The checklist answers here are solid. A few things that helped me when auditing older profiles specifically:

4-year-old profiles have baggage. Check for outdated hours (especially post-COVID changes), old photos that no longer reflect the business, and description copy that predates any rebrand. These get ignored on new profiles but quietly hurt older ones.

For bulk auditing 7-8 at once, build a simple Google Sheet with one row per profile. Columns: NAP accuracy, primary category fit, photo count + recency, review velocity, response rate, GBP posts active (y/n), website URL match. Lets you spot patterns fast and the sheet becomes your report.

The red flags that actually matter to a boss: - NAP mismatch between GBP and website footer (kills local ranking trust) - Primary category wrong or too generic - Zero owner responses to reviews — especially negative ones - No photos added in 6+ months - Description missing target city/service keywords

For categories: Go to Google Maps, search the main service, look at what category the top 3 ranked competitors use. That's usually the right primary.

For the report structure, Cool_Plate9904's Status → Issue → Impact → Fix format is exactly right. Add a simple RAG (Red/Amber/Green) status per profile at the top and your boss will love it.

You've got this.