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Google Business Profile Audit Checklist for local businesses

Go through your Business Profile item by item, and check your name and description against Google's rules.

  • Free to use
  • Runs in your browser
  • No sign-up

How to use the Google Business Profile Audit Checklist

Read what the guide says

This is the Google Business Profile Audit Checklist.

Go through your Business Profile item by item,

and check your name and description against Google's rules.

Type your business name and description to check them against Google's rules.

Or press Try an example to fill in sample details.

Open your Business Profile and go through each group,

ticking an item when it is done or does not apply to you.

Fix what is left, copy the list for your team, and come back each month:

your ticks are kept in this browser.

It does not sign in to Google or see your profile, so it cannot tell which items are done: you tick them.

It runs in your browser, so nothing you type is uploaded.

Try it free on this page.

0%

our measure

0 of 0 done

Our measure, not a Google rating. Tick an item when it is done or does not apply to you. Your ticks stay in this browser, so you can come back to them.

Check your name and description

Runs in your browser. It does not sign in to Google or see your profile. The checks are our checklist, based on Google's guidelines.

So we can spot it if it has been added to the name.

0 / 750

Google's limit is 750 characters, with no links, URLs or HTML.

Your profile, item by item

Open your Business Profile on Google Search or Maps, then go through each group. Each item says where its rule comes from.

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About the Google Business Profile Audit Checklist

Go through your Google Business Profile one item at a time: name and categories, address and service areas, hours and contact, description and services, photos, posts, reviews, access, and the rules that help a profile avoid suspension. Each item gives Google's rule and where it comes from, or says when it is our suggestion. You can also check your business name and description against Google's rules as you type. It runs in your browser, and your ticks stay in this browser.

How it works

  1. Step 1

    Type your business name and description to check them against Google's rules.

  2. Step 2

    Open your Business Profile and go through each group, ticking an item when it is done or does not apply to you.

  3. Step 3

    Fix what is left, copy the list for your team, and come back each month: your ticks are kept in this browser.

What Google asks of a profile

Google's guidelines ask for your real-world business name, the precise address of a real, staffed place, or service areas if you go to customers, and as few categories as possible, chosen as specifically as possible. Adding keywords, a location, a phone number or a tagline to the name is not allowed and could lead to suspension.

Reviews within the rules

You can ask every customer for a review with the link or QR code from your profile. Google does not allow offering anything in return for a review, asking only happy customers, or discouraging negative reviews, and reviews must reflect a genuine experience. Replies should be clear, helpful and polite.

What this tool cannot do

It does not sign in to Google or see your profile, so it cannot tell which items are done: you tick them. The score is our measure of how many items you have ticked, not a Google rating, and it does not predict your ranking. Google changes Business Profile features often, so check Business Profile Help when something looks different.

Frequently asked questions

Can I add my city or keywords to my business name on Google?

No, unless they are part of your real-world name, as shown on your signboard, website and stationery. Google's guidelines do not allow adding keywords, location details, taglines, phone numbers or hours to the name, and say doing so could lead to suspension. "Smile Studio Dental" is fine; "Smile Studio Dental - Best Dentist in Kothrud" is not.

How long can a Google Business Profile description be?

Up to 750 characters. Google does not allow URLs, HTML or links of any kind in it, and asks that it not focus on special promotions, prices or sales. Say what you offer, what makes you different and how long you have been in business, and put offers in a post instead.

How many categories can I add to my Business Profile?

One primary category and up to 9 additional categories. Google asks you to use as few as possible to describe your core business, as specifically as possible, and not to use categories as keywords or to describe attributes. Its example is a grocery store with a pharmacy and a deli, which adds Pharmacy and Deli.

Why was my Google Business Profile suspended, and how do I get it back?

Google may suspend or disable profiles that do not follow its guidelines, for example when unnecessary information is added to the business name or the address is a P.O. box. Fix the problem, then appeal through Google's Appeals Tool, with evidence such as a business registration, licence or utility bill that shows the same name and address. Do not create a new profile for the same business.

Does Google Business Profile still have chat and Q&A?

Chat and call history were removed from Business Profiles on 31 July 2024; where it is offered, you can add a WhatsApp or text chat link instead. Google discontinued its Q&A API on 3 November 2025, and its help pages say Q&A is available only for some categories and regions. Websites made with Business Profile were turned off in March 2024.

Sources and checks

Rules last checked

The Google Business Profile Audit Checklist follows these official pages:

Each item in the checklist says whether its rule comes from Google's guidelines, Business Profile Help or Google's review policy, or is our suggestion.

Scores, limits and suggestions marked "our checklist", "our measure" or "our suggestion" are ours, not Google's or the platform's. How our tools work

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