Maximizing Local Visibility
In today’s digital-first world, local visibility can make or break a small business. When potential customers search for services nearby, your business must be easy to find and impossible to ignore.
One of the most powerful tools to achieve this is your Google Business Profile (GBP). But simply having a profile isn’t enough. Regular Google Business Profile audits are essential to ensure your listing is accurate, optimized, and working in your favor.
What Is a Google Business Profile Audit?
A Google Business Profile audit is a detailed review of your business listing on Google. It ensures that every aspect of your profile—business information, photos, services, and more—is complete, correct, and aligned with your local SEO goals. Many businesses set up their profile once and forget it, but the most successful companies treat it as a living tool that requires regular attention.
Why GBP Audits Matter for Local SEO
Accurate and well-maintained business listings are one of the most important local ranking factors. According to Moz’s Local Search Ranking Factors study, signals from your GBP—including categories, keywords, and proximity—are critical to appearing in the local map pack. But it’s not just about algorithms. Outdated information like incorrect hours or phone numbers erodes customer trust and leads to lost opportunities.
A well-optimized profile encourages users to take action—whether that’s calling your business, requesting directions, or visiting your website. Photos, customer reviews, and updated service lists all contribute to how appealing your profile looks and performs in search results.
Key Areas to Audit
Here are a few essential components to review during a GBP audit:
- Business Information: Is your name, address, and phone number (NAP) accurate and consistent with other online listings? Have you selected the correct business category and included all relevant services?
- Photos and Media: Are your images recent, high-quality, and representative of your brand? Businesses with photos get 42% more requests for directions and 35% more click-throughs to their websites, according to Google.
- Reviews and Responses: Are you actively managing reviews? Engaging with both positive and negative feedback helps build credibility and signals to Google that your business is responsive and trustworthy.
- Keyword Optimization: Make sure your business description and services include relevant local keywords, without stuffing. For example, a lawn care company in Ohio might use phrases like “lawn maintenance in Springfield, OH.”
- Insights Review: Use the built-in analytics to see how users are finding and interacting with your profile. Look for patterns in calls, direction requests, and website visits.
How Often Should You Audit?
We recommend reviewing your Google Business Profile at least quarterly. Seasonal changes, new service offerings, or even staff changes can all impact your profile’s accuracy. Consistency is key to staying ahead of competitors in the local search space.
Final Thoughts
At Underground Marketing, we believe that local businesses should be visible, discoverable, and trusted. A regular GBP audit is a simple yet powerful step toward that goal. If you haven’t reviewed your profile in a while, now is the time.
Need help? Our team offers professional audits to identify gaps and opportunities, so your business gets found when it matters most.
Ready to grow your local reach? Contact Underground Marketing for a Google Business Profile checkup.
