Google Business Profile Audit
Search any business to see how its Google Business Profile scores on completeness, reviews and keywords, with a grade from A+ to F and the fixes that matter most.
What the audit looks at
- Completeness. Primary and additional categories, address, website, phone, opening hours, photos and the UTM tags on your website link.
- Reviews. Your score, how many reviews you have, and the mix of the reviews Google shows.
- Keywords. Whether your main keyword shows up in your business name and in your reviews.
- Recommendations. A short list of fixes ranked high, medium or low priority.
It reads Google's public data, so it works for any business and needs no access to the profile. That also means a few things, such as posts and your review replies, cannot be seen, and the report says so rather than guessing.
Frequently asked questions
What is a Google Business Profile audit?
It is a check of how complete and well-run your Google Business Profile (the listing that appears in Google Search and Maps) is. This tool looks at your categories, contact details, hours, photos, reviews and keyword use, gives each area a grade from A+ to F, and lists the fixes that matter most.
Where does the data come from?
From Google's own public Places data, the same information Google shows about your business. We do not need access to your profile, so you can audit any business, including a competitor or a prospect.
What can this audit not see?
Google's public data does not include your posts, your replies to reviews, how often reviews arrive, whether the profile is claimed, the description, Q&A, social links or video. It also shows only the first ten photos and up to five reviews that Google chooses. The report lists these under "What we could not check", with a quick way to check each one yourself.
How is the score worked out?
Completeness counts for half the score (categories, address, website, phone, hours, photos), reviews for just over a third (score, number and the mix Google shows) and keywords for the rest. Missing basics such as a website, phone or hours cost the most. The grades run from A+ to F.
Which keyword does it look for?
By default, Google's name for your primary category, such as "Plumber". Type your own keyword, for example "emergency plumbing", and the report re-scores straight away, with no new lookup.
Should I put my keyword in my business name?
Only if it is genuinely part of your name. Google's guidelines say your name should be your real-world name, and adding extra keywords is a common reason profiles are suspended. This tool reports whether the keyword appears but does not recommend adding it.
Why does it say I have no additional categories when I do?
Google's public data lists only the categories that match its standard list of place types, so some of your categories may not show. Open your profile to confirm before changing anything.
Is it free?
Yes. There is no sign-up, and you can download the report as a PDF.
More for local visibility
Check the website behind the profile with our On-Page SEO Checker, or read about our local SEO services and Google Business Profile optimization if you want a team to improve how you show up in Google Maps.
Want a stronger Google Business Profile?
Tell us about your business and we will show you what to fix first to win more calls and visits from Google.
Talk to our local SEO team