Profile Optimization

Optimize Profile audits a Google Business Profile against Google's guidelines and proposes compliant, accurate improvements — categories, services, attributes, business description, and hours. You review every proposal. Nothing reaches Google until you approve it.

Where to find it

Open a profile, go to the Edit Info tab, and click Optimize Profile (top right, next to Refresh from Google).

You need the Edit Google location data permission (profiles:edit_google). Owners and admins have it by default.

Running an audit

1. Choose what to check. Tick any of Services, Business description, Categories, Attributes, Hours. Narrowing the audit skips the work rather than hiding it — checking only what you need is faster and uses less of your AI allowance. The results screen tells you which sections were checked, so "nothing found" is never mistaken for "nothing wrong anywhere".
2. Click Run audit. The audit reads your live Google listing and your website, and takes a minute or two.
3. Review the results (below). Keep the dialog open until you're done — closing it ends the review, and seeing the recommendations again means running a new audit.

One audit per profile every 5 minutes. If you re-run sooner, the dialog tells you how long to wait.

Or upload your own services

Already have your services written down? On the same screen, upload a CSV under Services / description CSV and click Import file. It becomes the same review list — nothing is published until you approve it.

Columns: type,name,description, where type is service or business_description. Rows the file can't use are listed with the line number and the reason; none are silently dropped.

Reviewing the plan

Each recommendation shows Now (what Google has today), Proposed (the change), and a one-line reason. Approve or reject them one at a time, or click Approve all for everything that's pending.

Three kinds of item need a closer look:

You'll see	What it means
Confirm before approving + a list of checkboxes	Google lists these services under your category, but that isn't evidence you offer them. Tick only the ones this business actually provides — only the ticked ones are published.
High impact — approve individually	A change to the primary category. It reclassifies the business, so it is left out of Approve all and needs its own explicit approval.
Writing service descriptions…	Service descriptions are written after the plan appears. Approving services is held until they finish, so nothing goes out half-written. The descriptions that will be published are shown under each service before you approve.

If a description can't be written (for example, your monthly AI allowance ran out), the service itself is unaffected — you can still review and approve it.

When there's nothing to approve

• No optimization opportunities right now — the fields checked already look good. Run again later as the business changes.
• Nothing to approve — but your profile has N empty fields — the audit found gaps it can't safely fill for you (fields only you can complete). It lists them; fix them in the profile editor.

What happens when you approve

Approving a recommendation publishes it to your live Google Business Profile. Changes roll out gradually, a few minutes apart, so the activity looks natural to Google, and each one appears in the profile's Change History.

Two safeguards run at publish time, without you doing anything:

• Compliance is enforced, not suggested. Every proposal passes deterministic checks against Google's guidelines before it can be written — no change can put a profile at suspension risk.
• Drift guard. If the listing changed on Google between the audit and the approval, the write stops rather than overwriting the newer value. Run the audit again to pick up from the current state.

Good to know

• The audit uses your organization's monthly AI allowance (see AI Generation). A narrower audit uses less.
• Rejected items are remembered on that plan; running a new audit starts a fresh plan.
• Optimize Profile edits the listing's data. It does not post, reply to reviews, or upload photos — see Content Calendar, Reviews, and Photo Upload for those.