If customers can’t find you on Google Maps, the problem is usually not some secret algorithm. It’s a handful of fixable details on your Google Business Profile. This Google Business Profile audit checklist walks you through all of them in about 20 minutes, in plain English.
Check off each item as you go. Anything you can’t check is a fix to make.
Download the free printable checklist (PDF)
Why your business might not show up on Google Maps
Google says its local results are based mainly on three things (Google’s own explanation):
- Relevance: how well your profile matches what the person searched for.
- Distance: how far your business is from the person searching.
- Prominence: how well known your business is, including your reviews and how often you’re mentioned across the web.
You can’t change distance. But most of relevance and a good part of prominence are in your hands, and that’s exactly what this checklist covers. One honest note: no one can guarantee you a ranking, and you should be wary of anyone who does.
1. Ownership and verification
- ☐ Your profile shows as verified, and you can sign in and edit it yourself.
- ☐ You are an owner on the profile, not only a former employee, web designer or agency.
- ☐ There is only one profile for your location. Duplicates split your reviews and confuse Google.
This sounds basic, but it’s a common problem: the person who set up the profile years ago is gone, and nobody can edit it.
2. Business name, category and contact info
- ☐ Your business name matches your real sign and paperwork. Don’t add keywords or city names to it. That breaks Google’s guidelines and can get a profile suspended.
- ☐ Your primary category is the most specific one that describes your main service (for example “Plumber” rather than “Contractor”).
- ☐ Additional categories cover your other main services, and nothing you don’t actually do.
- ☐ Your phone number is correct and answered during business hours.
- ☐ Your name, address and phone match everywhere: your website, Facebook, Yelp and other listings.
The primary category is one of the biggest relevance signals you control, so it’s worth getting right.
3. Location or service area
- ☐ Storefront business: your address and map pin are exact.
- ☐ Service-area business (you go to customers, like a plumber or mobile mechanic): your street address is hidden and your service areas are listed instead.
- ☐ Your service areas are the cities or ZIP codes you really serve.
4. Hours and website link
- ☐ Your regular hours are correct.
- ☐ Holiday and special hours are set before each holiday, so nobody drives to a closed door.
- ☐ Your website link works and goes to the best page for new customers.
- ☐ The link has a tracking tag, so you can see how many visits come from your profile in Google Analytics. For example:
yoursite.com/?utm_source=google&utm_medium=organic&utm_campaign=gbp
5. Description, services and attributes
- ☐ Your description says what you do, who you help and where, in plain words. It can be up to 750 characters, and links aren’t allowed.
- ☐ Every main service or product is listed, with a short description of each.
- ☐ Attributes that apply to you are turned on, such as online appointments, wheelchair accessible or veteran-owned.
- ☐ A booking or quote link is added if you take appointments.
6. Photos and updates
- ☐ Your logo and cover photo are uploaded and look sharp.
- ☐ Real photos of your work, team, vehicles or storefront are on the profile. Skip stock photos; customers can tell.
- ☐ You’ve added new photos in the last 30 days.
- ☐ You’ve posted an update, offer or event in the last 30 days.
An active profile tells customers you’re open and busy. Fresh photos also give people a reason to call you instead of the next listing.
7. Reviews
- ☐ You ask every customer for a review, using your profile’s review link (find it under “Ask for reviews” in your profile).
- ☐ You reply to every review, good and bad, politely and without sharing customer details.
- ☐ You never pay, discount or reward people for reviews, and never post fake ones. Google doesn’t allow it, and fake or bought reviews can also break FTC rules.
- ☐ You don’t ask only your happy customers. Filtering who gets asked is called review gating, and Google doesn’t allow that either.
Reviews are part of prominence, and they’re often the deciding factor when someone compares you with a competitor.
8. Your monthly 10-minute check
- ☐ Open Performance and look at searches, calls, website clicks and direction requests.
- ☐ Look for suggested edits from Google or the public, and fix anything wrong.
- ☐ Add 2 or 3 new photos and one update.
- ☐ Reply to any new reviews.
Profile fixed? Now get seen.
A complete, accurate profile is the foundation. The next step is making sure more local people know your name, because being well known is part of what Google calls prominence, and it’s what turns a search into a call.
That’s what the Nosnas Marketing monthly retainer does. Starting at $299/month, I create and publish at least 8 posts a month featuring your business on the Nosnas Marketing Facebook, Instagram and LinkedIn pages. Posts use your real details and photos, they’re clearly labeled as a paid feature, and I never need access to your accounts.
Our own Facebook page earned 8,995 views from July 24 to November 8, 2026, and 73.7% of those views came from people who didn’t follow us yet (Meta Business Suite). Results vary by business, but that’s the kind of new audience your business gets in front of.
See how the $299/month retainer works
This checklist is general guidance based on Google’s published Business Profile guidelines, which can change. Nosnas Marketing sells the social media retainer described above.