Framework

The GBP Scorecard follows the customer journey, not the profile's field list.

IDENTIFY → UNDERSTAND → TRUST → ACT → HANDOFF
                                      ↓
                             RESPONSE → BOOK → CUSTOMER → REVIEW
                                      ↓
                                   MEASURE

The ten stages

#	Stage	Customer question	Coverage
1	Identify	Is this the right business, in the right place?	Scored
2	Understand	Do I understand the services, fit, hours, and location?	Scored
3	Trust	Does reputation and content give me enough confidence?	Scored
4	Act	Can I call, visit, book, or message without friction?	Scored
5	Handoff	Does the journey stay coherent when I leave Google?	Scored
6	Response	What happens after I call or message, and how fast?	Owner data required
7	Book	Does a booking request become a scheduled job?	Owner data required
8	Customer	Which profile-origin customers became jobs?	Owner data required
9	Review	Does every completed job feed a consistent review process?	Owner data required
10	Measure	Can profile-origin activity be distinguished?	Scored

The public profile can score stages 1–5 and 10. It can only ask about stages 6–9.

Seven categories

The journey is scored through seven weighted categories:

Category	Weight
A. Identity & Accuracy	15
B. Relevance & Service Coverage	18
C. Conversion & Actionability	22
D. Reputation & Trust	20
E. Content & Freshness	10
F. Handoff & Journey Continuity	10
G. Measurement & Attribution	5
Total	100

Conversion receives the highest weight because the profile's main job is to produce a next step. Content and measurement matter, but they do not outrank the action path.

Evidence model

Every check ends in one state:

• VERIFIED — directly observed or safely measured.
• STRONG SIGNAL — the observation is real, but the consequence is not proven.
• OWNER DATA REQUIRED — needs CRM, call, messaging, scheduling, or financial data.
• NOT APPLICABLE — does not reasonably apply.

Owner-data questions are never scored. Optional opportunities are never scored. See Evidence.

Applicability

Not every trade has the same journey. A service-area plumber should not be penalized for a missing retail storefront. A painter should not be penalized for not offering emergency service. Configuration determines applicability:

{
  "trade": "plumbing",
  "service_business": true,
  "emergency_service": true,
  "physical_storefront": false,
  "online_booking_expected": true,
  "messaging_expected": false,
  "after_hours_expected": true,
  "content_posts_expected": false
}

When a conditional check is disabled, it is N/A and removed from the denominator. When an action does not exist to inspect, a downstream handoff or attribution check is also N/A, so the same missing action is not penalized twice. See Configuration.

Opportunity flags

Financing, memberships, maintenance plans, SMS, AI reception, online estimates, review automation, missed-call recovery, advanced attribution, video, and enhanced content cadence are not scored.

They are reported as opportunities when the evidence supports them. An optional RAD service is never the reason a business loses points.

What is deliberately excluded

• Local Pack rank, grid visibility, organic ranking, AI answer inclusion — Local Visibility Scorecard.
• Website form usability, page speed, mobile layout, on-site analytics — Website Scorecard.
• Call answer rate, speed-to-lead, booking conversion, close rate, revenue — owner data or authorized connected diagnostics.
• Competitor benchmarking with invented market data.
• Reviews or business facts that were not observed.

Canonical source

The machine-readable rubric is .opencode/skills/home-service-gbp-audit/references/rubric.json. It contains 49 checks, each with an ID, category, weight, journey stage, evidence types, evaluation method, applicability, severity, anchors, and recommended intervention.

Generated artifacts:

• rubric.md
• coverage-matrix.json
• portable-checklist.md

Do not hand-edit generated files.