Google Business Profile Scorecard — Canonical Rubric¶

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Version: 1.0.0 · Framework: gbp-journey · Updated: 2026-10-27 · Total: 100

Evidence-based diagnosis of the public Google Business Profile journey

The seven categories¶

Category	Weight	Question
A. Identity & Accuracy	15	Can a prospective customer confidently understand who this company is, where it operates, when it is available, and whether its public information is coherent?
B. Relevance & Service Coverage	18	Does the profile accurately communicate the services the business wants local customers to hire it for?
C. Conversion & Actionability	22	Can a ready-to-buy searcher take a useful next action with minimal friction?
D. Reputation & Trust	20	Does publicly observable reputation provide sufficient and current trust for a customer to act?
E. Content & Freshness	10	Does the profile visibly demonstrate an active, credible company performing the work it claims to perform?
F. Handoff & Journey Continuity	10	Does the customer journey remain coherent when the prospect leaves Google?
G. Measurement & Attribution	5	Can activity originating from the profile be meaningfully measured?
Total	100

The score is not a completeness score. Conversion receives the highest weight because a profile that cannot produce a next step has failed its main job.

Bands¶

Score	Band	Label
90–100	A	Elite
75–89	B	Strong
60–74	C	Average
40–54	D	Weak
0–14	F	Critical

Scoring model¶

For each category: normalized = category.max * earned / applicable_max. Total = sum(normalized) * 100 / sum(category.max for categories with applicable checks). Category caps apply to normalized category points; overall caps apply to the total. Final = min(total, overall cap).

Rounding. Category normalized values are rounded to 2 decimals. Total and final are rounded to 1 decimal. Display = final rounded to the nearest integer. Bands use the display score.

Owner data. Owner-data questions are never scored and never reduce the public score.

Evidence. Every applicable check needs evidence and confidence verified or strong_signal. A deterministic check must be verified.

Check index¶

ID	Title	Cat	Max	Severity	Evaluation	Applicability
GBP-ID-01	Business status and identity	A	2	critical	deterministic	required
GBP-ID-02	Primary category fits the core business	A	2	high	model_judgment	required
GBP-ID-03	Additional categories are relevant, not stuffed	A	2	medium	model_judgment	required
GBP-ID-04	Primary phone is present and coherent	A	2	critical	deterministic	required
GBP-ID-05	Website action is present and plausibly owned	A	2	critical	deterministic	required
GBP-ID-06	Location or service-area configuration is coherent	A	2	high	model_judgment	required
GBP-ID-07	Regular hours are present and coherent	A	1	high	deterministic	required
GBP-ID-08	Description is specific and accurate	A	1	medium	model_judgment	required
GBP-ID-09	Relevant attributes support the buying decision	A	1	medium	model_judgment	required
GBP-SVC-01	Major services are explicit	B	4	critical	model_judgment	required
GBP-SVC-02	Commercially important services are represented	B	3	high	model_judgment	required
GBP-SVC-03	Emergency or urgent service is represented	B	3	high	deterministic	conditional (`emergency_service`)
GBP-SVC-04	Service descriptions are clear	B	3	high	model_judgment	required
GBP-SVC-05	Service organization is coherent	B	2	medium	model_judgment	required
GBP-SVC-06	Profile services match the website offering	B	2	high	deterministic	required
GBP-SVC-07	Category-specific attributes add service context	B	1	low	model_judgment	required
GBP-CON-01	Phone action is usable	C	4	critical	deterministic	required
GBP-CON-02	Website action is clear and labeled	C	2	high	deterministic	required
GBP-CON-03	Booking or appointment action	C	3	critical	deterministic	conditional (`online_booking_expected`)
GBP-CON-04	Messaging action	C	2	medium	deterministic	conditional (`messaging_expected`)
GBP-CON-05	Directions or location action	C	2	high	deterministic	conditional (`physical_storefront`)
GBP-CON-06	Mobile handoff is compatible	C	2	high	model_judgment	required
GBP-CON-07	Emergency action pathway	C	2	high	deterministic	conditional (`emergency_service`)
GBP-CON-08	After-hours path when observable	C	2	medium	model_judgment	conditional (`after_hours_expected`)
GBP-CON-09	Preferred next action is clear	C	2	high	model_judgment	required
GBP-CON-10	Contact paths do not conflict	C	1	medium	deterministic	required
GBP-TRU-01	Rating provides a credible baseline	D	3	high	deterministic	required
GBP-TRU-02	Review count provides enough context	D	3	high	deterministic	required
GBP-TRU-03	Recent reviews are present	D	4	critical	deterministic	required
GBP-TRU-04	Review velocity is consistent	D	3	high	deterministic	required
GBP-TRU-05	Recent rating distribution does not signal a trust problem	D	3	high	deterministic	required
GBP-TRU-06	Owner responses are present	D	2	medium	deterministic	required
GBP-TRU-07	Owner responses are recent and relevant	D	1	low	deterministic	required
GBP-TRU-08	Reviews contain service-specific proof	D	1	low	model_judgment	required
GBP-CNT-01	Profile imagery is present	E	2	medium	deterministic	required
GBP-CNT-02	Imagery is business-relevant	E	2	high	model_judgment	required
GBP-CNT-03	Useful job, team, vehicle, or before/after media	E	3	high	model_judgment	required
GBP-CNT-04	Media is recent	E	1	low	deterministic	required
GBP-CNT-05	Business-uploaded context is observable	E	1	low	deterministic	required
GBP-CNT-06	Recent posts or updates where applicable	E	1	low	deterministic	conditional (`content_posts_expected`)
GBP-HND-01	Website destination resolves over HTTPS	F	2	critical	deterministic	required
GBP-HND-02	Destination identity matches the profile	F	2	high	model_judgment	required
GBP-HND-03	Phone, hours, and service signals stay consistent	F	2	high	deterministic	required
GBP-HND-04	Booking destination resolves and belongs to the business	F	2	critical	deterministic	conditional (`online_booking_expected`)
GBP-HND-05	No obvious dead end at handoff	F	1	medium	model_judgment	required
GBP-HND-06	Source context is preserved at handoff	F	1	low	model_judgment	required
GBP-MSR-01	Website action carries observable source context	G	2	medium	deterministic	required
GBP-MSR-02	Booking action carries observable source context	G	2	high	deterministic	conditional (`online_booking_expected`)
GBP-MSR-03	Destination structure allows profile-origin measurement	G	1	low	deterministic	required

Checks by category¶

A. Identity & Accuracy — 15 points¶

Can a prospective customer confidently understand who this company is, where it operates, when it is available, and whether its public information is coherent?

GBP-ID-01 — Business status and identity (2 points)¶

Stage: identify · Severity: critical · Evaluation: deterministic · Applicability: required · RAD: gbp_optimization

Principle: A closed or misidentified listing cannot serve a customer.

Score	Anchor
2	The profile is operational and the business name matches the trade and destination website.
1	The profile is temporarily closed, or status/name cannot be verified from available public data.
0	The profile is marked permanently closed, or the name belongs to a different business.

Evidence to capture: businessStatus, displayName, destination title

Recommended intervention: Confirm the profile status and legal trading name, then correct any mismatch.

GBP-ID-02 — Primary category fits the core business (2 points)¶

Stage: identify · Severity: high · Evaluation: model_judgment · Applicability: required · RAD: gbp_optimization

Principle: Category is the strongest relevance signal in Maps.

Score	Anchor
2	The primary category accurately names the main service a customer would hire.
1	The primary category is broader, narrower, or adjacent enough to create ambiguity.
0	The primary category describes a different business or a service the business does not sell.

Evidence to capture: primaryType, website service language

Recommended intervention: Choose the most specific accurate primary category for the core service.

GBP-ID-03 — Additional categories are relevant, not stuffed (2 points)¶

Stage: identify · Severity: medium · Evaluation: model_judgment · Applicability: required · RAD: gbp_optimization

Principle: Category stuffing dilutes relevance and can mislead customers.

Score	Anchor
2	Additional categories reflect services the business actually sells and can support.
1	One or more additional categories are adjacent or weakly supported.
0	Additional categories are unrelated, duplicated, or clearly used as keyword inventory.

Evidence to capture: types, website service pages

Recommended intervention: Remove unsupported categories and keep only services with real delivery evidence.

GBP-ID-04 — Primary phone is present and coherent (2 points)¶

Stage: identify · Severity: critical · Evaluation: deterministic · Applicability: required · RAD: call_tracking

Principle: A customer must be able to call the business the profile describes.

Score	Anchor
2	A usable primary phone is present and matches the main public phone on the destination.
1	A phone is present but formatted inconsistently, unverified, or different in one public location.
0	No phone is present, or the profile phone clearly belongs to another business.

Evidence to capture: nationalPhoneNumber, destination tel: links

Recommended intervention: Use one tracked or primary number and keep it consistent on the profile and site.

GBP-ID-05 — Website action is present and plausibly owned (2 points)¶

Stage: identify · Severity: critical · Evaluation: deterministic · Applicability: required · RAD: gbp_optimization

Principle: The website action is the primary path to deeper information.

Score	Anchor
2	A website action is present and the domain plausibly belongs to the business.
1	A website is present but generic, mismatched, or weakly connected to the profile identity.
0	No website action is present, or it points to an unrelated domain.

Evidence to capture: websiteUri, domain, destination title

Recommended intervention: Point the profile at the business's own primary domain.

GBP-ID-06 — Location or service-area configuration is coherent (2 points)¶

Stage: understand · Severity: high · Evaluation: model_judgment · Applicability: required · RAD: gbp_optimization

Principle: Service-area businesses should not be penalized for hiding an address.

Score	Anchor
2	A storefront address is coherent, or a service-area business correctly hides its address and communicates a plausible service area.
1	The location signal is incomplete or ambiguous, without contradicting the business model.
0	The profile presents a false storefront, a contradictory address, or no usable location signal for a local service.

Evidence to capture: formattedAddress, service-area indicators, business configuration

Recommended intervention: Make the location or service-area configuration match how the business actually sells.

GBP-ID-07 — Regular hours are present and coherent (1 points)¶

Stage: understand · Severity: high · Evaluation: deterministic · Applicability: required · RAD: gbp_optimization

Principle: Hours set the expectation for when a customer can reach the business.

Score	Anchor
1	Regular hours are present and consistent with the destination.
0	No regular hours are present, or they contradict the destination.

Evidence to capture: regularOpeningHours, destination hours

Recommended intervention: Publish accurate regular hours and mirror them on the site.

GBP-ID-08 — Description is specific and accurate (1 points)¶

Stage: understand · Severity: medium · Evaluation: model_judgment · Applicability: required · RAD: content_production

Principle: A specific description helps a customer confirm fit.

Score	Anchor
1	The description names the services, customer, and local context in plain language.
0	There is no description, or it makes claims the business cannot support.

Evidence to capture: editorialSummary or profile description

Recommended intervention: Write a short description around services, customer, and service area.

GBP-ID-09 — Relevant attributes support the buying decision (1 points)¶

Stage: understand · Severity: medium · Evaluation: model_judgment · Applicability: required · RAD: gbp_optimization

Principle: Attributes answer practical questions without a click.

Score	Anchor
1	Relevant attributes are present and consistent with the business.
0	No relevant attributes are present, or they contradict the service model.

Evidence to capture: attributes, accessibility, payment, emergency signals

Recommended intervention: Add only attributes the business can verify and support.

B. Relevance & Service Coverage — 18 points¶

Does the profile accurately communicate the services the business wants local customers to hire it for?

GBP-SVC-01 — Major services are explicit (4 points)¶

Stage: understand · Severity: critical · Evaluation: model_judgment · Applicability: required · RAD: gbp_optimization

Principle: A customer cannot hire a service they cannot identify.

Score	Anchor
4	Every major service line the business sells is named clearly in the profile.
3	Most major service lines are present, but one material line is missing or vague.
1	Only a generic category is present, or major services are absent.
0	The profile communicates no usable service coverage.

Evidence to capture: services, description, categories

Recommended intervention: Name the major services in the profile and keep them aligned with the site.

GBP-SVC-02 — Commercially important services are represented (3 points)¶

Stage: understand · Severity: high · Evaluation: model_judgment · Applicability: required · RAD: gbp_optimization

Principle: Coverage is not the same as commercial clarity.

Score	Anchor
3	The profile highlights the services the business most wants to sell, not just every possible task.
2	The profile includes the main services but does not distinguish the commercially important ones.
1	The profile omits the commercially important services or buries them under generic categories.
0	There is no usable service prioritization.

Evidence to capture: services, service order, website service pages

Recommended intervention: Put the highest-value services first and make them easy to recognize.

GBP-SVC-03 — Emergency or urgent service is represented (3 points)¶

Stage: understand · Severity: high · Evaluation: deterministic · Applicability: conditional · condition: emergency_service · RAD: emergency_routing

Principle: A customer with an urgent problem needs a fast, explicit path.

Score	Anchor
3	Emergency or urgent service is clearly named and an urgent path is visible.
2	Urgent service is implied but not clearly named, or the path is incomplete.
1	The business sells emergency work but the profile does not show an urgent path.
0	Emergency work is not part of the business, so this check does not apply.

Evidence to capture: profile services, 24/7 language, urgent action link

Recommended intervention: State emergency availability and connect it to one usable urgent action.

GBP-SVC-04 — Service descriptions are clear (3 points)¶

Stage: understand · Severity: high · Evaluation: model_judgment · Applicability: required · RAD: content_production

Principle: A service name alone may not answer what the job includes.

Score	Anchor
3	Service descriptions explain the job, the customer problem, and the outcome in plain language.
2	Descriptions are present but generic, duplicated, or too thin to help.
1	Service descriptions are absent or are keyword lists with no customer meaning.
0	The profile has no usable service descriptions.

Evidence to capture: service descriptions, profile copy

Recommended intervention: Write one clear sentence per major service: problem, work, outcome.

GBP-SVC-05 — Service organization is coherent (2 points)¶

Stage: understand · Severity: medium · Evaluation: model_judgment · Applicability: required · RAD: gbp_optimization

Principle: Organization affects whether a customer finds the right service.

Score	Anchor
2	Services are grouped and ordered in a way a customer can scan.
1	Services are present but duplication or ordering creates some confusion.
0	Services are a disorganized list that obscures what the business does.

Evidence to capture: service list and order

Recommended intervention: Group related services and remove duplicates.

GBP-SVC-06 — Profile services match the website offering (2 points)¶

Stage: understand · Severity: high · Evaluation: deterministic · Applicability: required · RAD: gbp_optimization

Principle: A mismatch breaks confidence at the handoff.

Score	Anchor
2	The profile and destination name the same core services, with no material contradiction.
1	There is a minor mismatch that does not change the core offer.
0	A material service mismatch would send a customer to a business that does not sell what the profile promises.

Evidence to capture: profile services, website service pages

Recommended intervention: Align the profile and site service lists, then remove stale services.

GBP-SVC-07 — Category-specific attributes add service context (1 points)¶

Stage: understand · Severity: low · Evaluation: model_judgment · Applicability: required · RAD: gbp_optimization

Principle: Attributes can answer fit questions at a glance.

Score	Anchor
1	Category-specific attributes clarify the service model (for example emergency, financing, accessibility).
0	No category-specific context is present, leaving the offer ambiguous.

Evidence to capture: category attributes, service model

Recommended intervention: Add the category attributes that materially help a customer decide.

C. Conversion & Actionability — 22 points¶

Can a ready-to-buy searcher take a useful next action with minimal friction?

GBP-CON-01 — Phone action is usable (4 points)¶

Stage: act · Severity: critical · Evaluation: deterministic · Applicability: required · RAD: call_tracking

Principle: A phone call is the most common high-intent action in home services.

Score	Anchor
4	A tel: action is present, usable on mobile, and the number is not obviously invalid.
3	A phone action is present but less accessible, inconsistently formatted, or not directly tappable.
1	A number is shown as plain text only, with no usable call action.
0	No phone action exists.

Evidence to capture: nationalPhoneNumber, tel: link

Recommended intervention: Publish one primary number and make it tappable everywhere.

GBP-CON-02 — Website action is clear and labeled (2 points)¶

Stage: act · Severity: high · Evaluation: deterministic · Applicability: required · RAD: gbp_optimization

Principle: The action must be recognizable before it is tapped.

Score	Anchor
2	The website action is present, clearly labeled, and points to a plausible destination.
1	The website action is present but weakly labeled or points to a generic page.
0	No website action is present.

Evidence to capture: websiteUri and action label

Recommended intervention: Use the business's primary website and a clear label.

GBP-CON-03 — Booking or appointment action (3 points)¶

Stage: act · Severity: critical · Evaluation: deterministic · Applicability: conditional · condition: online_booking_expected · RAD: online_booking

Principle: A ready customer should be able to book without a scavenger hunt.

Score	Anchor
3	A booking action is present, clearly labeled, and resolves to a relevant booking experience.
2	A booking action is present but indirect, ambiguous, or requires unnecessary steps.
1	The business expects online booking but offers no visible booking action.
0	The business does not expect online booking, so this check does not apply.

Evidence to capture: booking link, destination state

Recommended intervention: Add one direct booking action and make the destination relevant.

GBP-CON-04 — Messaging action (2 points)¶

Stage: act · Severity: medium · Evaluation: deterministic · Applicability: conditional · condition: messaging_expected · RAD: sms_messaging

Principle: Some customers will not call; a usable message path captures them.

Score	Anchor
2	A messaging action is present, usable, and clearly owned by the business.
1	Messaging is present but could route to a generic or slow channel.
0	Messaging is not part of the intended contact mix, so this check does not apply.

Evidence to capture: message action, destination state

Recommended intervention: Add one business-owned messaging path with a clear response expectation.

GBP-CON-05 — Directions or location action (2 points)¶

Stage: act · Severity: high · Evaluation: deterministic · Applicability: conditional · condition: physical_storefront · RAD: gbp_optimization

Principle: A storefront customer needs a reliable way to arrive.

Score	Anchor
2	A storefront business exposes a coherent directions action and address.
1	A directions action exists but the address or destination is unclear.
0	This is a service-area business without a public storefront, so directions are not applicable.

Evidence to capture: address, maps link, business configuration

Recommended intervention: Provide a correct address and directions action.

GBP-CON-06 — Mobile handoff is compatible (2 points)¶

Stage: act · Severity: high · Evaluation: model_judgment · Applicability: required · RAD: conversion_recovery

Principle: Most local searches happen on a phone.

Score	Anchor
2	The primary action destinations are usable at mobile width, with no blocking interstitials or app-only dead ends.
1	One destination has friction that may cause some mobile customers to abandon.
0	A primary action sends mobile customers to a broken, blocked, or clearly unusable destination.

Evidence to capture: destination mobile checks, redirects

Recommended intervention: Make the first destination a mobile-usable page owned by the business.

GBP-CON-07 — Emergency action pathway (2 points)¶

Stage: act · Severity: high · Evaluation: deterministic · Applicability: conditional · condition: emergency_service · RAD: emergency_routing

Principle: Urgency amplifies friction.

Score	Anchor
2	Emergency work is clearly paired with one usable urgent action.
1	An urgent path exists but is ambiguous or competes with non-urgent actions.
0	Emergency work is not part of the business, so this check does not apply.

Evidence to capture: urgent copy, call or booking path

Recommended intervention: Make one urgent action unmistakable.

GBP-CON-08 — After-hours path when observable (2 points)¶

Stage: act · Severity: medium · Evaluation: model_judgment · Applicability: conditional · condition: after_hours_expected · RAD: after_hours

Principle: A customer outside business hours still needs a next step.

Score	Anchor
2	The profile or destination states what happens after hours and offers a usable path.
1	An after-hours path is mentioned but incomplete or hard to find.
0	After-hours demand is not expected, so this check does not apply.

Evidence to capture: hours, after-hours copy, action links

Recommended intervention: State after-hours availability and connect it to one action.

GBP-CON-09 — Preferred next action is clear (2 points)¶

Stage: act · Severity: high · Evaluation: model_judgment · Applicability: required · RAD: conversion_recovery

Principle: Clarity reduces decision friction.

Score	Anchor
2	One preferred action is clearly dominant and appropriate to the customer's likely intent.
1	Several actions compete, but a customer can still infer a reasonable next step.
0	The profile presents no clear preferred action or creates choice paralysis.

Evidence to capture: action order, labels, destination copy

Recommended intervention: Choose one primary action per intent and let the others support it.

GBP-CON-10 — Contact paths do not conflict (1 points)¶

Stage: act · Severity: medium · Evaluation: deterministic · Applicability: required · RAD: gbp_optimization

Principle: Conflicting paths create dead ends and distrust.

Score	Anchor
1	Phone, website, booking, and messaging actions point to one coherent business.
0	Two or more public contact paths conflict in a way that could misdirect a customer.

Evidence to capture: phone, website, booking, messaging, destination

Recommended intervention: Remove stale numbers, domains, and booking destinations.

D. Reputation & Trust — 20 points¶

Does publicly observable reputation provide sufficient and current trust for a customer to act?

GBP-TRU-01 — Rating provides a credible baseline (3 points)¶

Stage: trust · Severity: high · Evaluation: deterministic · Applicability: required · RAD: review_automation

Principle: Rating is a first-pass trust signal, not a quality proof.

Score	Anchor
3	The rating is at or above the local category baseline, or the profile has too few reviews for a rating to be meaningful.
1	The rating is below the baseline but not severely.
0	The rating is materially below the local category baseline.

Evidence to capture: rating, local category context

Recommended intervention: Investigate recurring causes of low ratings; do not chase a number.

GBP-TRU-02 — Review count provides enough context (3 points)¶

Stage: trust · Severity: high · Evaluation: deterministic · Applicability: required · RAD: review_automation

Principle: Count alone is not quality, but near-zero social proof weakens trust.

Score	Anchor
3	The review count is sufficient for the local category and consistent with business age.
1	The review count is thin but not necessarily a trust failure.
0	The profile has very few reviews relative to its age or local category.

Evidence to capture: userRatingCount, business age when available

Recommended intervention: Build a consistent review-request process; never buy reviews.

GBP-TRU-03 — Recent reviews are present (4 points)¶

Stage: trust · Severity: critical · Evaluation: deterministic · Applicability: required · RAD: review_automation

Principle: Recent proof matters more than a historical average.

Score	Anchor
4	A review was published within the recent window expected for the category.
3	The most recent review is older than expected but within a plausible seasonal window.
1	The most recent review is stale enough that current trust cannot be inferred.
0	No reviews are available to assess.

Evidence to capture: review publishTime sample

Recommended intervention: Make review requests part of every completed job.

GBP-TRU-04 — Review velocity is consistent (3 points)¶

Stage: trust · Severity: high · Evaluation: deterministic · Applicability: required · RAD: review_automation

Principle: A sudden stop or burst is a signal worth investigating.

Score	Anchor
3	Reviews arrive at a reasonably steady rate for the business's job volume.
1	Review velocity is uneven or slowing, but recent proof exists.
0	Review acquisition appears to have stopped or occurred in one implausible burst.

Evidence to capture: review timestamps

Recommended intervention: Use a repeatable post-job request instead of sporadic campaigns.

GBP-TRU-05 — Recent rating distribution does not signal a trust problem (3 points)¶

Stage: trust · Severity: high · Evaluation: deterministic · Applicability: required · RAD: review_recovery

Principle: A historic average can hide a current problem.

Score	Anchor
3	Recent ratings are broadly consistent with the overall rating.
1	There is a modest recent dip or a small cluster of complaints.
0	Recent one-star reviews or a sharp distribution change suggest an unresolved service problem.

Evidence to capture: review ratings, recent sample

Recommended intervention: Read recent negatives, fix the recurring cause, and respond publicly where appropriate.

GBP-TRU-06 — Owner responses are present (2 points)¶

Stage: trust · Severity: medium · Evaluation: deterministic · Applicability: required · RAD: review_automation

Principle: A response shows the business is present after the job.

Score	Anchor
2	The owner visibly responds to a meaningful share of reviews.
1	Some responses are present, but coverage is thin or inconsistent.
0	No owner responses are observable.

Evidence to capture: review responses sample

Recommended intervention: Respond to reviews, especially recent negative ones, in a calm, specific voice.

GBP-TRU-07 — Owner responses are recent and relevant (1 points)¶

Stage: trust · Severity: low · Evaluation: deterministic · Applicability: required · RAD: review_automation

Principle: Generic responses can feel automated and reduce trust.

Score	Anchor
1	Responses are recent and address the specific review content.
0	No recent, relevant owner response is observable.

Evidence to capture: response timestamps and text

Recommended intervention: Write short, specific replies that acknowledge the job and the customer's concern.

GBP-TRU-08 — Reviews contain service-specific proof (1 points)¶

Stage: trust · Severity: low · Evaluation: model_judgment · Applicability: required · RAD: review_automation

Principle: Specific proof is more credible than a star average.

Score	Anchor
1	Reviews repeatedly mention specific services, jobs, or outcomes.
0	Reviews are too generic to support the claimed service quality.

Evidence to capture: review text sample

Recommended intervention: Ask satisfied customers to mention the job and the result, without scripting a fake review.

E. Content & Freshness — 10 points¶

Does the profile visibly demonstrate an active, credible company performing the work it claims to perform?

GBP-CNT-01 — Profile imagery is present (2 points)¶

Stage: trust · Severity: medium · Evaluation: deterministic · Applicability: required · RAD: content_production

Principle: Imagery is often the first visual trust cue.

Score	Anchor
2	A profile image or cover image is present and usable.
1	Imagery is present but sparse or low quality.
0	No usable profile imagery is present.

Evidence to capture: photos, profile media

Recommended intervention: Add a clear cover image and a recognizable profile image.

GBP-CNT-02 — Imagery is business-relevant (2 points)¶

Stage: trust · Severity: high · Evaluation: model_judgment · Applicability: required · RAD: content_production

Principle: A real job photo is stronger than a generic graphic.

Score	Anchor
2	Images show the actual business, team, work, vehicles, or job context.
1	Some relevant images are mixed with generic stock or graphics.
0	Images are generic, unrelated, or visibly misleading.

Evidence to capture: photo sample and captions

Recommended intervention: Replace stock imagery with real, permissioned job and team photos.

GBP-CNT-03 — Useful job, team, vehicle, or before/after media (3 points)¶

Stage: trust · Severity: high · Evaluation: model_judgment · Applicability: required · RAD: content_production

Principle: Useful media demonstrates capability, not just activity.

Score	Anchor
3	The media set shows enough real work variety to support the claimed services.
2	Some useful media is present, but variety or service coverage is thin.
1	The media set is too thin or generic to support the claimed work.
0	There is no useful media to assess.

Evidence to capture: photo sample, service list

Recommended intervention: Add captioned photos for each major service, including before/after where appropriate.

GBP-CNT-04 — Media is recent (1 points)¶

Stage: trust · Severity: low · Evaluation: deterministic · Applicability: required · RAD: content_production

Principle: Recent media suggests the business is active.

Score	Anchor
1	New media was added within the recent window expected for the category.
0	Media appears years old, with no recent proof of activity.

Evidence to capture: photo timestamps where available

Recommended intervention: Add a small number of recent job photos each month.

GBP-CNT-05 — Business-uploaded context is observable (1 points)¶

Stage: trust · Severity: low · Evaluation: deterministic · Applicability: required · RAD: content_production

Principle: Owner media signals intentional presentation.

Score	Anchor
1	At least some media is attributable to the business rather than only customers.
0	Only generic or user-contributed media is visible, with no business context.

Evidence to capture: photo attribution metadata

Recommended intervention: Upload a small, current set of owner-provided photos.

GBP-CNT-06 — Recent posts or updates where applicable (1 points)¶

Stage: trust · Severity: low · Evaluation: deterministic · Applicability: conditional · condition: content_posts_expected · RAD: content_production

Principle: Fresh, useful updates can support trust and activity.

Score	Anchor
1	A recent post or update is visible and relevant to the service.
0	Posts are not part of the intended profile strategy, so this check does not apply.

Evidence to capture: posts, update timestamps

Recommended intervention: Publish occasional job or service updates that help a customer, not filler.

F. Handoff & Journey Continuity — 10 points¶

Does the customer journey remain coherent when the prospect leaves Google?

GBP-HND-01 — Website destination resolves over HTTPS (2 points)¶

Stage: handoff · Severity: critical · Evaluation: deterministic · Applicability: required · requires: website_present · RAD: conversion_recovery

Principle: A broken handoff loses the customer at the moment of highest intent.

Score	Anchor
2	The primary website destination resolves successfully over HTTPS, with a valid certificate and no unrelated redirect.
1	The destination resolves but has a slow, insecure, or confusing redirect.
0	The destination is dead, unreachable, or redirects to unrelated content.

Evidence to capture: destination fetch, final URL, certificate

Recommended intervention: Repair the destination and serve the site over HTTPS.

GBP-HND-02 — Destination identity matches the profile (2 points)¶

Stage: handoff · Severity: high · Evaluation: model_judgment · Applicability: required · requires: website_resolves · RAD: gbp_optimization

Principle: Identity continuity is trust continuity.

Score	Anchor
2	The destination clearly represents the same business name, brand, and location.
1	The connection is plausible but one identity signal is weak or missing.
0	The destination appears to belong to a different business or a directory.

Evidence to capture: destination title, brand, contact details

Recommended intervention: Align the business name, logo, and location across Google and the site.

GBP-HND-03 — Phone, hours, and service signals stay consistent (2 points)¶

Stage: handoff · Severity: high · Evaluation: deterministic · Applicability: required · requires: website_resolves · RAD: gbp_optimization

Principle: Public inconsistency creates hesitation.

Score	Anchor
2	Phone, hours, and core service language match between the profile and destination.
1	One signal is inconsistent without changing the core offer.
0	A material inconsistency would make a customer question whether they reached the right business.

Evidence to capture: phone, hours, service pages

Recommended intervention: Update the destination and profile from one source of truth.

GBP-HND-04 — Booking destination resolves and belongs to the business (2 points)¶

Stage: handoff · Severity: critical · Evaluation: deterministic · Applicability: conditional · condition: online_booking_expected · requires: booking_present · RAD: online_booking

Principle: A dead booking link is worse than no booking link.

Score	Anchor
2	The booking destination resolves, is usable, and is clearly branded for the business.
1	The booking destination works but is generic or requires avoidable steps.
0	Online booking is not expected, so this check does not apply.

Evidence to capture: booking destination state

Recommended intervention: Repair or remove the booking action; use a branded, working destination.

GBP-HND-05 — No obvious dead end at handoff (1 points)¶

Stage: handoff · Severity: medium · Evaluation: model_judgment · Applicability: required · requires: website_resolves · RAD: conversion_recovery

Principle: The handoff must continue the journey.

Score	Anchor
1	The destination offers a clear next action appropriate to the profile intent.
0	The destination is a dead end for the likely intent.

Evidence to capture: destination action path

Recommended intervention: Keep one visible action on the destination that matches the profile promise.

GBP-HND-06 — Source context is preserved at handoff (1 points)¶

Stage: handoff · Severity: low · Evaluation: model_judgment · Applicability: required · requires: website_resolves · RAD: advanced_attribution

Principle: Without source context, profile-driven demand cannot be measured.

Score	Anchor
1	The handoff preserves useful source context (campaign parameters, booking source, or a coherent landing structure).
0	The handoff discards all observable source context.

Evidence to capture: URL parameters, landing structure

Recommended intervention: Use a consistent, non-breaking source parameter on profile and booking links.

G. Measurement & Attribution — 5 points¶

Can activity originating from the profile be meaningfully measured?

GBP-MSR-01 — Website action carries observable source context (2 points)¶

Stage: measure · Severity: medium · Evaluation: deterministic · Applicability: required · requires: website_resolves · RAD: advanced_attribution

Principle: Profile-origin demand needs a measurable entry point.

Score	Anchor
2	The website action includes a stable, non-breaking source parameter that distinguishes profile traffic.
1	A parameter exists but is inconsistent or likely to be stripped.
0	No observable source parameter distinguishes profile traffic.

Evidence to capture: websiteUri query parameters

Recommended intervention: Use one consistent source parameter that survives redirects.

GBP-MSR-02 — Booking action carries observable source context (2 points)¶

Stage: measure · Severity: high · Evaluation: deterministic · Applicability: conditional · condition: online_booking_expected · requires: booking_resolves · RAD: advanced_attribution

Principle: A booking that cannot be attributed cannot be evaluated.

Score	Anchor
2	The booking action carries a source parameter or a booking source field that identifies profile traffic.
1	Some attribution context exists but is incomplete.
0	Online booking is not expected, so this check does not apply.

Evidence to capture: booking URL parameters, booking form fields

Recommended intervention: Preserve source context through the booking redirect or form.

GBP-MSR-03 — Destination structure allows profile-origin measurement (1 points)¶

Stage: measure · Severity: low · Evaluation: deterministic · Applicability: required · requires: website_resolves · RAD: advanced_attribution

Principle: Attribution should be observable without harming the handoff.

Score	Anchor
1	The destination structure supports clean measurement without breaking the customer experience.
0	The destination structure prevents meaningful profile-origin measurement.

Evidence to capture: landing URL and redirect behavior

Recommended intervention: Use stable landing URLs and avoid redirect chains that strip query context.

Hard caps¶

A cap is exceptional. It exists only where an observable failure can invalidate the rest of the diagnosis.

Cap	Scope	Cap	Deterministic trigger	Rationale
The profile is marked permanently closed (`profile_closed`)	overall	25	profile_status = CLOSED_PERMANENTLY	A permanently closed profile can stop nearly every customer action. This is the only status cap; temporary closure is a strong signal, not a punitive cap.
No meaningful customer action path (`no_action_path`)	overall	30	phone_action_usable = False; website_action_usable = False; booking_action_usable = False; other_action_usable = False	If a customer cannot call, visit the site, book, or use another action, the profile cannot complete its job.
Major business-identity mismatch (`major_identity_mismatch`)	category A	6	identity_consistent = False	A material name, category, or destination mismatch makes every other identity signal unreliable. Caps Identity & Accuracy at 6/15.
Broken primary website action (`primary_site_broken`)	category F	4	website_destination_state in ['dead', 'unrelated', 'insecure']	A broken primary website handoff is a handoff failure. It caps Handoff & Journey Continuity at 4/10 and is not also applied as a Conversion cap.
Dead booking destination presented as a primary action (`dead_booking_primary`)	category C	10	booking_is_primary_action = True; booking_destination_state in ['dead', 'unrelated']	Advertising a dead booking destination is worse than not advertising booking. Caps Conversion & Actionability at 10/22.

Category caps apply to the normalized category points before the overall cap. A cap is applied once. The verifier recomputes every trigger from facts.

Journey stages¶

#	Stage	Coverage	Customer question	Checks	Owner data
1	Identify	scored	Is this the right business, in the right place, with a coherent public identity?	GBP-ID-01, GBP-ID-02, GBP-ID-03, GBP-ID-04, GBP-ID-05	—
2	Understand	scored	Do I understand what this business does, where, when, and for whom?	GBP-ID-06, GBP-ID-07, GBP-ID-08, GBP-ID-09, GBP-SVC-01, GBP-SVC-02, GBP-SVC-03, GBP-SVC-04, GBP-SVC-05, GBP-SVC-06, GBP-SVC-07	—
3	Trust	scored	Does the public reputation and content give me enough confidence to act?	GBP-TRU-01, GBP-TRU-02, GBP-TRU-03, GBP-TRU-04, GBP-TRU-05, GBP-TRU-06, GBP-TRU-07, GBP-TRU-08, GBP-CNT-01, GBP-CNT-02, GBP-CNT-03, GBP-CNT-04, GBP-CNT-05, GBP-CNT-06	—
4	Act	scored	Can I take a useful next action with minimal friction?	GBP-CON-01, GBP-CON-02, GBP-CON-03, GBP-CON-04, GBP-CON-05, GBP-CON-06, GBP-CON-07, GBP-CON-08, GBP-CON-09, GBP-CON-10	—
5	Handoff	scored	Does the journey remain coherent when I leave Google?	GBP-HND-01, GBP-HND-02, GBP-HND-03, GBP-HND-04, GBP-HND-05, GBP-HND-06	—
6	Response	owner_data_required	What happens after I call or message, and how fast?	—	OD-CALL-ANSWER-RATE, OD-SPEED-TO-LEAD
7	Book	owner_data_required	Does a booking request become a scheduled job?	—	OD-BOOKING-CONVERSION
8	Customer	owner_data_required	Which profile-origin customers became jobs, and what revenue did they produce?	—	OD-GBP-REVENUE
9	Review	owner_data_required	Does every completed job feed a consistent review acquisition process?	—	OD-REVIEW-REQUEST
10	Measure	scored	Can profile-origin activity be distinguished and measured?	GBP-MSR-01, GBP-MSR-02, GBP-MSR-03	—

Owner-data questions (never scored)¶

These questions require CRM, phone, booking, messaging, or financial data. They do not reduce the public score.

ID	Stage	Question	Why it matters
OD-CALL-ANSWER-RATE	response	Call answer rate	The profile can produce a call, but only the phone system can show whether it was answered.
OD-SPEED-TO-LEAD	response	Speed to lead	Response time affects whether a ready customer books; public data cannot prove it.
OD-BOOKING-CONVERSION	book	Booking conversion	A working booking link does not prove a booked job.
OD-REVIEW-REQUEST	review	Review request operations	Public reviews show the result, not whether the request process is consistent or selective.
OD-GBP-REVENUE	customer	Profile-origin revenue	Only authorized CRM and financial data can connect profile activity to booked revenue.

Opportunity flags (never scored)¶

An optional RAD service is never the reason a business loses points.

Flag	RAD module	Why it may matter
Financing	`financing`	High-ticket trades may lose ready customers who cannot pay the full amount up front.
Maintenance plans or memberships	`membership`	Recurring service can increase customer lifetime value.
Seasonal maintenance	`maintenance`	Seasonal service can create repeat demand without a new acquisition cost.
Emergency routing	`emergency_routing`	Urgent customers need one unmistakable path.
Text/SMS path	`sms_messaging`	Some customers will not call.
AI or after-hours reception	`ai_receptionist`	Missed after-hours demand can be captured.
Online estimate requests	`online_estimates`	Complex jobs may need a scoped estimate before booking.
Review request automation	`review_automation`	Consistent requests produce more current proof.
Missed-call recovery	`missed_call_recovery`	A missed call is a ready customer.
Advanced attribution	`advanced_attribution`	Profile-origin demand should be separable from other channels.
Video or job walkthrough	`content_production`	Video can show work quality and team credibility.
Enhanced content cadence	`content_production`	Useful updates and recent job media support trust.

Cross-scorecard boundaries¶

Question	GBP Scorecard	Website Scorecard	Local Visibility
GBP category quality	SCORE	—	explanatory only
GBP service coverage	SCORE	—	explanatory only
GBP phone, website, booking, or messaging action present	SCORE	—	—
Website destination resolves	SCORE handoff	—	—
Website HTTPS and certificate	SCORE handoff	SCORE	—
Website mobile form usability	—	SCORE	—
Website page speed	—	SCORE	—
Local Pack rank and grid visibility	—	—	SCORE
Review recency and owner response	SCORE	explanatory only	—
Review widget on the website	—	SCORE	—
Website conversion tracking	—	SCORE	—
GBP-origin source or UTM preservation	SCORE	—	—
GBP call-click, direction, and booking volume	OWNER DATA REQUIRED or authorized connected diagnostics	—	—
Organic ranking and query performance	—	—	SCORE

The same defect is not scored by two scorecards in one run. The only deliberate overlap is HTTPS at the handoff; GBP caps Handoff, while Website Scorecard judges the owned site.

Fix mapping¶

Each check has a deterministic fix mapping in rubric.json. A mapping is metadata, not a sales recommendation.

Check	Priority	Fix	RAD modules
GBP-ID-01	critical	Confirm operational status and correct the public business name.	`gbp_optimization`
GBP-ID-02	high	Choose the most specific accurate primary category.	`gbp_optimization`
GBP-ID-03	medium	Remove unsupported additional categories.	`gbp_optimization`
GBP-ID-04	critical	Publish one primary phone and make it tappable and consistent.	`call_tracking`
GBP-ID-05	critical	Point the website action at the business's own primary domain.	`gbp_optimization`
GBP-ID-06	high	Make the storefront or service-area configuration match the business model.	`gbp_optimization`
GBP-ID-07	high	Publish accurate regular hours and mirror them on the site.	`gbp_optimization`
GBP-ID-08	medium	Write a specific description around services, customer, and service area.	`content_production`
GBP-ID-09	medium	Add verified attributes that answer practical buying questions.	`gbp_optimization`
GBP-SVC-01	critical	Name every major service line in the profile.	`gbp_optimization`
GBP-SVC-02	high	Prioritize the services the business most wants to sell.	`gbp_optimization`
GBP-SVC-03	high	State emergency availability and connect it to one urgent action.	`emergency_routing`
GBP-SVC-04	high	Write one clear problem-work-outcome sentence per service.	`content_production`
GBP-SVC-05	medium	Group and order services so a customer can scan them.	`gbp_optimization`
GBP-SVC-06	high	Align profile services with the website offering.	`gbp_optimization`
GBP-SVC-07	low	Add category attributes that materially help a customer decide.	`gbp_optimization`
GBP-CON-01	critical	Make the primary phone tappable everywhere.	`call_tracking`
GBP-CON-02	high	Use a clear website action label and the own primary domain.	`gbp_optimization`
GBP-CON-03	critical	Add one direct booking action with a relevant destination.	`online_booking`
GBP-CON-04	medium	Add one business-owned messaging path with a response expectation.	`sms_messaging`
GBP-CON-05	high	Provide a correct address and directions action for a storefront.	`gbp_optimization`
GBP-CON-06	high	Make the first destination mobile-usable and free of blocking interstitials.	`conversion_recovery`
GBP-CON-07	high	Make one urgent action unmistakable.	`emergency_routing`
GBP-CON-08	medium	State the after-hours path and connect it to one action.	`after_hours`
GBP-CON-09	high	Choose one primary action per intent and reduce competing actions.	`conversion_recovery`
GBP-CON-10	medium	Remove stale numbers, domains, and booking destinations.	`gbp_optimization`
GBP-TRU-01	high	Investigate recurring causes of low ratings; do not chase a number.	`review_automation`
GBP-TRU-02	high	Build a consistent review-request process.	`review_automation`
GBP-TRU-03	critical	Ask every completed customer for a review through one process.	`review_automation`
GBP-TRU-04	high	Replace sporadic review campaigns with a repeatable post-job request.	`review_automation`
GBP-TRU-05	high	Read recent negatives, fix the recurring cause, and respond publicly where appropriate.	`review_recovery`
GBP-TRU-06	medium	Respond to reviews, especially recent negative ones.	`review_automation`
GBP-TRU-07	low	Write short, specific replies instead of generic acknowledgements.	`review_automation`
GBP-TRU-08	low	Ask customers to mention the job and result without scripting a fake review.	`review_automation`
GBP-CNT-01	medium	Add a clear profile image and cover image.	`content_production`
GBP-CNT-02	high	Replace stock imagery with real, permissioned business photos.	`content_production`
GBP-CNT-03	high	Add captioned photos for each major service, including before/after where appropriate.	`content_production`
GBP-CNT-04	low	Add a small number of recent job photos each month.	`content_production`
GBP-CNT-05	low	Upload a current set of owner-provided photos.	`content_production`
GBP-CNT-06	low	Publish occasional useful job or service updates.	`content_production`
GBP-HND-01	critical	Repair the destination and serve the site over HTTPS.	`conversion_recovery`
GBP-HND-02	high	Align the business name, logo, and location across Google and the site.	`gbp_optimization`
GBP-HND-03	high	Update the profile and site from one source of truth.	`gbp_optimization`
GBP-HND-04	critical	Repair or remove the booking action; use a branded working destination.	`online_booking`
GBP-HND-05	medium	Keep one visible next action on the destination that matches the profile promise.	`conversion_recovery`
GBP-HND-06	low	Preserve one stable source parameter through the handoff.	`advanced_attribution`
GBP-MSR-01	medium	Use one consistent source parameter that survives redirects.	`advanced_attribution`
GBP-MSR-02	high	Preserve source context through the booking redirect or form.	`advanced_attribution`
GBP-MSR-03	low	Use stable landing URLs and avoid redirect chains that strip query context.	`advanced_attribution`