Free Google Business Profile Audit
Find your business, answer ten quick questions and get a score out of 100, a comparison with the competitors around you and a list of what to fix first.
- Free, no sign-up
- No Google login needed
- 18 profile checks
- Competitor comparison
Google Business Profile score
Not scored yet
Find your business or answer the checklist to get a score.
This score covers the profile. Rankings depend on more.
We'll check where you rank across your service area, your citations, links and service pages against the businesses that outrank you, and send a prioritized plan. Free, no obligation.
How the Google Business Profile audit works
- Find your business. Type its name and pick it from the list. The tool reads the public profile from Google: category, phone, website, hours, photos, rating and reviews.
- See how you compare. It searches your primary category around your location and shows the businesses Google lists first, with their ratings and review counts.
- Answer ten questions. Some things only the owner can see, such as whether the profile is verified or the Services section is filled in. Skip anything you're not sure about.
- Work through the fix list. Problems are sorted by how much they weigh in the score, so the first item is the one worth doing first.
You don't need to sign in with Google or leave an email. Use Copy report to paste the results into an email or a note for whoever manages your profile.
What the audit checks
Read from Google
| Check | What passes |
|---|---|
| Open and operating | Not marked temporarily or permanently closed |
| Primary category | A category is set (you confirm it's the right one) |
| Phone number | A phone is listed |
| Website link | Links to your own https site, not a social page |
| Opening hours | Hours set for at least five days a week |
| Photos | Ten or more |
| Star rating | 4.5 or higher |
| Number of reviews | At least as many as the top three nearby businesses |
Answered by you
Verification and owner access, additional categories, the Services list, the description, service areas, matching name-address-phone across the web, new reviews each month, replies to reviews, fresh photos and recent posts.
How to read your score
- 85–100: strong. The profile isn't what's holding you back. Look at rankings across your service area, your website and local links next.
- 65–84: solid, with gaps. Usually reviews, photos or missing services. A few weeks of steady work closes them.
- 40–64: needs work. Several basics are missing. Competitors with complete profiles are getting calls that could be yours.
- Under 40. Start with verification, category, phone, hours and the first reviews.
A high score doesn't promise a top-three spot. Google ranks local results by relevance, distance and prominence. Your profile drives relevance and part of prominence. Distance to the searcher is outside your control, and the rest of prominence comes from reviews, links and how well known the business is.
The fixes that matter most
1. Choose the right primary category
The primary category tells Google which searches you belong in. Pick the most specific one for your main service: "Plumber," not "Contractor." If you're unsure, look up the three businesses that rank best for your main keyword and see which category they use. Then add additional categories (you can have up to nine) for your other real service lines.
2. Get reviews steadily
Review count and rating are the heaviest checks in this audit because they do two jobs: they feed prominence, and they decide who gets the call once your listing is shown. Compare your number with the top three nearby businesses in the table above. If you're behind, ask every customer by text right after the job, with a direct link. Our Google review link generator creates that link, a QR code and the messages.
3. Reply to every review
Replies show future customers there's a person behind the profile. Thank people for good reviews in a sentence or two, and answer complaints calmly with a phone number. If you're stuck on wording, the review response generator has ready replies for each situation.
4. Fill in services and the description
List each service under its category, with a short description. In the business description you have 750 characters, so put your main services and the cities you serve in the first two sentences. Don't add keywords to the business name. It's against Google's guidelines and a common reason for suspension.
5. Add real photos
Upload a logo, a cover photo and at least ten pictures of your team, vehicles and finished jobs, then add a few more each month. Stock images do nothing for trust. Customers want to see who is coming to their home.
6. Keep details consistent
Your name, address and phone should be identical on your profile, your website and the main directories: Yelp, Facebook, Bing Places, Apple Business Connect and the BBB. Add matching structured data to your site with our local business schema generator.
Service-area businesses
If you travel to customers and they don't visit you, set the profile up as a service-area business: hide the street address and list the cities, counties or ZIP codes you cover (up to 20). Showing a home address or a virtual office as a storefront breaks Google's guidelines.
Keep in mind that your service area doesn't decide where you rank. Google still measures distance from your verified address, hidden or not, so expect your strongest visibility near that address.
What this tool can't see
The audit uses public data only, so it doesn't check:
- Rankings. Where you appear for a keyword in each part of your service area. That takes a geo-grid rank tracker.
- Suspensions, pending edits and duplicates. These show only in your Google account.
- Profile insights. Calls, direction requests and website clicks.
- Citations and links beyond the website link on the profile.
Those are part of the free local SEO audit we do by hand. To see what ongoing local SEO would cost for your trade and market, try the local SEO cost calculator.
Google Business Profile audit FAQ
Eight things we can read from Google: whether the profile is open, its primary category, phone, website link, opening hours, photos, star rating and number of reviews, compared with the businesses listed around you. Ten more come from a short checklist you answer yourself: verification, additional categories, services, description, service areas, name-address-phone consistency, review flow, review replies, fresh photos and posts.
Each check has a weight. Reviews and rating count the most, followed by the primary category, website and photos. A passed check earns its full weight, a partial one earns half, and the score is the share of points earned out of those that could be scored. Checklist questions you skip stay out of the score.
It's free, with no sign-up and no email. You don't connect your Google account either: the tool reads only the public information anyone can see on Google Maps. That's also why it asks you about the things only an owner can see.
We search Google for your primary category around your business location and show the first businesses it returns. It's a quick benchmark for reviews and ratings, not a rank tracker: real Map Pack positions change with the searcher's location, street by street.
85 or more means the basics are covered and the profile isn't holding you back. Between 65 and 84 there are a few clear gaps, usually reviews or photos. Below 65, the profile is probably costing you calls. A high score doesn't guarantee a top-three position, because distance to the searcher and your website's strength also count.
New, unverified and suspended profiles often don't appear in Google's search results. Try the exact name from Google Maps with the city added. If the profile still doesn't show up, answer the checklist for a manual score, and check the profile's status at google.com/business.
Every three months, and after any change to your address, phone, name or categories. Also check it when calls drop suddenly: users and Google itself can edit your profile, and hours, categories or even the phone number sometimes change without you touching anything.
No. The lookup goes through our server to Google and back, and nothing about your business is saved. Your checklist answers are kept only in your own browser so they're still there when you return.
Get a free local SEO audit
The tool scores your profile. We go further: rankings across your service area, citations, links and service pages, compared with the businesses that outrank you, in a prioritized plan.
