SOP 002: Audit Profile Compliance

Fresh Last Updated: January 2, 2026

Document Control
SOP ID	GBP-002
Version	1.0
Status	Active
Purpose	Systematically audit and correct all potential GBP violations

Overview

This SOP guides you through a comprehensive audit of your Google Business Profile to identify and fix all potential policy violations before submitting an appeal.

Golden Rule

FIX EVERYTHING BEFORE YOU APPEAL. When you submit an appeal, you're telling Google your profile is 100% compliant. If they find ANY issue, your appeal will be denied.

Audit Process Flow

Step-by-Step Audit Procedure

Step 1: Business Name Audit

#1 Suspension Cause

Keyword stuffing in business names is the most common suspension trigger.

Check:

Requirement	Status
Name matches exactly with business license	[ ]
Name matches permanent signage at location	[ ]
No extra keywords (e.g., "Best", "Top Rated", "City Name")	[ ]
No taglines or slogans in name field	[ ]

Wrong Examples:

• "Joe's Plumbing - Best Plumber in Austin"
• "ABC Law Firm | Divorce Attorneys"
• "Mike's HVAC Service & Repair Experts"

Correct Examples:

• "Joe's Plumbing"
• "ABC Law Firm"
• "Mike's HVAC"

Fix: Change name to EXACT legal business name only.

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Step 2: Address Verification

Check:

Requirement	Status
Address is NOT a P.O. Box	[ ]
Address is NOT a UPS Store or Mailbox service	[ ]
Address is NOT an unstaffed virtual office	[ ]
Address matches website exactly	[ ]
If SAB (Service Area Business), street address is hidden	[ ]

Fix: Update to real physical location; for SABs, hide address and show only service areas.

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Step 3: Phone & Website Review

Phone Number Check:

Requirement	Status
Phone is direct line to business	[ ]
NOT a call-tracking number	[ ]
NOT a toll-free forwarding number	[ ]
Same number appears on website	[ ]

Website Check:

Requirement	Status
Links directly to official website	[ ]
NOT a social media page	[ ]
NOT a redirect link	[ ]
Website loads correctly	[ ]

Fix: Update to direct phone line and direct website URL.

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Step 4: Hours & Content Audit

Business Hours Check:

Requirement	Status
Hours reflect when staff is actually present	[ ]
NOT listed as 24/7 if unstaffed overnight	[ ]
Hours match what's on website	[ ]
Special hours updated for holidays	[ ]

Description Check:

Requirement	Status
No promotional language or sales pitches	[ ]
No keyword stuffing	[ ]
Accurate representation of services	[ ]
No prohibited content (see Google policies)	[ ]

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Step 5: Photos & Media Audit

Photo Requirements:

Requirement	Status
All photos are REAL images of your business	[ ]
No stock photos	[ ]
Photos are clear and high-quality	[ ]
No photos with text overlays or watermarks	[ ]
Cover photo accurately represents business	[ ]

Fix: Remove any stock photos; replace with genuine business images.

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Step 6: User Access Review

Security Check

Third-party managers (agencies, former employees) can put your profile at risk if their accounts get restricted.

Check:

Requirement	Status
Reviewed all users with Owner access	[ ]
Reviewed all users with Manager access	[ ]
Removed former employees	[ ]
Removed old/unused agency accounts	[ ]
Verified remaining users are legitimate	[ ]

How to Check:

1. Go to your GBP dashboard
2. Click on "Users" or "Manage users"
3. Review each person with access
4. Remove anyone who shouldn't have access

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Step 7: Recent Edit Review

Check for Recent Activity:

Question	Answer
Did you change name, address, AND category recently?	[ ]
Did you make multiple major edits in one day?	[ ]
Were there any "user suggested edits" applied?	[ ]

Edit Overload

Making multiple major changes at once can trigger Google's security systems, which may think your profile was hacked. If you need to make multiple changes, space them across different days.

Complete Audit Checklist

Area	Item	Checked	Fixed
Name	Matches legal business name	[ ]	[ ]
Name	No keyword stuffing	[ ]	[ ]
Address	Real physical location	[ ]	[ ]
Address	Not P.O. Box/UPS/Virtual	[ ]	[ ]
Address	SAB address hidden (if applicable)	[ ]	[ ]
Phone	Direct line to business	[ ]	[ ]
Website	Direct link, no redirects	[ ]	[ ]
Hours	Accurate staffed hours	[ ]	[ ]
Hours	Matches website	[ ]	[ ]
Photos	All genuine, no stock	[ ]	[ ]
Content	No misleading info	[ ]	[ ]
Users	Only authorized access	[ ]	[ ]

Verification

Before proceeding to the next SOP, confirm:

• [ ] ALL checklist items reviewed
• [ ] ALL violations fixed
• [ ] Changes saved in GBP dashboard
• [ ] NAP (Name, Address, Phone) is consistent with website

Troubleshooting

Issue	Solution
Can't edit profile due to soft suspension	Some fields may still be editable; fix what you can, document what you can't
Unsure if address qualifies	Review Google's guidelines on eligible addresses
Multiple category concerns	Use primary category that best represents main business; limit secondary categories

Next Steps

Once all items are audited and fixed:

Proceed to → SOP 003: Gather Evidence

See Also

• SOP 001: Identify Suspension Type
• Quick Reference: Checklists
• Google Guidelines for Representing Your Business