Google Business Profile audit tool

What a Google Business Profile audit checks

A Google Business Profile audit is a check of everything Google shows about your business in Search and Maps: the name, category, address, hours, photos, services, reviews and the links people tap. The aim is simple. Find what is missing, wrong or out of date, and fix it in order of importance.

This tool covers the parts you control. It does not look up your profile or send anything to us. You answer the questions, and the score and fix list are worked out in your browser.

Why the profile matters so much

When someone searches for a business like yours nearby, Google usually shows a map with a few businesses before any website. Many people call, ask for directions or book straight from that list. Your profile is often the first thing a customer sees, and sometimes the only thing.

Google says local results are based mainly on relevance, distance and prominence. You cannot change your distance from the person searching. A complete, accurate profile improves relevance, and reviews and mentions from other sites build prominence over time. See how to rank on Google Maps for the full picture.

How the score works

Each question has a weight from 1 to 3. The heaviest are the ones that most often keep a business out of the map results or put customers off: an unverified profile, the wrong primary category and no recent reviews. A “Yes” earns the full weight, and “No” or “Not sure” earns nothing. The score is the share of the total you earned, out of 100.

• 80 or more: the basics are in place. Keep reviews and photos coming and post monthly.
• 60 to 79: real gaps. The top of your fix list is where to start.
• Below 60: the profile is holding you back. Fix the setup items first, then reviews.

A high score does not guarantee a ranking. It means you have done the parts that are in your hands.

The mistakes we see most often

• A general category. “Restaurant” instead of “Thai restaurant”, or “Doctor” instead of “Dermatologist”. The primary category is one of the strongest signals you set yourself.
• Keywords in the business name. Adding “Best dentist in Austin” to the name breaks Google’s guidelines and can lead to a suspension.
• Old hours. Holiday closures and changed hours that were never updated. Few things lose a customer faster than a closed door.
• Duplicate profiles. Two profiles for one location split your reviews and confuse both Google and customers.
• No recent reviews. A profile whose last review is a year old looks inactive, whatever the rating.
• Reviews left unanswered. Other customers read your replies as much as the reviews themselves.
• Details that do not match. A different phone number or address on your website or on directories gives Google a reason to doubt the profile.

What to do after the audit

Start at the top of your fix list. Most setup items take minutes. Photos, services and descriptions take an afternoon. Reviews and posts are habits rather than tasks, so decide who does them and when. Our review link and QR code generator makes asking for reviews easier, and our guide on how to get more Google reviews sets out a routine.

Run the audit again a month later and compare. Then look at the numbers Google reports in your profile: calls, direction requests, bookings and website clicks. Those, not the score, tell you whether the work is paying off.

The profile and AI assistants

More people now ask ChatGPT, Gemini and Google’s AI answers for local recommendations. Those assistants draw on the same public information: your profile, reviews, website and listings. A complete, consistent profile gives them more to work with. You can check whether AI assistants name your business with our free checker.