Sample Subject

Business Overview

The audit subject below is a composite. Real audits are scoped against the actual business — its category, service model, and competitive market.

Business Name
Summit Ridge Roofing Co.
Vertical
Roofing contractor (residential + commercial)
Service Model
SAB · Service-area business, no storefront
Service Radius
35 miles · 4 ZIP codes covered
Years in Operation
11 years
Audit Goal
Local pack visibility · Lead volume from organic local search
GBP Health Snapshot

Where We Started

42/100
GBP Score
3.9★
Avg Rating
47
Total Reviews
8/22
NAP Citations
20-Point GBP Checklist

What the Audit Found

Every audit runs a 20-point Google Business Profile checklist. Below is the summary view — the full PDF includes diagnostic notes for each item.

Findings & Diagnosis

Prioritized Issues

Findings are ranked by revenue impact, not by severity alone. The intent is to surface what moves leads — fast.

4 findings
2 Critical
1 High
1 Medium
Quick-win window: 30 days
F-01 Critical Misclassified primary GBP category

Primary category set to "Contractor" — a generic parent category. Google uses primary category as the dominant relevance signal for local pack eligibility. Current setting makes the listing ineligible for ~40% of high-intent roofing queries.

Current primary:
Contractor
Recommended primary:
Roofing Contractor
Recommended secondary:
Commercial Roofer · Gutter Service
Impact: Highest single-lever fix. Category corrections typically produce visibility gains within 7–14 days. Estimated lift: 25–40% in local pack impressions for roofing-specific queries.
F-02 Critical SAB configuration missing — service areas undefined

Business operates as a service-area business (no customer-visiting storefront) but GBP is configured as a brick-and-mortar location. No service areas are declared. Result: ranking is anchored solely to the office address, suppressing visibility across the actual 35-mile service radius.

Current config:
Storefront (address visible)
Declared service areas:
0
Should declare:
4 ZIPs + adjacent suburbs (≤9 areas)
Impact: Hides address (best practice for SAB) and unlocks proximity ranking across declared service areas. Pairs with Finding 01 — both must ship together for compounding lift.
F-03 High NAP inconsistency across citation directories

Audit of 22 priority directories returned 8 fully consistent, 9 partial mismatches (suite number variants, phone format), 5 missing entirely. Inconsistency erodes trust signals and creates duplicate-listing risk on Apple Maps and Bing Places.

Consistent NAP:
8 / 22
Mismatched:
9 / 22 (suite no., phone format, abbreviations)
Missing:
5 / 22 (incl. Angi, HomeAdvisor, BBB)
Impact: Citation cleanup is slow-burn (60–90 days to propagate) but compounds. Roofing-specific directories — Angi, HomeAdvisor — are leads channels in their own right.
F-04 Medium Review velocity below competitor median

4 new reviews in trailing 180 days vs. competitor median of 12. Average rating (3.9★) is held down by 2 unaddressed 1-star reviews from 2024 with no owner response. Review recency and response rate are both confirmed local ranking factors.

Trailing 180-day reviews:
4 (competitor median 12)
Owner response rate:
31% (target ≥90%)
1-star reviews unanswered:
2
Impact: Slower lever than F-01/F-02 but lifts conversion rate from listing views, not just visibility. Review request workflow is a one-time setup with ongoing return.
Competitor Gap Analysis

Where the Leverage Is

Top-3 competitor benchmark across 9 dimensions. Gaps are where the fastest movement is available.

Metric Client Comp A Comp B Comp C Gap
GBP primary category accuracy Generic Specific Specific Specific Behind
Service-area config (SAB) 0 7 9 5 −7 avg
Total reviews 47 128 94 73 −51 avg
Avg rating 3.9 4.7 4.5 4.4 −0.6
GBP photos 11 87 62 44 −53 avg
GBP posts (last 90d) 0 11 8 6 −8 avg
Services listed 0 12 9 11 −10 avg
Citation consistency (of 22) 8 19 17 15 −9 avg
LocalBusiness schema on site Absent Present Present Absent Behind 2/3
Remediation Roadmap

The 90-Day Plan

A phased plan that gets the highest-impact fixes shipped first, then compounds with foundation and ongoing work.

Days 1–14
Phase 1 · Quick wins
  • Fix primary GBP category (F-01) and add 2 secondary categories
  • Reconfigure as SAB, hide address, declare 9 service areas (F-02)
  • Populate all 14 services with descriptions and pricing where applicable
  • Respond to all 1-star reviews and unanswered Q&A items
Days 15–45
Phase 2 · Foundation
  • Citation cleanup across 22 directories — fix 9 mismatches, claim 5 missing
  • Submit to roofing-vertical directories: Angi, HomeAdvisor, BBB, Houzz
  • Implement LocalBusiness JSON-LD schema sitewide with service-area markup
  • Photo upload sprint: 30 geotagged photos across job sites and team
Days 46–90
Phase 3 · Compounding
  • Review request workflow — post-job SMS sequence targeting 8–12 reviews/month
  • GBP posting cadence: 1/week mixing offers, updates, before/after work
  • On-page NAP audit and title-tag optimization for service-area pages
  • Monthly KPI report: rankings, GBP insights, lead attribution