The Studio · Presence Framework

GBP Optimization Checklist.

Work through every item — most small businesses can move from barely findable to actually competitive in one focused afternoon.

25 items
5 sections
2–3 hours to complete
Progress
0 / 25

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Section 01
Foundation
~45 min
  • GBP is claimed AND verified Search your business name — "Manage now" means claimed. Verified = Google confirmed you via postcard, phone, or email. Unverified profiles are deprioritized in local search, even when fully filled out.
  • Business name is exact — no keyword stuffing "Acme Plumbing" not "Acme Plumbing | Best Plumber in Portland." Google penalizes keyword-stuffed names.
  • Primary category is the most specific accurate match "Plumber" beats "Service Business." Specificity ranks better for the searches you actually want to win. Google uses primary category as the strongest signal for which queries you appear in.
  • 2–9 secondary categories added Each secondary category opens additional search terms. Don't add irrelevant ones.
  • Hours are accurate, including special hours for holidays A "Closed" listing on the day someone searches loses business. Set special hours annually.
  • Phone, website, and booking link are live and tested Click every link from the live profile to confirm it works. Broken contact paths kill conversions silently.
Section 02
Visuals
~30 min
  • Logo uploaded (square, clean, on-brand) PNG with transparent background. 720×720 minimum. Shows up next to your name in search results.
  • Cover photo uploaded (landscape, high quality) 1080×608 ratio. Real work or place — not stock. Google can tell, and so can your audience.
  • 10+ photos across categories Mix of: exterior, interior, products/work, team, before-and-after. Profiles with 100+ photos get 520% more calls than those with under 10. Photos signal an active, authentic business. Stock-only profiles look like ghost listings.
  • Photos are recent (at least some in the last 60 days) Google checks freshness. Photos from 3 years ago look abandoned. Upload at least one new photo monthly.
  • Video uploaded (optional but underused) 30 seconds, vertical, native upload. Most competitors won't have one — easy differentiator.
Section 03
Activity
~30 min setup
  • Business description fills 750+ characters Max is 750. Use them. Mention what you do, who for, where, and what's different. Write for humans.
  • All services listed with descriptions Each service gets a 1–2 sentence description. Helps Google match you to specific queries.
  • Attributes selected (women-led, wheelchair-accessible, etc.) Whatever applies. These show up as badges and let people filter searches.
  • 3+ posts in the last 30 days Updates, offers, events, photos. Posts expire after 7 days — add it to your weekly batch session. Active posting signals Google the business is operating. Posts appear in search results for free.
  • Q&A section seeded with 3–5 questions Anyone can answer Q&A. Pre-seed with questions you actually get, and answer them yourself first.
Section 04
Reviews
~30 min
  • 20+ reviews with 4.5+ average Below 20, you look new. Below 4.5 stars, you look risky. If you're below either, this is your top priority. Review count, score, and recency are three of the top five local ranking factors.
  • Every review responded to — including positive ones "Thanks, [name]!" counts. Unresponded reviews signal an inattentive business. Reply to old ones too.
  • Review request template written and ready to send A short personal message you can send after each completed job, with a direct link to your review page.
  • 5 review requests sent to recent happy clients Right now. Even before you finish the rest of the checklist. Fastest way to add new reviews this week.
  • Negative review response template ready Don't draft from a place of panic. Have a template: acknowledge, apologize for the specific frustration, offer to make it right offline.
Section 05
Sustaining
15 min/week
  • Weekly GBP post scheduled in your batch session One post. An update, photo, project, or offer. Block 15 min weekly and don't skip it.
  • Review request added to client offboarding The last step of every job = sending the review link. Automated, not "when I remember."
  • New photo uploaded monthly Phone reminder on the 1st of each month. One photo of real work.
  • Monthly rank check for your top 3 search terms Search "[your service] + [your city]" in incognito monthly. Track the trend — it matters more than the absolute position.
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