Free Google Business Profile audit
Score your Google Business Profile in seconds. See exactly what’s hurting your Google Maps rank, how you compare to competitors, and get a prioritised fix plan. Free.
What you get in the free audit
Agencies usually add one money keyword here so the audit doubles as a prospecting or client-review asset.
Free. No credit card. Instant preview first, full report after email unlock.
What the Google Business Profile audit checks
A weighted score across the factors Google actually uses to rank local businesses.
Reviews & rating
Review volume and average rating scored against what top-ranking local competitors have.
Profile completeness
Name, address, phone, website, hours and categories, every gap that holds your rank back.
Rank vs competitors
Add a keyword to see your live Google Maps position and the businesses outranking you.
How the Google Business Profile audit score is calculated
Your listing gets a single 0 to 100 score built from five weighted categories. Each category is scored 0 to 100 from your live Google listing, multiplied by its weight, and added together. Reviews and profile completeness carry the most weight because they are the strongest local ranking and conversion factors. Everything is measured from public Google data, so the score reflects exactly what Google and your customers see.
The letter grade is a plain band on that number, and your improvement potential is simply 100 minus your score.
How reviews and rating are scored (30%)
Reviews is the highest-weighted category because review volume and star rating are consistently the top drivers of local rank and clicks. Volume is banded: 100 or more reviews scores full marks, 50 to 99 scores high, 25 to 49 is mid, 10 to 24 is low, and under 10 is weak. Rating is scored on a curve where 4.7 stars and up is full marks and anything under 3.5 is heavily penalised. Volume is weighted slightly higher than rating, because a great rating on a handful of reviews still loses to a competitor with hundreds.
How profile, categories, website and services are scored
Profile completeness (25%) scores whether the core fields Google expects are filled in: name, address, phone, website, hours, and a primary category. Categories (15%) rewards an accurate primary category plus relevant secondary categories, since the primary category is one of the strongest ranking signals. Website and booking (15%) rewards a linked website and a booking action. Services and hours (15%) rewards a listed set of services and complete hours for all seven days.
Why we do not score Google Posts and Q&A
We deliberately do not penalise your score for Google Posts or Q&A, because those are not reliably readable from Google’s public data, and scoring what cannot be measured would punish every business unfairly. Many free tools mark every listing as failing on Posts and Q&A by default. Our audit only scores what can be measured accurately, so the number you see is honest and actionable. Posts and photos still matter, and we recommend them in the action plan, but they do not distort the score.
How the live Google Maps rank and competitor comparison works
If you add a target keyword, the audit runs a live Google Maps search from your business location and reports exactly where you rank for that keyword, plus the top competitors beating you. Because localseotool.io is a full grid rank tracker, we search Google Maps at your real coordinates, find your position, and return the competing businesses with their ratings and review counts. That turns an abstract score into a concrete picture of where to focus.
Agency workflow
Use the audit to win, convert, and retain local SEO clients
The highest-converting use case is simple: run the audit for a prospect, show the visibility gaps, then move them into rank tracking once fixes are live.
Prospecting
Run the audit on a lead, show the score gap, and turn generic outreach into a specific fix plan.
Sales calls
Use the score, top issues, and competitor gaps as the opening diagnosis instead of a vague SEO pitch.
Retention
Re-run the audit after fixes and pair it with heatmaps to prove progress, not just promise it.
How to optimize your Google Business Profile after the audit
Google Business Profile audit FAQ
A Google Business Profile audit (also called a GMB audit) checks how complete and optimised your Google listing is against the factors Google uses to rank local businesses - reviews, categories, profile completeness, website, services and hours. Our free tool scores each area 0-100, flags every issue, and gives you the exact fix, so you know precisely what to improve to rank higher in Google Maps.
Yes. The Google Business Profile audit is 100% free with no credit card required. Enter your business name, optionally add a keyword to check your Maps rank, and you get an instant 20-point audit. Unlock the full report and per-issue fixes with just your email.
Type your business name into the tool above and pick it from the dropdown. Optionally add a keyword (like 'plumber near me') to also see where you rank on Google Maps. Click 'Run my free audit' and you'll get an instant score, a breakdown by category, and a prioritised list of what to fix first.
It scores five weighted areas: Reviews & rating (volume, average rating), Profile completeness (name, address, phone, website, hours, category), Categories (primary + secondary), Website & booking link, and Services & hours. If you add a keyword, it also shows your live Google Maps rank and your top local competitors.
Most free audit tools give you a single rank and penalise every business for Google Posts and Q&A they can't actually read. We only score what can be measured reliably, and - because localseotool.io is a full grid rank tracker - we show your real Google Maps position for your keyword plus the competitors beating you, not just one number.
The audit is built around the signals Google weighs most for local ranking: review volume and rating, category accuracy, and profile completeness. Closing those gaps is exactly what moves businesses up in the local pack. After you fix them, use the free rank checker to track your progress across your whole city.
Your overall score is a weighted average of five categories: Reviews and rating (30%), Profile completeness (25%), Categories (15%), Website and booking (15%), and Services and hours (15%). Each category is scored 0 to 100 from your live listing, multiplied by its weight, and summed into a single 0 to 100 score. A is 85 and above, B is 70 to 84, C is 55 to 69, D is 40 to 54, and F is below 40.
Because Posts and Q&A cannot be read reliably from Google's public data, and scoring them would penalise every business for something the report cannot verify. Many free tools mark every listing as failing on Posts and Q&A by default. We only score what can be measured accurately, so your number stays honest and actionable.
Audit, track and fix your Google Business Profile - free.
Free plan, no credit card required. Start with the free audit, then move the businesses worth keeping into heatmaps, rank tracking, and recurring reporting.