trends, missed responses, or fake reviews that may need to be addressed.
Also Read: How to Manage Multiple Google Business Listings Across Different Locations
How Often Should You Audit Your Google Business Profile
The frequency of audits depends on the size and complexity of your business. As a general rule:
- Small businesses with a single location should audit their profiles every six months.
- Multi-location businesses should conduct audits at least once every three months.
- Franchises or large networks may benefit from quarterly or even monthly checks if many listings are being managed simultaneously.
Audits are particularly important after:
- Relocating your business.
- Rebranding or changing your business name.
- Experiencing a drop in local search performance.
- Hiring or switching SEO agencies.
Regular audits act as preventive maintenance, keeping your local SEO strong and your listings error-free.
Common Errors Found During Google Business Profile Audits
Most Google Business Profile errors are unintentional, but they can still affect visibility or credibility. Let us look at some of the most frequent issues found during audits and why they matter.
1. Inconsistent Business Name, Address, or Phone Number (NAP)
This is one of the most common problems and also one of the most damaging. Even minor differences in your business name or address can confuse Google’s algorithms.
Example:
One branch might be listed as “ABC Plumbing Services,” while another uses “ABC Plumbers.” Although they seem similar, Google may treat them as two different entities.
How to fix:
- Ensure that the same NAP format is used across all listings, your website, and directories.
- Avoid adding marketing phrases or location keywords in the business name.
- Use a local phone number for each branch.
2. Duplicate Listings
Duplicates often appear when new listings are created for the same address or when older ones were never deleted. They can split your reviews, dilute your ranking, and confuse users.
How to fix:
- Search your business name on Google Maps.
- If you find duplicates, claim and merge them using your Google Business dashboard.
- If you cannot access them, report them to Google as “Duplicate of another place.”
3. Incorrect or Incomplete Categories
Google uses business categories to decide which searches your listing should appear for. Having the wrong or missing category can make your business invisible to relevant users.
How to fix:
- Review your main category and ensure it reflects your core service (for example, “Dental Clinic” instead of “Health Service”).
- Add up to nine secondary categories for other relevant services.
- Avoid using unrelated categories just to attract more clicks.
4. Unverified Listings
An unverified listing means Google has not confirmed ownership, which limits your ability to edit or optimise the profile.
How to fix:
- Log in to your dashboard and look for listings marked “Unverified.”
- Follow the verification steps via postcard, phone, or email.
- For businesses with ten or more locations, apply for bulk verification.
5. Outdated Business Hours or Contact Details
Outdated opening hours are a quick way to frustrate customers. Many will move to a competitor if they arrive at a closed business that claimed to be open online.
How to fix:
- Update your hours and contact information through the dashboard.
- Use “Special hours” for public holidays or seasonal changes.
- Regularly test your phone numbers and links to ensure they work.
6. Incomplete Profiles
Incomplete listings can look unprofessional and rank lower. Missing details such as business descriptions, photos, or website links reduce engagement.
How to fix:
- Fill out every field in the dashboard, including description, opening date, and services.
- Add high-quality images of your location, staff, and products.
- Write a clear business description that includes your main keywords naturally.
7. Low-Quality or Irrelevant Photos
Photos create a strong first impression. Outdated or poor-quality photos can discourage potential customers.
How to fix:
- Upload professional images of your premises, team, and products.
- Replace older or irrelevant images that do not reflect your brand.
- Use descriptive file names before uploading, as they may help SEO.
8. Poor Review Management
Reviews are one of the most influential factors for local search. Ignoring reviews, especially negative ones, can harm your reputation.
How to fix:
- Respond to all reviews politely and promptly.
- Report fake or spam reviews through your dashboard.
- Encourage satisfied customers to leave feedback using shareable review links.
9. Misplaced Map Pins
A small map error can send customers to the wrong street or building, especially in dense urban areas.
How to fix:
- Review your pin location within Google Maps.
- Move it manually to your exact entrance or storefront.
- Verify that the pin directs users correctly when requesting directions.
10. Suspended or Hidden Listings
Listings can be suspended for violating Google’s policies or due to conflicting data. Suspended profiles disappear from search results until reinstated.
How to fix:
- Review Google’s business representation guidelines.
- Correct any misleading names, categories, or addresses.
- Request reinstatement with supporting documents, such as business registration or lease agreements.
Also Read: How to Handle Suspended or Removed Google My Business Listings
Step-by-Step Guide to Conducting a Google Business Profile Audit
A structured audit process helps ensure that you do not miss any critical areas. Here is a clear step-by-step approach that any business can follow.
Step 1: Gather All Your Listings
If you manage multiple branches, list all your locations in a spreadsheet. Include each business name, address, phone number, and Google Maps URL. This will help you stay organised during the audit.
Step 2: Check Basic Information Accuracy
Review each listing’s NAP details and ensure they are consistent with your website and social media. Pay attention to spelling, capitalisation, and punctuation. Even small differences can create data mismatches.
Step 3: Verify Ownership and Access
Make sure each listing is verified and that you have ownership access through your main Google account. Remove old managers or agencies that no longer need access.
Step 4: Audit Categories and Attributes
Check that your categories and attributes reflect your current services. For example, a restaurant might add “Outdoor seating” or “Family friendly” attributes to attract more specific searches.
Step 5: Review Photos and Videos
Ensure your visuals are recent, clear, and relevant. Replace any outdated photos, especially those showing old signage or interiors.
Step 6: Evaluate Reviews and Responses
Look for patterns in customer feedback. Are there recurring complaints about a product or service? Are all reviews responded to? Regular responses signal reliability and care.
Step 7: Test Website Links and Contact Buttons
Click every link and call-to-action button in your listing to make sure they work properly. Broken links or incorrect URLs can cost you conversions.
Step 8: Check for Duplicate or Suspended Listings
Search your business name on Google and Maps. If you find duplicates or hidden profiles, address them immediately before they affect visibility.
Step 9: Analyse Performance Insights
Use Google Business Insights to review how customers find and interact with your listings. Note trends in search queries, clicks, calls, and direction requests. This data can guide your future optimisation efforts.
Step 10: Record Your Findings and Action Plan
Summarise all your findings in a report and create a checklist of actions to complete. This will help track improvements and ensure ongoing maintenance.
Also Read: Google Business Profile Optimization Checklist for Multi-Location Businesses
Using Tools to Simplify the Audit Process
While manual audits work well for smaller businesses, using professional tools can make the process faster and more accurate for larger networks.
Some recommended tools include:
- BrightLocal – For tracking NAP consistency and local rankings.
- Whitespark – For finding duplicate citations across directories.
- Moz Local – For monitoring business listings and detecting errors.
- Google Business Profile Manager – For editing and verifying listings directly.
Pairing these tools with professional support from 1Solutions can make large-scale audits easier and more reliable.
Maintaining Your Listings After an Audit
Once you have fixed all errors, maintaining your listings becomes a continuous process. Here are a few habits that can help keep your profiles in top shape.
- Update regularly: Review your listings every few months and make updates when necessary.
- Stay consistent: Keep your information uniform across all platforms.
- Encourage reviews: Active review generation keeps your listings visible and trustworthy.
- Monitor changes: Google sometimes updates business data automatically; review your listings for unauthorised edits.
- Post updates: Share events, offers, or news through Google Posts to show ongoing activity.
These small efforts can help you maintain high rankings and strong engagement all year round.
When to Seek Professional Help
Managing and auditing multiple listings can become complex, especially for businesses with several branches or diverse service areas. That is where professional assistance can be invaluable.
Working with a specialist agency such as 1Solutions can:
- Conduct detailed audits for single or multi-location businesses.
- Identify duplicate listings and resolve conflicts.
- Manage ongoing optimisation to maintain accuracy and visibility.
- Handle review management and reputation monitoring.
- Provide periodic reports with insights and action plans.
Professional support ensures that your listings remain fully compliant, visible, and aligned with your overall SEO strategy — saving you time and ensuring consistency across all your business profiles.
Final Thoughts
A Google Business Profile audit may not be the most glamorous part of local marketing, but it is one of the most impactful. Accurate, verified, and consistent listings help your business appear in front of the right customers and build lasting trust.
By taking the time to review your profiles regularly, you ensure that every branch of your business is represented accurately, from its name and hours to its customer feedback and images.
The audit process may take effort at first, but the benefits — improved visibility, stronger reputation, and increased engagement — are well worth it.
If you are managing multiple locations or simply want to make sure your business listings perform at their best, the team at 1Solutions can help. Our experts specialise in Google Business optimisation, audits, and local SEO strategies that help your business stay consistent, credible, and competitive.
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