After ~1,000 free GBP audits, here are the 5 issues that show up on almost every profile
Going through ~1,000 GBP audits these last few months, the same 5 issues keep showing up on 80%+ of profiles. Posting in case any are easy fixes for yours.
1. No posts in the last 30 days. GBP posts decay fast in the algorithm. If your last post was in February, that's actively working against you in the local pack. One post a week is enough.
2. Review reply rate under 50%. Replying to reviews is a documented local ranking factor. The bar is low — even one-line replies count. Owners who reply hit "Customers love..." AI labels faster, which Google now surfaces in the SERP.
3. Empty Services tab. 70% of profiles have nothing in Services. Google reads service item descriptions when matching queries like "[service] near me". Empty Services = invisible for those.
4. Primary category too generic. "Restaurant" instead of "Italian restaurant". "Marketing agency" instead of "SEO agency". Primary category is the strongest single ranking signal you control. Pick the most specific one Google offers and use additional categories for the rest.
5. Blank business description. 60% leave it almost blank. It's not a heavy ranking factor but it's the only on-profile copy you fully control. Empty is wasted real estate.
Bonus: the most common suspension-risk issue is keywords or hours stuffed into the business name itself ("Joe's Plumbing 24/7 Emergency Service"). Google can soft-suspend for this. If your name doesn't match what's on your storefront / paperwork, fix it before they fix it for you.
If you want a full breakdown of your own profile, there's a free audit you can find by searching "wiremo free GBP audit" on Google. 32 checks plus a separate compliance section, no signup beyond an email. I built it because the paid alternatives are $200+ for the same checklist.
Happy to answer questions on any specific check.