Free GBP Audit Tool

Free Google Business Profile Audit

A Google Business Profile audit is a review of the parts of a business listing that affect whether it shows up in local search results on Google Search and Maps: the business details, categories, hours, photos, reviews, and the website it links to. This free GBP audit tool runs 34 checks across nine weighted categories and scores a profile in under a minute, with no signup.

Business search and profile data from Google Maps.

  • No signup required
  • No credit card
  • Results in under a minute

Analyzing your Google Business Profile...

Checking nine categories including reviews, photos, website, and business hours.

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What your GBP audit report looks like

A clean snapshot you can act on. Your score, the fastest wins, and a category breakdown you can share with your team.

The full report also includes an executive summary, a projected score when quick wins are found, a competitor benchmark where Google returns comparable businesses nearby, a local visibility map you can run from the report, and a PDF download.

Preview only. Your audit will use your actual business data.

The Definition

What is a Google Business Profile audit?

A Google Business Profile audit is a review of the parts of a business listing that affect whether it shows up in local search results on Google Search and Maps: the business details, categories, hours, photos, reviews, and the website it links to. It holds the listing against what Google says helps a listing show up. That means complete and accurate information, specific categories, published hours, photos, and reviews with replies. The result is a list of what is missing, wrong, or weak on the profile, in the order it is worth fixing.

Google explains local ranking with three factors. In Google's words, relevance is how well a Business Profile matches what someone is searching for, distance refers to how far each business is from the customer who's searching, and prominence means how well-known a business is. An audit works on what an owner can change: the information, categories, and hours on the profile, the photos, and the reviews and the replies to them.

Businesses with complete and accurate info are more likely to show up in local search results.

GBP is short for Google Business Profile, the listing product Google used to call Google My Business, and Google's developer documentation still names the API the Google My Business API. A GMB audit, a Google My Business audit, and a Google Business Profile audit are the same review of the same listing.

There are two ways to run one. You can work through a checklist by hand in the Business Profile dashboard, or you can let a tool read the public listing and score it. This page does the second. Enter a business name and the report returns a score out of 100, a letter grade, the quick wins with the points each one is worth, and every category scored on its own. The audit checklist covers the same checks for doing it by hand, and the guide to what to check first explains the order.

An audit of public data reads what Google shows any visitor. It does not see inside the Business Profile dashboard, so it cannot report the performance figures Google shows there, and it reads the sample of reviews Google returns for the listing rather than every review.

Three Steps

How the GBP audit works

From business name to full report in under a minute.

1
Search
Type your business name and select from the results.
2
Audit in under a minute
Nine categories are scored, with reviews and photos measured against thresholds set for your category.
3
Get Results
Receive a score out of 100, a grade, and recommendations in priority order.
9 Categories

What the GBP audit checks

Nine categories, each scored out of 100 and weighted into the overall score. The weights are published, so you can see which fixes move the score most.

Category Optimization Checks that the primary category is specific rather than generic, and that the business has set relevant secondary categories. 17% of the score 3 checks
Profile Completeness Scores whether the profile has a complete name, address, phone, website, hours, and business status set on Google. 16% of the score 6 checks
Review Volume Compares the total number of Google reviews against the typical review volume for the business category. 16% of the score 3 checks
Website & Online Presence Looks at the linked website for HTTPS, load time, mobile responsiveness, matching contact information, and local-business structured data. 16% of the score 5 checks
Review Rating Scores the average star rating of reviews on the business's Google listing. 12% of the score 3 checks
Review Sentiment & Quality Scores the sentiment, recurring themes, and depth of the sample reviews Google returns for the listing. Google's Places API returns up to five reviews sorted by relevance, not recency. Every result in this category comes from that sample and is labelled as such. 8% of the score 3 checks
Attributes & Services Counts the business attributes set on the profile, including payment options, accessibility, parking, and service features relevant to the category. 7% of the score 4 checks
Business Hours Optimization Checks that opening hours are published for the week, counting days marked closed and around-the-clock schedules as published, and that secondary hours for holidays or special schedules are also set. 5% of the score 3 checks
Photos & Visual Content Counts the photos that appear on the business profile. 3% of the score 4 checks
See how each category is scored Get the full audit checklist
Reading The Score

How to read your GBP audit score

Every audit returns a score out of 100 and a letter grade from the same fixed bands, so two profiles with the same score always receive the same grade.

F D C C+ B- B B+ A- A A+
Drawn to scale from 0 on the left to 100 on the right. Each band's width is its share of the score range.
80 and above Grades B+ to A+

A profile in good shape, with the remaining points shown category by category.

60 to 79 Grades C to B

Clear gains left, and the report's quick wins put the highest-value fixes first.

Below 60 Grades D and F

Gaps that are likely holding the listing back in local search.

What else the score tells you

Overall score
The weighted sum of the nine category scores, so a profile can score low in one category and still earn a strong overall score when the rest are healthy.
Projected score
When the report finds quick wins, it also shows the score once they are done, using the points each recommendation is worth.
Score badge
From 70 upward the report offers a score badge you can embed on your own website.
Every grade band
Grade Score range Rating
A+ 95 to 100 Exceptional
A 90 to 94 Excellent
A- 85 to 89 Very Good
B+ 80 to 84 Good
B 75 to 79 Above Average
B- 70 to 74 Decent
C+ 65 to 69 Needs Improvement
C 60 to 64 Below Average
D 50 to 59 Poor
F 0 to 49 Critical
Priority Order

What to fix first after a GBP audit

Work in weight order. The 4 heaviest categories carry 65% of the score between them, so the categories to check first are the same for every profile.

  1. Category Optimization

    17% of the score

    Google asks for categories that are as specific as possible but representative of your main business, and for as few of them as it takes to describe the core business. The primary category carries the heaviest single weight in the score.

    • Choose the most specific primary category
    • Add relevant secondary categories
    • Keep categories honest

  2. Profile Completeness

    16% of the score

    Google's guidance is to make your business info as complete as possible, with a name that reflects the real-world name used on your storefront and website. Every empty field here costs points that are quick to recover.

    • Use your real-world business name
    • Confirm your address or service area
    • Add a primary phone number

  3. Review Volume

    16% of the score

    Google says prominence is also based on how many reviews a business has, and that more reviews and positive ratings can help its local ranking. The audit judges review count against the norm for your category rather than a fixed target.

    • Benchmark against your category
    • Build a steady review habit
    • Make the ask easy

  4. Website & Online Presence

    16% of the score

    The audit reads the site linked from the profile for HTTPS, load time, mobile rendering, contact details that match the profile, and local business structured data. Each one is a fix on your own site rather than on Google.

    • Serve the site over HTTPS
    • Keep load time fast
    • Make the site mobile friendly

Re-run the audit after each round of changes, so the score history on the report shows what moved. Run it once a month while you are working through the recommendations. A full check each quarter is enough once the profile is in good shape.

From Audits Run Here

How Google Business Profiles score on this audit

One row per business, its most recent audit: 848 profiles audited with this tool between March 28, 2026 and September 28, 2026.

Median score
78 out of 100
Top 10 percent
91 or higher
Score 80 or above
46% of profiles, grade B+ or better
Score below 60
21% of profiles, grade D or F

Average score by category, lowest first

  1. 55 Website & Online Presence 16% of the score
  2. 62 Attributes & Services 7% of the score
  3. 65 Business Hours Optimization 5% of the score
  4. 69 Review Volume 16% of the score
  5. 74 Category Optimization 17% of the score
  6. 74 Review Sentiment & Quality 8% of the score
  7. 83 Review Rating 12% of the score
  8. 89 Photos & Visual Content 3% of the score
  9. 92 Profile Completeness 16% of the score

Category scores are out of 100 and cover the same profiles.

Why It Matters

Why audit your Google Business Profile?

Audit a Google Business Profile for five reasons. The listing changes without you. Complete and accurate profiles are more likely to show up in local search results. A name that breaks Google's guidelines can get the profile suspended. More reviews and positive ratings can help local ranking. A score you can re-run shows whether your changes worked.

  1. The profile changes without you

    Google says a Business Profile may be updated based on information from different sources. When that happens, Google places a notification at the top of the profile. An audit reads the listing as Google publishes it today. An update you did not make shows up as something to review, rather than something you hear about from a customer.

    Google Business Profile Help, Understand Google updates on your Business Profile

  2. Incomplete or inaccurate information can cost visibility

    In Google's words, if your business info isn't accurate, your Business Profile might not show up for relevant searches in your area. Google also asks you to make your business info as complete as possible. Profile completeness carries 16% of the audit score, and every missing field in it is a fix that takes minutes.

    Google Business Profile Help, Tips to improve your local ranking on Google

  3. The name field can get the profile suspended

    Google's guidelines say including unnecessary information in your business name isn't permitted and could result in the suspension of your Business Profile. The report's Google Policy Check reads the published name against those rules and says plainly whether it appears to conflict. It never changes the score.

    Google Business Profile Help, Guidelines for representing your business on Google

  4. Reviews can help local ranking, and replies can help you stand out

    Google says more reviews and positive ratings can help your business's local ranking. It also says positive reviews and helpful replies can help your business stand out. The audit measures review count against thresholds set for your category, scores the average rating, and reads the sample of reviews Google returns for the listing.

    Google Business Profile Help, Tips to improve your local ranking on Google

  5. A score you can re-run is how you know your changes worked

    Each run is saved. From the second audit onward the report shows the score history for the listing, so a change to categories, hours, or photos is measured rather than guessed at.

    On the audit report

Frequently asked GBP audit questions

Straight answers about how the audit works and what your score means.

A Google Business Profile audit is a review of the parts of a business listing that affect whether it shows up in local search results on Google Search and Maps: the business details, categories, hours, photos, reviews, and the website it links to. This tool scores nine categories, each out of 100. Reviews and photos are measured against thresholds set for your category. The report then lists what to fix first.
Yes. Google Business Profile is the current name for the listing product that was called Google My Business. Google's developer documentation still names the API the Google My Business API. A GMB audit, a Google My Business audit, and a Google Business Profile audit are the same review of the same listing data. This tool works on the current Business Profile.
A score of 80 or above, grade B+ or higher, means the profile is in good shape. Scores from 60 to 79 mean there are clear gains left. A score below 60 points to gaps that are likely holding the listing back in local search. Across all audits run with this tool, the median score is currently 78 and the top 10 percent of profiles score 91 or higher.
Re-run the audit after each round of changes, so the report shows what moved. Run it once a month while you are working through the recommendations. A full check each quarter is enough once the profile is in good shape. Each run is saved, so from the second audit onward the report shows your score history over time.
Google explains local ranking with three factors. Relevance is how well your profile matches the search. Distance is how far you are from the person searching. Prominence is how well-known your business is. The audit checks the parts you can control: how complete the profile is, its categories, review count and rating, photos, and the website.
Yes, completely free with no signup required. Enter your business name and you will get a full audit report with scores across nine categories and specific recommendations for improvement. You can download the report as a PDF by providing your email.
No. Anyone can run the audit and read the full report without an account. A free account is for the audits you want to keep. It saves each audit you run to your history and shows how the score of each business changes from one audit to the next. You can also download the PDF of your own audits without the email step, and run more audits than a visitor can.
Start with the Quick Wins section of your audit report. These are the changes that take the least effort but have the biggest impact, like adding missing business hours, uploading photos, or completing your business categories. Then work through the category-by-category recommendations. Your report shows the exact number of points each quick win is worth for your specific listing, so you can see your projected score before you start.
The audit itself typically finishes in under a minute. You type your business name, pick it from the dropdown, and we generate your score and recommendations while you wait. There is no signup and nothing to install.
Yes. Google gives each location its own Business Profile, and this tool audits one profile per run, so run it once per location. Each location gets its own score and its own list of fixes, which shows you which locations need work first.
Yes. The tool works on any Google Business Profile that Google Maps returns for a search, including a competitor's. Audit the businesses that appear above you for your main search term and compare their category scores with yours to see where the gap is.
Google names verification, complete and accurate information, and relevance among the things that affect whether a profile shows up. Verification tells Google you are authorized to represent the business. Relevance is how well the profile matches what someone is searching for, which is where categories matter. Google can also suspend a profile that breaks its guidelines. An audit of the public listing shows the gaps in information, categories, hours, photos, and reviews, and checks the name against Google's guidelines. It cannot see whether the profile is verified or suspended, so check that in your own Business Profile.
Find your business on Google Search or Google Maps, or go to business.google.com, and follow Google's steps to add or claim the profile. Google then asks you to verify the business. Google decides which verification methods are offered, and they include phone or text, email, video recording, live video call, and mail. Once the profile is verified you can edit it, and every recommendation in your audit report becomes something you can act on.
Google says more reviews and positive ratings can help your business's local ranking. The audit measures your review count against thresholds set for your category, not against one fixed number. As a working target, aim for at least as many reviews as the businesses that appear above you for your main search term. Keep new reviews arriving steadily rather than in one burst.
No. The audit only reads publicly available profile data through the Google Places API. It does not modify your profile, sign you in, or leave any trace on your listing.
Related Reading

The guide to what to check first, the mistakes to look for, the wider management work, and the checklist for doing it by hand, each described in its own words.

How to Audit a Google Business Profile: Start Here

A profile audit only helps if you fix the checks that decide visibility first.

Read article

10 Google Business Profile Mistakes Costing You Customers (And How to Fix Them)

The 10 most common Google Business Profile mistakes that hurt your local visibility and drive customers to competitors.

Read article

GBP Management: What It Is and How to Do It Well

GBP management explained: what it is, every part of a Google Business Profile with Google's own rule for each, how to do it well, and what it costs.

Read the guide

Google Business Profile (GBP) Audit Checklist

A structured list of every part of your profile to review and verify, from categories and reviews to photos and the website you link to.

Open the checklist

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