The Ultimate Google Business Profile Audit Checklist for Clinics

If your dental office, physiotherapy clinic, foot care center, or medical spa isn’t showing up in the Google Maps 3-Pack, it’s time for an audit.

A GBP audit is like a digital check-up: it helps you identify what’s missing, broken, outdated, or under-optimized—so your clinic can rank higher and convert better.

This post gives you a complete GBP audit checklist, specifically tailored for clinics, to:

Improve your local visibility
Build trust with patients
Drive more calls, clicks, and bookings

🧠 Why GBP Audits Are Essential for Clinics

Just like patients need regular check-ups, your Google Business Profile needs:

Ongoing updates
Regular cleanups
Strategic optimization

Even one outdated phone number or missing photo can hurt your visibility and credibility.

📋 The 20-Point GBP Audit Checklist for Clinics

Use this checklist every quarter or when your clinic updates services, branding, or team members.

📍 Basic Information

Clinic Name
✅ Matches your real-world signage (no extra keywords or “stuffing”)
Address
✅ Correct, standardized format (especially for multi-location clinics)
Phone Number
✅ Clickable and local (avoid toll-free unless required)
Website URL
✅ Directs to your primary service or booking page—not a homepage if avoidable
Hours of Operation
✅ Updated for holidays, summer/winter schedules, or closures

📂 Categories & Services

Primary Category
✅ Accurately reflects your main service (e.g., “Physiotherapy Clinic,” “Dental Clinic,” “Medical Spa”)
Secondary Categories
✅ Support your other services (e.g., “Orthotics & Prosthetics Service,” “Massage Therapist”)
Services Section
✅ Lists all offered treatments with brief, keyword-rich descriptions

📝 Business Description

Well-Written Description
✅ Includes who you are, what you offer, and where you serve
✅ Includes location-based keywords (e.g., “serving patients in Brampton and Mississauga”)

📸 Photos & Media

Exterior & Interior Photos
✅ Clear, recent, and professional (no blurry or dark photos)
Staff & Treatment Photos
✅ Show your providers and real services in action
Videos (Optional but Recommended)
✅ Short, simple clips (e.g., welcome tour, service demo, team intro)

💬 Reviews & Reputation

Review Volume & Frequency
✅ At least 30–50 reviews and growing monthly
Average Rating
✅ 4.5+ stars with no major unresolved complaints
Review Responses
✅ You respond to all reviews—especially the negative ones—with professionalism

❓ Q&A Section

Seeded Questions & Answers
✅ Add FAQs about insurance, booking, parking, services, etc.
✅ Answers are clear, friendly, and include keywords where relevant

📰 Posts & Engagement

Google Posts Published Weekly
✅ Mix of promotions, educational tips, service spotlights, team intros, etc.
Click-Through CTAs Used
✅ “Book,” “Call now,” “Learn more,” or custom URLs in each post

⚙️ Technical & Misc.

Google Maps Pin Is Correct
✅ Double-check your location—especially if you’re in a plaza or medical building
Profile is Verified & Connected to a Gmail Account You Own
✅ Never leave ownership with a former agency or staff member

🔎 Pro Tips for a High-Performing GBP

Log in every 2–4 weeks to update content and respond to activity
Use UTM tags on your GBP link to track Google Maps traffic in Google Analytics
Cross-post content from Instagram or blogs to your GBP for efficiency
Use keywords naturally in your services and posts to match patient searches

📈 What Happens After a Good GBP Audit?

Clinics that consistently audit and optimize their profile often see:

30–70% more views in Google Maps
Higher conversion rates (clicks to calls or bookings)
Stronger reputation and patient trust

🧠 Final Thoughts

Think of your Google Business Profile like your clinic’s digital front door.

When patients search for care, your GBP often decides:

Whether they trust you
Whether they book with you
Or whether they scroll to the next competitor

An audit keeps your profile sharp, visible, and performing at its best.

📞 Want a Pro to Audit Your Clinic’s GBP for You?

At GBP Support, we provide:

In-depth Google Business Profile audits
Fixes and optimizations based on what actually moves rankings
Clear reporting with no fluff

👉 [Book a Free 15-Min Discovery Call]
Let’s make sure your profile isn’t costing you patients—or Google rankings.