How complete is your Google Business Profile?

Your profile is the single most important local ranking asset you own, and every item below is fully in your control. Check what is true of your profile today — honestly — and the score updates as you go. This is a self-audit, not an automated read, and each item explains what leaving it undone actually costs.

0 / 14Mostly incomplete — finishing this list is the highest-return afternoon in local SEO.

Identity

Profile claimed and verified

Unclaimed profiles cannot be edited, tracked, or defended — anyone can suggest changes to them.

Primary category is your most specific service

The primary category is the strongest single ranking input; a broad umbrella forfeits it.

Secondary categories added for every real service line

Each secondary category makes you eligible for searches the primary alone does not cover.

Name, address, and phone exactly match your website

Mismatched details make Google and the AI assistants trust both sources less.

Hours are current, including holidays

"Open now" is a filter; wrong hours produce visits that end badly and reviews that say so.

Content

Services listed with descriptions and prices where possible

Service items are matched against what people search for — empty lists match nothing.

Business description uses your services and city, written plainly

It gets read by people and machines; keyword-stuffing hurts both audiences.

Real photos of work, team, and location — newest under 30 days old

Profiles with fresh photos get measurably more calls and direction requests than stale ones.

Products or featured offers populated (if applicable)

Product cards occupy visual space in your profile that would otherwise be empty.

Activity

Posted to the profile in the last 30 days

Posting is a freshness signal, and posts appear right in your listing.

Asking customers for reviews on a routine, not just when you remember

Volume and recency of reviews weigh into rankings — and into what the AI assistants repeat.

Every review answered, positive and negative, within a week

Response rate is visible to everyone deciding whether to call you — including AI assistants summarizing you.

Questions & Answers section seeded and monitored

Unanswered public questions get answered by strangers — sometimes wrongly.

Messaging or call tracking enabled and actually monitored

An enabled channel nobody answers is worse than none: it creates public evidence of silence.

The profile is half the picture — the other half is whether the AI assistants recommend you when customers ask. The free scan answers that in about a minute. For the full working list beyond the profile, run the 17-step local SEO checklist, or see all free tools.

GBP Checker FAQ

Does this checker read my actual Google Business Profile?

No — it is a self-audit you fill in honestly, scored in your browser. Automated profile reads require Google Business Profile API access, which Google grants case by case; ours is pending reapproval and we will not pretend otherwise. The checklist itself covers the same items an automated read would.

What does completeness actually change?

Google itself states that complete profiles get more clicks, calls, and direction requests. Completeness is also what the AI assistants lean on when deciding which businesses to name: consistent details, active reviews, and real photos are cross-checkable evidence you exist and operate.

What score should I aim for?

Fourteen of fourteen — every item here is fully in your control and costs nothing but time. Under ten, your profile is actively losing calls to more complete competitors.

Can ClawSignal do these for me?

The recurring ones — posts, review responses, listing consistency, tracking — are exactly what the subscription automates, with your approval on anything customer-visible. The one-time setup items take an afternoon by hand with this list.

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Local SEO checklist AI Visibility Index Free AI visibility scan Google Business Profile

Sources & further reading:Google Business Profile guidelines Choosing your GBP category