# GBP Profile Completeness Checklist (Via API) This checklist scores a Google Business Profile using data retrieved from the DataForSEO My Business Info API. It measures profile completeness on the maps PLATFORM, not on-page signals (seo-local handles on-page). ## Sources - Google official: https://support.google.com/business/answer/7091 - Whitespark 2026 Local Search Ranking Factors (Study) - BrightLocal LCRS 2026 (Study) --- ## Scoring System Each field: **Present + Optimized = 2pts**, **Present = 1pt**, **Missing = 0pts** Total possible: 50 points. Normalize to 0-100 scale: `(score / 50) * 100` --- ## Critical Fields (Direct Ranking Impact) | # | Field | Points | Optimized Criteria | |---|-------|--------|-------------------| | 1 | **Primary category** | 2 | Most specific subtype for industry (e.g., "Cosmetic Dentist" not "Dentist") | | 2 | **Additional categories** | 2 | 3-5 relevant categories (optimal: 4 additional per BrightLocal) | | 3 | **Business name** | 2 | Matches real-world name exactly (no keyword stuffing) | | 4 | **Physical address** | 2 | Complete, matches website NAP | | 5 | **Phone number** | 2 | Local number (not toll-free), matches website | | 6 | **Website URL** | 2 | Points to correct page (not strongest page -- Diversity Update risk) | | 7 | **Business hours** | 2 | Complete with special/holiday hours. Open-at-search-time = factor #5 | | 8 | **Verified status** | 2 | Google Verified badge active | **Subtotal: 16 points (8 fields)** --- ## Important Fields (Significant Influence) | # | Field | Points | Optimized Criteria | |---|-------|--------|-------------------| | 9 | **Business description** | 2 | 250-750 chars, includes primary service + location keywords naturally | | 10 | **Services list** | 2 | All core services listed with descriptions | | 11 | **Products** | 2 | Key products/services with prices (if applicable) | | 12 | **Photos** | 2 | 10+ photos across types: logo, cover, interior, exterior, team, products | | 13 | **Photo recency** | 2 | Photos uploaded within last 30 days | | 14 | **Attributes** | 2 | Relevant attributes set (accessibility, payments, amenities, identity) | | 15 | **Service areas** | 2 | Defined for SABs, up to 20 areas (cities or zip codes) | | 16 | **Menu/services link** | 2 | Menu URL (restaurants) or services URL (others) | **Subtotal: 16 points (8 fields)** --- ## Supplementary Fields (Supporting Signals) | # | Field | Points | Optimized Criteria | |---|-------|--------|-------------------| | 17 | **Google Posts** | 2 | Active posting (1+/week). Types: update, offer, event, product | | 18 | **Post recency** | 2 | Post within last 7 days | | 19 | **Booking link** | 2 | Appointment/reservation URL configured | | 20 | **Social profiles** | 2 | Linked via `sameAs` or GBP social links | | 21 | **Logo** | 2 | High-quality square logo uploaded | | 22 | **Cover photo** | 2 | On-brand, high-resolution cover image | | 23 | **Videos** | 2 | At least 1 video uploaded | | 24 | **Owner responses** | 2 | Responding to reviews (target: 80%+ response rate) | | 25 | **Q&A engagement** | 2 | FAQ content on website (GBP Q&A deprecated Dec 2025) | **Subtotal: 18 points (9 fields)** --- ## Industry-Specific Weight Adjustments When scoring, apply multipliers to fields that matter more for specific industries: ### Restaurant - Menu/services link: **x2** (critical for food-related searches) - Photos: **x1.5** (food photos drive engagement) - Booking link: **x1.5** (reservation systems expected) - Attributes: **x1.5** (dietary, dine-in/takeout/delivery critical) ### Healthcare - Business hours: **x1.5** (patients need accurate hours) - Attributes: **x1.5** (insurance, accessibility, telehealth) - Services list: **x2** (insurance and procedure matching) ### Legal - Business description: **x1.5** (practice area clarity) - Services list: **x2** (practice area matching drives visibility) - Photos: **x0.5** (less impactful for legal) ### Home Services - Service areas: **x2** (SAB model depends on this) - Business hours: **x1.5** (emergency availability) - Photos: **x1.5** (before/after project photos) ### Real Estate - Photos: **x2** (property photos critical) - Social profiles: **x1.5** (agent branding) - Posts: **x1.5** (listing updates) ### Automotive - Products: **x2** (vehicle inventory) - Photos: **x2** (vehicle photos) - Services list: **x1.5** (sales + service departments) ### Re-normalization After Multipliers After applying industry multipliers, re-normalize so the total remains 0-100: ``` final_score = (weighted_raw_score / max_possible_weighted_score) * 100 ``` This ensures consistent scoring regardless of which industry multipliers are active. --- ## Score Interpretation | Score | Rating | Action | |-------|--------|--------| | 90-100 | Excellent | Maintain posting cadence and photo freshness | | 75-89 | Good | Fill remaining gaps in supplementary fields | | 50-74 | Needs Work | Missing important fields, address Critical + Important gaps | | 25-49 | Poor | Major profile gaps hurting visibility. Prioritize Critical fields | | 0-24 | Critical | Profile barely exists or unclaimed. Start with verification + Critical fields | --- ## Data Mapping (DataForSEO → Checklist) | Checklist Field | DataForSEO My Business Info Field | |----------------|----------------------------------| | Primary category | `category` | | Additional categories | `additional_categories` | | Business name | `title` | | Address | `address_info` | | Phone | `contact_info` (type: phone) | | Website | `domain`, `url` | | Hours | `work_hours` | | Description | `description` | | Services | (separate API or attributes) | | Photos | `photos_count`, `main_image` | | Attributes | `attributes` (grouped by type) | | Popular times | `popular_times` | | Posts | My Business Updates API | | Verified status | Not directly exposed — infer from profile completeness + Maps SERP presence, or flag as "Unknown (manual check required)" |