Resource · Google Maps
Use the checklist when launching a local SEO campaign, auditing a profile, or reviewing monthly performance. Mark items Pass, Needs attention, or Not applicable. Add evidence, priority, an owner, and a due date for each issue.
Checklist resource
Reviewed October 16, 2026
Las Vegas SEO Agency
This is a quality-control tool, not a list of guaranteed ranking factors. Complete only actions that accurately represent the business and comply with current Google guidelines.
Use the categories guide for the selection process itself.
Google’s user-contributed content policy sets out what is and is not allowed.
The photo guide covers specifications, a shot list and privacy checks.
Google’s performance report definitions explain exactly what each figure counts.
| Field | Record |
|---|---|
| Business / location | |
| Review date | |
| Reviewer | |
| Queries and test locations | |
| Profile status | |
| Important changes since last review | |
| Main findings | |
| Highest-priority action | |
| Owner and due date | |
| Next review date |
| Frequency | Tasks |
|---|---|
| Weekly | Monitor reviews, customer feedback, and visible profile issues. |
| Monthly | Check core information, links, services, photos, and performance. |
| Quarterly | Review categories, website alignment, competitors, and lead quality. |
| After a major change | Confirm affected details and document the update. |
| After a ranking drop | Diagnose query, location, status, recent changes, and tracking before editing. |
Eligibility or suspension issues, inaccurate location details, wrong phone number, duplicate-profile conflicts, and broken primary conversion paths.
Inaccurate categories, outdated hours, missing service details, poor website alignment, and review-management gaps.
Cosmetic or nonessential changes that do not improve accuracy, customer usefulness, or business outcomes.
Priorities depend on the business model. A broken booking link may be critical for an appointment-driven business.
A checklist becomes actionable only when findings are tied to evidence and a responsible person. For every item marked “Needs attention,” record the exact issue rather than writing a vague note such as “optimize profile.”
| Field | What to record |
|---|---|
| Finding | Specific problem observed |
| Evidence | URL, screenshot, profile field, test result, or account notice |
| Customer impact | How the issue could confuse or block a customer |
| Risk | Policy, accuracy, technical, or conversion concern |
| Priority | High, medium, or lower |
| Action | Concrete correction |
| Owner | Person responsible |
| Due date | Planned completion |
| Verification | How completion will be tested |
| Follow-up | Date to review the result |
For example, “Website broken” is too vague. A useful finding would record that the website link opens a 404 page on mobile, include the destination URL, identify the correct destination, assign an owner, and retest the link after correction.
Perform these tests from a mobile device and a desktop browser where practical.
Never submit fake customer details to a live sales system without permission. Coordinate test submissions with the business so that staff do not mistake them for genuine leads.
Use a consistent measurement protocol rather than occasional ad hoc searches.
If using a grid-based tracker, document grid size, center point, radius, query, and scan date. A grid is a comparative diagnostic tool; it does not guarantee that all users see those exact positions.
Before sending a report, confirm:
Do not close a finding merely because a change was saved. Verify the outcome.
For profile fields, revisit the profile and confirm the displayed information. For website fixes, test the exact URL and conversion path. For tracking fixes, perform an approved test and confirm the event or lead reaches the intended reporting destination. For policy matters, rely on the actual account status or official response rather than assuming that a submission has resolved the issue.
Review the evidence and the actual customer impact before assigning priority.
Before finalizing the audit, ask:
The purpose of an audit is to help the business make better decisions. It should make the current state understandable and the next steps specific, not overwhelm the client with an unprioritized list of minor observations.
FAQ
How to use the checklist, and what it does not promise.
No. It helps improve accuracy, usefulness, and measurement. Local results depend on multiple factors.
Only where relevant. Do not add inaccurate details or features just to mark an item complete.
Review important information monthly and perform a deeper audit quarterly or after a significant change.
No. Local results vary by location. Use consistent tests across relevant areas, while recognizing that no test represents every searcher.
Start with eligibility, inaccurate location details, wrong contact information and broken conversion paths. Use the ranking factors guide to decide what the remaining findings are likely to affect.
Keep Going
Six companion resources, each covering one job: setting up, checking, choosing, photographing, appealing and diagnosing.
The full program: eligibility, accuracy, website, reviews, measurement.
Relevance, distance and prominence, and what is actually known.
How the local results module in Search works and how to measure it.
Confirm the drop is real, then work a measured recovery plan.
Las Vegas SEO Agency
We work the checklist for Las Vegas, Henderson and North Las Vegas businesses, record evidence against every finding, and hand back an owner and a date for each fix.
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