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Google Business Profile Audit

Q: Why does GBP matter for AEO?

Google Business Profile is the primary local-search and AI-local-result source. ChatGPT, Claude, and Gemini all pull addresses, hours, reviews, and photos directly from it when answering local queries. Even AI assistants that don't directly index Google often consume GBP-derived data via aggregators.

Q: How long should a GBP audit take?

Filling the scorecard: 5 minutes. Acting on fixes: anywhere from a single afternoon (basics + categories + attributes) to a 90-day campaign (review acquisition, photo refresh, weekly posts).

Q: What's NAP consistency?

Name, Address, Phone — the same exact format used everywhere (your website, GBP, Yelp, directories). Inconsistency triggers low-confidence in AI cross-referencing and downgrades your local citations. Pick one format and standardise.

Q: Do I need GBP if I'm not a local business?

Most businesses still benefit. Service-area businesses can have GBP without a physical address. Pure-online B2B SaaS won't get the most lift but should still claim their brand to control the surface.

Q: What if I have multiple locations?

Each location gets its own GBP. Score each one separately with this tool. Common pattern: hub + spoke — invest most in the highest-revenue location, replicate the playbook to others.

16-point GBP completeness scorecard. Basics, photos, reviews, products, advanced features — with concrete fixes per item.

GBP completeness

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0/16 answered

Basics

NAP consistency, categories, hours, attributes. The foundation that determines whether you appear at all.

Is your profile verified?

Unverified profiles are public but limited — they can't be edited or appear in some surfaces. Verification is non-negotiable.

Does your NAP (Name, Address, Phone) match your website + directories exactly?

AI assistants cross-reference NAP across sources. Inconsistency triggers low-confidence and downgrades you in local + AI results.

Is your primary category the most specific accurate one?

Google ranks by primary category. Generic ('Restaurant') beats wrong; specific ('Italian Restaurant') beats generic.

Do you have 3-5 relevant secondary categories?

Secondary categories widen your discovery surface for related queries.

Are opening hours filled in, including special hours for holidays?

Missing hours = profile feels neglected. Holiday hours specifically lift visibility around peak local-search windows.

Have you filled relevant attributes (wheelchair accessible, free WiFi, family-friendly, etc.)?

Attributes power filtered search — users filter by 'outdoor seating' and you appear if attributed.

Photos & video

Visual completeness. Profiles with 10+ photos get 35% more clicks per Google's own data.

Do you have 10+ photos uploaded?

Profiles with 10+ photos get 35% more clicks (Google's data). 30+ photos triples the lift.

Are your logo + cover photo current and high-quality?

These are the first impression. Old / low-res images downgrade trust instantly.

Reviews & engagement

Reviews, responses, posts, Q&A. The ongoing-activity signal that keeps you fresh in local + AI surfaces.

Do you have 20+ reviews?

Review volume is a top local-ranking factor. Sub-20 reviews is a credibility cliff.

Have you responded to every review (positive + negative)?

Response rate is a freshness + engagement signal. Negative reviews unanswered are worse than not having them.

Do you post weekly updates (offers, news, events)?

Posts are an active-business signal. They also appear in some AI Overviews and local discovery surfaces.

Have you seeded the Q&A section with 5-10 common questions?

GBP Q&A is independently indexed. You can ask + answer your own questions to control narrative.

Products & services

The full inventory. Most profiles skip these — filling them out is differentiating.

Have you listed products + services with descriptions + prices?

Empty Products section means you lose to competitors who fill it. Products show inline on the profile.

(Restaurants) Is your menu uploaded or linked?

Restaurants without menus lose to those with them. Google pulls menu items into local search.

Advanced features

Booking, messaging, attributes, special hours. Polish that pushes you over competitors.

Is online booking / appointment scheduling enabled?

Booking links convert local searchers directly. Major lift for service businesses (salons, clinics, restaurants).

Is GBP messaging enabled with a response time < 24h?

Messaging is opt-in for businesses. Profiles with active messaging convert 30-40% better on mobile searches.

5 sections, 16 checks

Covers the GBP fields that actually move the needle — for both local search and AI assistants.

NAP + categories + attributes

The foundation. Inconsistent NAP, generic primary category, or unfilled attributes all silently downgrade your visibility.

Reviews + ongoing activity

Volume + responses + weekly posts + Q&A. The freshness signal that compounds monthly.

Advanced features

Booking links, messaging, photo refresh, products. The 20% of effort that puts you ahead of the 80% of profiles that skip it.

Frequently asked questions

Why does GBP matter for AEO?

Google Business Profile is the primary local-search and AI-local-result source. ChatGPT, Claude, and Gemini all pull addresses, hours, reviews, and photos directly from it when answering local queries. Even AI assistants that don't directly index Google often consume GBP-derived data via aggregators.

How long should a GBP audit take?

Filling the scorecard: 5 minutes. Acting on fixes: anywhere from a single afternoon (basics + categories + attributes) to a 90-day campaign (review acquisition, photo refresh, weekly posts).

What's NAP consistency?

Name, Address, Phone — the same exact format used everywhere (your website, GBP, Yelp, directories). Inconsistency triggers low-confidence in AI cross-referencing and downgrades your local citations. Pick one format and standardise.

Do I need GBP if I'm not a local business?

Most businesses still benefit. Service-area businesses can have GBP without a physical address. Pure-online B2B SaaS won't get the most lift but should still claim their brand to control the surface.

What if I have multiple locations?

Each location gets its own GBP. Score each one separately with this tool. Common pattern: hub + spoke — invest most in the highest-revenue location, replicate the playbook to others.

Local + AI in one playbook

The full FixAEO audit checks GBP completeness alongside schema, llms.txt, citation strength, and AI engine presence.

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