| name | google-business-profile |
| description | Listing optimisation, review response strategy, Google Posts, local pack ranking factors, NAP consistency, and category selection for Google Business Profile. Use when optimising GBP listings, managing reviews, or improving local search visibility. |
| metadata | {"author":"synthex","version":"1.0","engine":"synthex-ai-agency","type":"reference-skill","triggers":["google business","GBP","google maps","local listing","business reviews","google posts","local pack","NAP consistency","business categories"]} |
| context | fork |
Google Business Profile — Listing Optimisation and Local Pack Strategy
Purpose
SYNTHEX connects to Google Business Profile via OAuth to manage locations,
reviews, posts, insights, and photos. This skill documents how to optimise
GBP listings for maximum local search visibility and how to use Synthex
infrastructure to maintain listing health.
Infrastructure Map
| Layer | File | Exports |
|---|
| Service | lib/google/business-profile.ts | listLocations, getLocationDetails, updateLocation, getReviews, replyToReview, deleteReviewReply, createPost, listPosts, getInsights, listPhotos, getCategories, starRatingToNumber |
| Auth | lib/google/google-auth.ts | getOAuthAccessToken |
| Hook (SWR) | hooks/useGBPLocations.ts | useGBPLocations — returns locations, primaryLocation, syncLocations, refresh |
| Hook (SWR) | hooks/useGBPReviews.ts | useGBPReviews({ locationId?, page?, limit?, rating?, unreplied? }) — returns reviews, pagination, refresh |
| Hook (SWR) | hooks/useGBPInsights.ts | useGBPInsights(locationId?, days?) — returns totals, totalReviews, averageRating, trend |
| Cron (5 AM UTC) | app/api/cron/gbp-monitor/route.ts | Snapshots GBP metrics, fetches new reviews, generates AI reply suggestions (STORED only, NEVER auto-sent) |
| Models | Prisma: GBPLocation, GBPReview (with aiSuggestion field), GBPSnapshot | Per-org location records, review history, daily metric snapshots |
API Routes (8):
| Route | Method | Purpose |
|---|
/api/google-business/locations | GET | List connected locations |
/api/google-business/locations | POST | Sync locations from Google |
/api/google-business/locations/[locationId] | GET/PATCH | Get or update a specific location |
/api/google-business/reviews | GET | List reviews (with filters) |
/api/google-business/reviews/[reviewId]/reply | POST | Send a reply to a review |
/api/google-business/reviews/[reviewId]/auto-reply | POST | Generate AI reply suggestion |
/api/google-business/posts | GET/POST | List or create Google Posts |
/api/google-business/photos | GET | List location photos |
/api/google-business/insights | GET | Get performance insights |
Listing Optimisation Checklist
Run through this 12-point checklist for every connected GBP location:
- Business name — exact legal name, no keyword stuffing (Google will suspend for this)
- Primary category — most specific match available; use
getCategories('query', 'AU') to search
- Additional categories — 3-5 categories covering secondary services (max 9 allowed)
- Address — complete Australian format: "Suite X, 123 Street Name, Suburb STATE POSTCODE"
- Phone — verified, local number preferred over 1300/1800 for local SEO
- Website — HTTPS URL matching the business; tracked via
websiteUri field
- Hours — all 7 days set via
regularHours; accurate and current
- Special hours — public holidays and seasonal changes updated proactively
- Description — 750 characters maximum; include primary services and location; natural language
- Services/menu items — list all distinct services with descriptions
- Opening date — set correctly; established businesses benefit from tenure signals
- Attributes — gender-neutral restrooms, wheelchair accessible, etc. as applicable
Review Response Strategy
Timing Targets
| Rating | Response Window | Priority |
|---|
| 1-2 stars | Within 24 hours | Critical — damage control |
| 3 stars | Within 48 hours | High — shows you care about improvement |
| 4-5 stars | Within 72 hours | Standard — builds relationship |
Tone Matrix
Matches the gbp-monitor cron's AI reply suggestion logic:
| Rating | Tone | Approach |
|---|
| 4-5 stars | Warm, grateful | Thank specifically, mention what they enjoyed, invite return |
| 3 stars | Appreciative, constructive | Acknowledge feedback, mention specific improvements, offer to make it right |
| 1-2 stars | Empathetic, professional | Apologise sincerely, take responsibility, offer offline resolution |
AI Reply Workflow
gbp-monitor cron fetches new reviews daily at 5 AM UTC- For unreplied reviews, AI generates a suggestion stored in
GBPReview.aiSuggestion
- Human reviews the suggestion in the dashboard
- Approved replies are sent via
POST /api/google-business/reviews/[reviewId]/reply
Reply Rules
- Always use Australian English (colour, organise, recognise)
- Personalise every reply — reference specific details from the review
- Never use emojis in review replies
- Never include staff signatures or job titles
- Never be defensive or argumentative
- Never post identical replies to different reviews
- Keep replies concise: 2-4 sentences for positive, 3-5 sentences for negative
Google Posts Strategy
Post Types
| Type | Expiry | Best For |
|---|
| What's New | 7 days | Regular updates, news, tips |
| Event | After event date | Workshops, sales, open days |
| Offer | After end date | Promotions, discounts |
Publishing Guidelines
- Frequency: 1-2 posts per week (minimum to stay active in local pack)
- Length: 150-300 words with a clear value proposition
- Image: 400x300px minimum, JPEG format, relevant to content
- CTA options: Book, Order Online, Learn More, Sign Up, Call Now
- Created via
createPost(connectionId, locationName, post) using the GBPPost interface
Content Ideas for Local Businesses
- Behind-the-scenes of your service delivery
- Customer success stories (with permission)
- Seasonal tips related to your industry
- Staff introductions and expertise highlights
- Community involvement and local events
- New service or product announcements
Local Pack Ranking Factors
Relevance
How well your listing matches the search query:
- Primary and additional categories must accurately reflect services
- Description should contain natural service and location keywords
- Attributes and services list provide additional relevance signals
Distance
How close your business is to the searcher:
- Address accuracy is critical — use exact coordinates
- Service-area configuration for businesses that travel to customers
- Geo-tagged photos strengthen location association
Prominence
How well-known and trusted your business is:
- Review quantity and quality — more reviews with higher ratings
- Review response rate — 100% target; competitors average <50%
- Citation consistency — NAP identical across all directories
- Website authority — domain rating, backlinks, content quality
- Behavioural signals — tracked in
GBPSnapshot: searchViews, mapsViews, websiteClicks, phoneClicks, directionClicks
Category Selection Guide
Need to select categories?
|
+--> Search available categories
| getCategories('your service', 'AU')
|
+--> Select primary category
| Rule: most specific match to your core service
| "Plumber" not "Home Services"
| "Thai Restaurant" not "Restaurant"
|
+--> Select additional categories (3-5)
| Cover secondary services only
| Do not add aspirational categories
| Max 9 additional categories allowed
|
+--> Verify against competitors
Check what categories top-ranking local competitors use
Missing a common category = missed relevance signal
NAP Consistency Protocol
NAP = Name, Address, Phone. Must be identical across all online presence.
Source of Truth
GBPLocation.address is the canonical NAP record. All citations must match exactly.
Australian Address Format
[Business Name]
[Suite/Unit X, ]123 Street Name
Suburb STATE POSTCODE
Australia
Phone: (0X) XXXX XXXX or 04XX XXX XXX
Where to Enforce NAP
- Google Business Profile (primary)
- Business website (header/footer + contact page)
- All directory citations (Yellow Pages AU, True Local, Hotfrog, etc.)
- Social media profiles
- Schema markup on website (LocalBusiness structured data)
Common NAP Inconsistencies to Audit
- "St" vs "Street", "Rd" vs "Road"
- Old phone numbers on legacy listings
- Abbreviated vs full suburb/state names
- Missing suite/unit numbers
- Different trading name vs legal entity name
Photo Optimisation
Minimum Photo Set
| Type | Count | Purpose |
|---|
| Logo | 1 | Brand recognition in search |
| Cover | 1 | First impression in listing |
| Interior | 3+ | Show the space customers will experience |
| Exterior | 3+ | Help customers find the location |
| Team | 3+ | Build trust and personal connection |
| Products/Services | 3+ | Showcase what you offer |
Photo Requirements
- Minimum 720px on the longest edge
- JPEG format preferred (smaller file size than PNG)
- Geotag photos with business coordinates
- Upload 2-3 fresh photos monthly to signal an active listing
- Use
listPhotos(connectionId, locationName) to audit current photo inventory
Insights Interpretation
useGBPInsights(locationId, days) returns totals and 30-day trend data.
Key Metrics
| Metric | What It Measures | Good Benchmark |
|---|
| searchViews | Discovery via Google Search | Trending up month-over-month |
| mapsViews | Discovery via Google Maps | Higher than searchViews for local businesses |
| websiteClicks | Click-throughs to website | >5% of total views for service businesses |
| phoneClicks | Direct phone calls | Conversion signal — track against revenue |
| directionClicks | Navigation requests | Strongest intent signal for physical locations |
Conversion Rate Formula
Conversion Rate = (websiteClicks + phoneClicks + directionClicks) / (searchViews + mapsViews) * 100
Target: >5% for service businesses, >8% for retail/hospitality
Trend Analysis
Use the trend array from useGBPInsights to plot 30-day performance.
Correlate changes with:
- Review response activity
- Google Posts publishing frequency
- Photo uploads
- Category or description changes
- Algorithm updates (cross-reference with
google-updates-sentinel skill)
Reference skill: This is a read-only architecture guide — it documents existing systems and does not generate creative or code output. No capability uplift block is needed.
