A Google Business Profile audit is a free online tool that grades your GBP listing against local SEO best practices. This auditor scores 18 checklist items from 0 to 100, weights each by its real-world impact on local visibility, and builds a prioritized action plan with the highest-impact fixes first.
Grade your listing like an SEO would
Work through the checklist below. Every item is weighted by its real-world impact on local visibility, so your 0–100 score reflects what actually matters - and the action plan puts the highest-impact fixes first, each with a one-line "how to fix".
Honest note: this is a self-audit checklist based on public Google Business Profile best practices - it is not a Google certification and does not guarantee ranking changes.
Your action plan
Highest-impact missing items first. Fix these in order.
Honest notes
- Self-audit, not a certification. The score reflects widely published GBP best practices, not Google's internal ranking formula (which Google doesn't publish).
- Weights are judgment calls. Categories, reviews, and photos are weighted highest because SEOs consistently observe the biggest impact there - but every market differs.
- We can't see your listing. All answers are self-reported; this tool analyzes what you enter, it never scrapes Google.
How to use the GBP Auditor in 5 steps
- Open your Google Business Profile in Maps or Search.
- Answer each checklist item honestly: Yes, Partial or No.
- Review your 0-100 score and grade.
- Work the action plan top-down, starting with the highest-impact fixes.
- Re-run the audit monthly to track progress.
How do I audit my Google Business Profile for free?
Open your business listing in Google Maps or Search, then work through this page’s 18-point checklist, answering Yes, Partial or No for each item. The tool weights every answer by its observed impact on local visibility, calculates your 0-100 score, and builds a prioritized action plan with a one-line fix for each missing item.
Categories, reviews and photos carry the highest weights because SEOs consistently observe the biggest local-pack impact there. The tool never asks for your Google login: every answer is self-reported from your public listing.
What is a good Google Business Profile audit score?
Aim for 85 or higher: that usually means your categories, NAP details, hours, photos, reviews and posts are all in strong shape. Scores under 60 typically reveal missing fundamentals, like an unverified listing, too few photos or no review strategy. Because every market differs, treat the score as a prioritized to-do list rather than a ranking guarantee.
Common quick wins include choosing the most accurate primary category, adding all relevant services, uploading 10+ photos, enabling messaging, and posting weekly updates.
Frequently asked questions
Is this audit really free?
Yes - unlimited audits, no signup, no paywall. Your progress is stored in your browser's localStorage, so you can finish over multiple sessions.
Will a score of 100 guarantee I rank #1?
No. A complete, well-maintained profile is a strong foundation for local visibility, but rankings also depend on competition, reviews velocity, proximity, and factors outside any checklist.
Does this tool connect to my Google Business Profile?
No - it's a guided self-audit. You answer questions about your listing; the tool scores and prioritizes. Nothing is scraped or sent anywhere.
How is the score calculated?
Each checklist item has a weight (total = 100). Yes = full weight, Partial = half, No = zero; numeric items (photo count, review count, rating) score on published best-practice thresholds. The action plan sorts missing items by weight × gap, so the biggest wins come first.
Can I audit a client's listing?
Absolutely - run through the checklist while viewing their public profile in Google Maps/Search. It's a great deliverable for client SEO work.
How do I reset and start over?
Click "Reset audit" in the score card - it clears all answers from this browser instantly.