Getting listed on Google Maps is only the first step. The real challenge? Staying visible and competitive over time. Many moving companies claim their Google Business Profile once and then neglect to update it. But those stale, incomplete, or inconsistent profiles slowly slip down the rankings.
We’ve already covered how to set up your Google Maps profile. Missed that post? Give it a read.
This time, we’re guiding you through a monthly or quarterly audit checklist to help you catch problems, avoid common mistakes, and keep your listing fresh.
Follow this routine regularly and you’ll not only maintain your visibility in local search, but also build trust with customers who want to know you’re active, reliable, and ready for their move.
How to Do an Audit for Google Maps SEO
Step 1. Confirm You Verified Your Profile
You already know that a verified profile is the first step in our Google Maps SEO Guide. A verified profile sets the foundation for the rest of your audit.
- Check for duplicates: search your business name in Google Maps. If multiple listings appear, request removal or merge them.
- Verify your listing if you haven’t yet. Verified profiles get priority in local search and signal trust to customers. Use postcard, phone, or email verification.
Step 2. Check that your address is visible
If you want stronger local SEO performance and you can show an address, do it. Hiding it limits your exposure, weakens your ranking potential in map searches, and may reduce customer trust. Only hide your address if you truly don’t serve customers at that location, per Google’s rules.
- Add your full business address in GBP (only if customers can visit you)
- Make sure the address is publicly visible (don’t check the “hide address” box)
- Ensure the location pin on the map is accurate (adjust manually if needed)
- Use a real physical address (no PO Boxes, virtual offices, or UPS stores — violates Google’s guidelines)
- Match the address exactly with what’s on your website and directories (NAP consistency)
Step 3. Check Your Business Info for Accuracy
Make sure your information is up to date and matches your official business records. Businesses caught “keyword stuffing” their name (e.g., “Best Dallas Movers – Cheap Long Distance Moving”) often get suspended.
Action Items
- Confirm service areas: expand or refine based on where you’re booking most jobs.
- Check business name: use the official name only (no extra keywords).
- Edit hours of operation: Hours of operation help your listing rank better by boosting visibility in “open now” searches, increasing user trust, and improving engagement signals.
- Edit holidays: update for holidays or seasonal changes.
Step 4. Audit Services and Categories
List all services with clear, keyword-friendly descriptions and select the right categories. Missing or miscategorized services can cause Google to rank your business lower.
Action Items
- Make sure all services are listed (residential, commercial, packing, specialty).
- Add short, keyword-friendly descriptions.
- Review your primary category (“Moving Company”) and adjust secondary categories if needed. Categories like Packing Supply, Transportation, Storage, Moving and storage service, etc.
Step 5. Refresh Your Photos Regularly
Update your profile with images from your most recent moves. Google rankings favor active profiles, and customers are less likely to trust a mover whose last upload was two years ago.
Action Items
- Add new photos of your team, trucks, or jobs each month. Do this weekly, or at minimum, monthly
- Replace outdated or low-quality images.
- Make sure your logo and cover photo still look sharp.
Step 6. Review Your Customer Feedback Process
Respond to all reviews promptly and professionally. Ignoring critical reviews makes future customers doubt your professionalism. Even a brief, calm response goes a long way.
Action Items
- Respond to all reviews, not just the positive ones.
- Check that review requests are being sent after every move.
- Confirm your direct review link works.
Step 7. Check Posts and Q&A Activity
Regular posts and proactive Q&A show Google and customers that your business is active. Treat your profile like social media. If it looks inactive, customers assume your business is too.
Action Items
- Delete or update outdated questions or responses.
- Ensure you post updates at least once a month. If not, build posting into your schedule.
- Review your Q&A section to identify any unanswered questions and add new ones as needed.
Step 8. Confirm NAP Consistency Across Platforms
Your Name, Address, and Phone (NAP) need to match across all directories. Inconsistent listings can confuse search engines and hurt rankings.
Action Items
- Make sure your Name, Address, and Phone number (NAP) are identical across directories.
- Correct errors or outdated listings on Yelp, Angi, or Nextdoor.
- Use tools like BrightLocal or Whitespark if you have multiple locations.
Step 9. Review Insights for Local SEO for Movers
Monitor views, clicks, and calls to see what’s performing. If certain services aren’t showing up in searches, review how you’ve described them and compare with competitor listings.
Action Items
- Check calls, clicks, and searches in Google Business Profile Insights.
- See which services get the most visibility.
- Adjust descriptions or photos based on engagement.
Step 10. Go Beyond the Basics (Advanced Extras)
Adding booking links, UTM tracking, or syncing with ads can increase conversions. These extras aren’t required to show up, but they often lead to more conversions once you’re found.
Action Items
- Add a booking link or call button.
- Utilize UTM tracking to identify which profile actions generate genuine leads.
- Embed your Google Map location on your website.
- Sync with Google Ads if you’re running campaigns.
Conclusion
Think of your Google Business Profile like a moving truck: if you don’t maintain it, it eventually breaks down. A strong Maps presence is built and reinforced through updates, consistency, and attention to detail.
Run through this audit every month or quarter, fix what’s outdated, and look for small opportunities to improve. Over time, you’ll protect your spot in local search results and stand out as a company that customers can trust.
Need Help Checking Every Box on Your Google Maps SEO To-Do List?
At Moving Marketing Results, we help moving companies go from overlooked to overbooked. Whether you’re starting from scratch or want a pro to audit and optimize your Google Maps profile, we’ll help you tick every box and climb those local rankings with confidence.
Looking for more SEO tips for movers? Explore our blog to find ways to boost your visibility and book the moves you really want.
