How to Conduct a Google Business Profile Audit in 2023 [Guide]

Patrick McFadden

Are you ready to take charge of your local online presence and dominate the Google search results? Conducting a thorough audit of your Google Business Profile is a crucial step in growing your business with an optimized local SEO strategy.


In this guide, we will dive deep into the key factors that influence your profile's performance and provide you with valuable insights to skyrocket your Google rankings. Once you conduct the Google Business Profile audit, you’ll have a much better understanding of what efforts you need to focus on. From there, you can create a clear roadmap for yourself of top priority items moving forward.


This process may be intimidating to some, so to help get you on the right track, I’ve included what I look for in the Google Business Profile audits I develop for clients, as well as some helpful tips I use to get to my conclusions.


Let's begin our audit by dissecting the different components of your Google Business Profile.


ABOUT


Keywords in Business Names on Google Maps

First and foremost, let's shine a spotlight on your business name. Keywords in your business name can significantly impact your ranking. However, it's important to heed Google's advice and avoid adding keywords that are not part of your actual business name. But fear not, there's a workaround for this. Ensure that your State Corporation Commission (SCC) or DBA (which stands for “doing business as”) business name includes keywords or phrases related to the types of services or products you want to show up for in local search results. Make certain that these keywords are consistent across your business cards, local directories, apparel, on-hold messages, pdf documents, registration listings, website and all physical signage. Consistency is going to key here!

Categories On Google Business Profile

Now, let's talk about categories—the unsung heroes of ranking. Selecting the right primary category is of utmost importance if you want to improve your visibility on Google Maps and Search. Don't stop there; as GBP allows for one primary category, you can select up to nine secondary categories. You shouldn’t aim to fill in all nine secondary categories, choose only the ones that are most appropriate to your business. These secondary categories will give your profile a significant boost.


GBP business categories tell Google and search users what type of business you are, for example dentist, department store, patent attorney, finance broker, fish spa, pet sitter, funeral director, auto wrecker, barber shop or real estate agency.  Of course, not every business will fit neatly into one category. There may be other categories that also describe the products or services you offer. If you’re a greengrocer for example but also have a small deli or coffee bar within your premises, you would want those additional business niches reflected on your Google Business Profile profile. 


Google Business Profile Product and Service Section

Now, brace yourself for the underdog of the profile—the product section. Surprisingly, many businesses neglect filling this out, regardless of whether they sell products or services. Don't make the same mistake! Utilize this section to list your products or services, showcasing what sets your business apart.


When GBP Products launched, it only showed as a section on mobile devices; desktop had no GBP Products visibility at all. These days, GBP Products has great visibility on both desktop and mobile in the business profile, and in Google Maps.


Don’t forget that you can also use GBP Products to showcase your services. If your business listing has service offerings rather than physical products, then add those, too. Take advantage of this opportunity to list your services in a format that can link through to your website while also illustrating your unique selling propositions:


The services section is a game-changer. It has a direct impact on your ranking, so ensure it's filled out meticulously and accurately. Unfortunately, Google doesn't notify us when they add more services to a particular category (because that would be too helpful). Hence, keep an eagle eye on this section to spot any new additions. Remember, bold strategies pay off!


Google Business Profile Description

This section is probably has the most non-appealing copy and paste content of any. You want to use this Google Business Profile description area to tell prospective customers your story and what problem you solve for them. Overall, use the business description field to provide useful information on services and products offered, as well as the mission and history of your business.


While doing this you need to also think about the one to two keywords you want to optimize your business description for. Make sure you use those keywords early in the paragraph and then talk about what makes your business stand out and explain why people should visit your business.


Google does have guidelines to follow when using this feature. "You should be upfront and honest about the information provided, focusing on content that's relevant and useful to your customers to understand your business. Content that's irrelevant to your business or has no clear association with it isn't allowed." Refer to their overall Guidelines for representing your business on Google.


CONTACT

Google Business Profile (Google My Business) Landing Page Website Link

Next up, the Google Business Profile landing page website link. It may seem like a no-brainer, but think three times not two about which page you link to on your website. Unless you're a multi-location business, the homepage is usually the best choice.


The content residing on the URL you choose to link is a critical factor that influences your local ranking. When it comes to most businesses, it's wise to direct the link to your homepage. Why, you ask? Well, that's where the magic happens! The homepage is the usual suspect to have great authority, a ton of backlinks, and pure relevance. It's the core of your online presence.


However, let me drop a little knowledge on you. If your business qualifies for multiple listings, a strategic approach of having practitioner listings with specific website links can yield even better results. What are practitioner listings? An individual practitioner is a public-facing professional, typically with their own customer base. Doctors, dentists, lawyers, financial planners, and insurance or real estate agents are all individual practitioners. Business Profiles for practitioners may include title or degree certification (for example Dr., MD, JD, Esq., CFA). It's all about finding that sweet spot for maximum impact.


LOCATION

SAB (Service Area Businesses) on Google Maps

Moving on to the address section, we must ensure that your SAB listing follows Google's guidelines which states: "If you're a service-area business, you should hide your business address from customers. For example, if you're a plumber and run your business from your residential address, clear the address from your Business Profile." If you operate as a service area business, it's essential to hide your address on your listing.


The lack of a publishable address is the key differentiating aspect for service-area businesses from other local businesses. In local SEO, I often point out that having accurate and consistent NAP (Name, Address, Phone number) data displayed across multiple relevant business listings is very much ‘a pillar’ for online visibility.


SABs, like other local businesses, can appear in Google Maps and in the Local Pack. How they are set up, though, is a little different as you’ll need to specify the zip codes and cities that fall under your service-area boundaries. 


This may mean an extra step is required in the traditional process of setting up and optimizing a Google Business Profile, but it will benefit you in the long run.


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Succeed With Google Posts

Now, let's talk about the Google post section. It's a goldmine that many businesses tend to overlook. Take advantage of posts to highlight offers, specials, and engaging content for your customers. Posting three to four times a month is a good average to maintain. Google provides some solid resources on Google Business Profile Posts. As always, be sure to read these first.


Rather than explain all the different types of Google Posts available I'm going to talk about how to succeed with google post, and how to make your Google posts perform better. This will revolve around what you actually post about on your GBP (Google My Business).  Let's jump right into it.


(1)Specials and discounts: Ah, the irresistible allure of a good deal. Posts featuring special offers or discounts reign supreme. They captivate your audience's attention and drive engagement, making them a valuable addition to your GMB arsenal.

(2) Call-to-Action Posts: Harness the power of persuasion by incorporating a compelling call-to-action in your posts. It can be as simple as including a phrase like "Contact Us Today" within the image or post title. This subtle nudge prompts potential customers to take action and reach out to you.

(3) Urgency-Driven Posts: Time is of the essence, my friends! Highlighting a sense of urgency in your posts can work wonders. For instance, if you're a dentist, emphasizing same-day appointment availability creates a sense of immediacy and prompts potential patients to take swift action.


These three post categories have proven their worth time and time again. By leveraging specials, discounts, impactful calls-to-action, and a touch of urgency, you'll maximize your GMB presence and reap the rewards of increased engagement and conversions.


Google Business Reviews

Moving on to reviews—the lifeblood of your business. As a business owner, you’ll already know just how powerful a positive reputation is. Perception of your business will have a strong influence over whether a potential customer makes a purchase or not. It also plays a part in turning a first-time customer into a loyal fan of your brand.


The impact of reviews on your bottom line cannot be overstated. Aim for a minimum of ten reviews on your listing, but don't stop there. Encourage customers to leave reviews frequently, as review recency is a crucial ranking factor. Also, don't forget to request customers to attach photos with their reviews to keep them in the spotlight longer.


Google Business Profile Q&A

Questions and answers (Q&A) play a pivotal role in addressing customer inquiries. Monitor this section diligently to ensure prompt responses and excellent customer service. Craft well-thought-out answers to address users' queries and provide helpful information. As with most areas inside GMB, it’s a great conversion point. It’s a place for the business and users to engage with each other and for the business to showcase why they’re better than the competition. There are no official guidelines on what can and can’t be posted on the Q&A feature on Google Business Profile.


Google Business Profile Photos

And last but not least, let's talk about photos. Authenticity is key when it comes to showcasing your business. Real photos of real people are invaluable. Steer clear of stock photos whenever possible, as they lack the genuine connection with your audience. Showcasing your uniqueness through visuals will make your profile stand out. We’ve all heard the saying that first impressions count, and this is just as true online as it is in real life. Internet users are inherently visual creatures, with approximately 50% of the surface of the human brain devoted to processing visual information. Images and visuals are much more powerful and easier to understand than just text, as well as being easier to recall. 


It’s always good to go straight to the horse’s mouth so we can understand Google’s terms of service for the photos that appear in GBP.

This is currently the ‘hub URL’ for photos in Google Business Profiles: https://support.google.com/business/topic/6130059


Contact your Marketing Consultant at Indispensable Marketing

Okay – now that you know everything that goes into this you might just conclude that you would like us to do the Google Business Profile audit for you – Get your Local SEO Audit

Big News: Google LSA Ads Update Opens New Opportunities for Remodeling Contractor Marketing

By Patrick McFadden • January 13, 2025
Discover how Google’s LSA update impacts kitchen & bathroom remodeling marketing. Learn SEO tips to attract leads and boost visibility in Richmond VA & beyond.

The Future of Marketing and Selling May Not Be To Humans But AI Agents

By Patrick McFadden • January 9, 2025
For years, the focus of marketing and sales has been to appeal directly to human customers—to connect emotionally, build trust, and ultimately close the deal. But the rules are changing, and small businesses need to be aware of a massive shift on the horizon: the rise of AI agents as decision-makers. At first, this may sound like science fiction. After all, aren’t people the ones making purchases? But the reality is that artificial intelligence (AI) is quickly becoming the gatekeeper for consumer and business decisions. Understanding this shift is critical for small businesses, as it offers both challenges and opportunities. Let’s dive into what’s happening, why it’s happening, and how your small business can prepare. What Are AI Agents? AI agents are advanced technologies designed to handle complex tasks for consumers. They don’t just provide recommendations—they make decisions. Think of an AI agent as a virtual assistant that interprets your needs, evaluates options, and executes the best solution on your behalf. Here’s a simple example: You might tell your AI assistant, “Find me a hotel near Central Park for two nights within a $1,000 budget.” In response, your AI: Searches available hotels. Compares prices, reviews, and amenities. Books the best option without you needing to lift a finger. For the consumer, it’s all about convenience. For businesses, however, it changes the game: your target audience is no longer just the human buyer—it’s the AI agent. Why Is This Happening? Convenience for Consumers Consumers want faster, easier, and more reliable decision-making. With so much information available, the process of comparing options can be overwhelming. AI agents streamline this process by narrowing down choices and delivering results that align with the consumer's preferences. AI’s Superior Decision-Making AI can process far more data than a human ever could. It evaluates everything from price and reviews to proximity and availability, all in seconds. This allows it to make decisions that are more informed and objective. Consumer Trust in AI As AI becomes more sophisticated, people are increasingly comfortable delegating decisions to their virtual assistants. Trust is shifting from brands directly to the AI agents that curate and recommend those brands. Simple Examples of AI in Action Small businesses are already seeing AI at work in various industries. Here are a few scenarios to illustrate what’s happening: Travel and Hospitality A traveler asks their AI assistant to book a flight and hotel for a weekend getaway. The AI evaluates options, finds the best deals, and books everything. The business that optimizes its data for AI discovery wins the booking. Retail A customer needs a pair of running shoes. Their AI searches for shoes with great reviews, the right size, and quick delivery. It bypasses generic search results and goes straight to businesses with clear, accessible product data. Healthcare A health app uses AI to evaluate symptoms and recommend over-the-counter solutions. Pharmacies with optimized digital listings and relevant information are prioritized by the AI. Home Services A homeowner asks their AI, “Find me a plumber near me with 5-star reviews who can come today.” The AI scans local listings and books the business with the most reliable and visible online presence. What This Means for Small Businesses The shift to AI-driven decision-making has huge implications for small businesses. Here’s what you need to know: 1. Your Audience is Changing You’re no longer marketing solely to human buyers—you’re marketing to the AI agents making decisions on their behalf. These agents prioritize structured data, transparent pricing, and measurable value over emotional branding. 2. Local SEO Becomes More Critical AI agents rely heavily on local search data. If your business isn’t optimized for local SEO —clear location details, accurate business hours, and positive reviews—you’ll be invisible to AI. Need help with your local SEO? Get in Touch. 3. Quality Data Wins AI thrives on structured, high-quality data. If your service descriptions, product descriptions, pricing, and availability aren’t clear and accessible, AI will skip over your business in favor of competitors who have optimized their data. Check out this article so AI doesn't skip over your business. "5 Must Have Elements of Service Area Pages" 4. Proximity Matters For many services, AI prioritizes businesses that are physically closer to the consumer. This is especially true for industries like home services, healthcare, and retail. Small businesses can capitalize on this by focusing on hyper-local SEO strategies. 4a. For Service Area Businesses, Precision is Key For service area businesses (SABs)—those that don't operate from a fixed location but serve customers within specific geographic regions—AI's prioritization mechanisms work differently compared to location-based businesses like retail stores or offices. Instead of prioritizing physical proximity alone, AI evaluates the clarity and accuracy of your defined service area. This is especially critical for industries like commercial cleaning, plumbing, pest control, HVAC, or mobile health services. Learn more about - 5 Steps: Local SEO for Service Area Businesses AI agents rely on several key factors, including: Accurate and detailed information about your service area. Keywords that highlight your services and locations. Social proof, such as reviews, ratings, and testimonials. Content that directly connects to your service area, like localized blog posts or FAQs. The accuracy and consistency of your listings on platforms like Google Business Profile. Quick response times to inquiries. A well-optimized website with clear navigation and mobile responsiveness. Integration of AI-friendly tools like chatbots to provide instant information to users and demonstrate efficiency. An active presence on local social media channels to further enhance visibility and engagement within your service area. By optimizing these elements, service area businesses can enhance their visibility and ensure AI agents prioritize them for local searches. 5. The Playing Field is Leveling While it may seem daunting, this shift levels the playing field for small businesses. Unlike traditional advertising, where big budgets dominated, AI prioritizes data quality and relevance—areas where small businesses can shine. How to Prepare Your Service Based Business for an AI-Driven World Here’s how you can start positioning your business to succeed in an AI-driven world: 1. Optimize for Local Search This step is even more critical for service-based businesses, especially those operating in specific geographic areas (like commercial cleaning, plumbers, HVAC companies, and remodel services). Focus on hyper-local SEO by including business districts, neighborhoods, zip codes, and cities you serve in your website content and Google Business Profile. Add a "service areas" page to your website to clarify where you operate. Encourage reviews that mention specific services and locations to boost credibility in local searches. Use geo-targeted keywords like “emergency cleaning services in Dallas” or “24-hour plumbing in Brooklyn.” 2. Provide High-Quality Data For service-based businesses, this means being very clear about what you offer and where : Use structured data to outline services , pricing estimates, and FAQs. Include service-specific keywords in descriptions, such as "drain cleaning" or "roof repair." Add before-and-after photos , case studies, or examples of completed projects to help AI and potential customers understand your expertise. Create mobile-friendly booking forms for easy service requests. 3. Focus on Trust and Transparency Service-based businesses rely heavily on customer trust because most services are provided on-site or involve direct customer interaction. Highlight safety measures , certifications, and background-checked employees to build confidence. Share detailed testimonials or video case studies that walk through successful projects. Be transparent about response times , pricing structures, and warranties for services. Add "Meet the Team" pages to introduce key staff or technicians, humanizing your business and building rapport. 4. Target AI-Specific Needs AI-driven search is increasingly intent-based , meaning it focuses on what customers are looking to achieve (e.g., “find a reliable roofer near me”). Service-based businesses can target this effectively by: Optimizing for voice search (e.g., "Who fixes water heaters in Austin?"). Using conversational language and FAQs that match natural language queries. Structuring content to answer specific questions like "How much does roof repair cost?" or "How long does an AC repair take?" 5. Embrace AI Tools Service-based businesses can benefit greatly from AI to improve operational efficiency: Use AI-powered scheduling tools to let customers book appointments automatically. Implement chatbots to handle inquiries about availability, pricing, and service areas. Leverage AI analytics to predict seasonal demand spike s (e.g., higher calls for HVAC repairs in summer). Adopt AI-enabled CRMs to track customer preferences and improve follow-up communication. The Opportunity Ahead While the rise of AI agents might seem like a challenge, it’s also a massive opportunity for small businesses. By optimizing your digital presence, focusing on transparency, and understanding how AI evaluates options, you can position your business to thrive in this new era. Remember: AI agents aren’t just replacing human decision-making—they’re enhancing it. By meeting AI on its terms, you’re not just staying relevant—you’re setting yourself up to win in the future of business. So, take a look at your business today. Is your data accessible? Is your local SEO in place? Are you ready to meet the needs of AI agents? The future is coming fast, and the time to prepare is now. Need Help? My marketing firm, Indispensable Marketing, provides a step-by-step strategy and implementation process tailored for service-based businesses with revenues between $750,000 and $7 million. We help optimize local SEO, craft trust-building content, and create scalable marketing processes that deliver measurable results . From foundational setup to growth-focused tactics and amplification strategies, our approach ensures clarity, confidence, and long-term success in your marketing efforts. Get in Touch

The Missing Ingredient for Small Business Marketing in 2025: Leadership, Not Tactics

By Patrick McFadden • January 9, 2025
As we approach 2025, the changes in the business landscape are going to be significant, and many companies are already feeling the pinch. If you’re one of those business owners who’s noticing a decline in leads or a drop in website traffic, you’re not alone. Something is happening in the market, and businesses are beginning to see the winners and losers emerge.  But here's the critical thing : the reason many businesses fall behind is not because they lack tactics—it’s because they lack marketing leadership. Why Marketing Leadership Matters I’ve worked with many small businesses over the years, and one thing is crystal clear: most marketing failures stem from a lack of leadership. It’s easy to get caught up in the latest marketing tactics or rush into hiring a marketing agency, but without a clear leadership strategy guiding your efforts, you’re just throwing darts at the wall. Your marketing activities might be disconnected, ineffective, and lack the cohesion that makes them truly impactful. Marketing leadership is the key to taking a business from spinning its wheels to driving real, measurable growth. Whether you have internal marketing hires, work with an agency, or manage things yourself, someone needs to own the strategy and ensure marketing activities aligns with the company’s overall growth goals. This is what I call the missing ingredient in many businesses—marketing leadership. The Three Pillars of Marketing Leadership Strategy Thinking First: It’s not just about tactics; it’s about understanding where you’re going and how you’re going to get there. This means developing a clear marketing strategy that aligns with your brand’s core identity, including who you are promising to help (ideal customers) , what problems you are promising solve for them, and how your images, metaphors, colors, words, look and feel, dress, attitude, networks, consistency represents its promises. Once the strategy is defined, you’ll know exactly where to invest your resources and which marketing channels will move the needle. Fixing the Foundations: Before you get fancy with campaigns, you need to fix the fundamentals. This means ensuring your website is a trust-building workhorse , your messaging is aligned with your ideal customer’s needs , and your content is educational and building credibility . When you have a strong foundation, every marketing effort you put forth will be more effective. Building a Repeatable Process: A solid marketing process isn’t just about running ads or posting on social media; it’s about creating a machine that works long term. This process needs to generate consistent leads, build your brand, and retain customers. A marketing leader will help you build this process, ensuring it’s repeatable, scalable, and aligned with your business’s growth objectives. Marketing Leadership as a Service: The Future of Small Business Marketing What I’m seeing—and what I believe is the future—is that agencies need to step up and offer something beyond just execution. Instead of acting as subcontractors who only perform tasks, they need to take on the role of general contractors overseeing and managing the entire marketing process. Marketing leadership as a service is about providing that strategic oversight and ensuring everything aligns with the business’s long-term goals. Think of it this way: AI may be taking over certain tactical tasks, but it’s not going to provide leadership. That human touch—the ability to analyze, strategize, and lead—is what will differentiate the winners from the losers in the coming years. Businesses will need marketing support who can step in, assess the situation, create a roadmap, and then help execute that vision. The First Step: Are You Ready? In 2025, marketing leadership will be the key to success for small businesses. It’s not about doing more; it’s about doing the right things in the right order. If you haven’t embraced marketing leadership yet, now’s the time to make that shift and set your business up for long-term success. Final Thoughts It’s easy to get distracted by the shiny new marketing tactic of the week, but without a clear strategy and leadership in place, it’s hard to see real, lasting results. This year, make it a priority to focus on marketing leadership as the core of your growth strategy. The businesses that do this will be the ones that rise above the competition in 2025 and beyond.
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